Offering relevant content in digital formats is key to B2B media survival

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 10, 2021, 5:16 PM UTC

B2B media are moving away from display advertising and are now focussing on sponsored content, in-depth themed reports and more significant virtual events.

According to B2B media specialist Carolyn Morgan, B2B media can build value by doing away with old-school business models. B2B media should make the best of the recruitment boost now by responding to emerging trends. For instance, recruiters are relying on platforms like LinkedIn instead of media job boards.

B2B media must offer content that helps their business readers advance their careers and make informed decisions. Content must be delivered in desired formats like video, audio and virtual events and easily searchable for the audiences.

While making the shift to digital is essential, B2B publishers must also offer the right mix of virtual and in-person events. Marketers can also consider developing tailored subscriptions and membership options for relevant content.

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