Content is not scarce, but attention is paid to it. We live in a world where interest is declining, and this continues to grow. In today’s increasingly accessible and instantly available content framework, capturing the attention of target customers is a formidable and ongoing challenge for B2B brands. With so many clients at once, many become very selective about where they focus their time and effort and what they consume. Today, get ready to learn how you can grab the attention of your customers in an age “Attention economy.“
Also Read: The Role of CTV and OTT in the B2B World and Its Emerging Importance
What is an “attention economy”?
Attention economics is an ideology that considers human attention a rare commodity. Describes Matthew B.
Nowadays, buyers are facing information saturation everywhere. They receive content assets from various locations such as mailboxes, web pages, news feeds, and timelines. Social media channels and online news portals are known to compete aggressively for user attention and retention, and this also applies to B2B brands. With so much content readily available, buyers’ interest often spreads. Potential buyers retain the value of their interest, and only replace it with something else of great value to them, such as certain content.
In this age of increased attention economy, marketing and sales letters compete against thousands upon thousands of others in order to capture the attention of many potential buyers. This competition starts with penetrating potential customers, gaining their interest and interest, and finally proving enough value to make a conversion. In the end, value is the currency of the attention economy.
Additionally, in order to penetrate and reach potential buyers, marketing messages must provide specific value to prospects. Ideally, a potential customer should leave a website with information that helps them understand a concept, process, technology or opportunity. Yes, the end goal is to guide potential customers toward a sale, but remember that usually customers flatly reject sales offers, especially when they come in too early.
Also, it is important to remember this phrase: Don’t sell the product or service, but sell the “why”. In other words, prioritize finding a way to describe to potential buyers how your product, service, and/or content assets can help them by changing their lives for the better or act as a solution that addresses or solves their pain point.
These practices have led to the success of B2B brands
This is a specific practice Overrides name embedPersonalization makes messages more valuable and meaningful. Therefore, it is necessary to customize the messages according to the conditions of the receivers. From here, the next step is to create content that addresses pain points and how to effectively resolve them.
Align content with the stages of the buyer’s journey
According to a 2021 Demand Gen Report, content influences the purchasing decision of 62 percent of B2B professionals.
In general, buyers want companies to understand their needs and expectations, which is the secret to making potential customers believe that you are the right choice for them. It’s ideal to use content that answers questions your potential buyers ask at different stages of the buying journey. This is where intent data plays an important role by providing real-time information regarding all these aspects.
Lead content journeys with personalized calls to action
Additionally, content assets should contain customized calls to action (CTAs) that take potential customers to the next stage of their buying journey. At this point, let your prospects take control of their content journey which includes carefully selected options to choose from in your stack of CTAs.
Aim to maximize participation
Last but not least, the practice of doing the right targeting to maximize engagement is crucial. Intent providers that offer a custom audience are often the most useful for specific targeting goals like these.
The key to thriving in the attention economy is reviving human-to-human connectivity in marketing campaigns using intent data. Instead of spamming the audience, try to build better relationships with them instead. Next, consider combining big data and old school communication. At the end of the day, the vast majority of people only pay attention if you convince them that your content assets, products, and/or services are worth their time. If you’re ready to learn more about effective content strategies, predictive analytics, and/or managing cross-channel campaigns, check out these articles below!
5 Content Mistakes Hindering Your Account-Based Marketing Strategy
Campaign management across channels at scale: why and how to use it
Predictive Analytics: Why It’s a “Necessary” in Your B2B Marketing Package