下面是小编为大家整理的2020年内容参与报告：新冠疫情如何改变B2B内容消费,供大家参考。
Ho w
has C OVID-19
imp act e d B2B
con t en t
consump tion?
Ov er
the
last
f ew
mon ths,
B2B
sales
and mark eting
has
change d
in
ways
no
one
e v er pr e dic t e d.
The
imp ac t
o f
CO VID-19
came in t o
full
eff e c t
in
the
U . S .
ar ound
Mar ch
6, with
Calif ornia
de claring
the
fir st
st ay
at home
order s.
This
halt e d
in-p er son,
f ace-
t o-f ace
me etings,
e v en t s,
and
con f er ences f or
the
f or ese e able
fut ure.
S uddenly ,
B2B comp anies
could
r ely
only
on
digit al
t ac tics acr oss
the
en tir e
cust omer
life c y cle.
W e
all st ar t e d
asking
our selv es,
how
would
B2B buy er s
and
the
mark et er s
who
ser v e
them r e ac t
t o
this
seismic
shif t?
A t
P athF ac t or y ,
we
p ay
close
at t en tion
t o
con t en t
engagemen t
data
and
the e vidence
is
cle ar
that
b o th
mark eting
and
end-pur chaser / user
b ehavior
has
change d dr amatically
in
a
v er y
shor t
p erio d
o f
time. L o t s
o f
comp anies
had
“ digit al
fir st ”
str at egies en t ering
2 0 2 0 ,
but
in
the
absence
o f
ph ysical, in-p er son
e v en t s,
B2B
mark et er s
r e a ll y
n ee d e d a
digit al
fir st,
last
and
e v er y thing
i n
b e t w ee n str at e gy
–
it ’ s
all
digit al.
The
f ollowing
r ep or t
outlines
k e y
findings comp aring
t wo
p eriods
o f
time:
1. Bef or e
the
glob al
p andemic (Januar y
1-Mar ch
6,
2 0 2 0)
2. During
the
glob al
p andemic (Mar ch
7-May
14,
2 0 2 0)
The
data
r epr esen t s
P athF ac t or y ’ s
cust omer inst all
b ase
and
is
normalize d
f or
the
gr ow th o f
that
b ase.
E x e c utiv e summar y: Ke y
findings
•
Digit al
con t en t
engagemen t
incr e ase d significantly
af t er
the
CO VID-19
lo ck down (asset
views
up
4 0%)
•
A v er age
numb er
o f
sessions
p er
visit or incr e ase d
4 3%
f or
binger s
and
13%
f or non-binger s
•
The
incr e ase
in
t o t al
con t en t
engagemen t was
7X
higher
f or
binger s
than
non-binger s
•
B2B
buy er s
and
cust omer s
dr amatically change d
their
b ehavior:
mor e
sessions, but
shor t er ,
and
me dian
time
b et we en visit s
was
almost
50%
shor t er
•
The
most-viewe d
con t en t
asset
t yp es during
the
p andemic
include
webinar s, vide os,
eBook s
and
r ep or t s
•
The
con t en t
t yp es
that
encour age d
the
highest-qualit y
engagemen t
include bro chur es,
guides,
in f ogr aphics,
and
vide os
CO VID-19
Con t en t
Engagemen t
R ep or t
|
P athF ac t or y
2
40
The
lock do wn
didn ’ t
mean
that all
business
s t opped.
In
f act, the
data
sho w s
that
mor e
people consumed
mor e
con t en t
during the
pandemic
period.
A cr oss
all
cust omer
instances
o f
P athF ac t or y , we
saw:
•
17%
mor e
visit or s
t o
our cust omer s ’
con t en t
•
A
massiv e
4 2%
incr e ase
in
the numb er
o f
sessions
•
4 0%
mor e
unique
asset s
viewe d and
mor e
t o t al
p ages
viewe d
•
15%
mor e
time
inv est e d
in
r e ading and
viewing
mark eting
con t en t
In
other
words,
absen t
in-p er son
me etings, whether
1:1
or
lar ge
scale,
engagemen t
with digit al
mark eting
spik e d.
While
it ’ s
tr ue
that mark et er s
could
hav e
driv en
mor e
tr affic
t o their
digit al
con t en t,
the
f ac t
that
sessions and
views
incr e ase d
b y
mor e
signi fi can tly
mor e than
visit or s
and
time
indicat es
that
visit or s hav e
an
app etit e
f or
mor e
con t en t
as
well.
%
MORE
VISIT OR S
%
MORE
SE S SIONS
%
MORE
UNIQ UE
A S SE T S
VIE WED
%
MORE
T O T AL
P A GE S
VIE WED
%
MORE
TIME
15
40
17
42
←
←
15%
16 %
3 0 %
11 %
33%
1 1%
17 %
Non-binger
S hor t er se s sions,
shor t er at t en tion
sp ans
While
the
av er age
binge
r at e
incr e ase d sligh tly
thank s
t o
known
visit or s
consuming mor e
asset s
e ach
session,
the
av er age engagemen t
time
p er
session
was
down significantly
acr oss
the
b oar d.
Y ou
migh t
assume
the
opp osit e,
considering
Binge
R at e
vs.
the
p erio d
b ef or e
CO VID-19
B e fo r e
During
Kn o w n
A n o n ymous
Kno wn
Anonymous
p e ople
wer e
stuck
in
their
homes
st aring
at
scr e ens
all
day ,
but
p erhaps
the
ne v er -
ending
Z o om
me etings
or
distr ac tions
fr om kids
at
home
result e d
in
p e ople
ne e ding shor t er ,
easier -t o-consume
snapsho t s
o f digit al
in f ormation.
Non-binger s
sp en t
1
minut e
4 0
se conds b ef or e
mo ving
on,
down
17%
fr om
the
A ver age
se s sion
time
vs.
the
p erio d
b ef or e
CO VID-19
38 %
What’ s
a
binge
r at e?
Binge
r at e
me asur es
visit or s,
b o th
known
and anon ymous,
who
consume
mor e
than
1
con t en t asset
in
a
single
visit
or
session.
What’ s
a
binger?
A
binger
is
a
visit or
who
consumes
mor e
than
one con t en t
asset
in
a
single
session.
Just
lik e
y ou
migh t binge-wat ch
y our
f av orit e
show
on
Net flix,
B2B
buy er s and
cust omer s
also
binge-consume
con t en t
asset s.
On av er age,
2 0%
o f
visit or s
ar e
binger s.
pr e vious
p erio d.
Binger s,
mean while,
sp en t r oughly
5
minut es
consuming
con t en t
p er session,
down
38%
fr om
the
pr e vious
p erio d.
Binger
←
←
←
←
Binger s
w er e
mor e imp or t an t
t han
e ver
T o t al
Con t en t
Engagemen t
Time
is
w ay
up
When
y ou
multiply
the
numb er
o f
sessions
with
the av er age
session
time,
we
calculat e
the
T o t al
Con t en t Engagemen t
Time.
And,
as
y ou
can
se e,
Binger s
ar e incr e asing
at
a
r at e
o f
18 .4%
while
Non-Binger s
hav e de cr e ase d
their
con t en t
consumption
b y
2 6.4%.
The delt a,
when
comp ar e d
t o
e ach
other ,
is
a
massiv e
215%.
The
k e y
t ak e away
her e:
it ’ s
imp or t an t
t o
engage
all cust omer s,
but
iden tif ying
y our binger s
is
critical
t o
businesses
righ t now .
Wh y?
P athF ac t or y
has
corr elat e d bingeing
t o
close d-won
r e v enue.
T h e
a v e r ag e
n u m b e r
o f
sessions
p er
visit or
h a s
i n c r e a s e d (esp e cially
f or
binger s),
s o
t o t a l
c o n t e n t
e n gag e m e n t p er
binger
is
up
18%
-
and
binger s
equal
7
times
higher than
non-binger s!
Engagemen t
time
b y Visit or
T yp e
(A v g)
1 8. 2 %
( 7X )
Non-Binger Binger
S e s sion
b y
Visit or T yp e
(A v g)
4 3. 3 %
1 3. 2 %
22 .9 %
2:38min
1. 5 8
3 .9 2
19:4 3min
←
←
Visit or s
ar e r e turning
at a
higher r at e
The
numb er
o f
sessions
incr e ase d
acr oss the
b oar d,
but
binger s
incr e ase d
e v en mor e
than
other
visit or s.
The y
r eturne d
t o
consume
mor e
con t en t ne arly
4
times
during
the
p erio d
aff e c t e d b y
CO VID-19 ,
an
incr e ase
o f
4 3%
o v er the
pr e vious
p erio d.
4 3. 2 %
A ver age
S e s sions p er
Visit or
Jan
1
-
Mar
6
Mar
7
-
May
14
1 3. 6 %
Non-Binger Binger
1. 4
1. 5 9
2 . 73
3. 91
Time
b e t w e en visits
w as 50%
shor t er
But
what
ab out
r ep e at
tr affic?
Did
the numb er
o f
r et urn
visit or s
incr e ase?
A s
p oin t e d
out
e arlier ,
we
saw
an
incr e ase
in the
numb er
o f
r ep e at
sessions,
with
84.5%
o f
all
visit or s
r et urning
at
le ast
one
mor e
time t o
consume
mor e
con t en t.
The
numb er
was sligh tly
higher
f or
unknown
visit or s,
with
86% o f
all
unknowns
coming
b ack
t o
the
con t en t the y
wer e
consuming
and
8 3 .4%
o f
known visit or s
doing
the
same.
The
me dian
time
b et we en
visit s
was
r oughly equal
b et we en
known
and
unknown
visit or s Pr e-CO VID ,
with
unknown
visit or s
r et urning sligh tly
so oner
P ost-CO VID .
Most
in t er esting,
though,
is
that
acr oss
all visit or s,
me dian
time
b et we en
visit s
was almost
50%
shor t er
(~45 . 7%)
—
this
is
t o say
that
a
visit or
r eturne d
in
almost
half
the
time
r elativ e
t o
the
pr e-p andemic
p erio d.
This shows
that
visit or s ’
desire
f or
e ducation
and con t en t
in
their
pro f essional
lives
mirr or e d their
p er sonal
liv es.
P e ople
e v er y wher e
wer e
quick
t o
r e visit
news
on
the
un f olding CO VID-19
sit uation,
and
this
data
indicat es the y
wer e
also
f ast er
t o
r e visit
mark eting con t en t
on
how
the
p andemic
was
changing their
pro f essional
liv es.
CO VID-19
Con t en t
Engagemen t
R ep or t
|
P athF ac t or y
7
P andemic
r elat e d t opics
sur ge d The
t opic
set
mark et er s ’
use d
shif t e d
dr astically
fr om
Mar ch with
the
onset
o f
the
p andemic
and
the
st ar t
o f
cit y
and st at ewide
st at es
o f
emer genc y / shelter -in-place
order s.
Using
a
combination
o f
engagemen t
and
con t en t-pr op ortions, we
can
se e
the
shif t
in
t opics
away
fr om
a
mor e
v arie d
t opic set
t owar d
k e y
themes
r elat e d
t o
the
p andemic,
including
the vir us
name
it self ,
t opics
r elating
t o
c yb er - se curit y ,
op er ations,
IT
and
emplo y ee
e xperience
as
emplo y er s
tr ansition
t o
an all-digit al
work f or ce
almost
o v ernigh t,
as
well
as
a
f o cus
on vir t ual
e v en t s
as
mark et er s
shif t
their
e v en t
calendar
online.
C O V I D - 1 9
t o p i c s
(r esour ces,
guidelines,
et c . )
0 4:50
Op er ations
and
IT
0 3:05
Vir t ual
Ev en t s
0 2:50
Engagemen t Time
(A v g)
T opic
04 : 20
C yb er - se curit y
and
digit al
se curit y (Net work / thr e at
/ CIO / vulnerabilit y / et c.)
03:00
Emplo y ee
Exp erience
0 2:45
Ad apt
Vide o Blo g W ebinar
Whit e P ap er
Ar ticle
eBook
Case S t udy
W ebpage In f ogr aphic
G...