Connecting audiences, not assets
Today, most B2B resource or “learning” centers are simply repositories of siloed assets that are divided and subdivided by classic, static format types. This has to change.
B2B marketing is undergoing the same transformation as the New York Times and every other media company out there. New disruptive competition is coming from every angle. And many of these companies aren’t saddled with the same attachment to legacy processes, technologies, and digital experiences. For every company, transitioning from legacy content experiences to new ones means disrupting their entire content marketing approach.
A network of dynamic, rich-media enriched, interactive experiences not only helps us keep the attention of today’s B2B researcher/buyer/decision-maker, but it also helps us understand how and where these audiences are connected with our worldview. We can begin to understand how to keep them interested by serving up better and better experiences no matter what context they find themselves in, and by becoming not only a core source of the best information on our particular subject but one that is available to them in ANY context they need.
If the only question that remains is “When?” then the answer must be “Now.” Our audiences are expecting this. And we should deliver.