Two years into a pandemic and the many Microsoft Dynamics ISVs and partners that have led the way in pioneering content marketing over the last decade are now mainstream. A major trade organization, the Content Marketing Association, declares as a result of a new survey of more than 800 companies of all types and sizes: “The pandemic awoke a sleeping giant — content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power.” https://contentmarketinginstitute.com/wp-content/uploads/2021/10/B2B_2022_Research.pdf
The only “problem” in this shift? Because more companies are putting more content online as a way to compensate for problems exhibiting at trade shows, “over the last year it has become increasingly difficult to capture audiences’ attention.” according to the survey.
Savvy companies are responding with a number of steps, including developing a wider variety of content, targeting their content to the highest-value users, and making that content increasingly timely, empathetic, and diverse, according to the survey. The four most popular forms of content identified by the survey:
- Short articles/posts (less than 3,000 words)
- Videos
- Webcasts and other hyper-targeted virtual events
- Case studies
Since 2008, Microsoft ISVs and Partners have used MSDW’s member base of more than 95,000 Dynamics and Power Platform users to hyper-target content so it reaches their most appropriate prospects….and thereby reduces the challenge of content overwhelm that the CMA identifies.
