Now the goal is to entertain as well as to provide information or education. Why?
- One reason is clutter--so many brands are adopting content marketing for differentiation, it's harder to stand out. Brands need to have the right content for their audiences (and their strategies).
- Another reason is media access--B2B customers want to be able to access content marketing via any digital device and through a website or social media. This diversity of points of access makes attracting and retaining an audience more challenging.
The IBM YouTube Channel includes sub-channels for Watson and other categories of interest to a range of B2B buyers.
The IBM Twitter account (tweet above) posts videos and other content of interest--not just product/service related but general interest, as in the AI content promoted above.
And IBM's Facebook account similarly posts frequently with ever-changing content for B2B buyers, as well as serving as a recruiting tool.
Virtually every post has visual interest, whether a photo or video, to add to the appeal. It's not just a data dump, it's content marketing in a format that fits the B2B audiences' preferred method of accessing information. Importantly, the content marketing is ready 24/7 whenever a buyer anywhere wants to learn more about a subject of interest.