Watch this #COSeries webinar on-demand here: http://dg-r.co/2p0iphJ B2B buyers are increasingly relying on content to influence their purchase decisions. In fact, 47% said they rely more on content to research solutions. However, content marketing is a crowded space, which means your content must be on point to stand out in the inbox. In this session, Demand Gen Report’s editorial team will share new research from our annual Content Preferences Study, as well as real-world success stories from our Killer Content Award winners. The webinar will also cover: Why benchmarking data and peer insights is becoming a must-have for buyers; The increased desire for how-to content and prescriptive messages; The growing importance of influencers to help boost credibility; and How companies, such as GetResponse, FedEx and JDA, created award-winning content by adopting many of these new content strategies.

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WHAT ’S WORKING IN
B2B CONTENT MARKETING?
Research & Use Cases To Optimize Your Campaigns

2. #COSeries
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Demand Gen Report: @DG_Report
Brian Anderson: @G3Brian
Klaudia Tirico: @KlaudiaTirico

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About Demand Gen Report
• Tracking strategies & solutions in lead
generation & marketing tech since 2007
• Daily news and analysis, special reports,
original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists

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How Are We Doing?

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Panelists
Brian Anderson
News Editor
Demand Gen Report
@G3Brian
Klaudia Tirico
Features Editor
Demand Gen Report
@KlaudiaTirico

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Buyers Are Time-Starved
89%
"agreed" or "strongly agreed" that
they're overwhelmed by the amount
of content directed at them.
34%
have less time to devote to
reading/research on purchases.

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About The Survey
• Polled roughly 200 B2B buyers
about their use of content in
making purchase decisions
• 33% of respondents are from the
tech/software industry
• More than half (52%) hold C-level,
VP-level or Director-level positions

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Short, Interactive, Trustworthy Content
75% Place a higher emphasis on
the trustworthiness of source
52% Prefer mobile-optimized
content
46% Prefer shorter formats
41% Prefer interactive/visual
content on demand

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Short-Form Content: FedEx Express
The company built six distinct experiences in partnership with ion interactive.
• The Freight 101 tool
• The LTL Freight Classification Tool
• Beginning Your Export Journey,
an interactive assessment
• Customs Compliance Made Easy
• The FedEx Freight box page

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The Results
• Since June 2016, The Freight Box experience
has generated 136,000 site visits.
• A 151% increase in Freight Box shipments
within six months, compared with its pre-
launch shipments.
• An 82% average increase in month-over-
month revenue.

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Interactive Content: Paycor
Paycor created several pieces of interactive content using SnapApp that
targeted buyers at the top, middle and bottom of the funnel.
• A salary calculator
• A time-saving calculator
• A product picker

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• A collective 86% question completion rate,
59% overall completion rate and a 25% lead
conversion rate
• A 2.7x ROI within six months, and 25x ROI
after nine months
• The company attributed 23% of all digital
marketing revenues between May 2016 and
July 2016 to these interactive assets
The Results

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Mobile: Veracode
Veracode partnered with Content4Demand to survey more than 300 IT
professionals in the summer of 2016.
• Created a listicle, titled “5 Ways to
Find Your AppSec Zen,” that was
mobile optimized and designed to
illustrate how IT professionals can
reduce stress through education
and developer enablement tools
and technology.

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• Touting parallax scrolling, minimal copy and
animated graphics, the listicle conveys
Veracode’s thought leadership and
expertise in a fun and engaging way.
• Survey fueled future content offerings,
such as a webinar, best-practices E-book
as well as the listicle.
The Results

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Influencer Campaigns: GetResponse
GetResponse created 65 pieces of content in total — 52 featuring influencers:
• 15 videos featuring influencers;
• Eight E-books — five by influencers
and three by GetResponse experts;
• Six live webinars hosted — each hosted
by a GetResponse expert and featuring
an influencer guest; and
• Four pieces of crowdsourced content.

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• 193,500 visits to the Marketing Automation
Hub between July 1 and Nov. 22;
• 30% increase in blog views;
• More than 17,500 webinar registrations;
• $41,000 in revenue created from webinars;
• More than 11,500 social media shares; and
• 120% higher Facebook engagements than
other GetResponse blog posts.
The Results

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Key Takeaways
• Buyers are time-starved; 34% have less
time to read/research content.
• Use short-form to educate buyers in a
quick, easy and engaging way.
• Consider Interactive content formats to
boost engagement.
• Use foundational research to uncover
overarching trends and challenges.
• Partner with influencers to grow your
credibility and reach.

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How Are We Doing?

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Q&A / Panelists
Brian Anderson
News Editor
Demand Gen Report
@G3Brian
Klaudia Tirico
Features Editor
Demand Gen Report
@KlaudiaTirico

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Register for more sessions now thru April 21st!
Please Join Our Next Session Tomorrow at 12PM ET / 9AM PT
http://webinars.demandgenreport.com/campaign-optimization-series/2017
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