Enabling Best In-class Digital Experiences
You never get a second chance to make a great first impression. And in marketing, that means creating digital experiences that make your brand look and feel awesome and your thought leadership material compelling and informative. A recent joint study by LinkedIn and Edelman highlights why.
According to the 2020 B2B Thought Leadership Impact Study, 89% of decision-makers say good thought leadership enhances their perceptions of an organization, 59% say it’s useful for vetting organizations, and 49% say good thought leadership material influences purchasing decisions.
But, as marketers, we spend the majority of our time filling channels with content experiences without considering who we’re trying to connect with and why. In fact, according to Content Marketing Institute, only 48% of B2B marketers say they create content based on specific stages of the customer journey and a separate Content Marketing Institute/MarketingProfs study found that only 42% of B2B content marketers actually talk to customers when researching audiences and developing content for them.
It’s easy to forget that proving value and enhancing your brand still matters, but it does. A good brand presence can put your organization on a prospect’s shortlist of possible vendors, maintain customer loyalty and help sales close deals.
Let’s look at the webinar as an example. Leading analysts agree that webinars are the single most effective channel to generate leads. This means the first time a prospect experiences your brand is through your webinar. But what if that webinar is dull and lifeless? Or, worse, what if the content within the webinar doesn’t address any specific pain point attendees may have?
If a prospect sees and hears a boring, unprofessional and irrelevant event, then that will be the impression they have of that company, its products and its ability to be a trusted resource in the future. That’s why when you create engaging digital experiences, it’s important to remember that engagement starts with the right mix of brand and thought leadership.