Since 2008, MSDynamicsWorld.com (MSDW) has continually analyzed the content consumption trends and habits of people in the Microsoft Dynamics channel—everything from which types of content are consumed the most (white papers vs. videos vs. articles, etc.), to why certain messaging and themes tend to resonate better than others. And, although it’s true that compelling topics (like anticipated new Dynamics changes) always seem to garner more interest than those that are not as intriguing, we discovered that there is in fact a formula that can determine the probability of whether or not a piece of content will be consumed by prospective buyers. We call it the Content Consumption Equation.
You need to be adjusting and updating your content so it continues to attract attention from prospective customers.
Ten years ago, ISVs and partners could get away with using a very simple formula to ensure that people consumed their content. It didn’t even really matter as to what type of content it was (white paper, webinar, etc.) as long as the piece of content focused on just one of these elements, the probability of consumption was high:
- Solution Focus Area (S) = Consumption
- Example: “What is AP Automation?”
- Industry (I) = Consumption
- Example: “How Distributors Can Increase Profits”
- Dynamics Product (D) = Consumption
- Example: “How Dynamics GP Can Be Customized”
You can almost call this era the “broad-based age” of content.
Fast forward to 2015, and we started to see a lot less broad-based content being consumed, and instead saw a strong shift towards content that incorporated one or both of these additional variables:
- Dynamics Role (DR) (User or Partner)
- Example: “10 Tips for Dynamics AX Users to Transition to D365 F&O”
- Job Function (JF)
- Example: “The 2020 To-Do List for Marketers Using Dynamics CRM”
In other words, the Content Consumption Equation was becoming narrower, more targeted. In 2020, we saw a massive increase in digital content consumption due to the pandemic, which made Dynamics users even more discriminating. As we enter 2021, ISVs and partners will need to add more elements to the content consumption equation in order for their message to cut through the growing amount of content noise, and ensure their content resonates well with their prospects. Consider this important variable to add:
- Purchase Cycle Stage (P)
- Example: “Ready to Buy? How Distributors Using AX Can Effectively Implement an Inventory Management Solution”
The content consumption equation is ever-evolving because the needs of your prospects are always evolving. As more variables are added to the equation, the key is to create content that is so incredibly targeted, it’s 100% obvious to your prospects that it’s for them and in their best interest to consume it. It’s a perfect way for you to stand out to your prospects as they are being inundated with information on a daily basis. Because MSDW is monitoring and anticipating shifts in the Content Consumption Equation, we work with you to ensure that whatever you use on MSDW is the most effective content for your target market.
