B2B brands should create content that encourages intra-audience interaction

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 04, 2020, 6:00 PM UTC

With most people are stuck indoors due to the pandemic, a lively thought-provoking conversation can be valuable for brands.

Businesses can host a LinkedIn Live chat, run an interactive webinar or sponsor a topic-themed chat in a video conferencing app to encourage audiences to interact with the brand as well as with other participants. Initiating social conversations between industry peers and prospects can help B2B brands better position themselves during the global health crisis.

Experimenting with different content formats can help marketers prevent audiences from content fatigue. Businesses can consider converting a blog into a short video or an audio interview to deliver value to their target audiences.

Collaborating with subject-matter experts can help B2B organisations foster brand credibility, create thought-provoking content and build long-term customer relationships. Companies should also ensure their messages are relevant and empathy-driven to avoid appearing tone-deaf.

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