Solutions Review is at the moment endeavor a multi-quarter polling train throughout our Universe of Influence on LinkedIn and junk mail to advertising and lead technology leaders within the enterprise software program house. Our objective is a straightforward one: to unearth varied LinkedIn suggestions and methods for serving to corporations develop their attain on the platform. In conjunction with our surveying, we’ve shared methods for rising natural impressions which have labored for us, merging principle and observe to offer you a roadmap to get began by yourself.
Now that we’ve lined some LinkedIn advertising options, we wished to discover out the place most audiences favor to eat their content material. There are extra avenues for content material than ever earlier than, making it difficult for advertising groups to discern the place their most useful content material ought to go and the way to advertise. With that in thoughts, we went again to the properly and polled a cross-section of our viewers of enterprise software program advertising and demand technology leaders to add perspective.
Over a week-long interval, we polled an viewers of selling and demand technology leaders throughout Solutions Review’s category-specific enterprise software program Showcase Pages. We requested a easy query: “Which kind of website do you employ most to get helpful info?” We then supplemented our polls by sending a direct e-mail to our database of public relations connections.
In complete, we generated 170 responses. Here’s what we discovered, together with suggestions for getting began.
Where Do Most People Prefer to Consume Content?
In what media format do you favor to eat content material?
Online articles/weblog
Videos
Podcasts
Downloadable/long-form PDF
Online Articles Drive Views and Engagement
If you need to get your viewers’s eyes in your content material, probably the most simple avenue is perhaps finest. According to our survey, most respondents (42 %) say they like to eat content material through on-line articles and blogs. Online articles are straightforward to entry, will be learn on cellular units anyplace, and are simply shareable on social media or through messaging platforms. Creating these articles can also be probably the most simple (and confirmed) type of content material creation, which doesn’t appear to be altering anytime quickly.
There is Value in Video
Video content material has been rising for years, however is it nonetheless a helpful medium for information and advertising? Based on our findings, the reply is sure, as 31-percent of our viewers mentioned that video is the format they like to use for content material consumption. Like on-line articles, movies will be watched throughout cellular units, making them an easy-to-access avenue for consuming and sharing info. Video content material will be simpler to interact with than studying an article, so it shouldn’t be stunning to see it rank so intently to the tried-and-true format of on-line articles and blogs.
Don’t Count Out Downloadable Whitepapers
For years, downloadable PDFs and whitepapers have been a staple of any content material advertising technique, however their objective has at all times been barely totally different from on-line articles or movies. Unlike these latter classes, long-form downloadable content material is supposed for folks farther down their “shopping for journey.” These content material items have a tendency to provide a extra in-depth examination of a subject, so, by design, they don’t appeal to the broader audiences that different codecs do. Our survey outcomes appear to agree with this development, as 18-percent of respondents mentioned they like downloadable, long-form PDFs. You can’t hinge your complete content material technique on these paperwork, however they’ll (and will) be a staple.
Podcasts: Is Anyone Listening?
Podcasts are a difficult medium to acquire traction in, particularly for entrepreneurs and information shops. Only 9-percent of our viewers chosen podcasts as their most well-liked medium to eat content material. Creating podcasts is way costlier and time-consuming than on-line articles and yields much less engagement than video. There isn’t a complete absence of curiosity, but it surely appears to converse to a extra particular area of interest of audiences, so companies ought to method it with some warning.
Tim is Solutions Review’s Editorial Director and leads protection on massive knowledge, enterprise intelligence, and knowledge analytics. A 2017 and 2018 Most Influential Business Journalist and 2021 “Who’s Who” in knowledge administration and knowledge integration, Tim is a acknowledged influencer and thought chief in enterprise enterprise software program. Reach him through tking at solutionsreview dot com. Latest posts by Timothy King (see all)
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