(电子商务研究中心讯)美国内容营销协会推出的《2018年北美科技企业内容营销行业基准、预算及趋向》,鉴于98%受访者隶属为B2B范畴,据此可以窥测B2B科技企业的内容营销现状:
第一,“成文内容营销策略”和“项目流程管理”是B2B科技企业内容营销成功的关键因素。
第二,针对用户购买旅程的内容挑战增大。2018年,63%的B2B科技企业能够在合适的时间给合适的人提供合适的内容,相较于2017年49%有大幅上升。但是,仅有50%根据用户购买旅程提供内容,相较于去年60%有所下降。
第三,科技类B2B公司更重视研究类内容和视频内容。最有效的内容类型中,电子书/白皮书63%,案例研究61%,(预先制作的)视频33%;如何将社交与深度内容、视频打通,对于B2B内容营销有较大助力。致趣百川建议立足微信社交获客,将深度内容、视频成功场景嫁接。
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(来源:致趣科技 编选:电子商务研究中心)
浙江网经社信息科技公司拥有17年历史,作为中国领先的数字经济新媒体、服务商,提供“媒体+智库”、“会员+孵化”服务:(1)面向电商平台、头部服务商等PR条线提供媒体传播服务;(2)面向各类企事业单位、政府部门、培训机构、电商平台等提供智库服务;(3)面向各类电商渠道方、品牌方、商家、供应链公司等提供“千电万商”生态圈服务;(4)面向各类初创公司提供创业孵化器服务。
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