The Great Content Marketing Reframe
Welcome to “The Great Content Marketing Reframe” – a comprehensive report by PaperplaneCo that transcends surface-level tech trends and delves into the fundamental shifts reshaping B2B marketing in 2024. In our report, we propose that true innovation in B2B marketing lies in nurturing a new mindset.
This report guides you in navigating a new technological landscape and buyer mindset with clarity and purpose — ensuring you stay ahead of the curve and outperform your competition.
Three reframes, in a nutshell:
- Innovation is about skills, not tools:
Generative AI, predictive analytics, and voice search are undoubtedly enticing, but their true value lies in the hands of skilled professionals. Instead of fixating solely on adopting the latest tools, invest in empowering your team with the expertise to leverage them effectively. Think of technological skills as the seatbelt of your marketing strategy – they may feel restrictive at times, but they ultimately enable you to accelerate safely towards your goals.
- Personalisation is about relevance, not identity:
Gone are the days of superficial personalisation that merely scratches the surface in understanding the buyer as an individual. Today’s buyers crave content that resonates deeply with their professional aspirations, not just personal details like the product they last bought. Shift your focus from identity-based customisation to crafting insightful, valuable content that addresses your audience’s specific challenges and aspirations. 2024 presents the perfect opportunity to move beyond surface-level engagement and create genuine connections that leave a mark on the hearts and minds of your audience.
- Expectations are more important than facts:
“Best practices” have been done and are unlikely to entice a “wow” from your buyers. Not to mention, we found that the majority of B2B gated content is leaving its audience disappointed. Today’s B2B marketing goal should be about exceeding your audience’s expectations. Let us challenge the status quo, push the boundaries of what’s possible, and redefine the very notion of success.
Marketing at large is in the midst of major shifts in marketing technology and in the way customers think. So let us not be bound by “the way we’ve always done it” and, instead, work toward defying expectations, challenging norms, and reframing the way we approach B2B marketing.
Dive into the data behind these reframes:
