B2B organizations will continue to rely on content to engage buyers at every point of their purchasing journey. However, the stakes are higher than ever before. With most buyers feeling overwhelmed at the oversaturation of content, the mindset must shift to quality. Instead of pumping out more new content, content creators should consider re-purposing existing assets and organizing them in ways that cater to buyers’ needs.
But quality doesn't have to mean dollar signs. Lo-fi content is having a moment and helping small teams with small budgets stand out from competitors. If it is relevant, authentic, engaging and personalized, content teams will win.
"A diverse omnichannel approach is key," said McKay. "We need to recognize that not everyone wants to consume content in the same way. Repackaging and repurposing your content not only helps you operationally, but it also broadens your capacity to reach people in a format that fits their preferences."
