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Supercharging your content ROI

By The Drum Network, Staff Writer

April Six


The Drum Network article

This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

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April 23, 2020 | 3 min read

B2B buyers already think and act like consumers. They are accustomed to fast, seamless online transactions and personalised customer experience - yet according to Salesforce, less than 30% of B2B customers say suppliers provide excellent customer experience.

alice donovan

Supercharging your content ROI

Add to this the fact that our modern B2B buyer is reflective of our millennial generation now rising through the business ranks, they bring their digitized worldview to the workplace, driving a buying behaviour where 61% of B2B transactions now start online.

In addition, the global Covid-19 lockdown is driving up digital content consumption overall, and putting a spotlight on B2B brands to up their game on creating content that cuts through the clutter.

The CMO Council report — Making Content Marketing Convert - shows that despite the need for content marketers to keep brands top of mind, only 12% of marketers believe they have relevant and persuasive content marketing strategies to target the correct audiences.

So how can you create great content designed to move people – content that’s not only great but is delivered in a contextually relevant way, centred around our ‘always-on’ non-linear buyer? It’s about fusing great creativity with great technology to deliver and delight our audience, accelerating the buyer-to-customer journey

At April Six we work with some of the coolest MarTech vendors to deliver creative and content strategies that drive positive business outcomes.

PathFactory, for instance, builds AI-driven content journeys based on real content consumption data. It fuels every stage of the customer journey with intelligent content and nurtures in real-time using binge-able content tracks and micro-personalized content journeys. It measures what truly matters —the time each person and account spends on every asset and webpage — right down to the second. Think of them as Netflix for business.

Working with Pathfactory, we’ve seen content engagement increase tenfold for our clients and have created a live webinar session called ‘supercharge your content ROI’ next Wednesday 29 April at 4 pm BST

Discover how to serve the best mix to content-hungry audiences and get inspired by how to help make your content stand out from the crowd

Sign up to our Webinar: ‘Supercharge your content ROI’ on 29th April at 4pm BST.


Content by The Drum Network member:

April Six

April Six is a family of industry specialists, crafting moments that matter for brands shaping the future. With offices in London, Bournemouth, Munich, San Francisco,...

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