‘Lo-Fi’ Content Sets The Stage For Human-To-Human Interaction
The term lo-fi — specifically related to music — is defined as a music or production quality in which elements usually regarded as imperfections of a recording or performance are audible, sometimes as a deliberate aesthetic choice. This definition can also relate to the way B2B organizations thought about their content marketing strategies during the pandemic and even in the post-pandemic world.
Budgets were cut, bandwidth was (and still is) tight and the demand for companies to be more human was strong, so doing more with less (less production, less money, less resources) is the name of the content marketing game.
“Budgets are smaller than they used to be, or have been frozen, even for big companies,” said Kit McKay, Content Marketing Manager at Turtl, an enterprise content automation platform. “I've heard people use the term lo-fi to describe content that's not as polished or as refined. This tactic has been legitimized because even the largest enterprises were hit by the economic situation caused by Covid-19, so they have been a little bit more relaxed and loosened the collars on their content — especially with video.”
Projects that were normally large productions that cost a lot of money, such as a studio-produced webinar or video, have now been toned down to simplicity via Zoom meetings and selfie videos. According to McKay, lo-fi video content may not be as visually polished, but it puts everyone on a level playing field to focus more on the content itself versus how it looks.
When asked what made content memorable enough to warrant a sales call,
of respondents noted they want content that tells a strong story that resonates with buying committees.
Source: DGR's 2021 Content Preferences Survey Report
