Capturing a B2B Decision Maker’s Attention in 2016

I’m going to keep this short. After all, this post is about short attention spans and if you’re a marketer, chances are you’re going to skim this post (for keywords), click on a hyperlink, and leave, never to return. That’s just how we read now.

Short Attention SpanAs a B2B Marketer, you’re likely facing the following content marketing challenges…

• Shorter Attention Spans. You have 8.25 seconds to get your message across to prospects. Yikes. Get the facts on what decreasing attention spans mean for marketers in this cool infographic.
• Distractions. On avg., an office worker checks their inbox 30x/day, uses multiple devices simultaneously, and leaves a webpage in 10-20 seconds.
• Content Overload. According to Demand Gen Report’s 2015 Content Preferences Survey, 83% of respondents (177 B2B buyers) felt overwhelmed by the amount of content available. Meaning, there’s an explosive amount of content out there. How do you get yours to break through the chatter?

What to do, what to do…

• Keep It Bite-sized. Get your message across by breaking it down into digestible, bite-sized sections, like Oscar Health.
• Use Visuals, Preferably Video. “Visual content is 40X more likely to get shared on social media than other types of content.” Also, the average time spent watching a single internet video in 2015 was 2.7 min.
Be Interactive. Engage, entertain and educate all at the same time with interactive content, like this Google infographic or quiz.
Be Specific. Think about the action you want your audience to take. Make it clear and simple, with little distractions in your copy and design.

unnamedLead by example…

The PayScale email above is a great best practice example of utilizing the “what to do” to gain marketshare of your overly stimulated, distracted decision maker’s attention.  But, how do you keep pace and ensure you are connecting with them?

• Make content and how it is delivered an integral part of your overall annual marketing strategy – it should not be an after thought that fits in where it can.
• Work with a partner that understands your brand and the pain points of your audiences… someone that can collaborate with you to define a well-thought out content plan that complements your broader marketing strategies for the year.
• Track, measure, refine. It’s back to the good old days of direct marketing which enabled us to monitor campaigns from every which way to Sunday… and produce more efficient, results-driven campaigns that resulted in better ROI – the words every executive wants to hear. Now, in the new millenium, we have numerous options, many of which are through online channels that help to broaden our reach and provide access to data that enables campaign optimization at lighting speed. See we’re saving you time (and in theory money) already!

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