Brand success relies on the content marketers deliver for their new and existing customers, according to a report.
Cloud-based content solution provider Bynder’s “State of content report 2023” revealed 86% of B2B CMOs plan to increase investment in content creation and distribution, despite industry-wide budget cuts.
Investing in a “content experience” results in improved customer attraction and retention and aims to educate, inform, engage, and inspire the customer, the report said.
“Achieving an exceptional content experience involves a comprehensive approach that prioritizes creating alignment to meet customer expectations, boosting engagement, and, ultimately, revenue,” added the report.
Content is said to be the top tool for marketers, helping to maintain brand visibility, deliver value, and build brand trust.
“Failure to invest in enhancing content operations could disrupt brand momentum and risk losing customers who may not find the brand’s content when they’re ready to purchase — ultimately affecting profits,” said the report.
By prioritising digital transformation and investing in the technology, marketers increase their capacity to deliver personalised content experiences – key for CMOs viewing personalisation and localisation as top business objectives.
95% of B2B CMOs are also planning to reuse content to create a consistent content experience for audiences across various digital touchpoints, the report added.
Bynder is digital asset management platform with offices in Europe, UAE, the US, and Australia.