Video and animation isn’t a new trend but is one that will continue to be an important part of the B2B content marketing mix. I think we’ll also see an upward trend of short, digestible, and interactive content in the B2B world. LinkedIn stories, polls, and articles have been performing well on our B2B clients’ LinkedIn accounts. People are busy and don’t always have the time (or desire) to spend 20+ minutes reading through a long-form blog post from a company they know little or nothing about. The short quick-hit content is a great way to increase your brand recognition and build thought leadership. Once you’ve established brand awareness and trust, content consumers are more likely to invest the time to read what you have to say in your long-form content. When you produce long-form content, make sure it is unique and provides value to your intended audience.
– Hannah Taylor, Director of Production Services