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Everyone needs a vacation once in a while. This week is a team effort, as I am hopefully relaxing in the sun by the time you’re reading this! But never fear – our awesome team here at Virtual Causeway is pulling out all the stops this week to keep the car running!

Give this song by Arcade Fire a listen as we see what the experts are saying this week.

Buyers’ Content Preferences in 2022

B2B buyers have become more reliant on content to inform purchasing decisions in recent years. According to the Content Preferences Survey by Demand Gen Report, 55% of buyers say they rely more on content now than they did a year ago. But every night the dream’s the same… and not surprisingly, digital channels are growing more and more crowded.

So how do you break through the noise?

It’s all about share-worthiness. As buying committees expand and your buyer becomes buyers, shareable content can help drive alignment around their goals and decisions. The report says if you want your content to cross a river so deep, it must:

  • Have relevant and immediately shareable links
  • Have shareable stats and quick-hitting insights
  • Tell a story that resonates with the buying committee
  • Be ungated and easy to share
  • Be able to influence other internal stakeholders

Have you adjusted your content marketing strategy over the last few years? Or are your buyers expecting more content from you, but they don’t know when it’s coming?

And Speaking of Memorable Content…

In March, Arcade Fire announced the release of a new album. But they’ve been teasing an announcement about something for a couple months now, sending cryptic postcards to fans that simply said, “We missed you.”

We can’t help but think back on how they marketed past albums. This certainly isn’t the first time the band has gone an unconventional route. Their last album, Everything Now, was accompanied by an online shop selling overpriced merch like fidget spinners; concert dress codes; and a social media campaign that seemingly went awry.

The social media mess was followed by an official apology from the band (also part of the marketing campaign), which placed the blame on Tannis Wright, a fictional marketing intern at the fictional company, Everything Now Corp.

A lot of fans were annoyed by the fake-news-themed campaign… but they sure didn’t forget it.

While we’re not saying you should go to the extreme of inventing fake companies and marketing interns to support your sales team, maybe we can still take some inspiration. Try something different. Your marketing content shouldn’t be the same old but with a different name. So what can you do so that buyers remember you?

Like Rick always says, don’t hesitate to call us to brainstorm or just say hello.

Looking forward,
Rick’s (totally real, non-fictional) team

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat