A few weeks ago, I attended DemandGen‘s first-ever “B2B Content To Conversion” conference, the first of its kind devoted entirely to business to business content marketing, and lead generation/lead nurturing (the sessions are videotaped and archived here if you want to review any of them.)
Without further ado, here are the 3 trends that blew my socks off:
Trend #1 -the top 2 ways CEO’s and VP’s share and consume content are: email (88%), Linkedin (53%), and Twitter (39%)**. The email number shouldn’t surprise any of us – email is still the “gold standard” for communication among business executives in 2012. But I thought it was profound that over half of all executives share and consume content through their peers using Linkedin. This confirms the research we’ve observed at Buzz12 when executives and their sales force actively share their company thought leadership using Linkedin, and how much traffic that drives to their web sites (see my previous blog post for more info on this concept).
Also, well over a third of these executives are using Twitter for the purpose of sharing and consuming information! I constantly hear people say “I don’t know many executives who are active on Linkedin or Twitter.” Well, guess what? Just because they aren’t POSTING doesn’t mean they aren’t CONSUMING what YOU are posting – if you’re smart enough to be sharing good content yourself.
Trend #2 – 6 billion people across the world use some kind of mobile device. That represents 86% of the world’s total population. This is just a staggering statistic that cannot be brushed under the rug. Think about the implication of this large number. There are more mobile devices being used than TV’s, PC’s, and telephone landlines COMBINED.
Trend #3 – by 2015, mobile devices will be considered “first-screen”: that means, people won’t just use their mobile device to check email when they are away from their laptops or desktop computers. IT WILL BECOME THE FIRST SCREEN that is used – and laptop computers and desktops will become an afterthought, or used secondarily. The implication of this statistic should make you think: how does my website look on a mobile device TODAY? If I am deploying marketing materials digitally, are they easy to read on a mobile device? Everything you send out electronically – contracts, marketing materials, instruction manuals, etc. – NEED to be rethought with this mobile device “first screen” concept in mind.
So – clearly we’ve all got to be thinking about delivering our client and prospects information that’s interesting, compelling, and relevant. BUT, we’ve also got to make sure they can consume it easily on their mobile devices!
Phyllis Neill is President/CEO at Buzz12, creating and executing marketing strategies for our clients that capture prospective customer’s attention, improve your brand loyalty, and fill up your sales funnel.
** - research from Content Preference Survey conducted by DemandGen Report, surveying CEO and VP-level executives from a variety of industries including tech/enterprise, manufacturing, telecom, financial services, and media/internet.