With digitalization, new channels have also developed in B2B communication: from social media to audio and video platforms. Media still want to be supplied with useful, exciting and new content. Specialist media want exclusive content . The top trends regardless of the formats and channels they use. Unique content is therefore the key buzzword. Our guest author Dr. Venera D’Elia, Head of Business Development at the B2B communications agency Möller Horcher, describes the tasks facing B2B companies.
Top Trend 1: Audio
Media usage behavior has long since email data changed. Today, B2B target groups no longer want their information only as text, but also in an audio version . Depending on the situation, as a podcast or with a read-aloud function. Germans listen to podcasts, according to a recent Bitkom survey, 4% more than in 2018. And around 9% of those surveyed listen at least once a week. Around half prefer podcasts between five and ten minutes long. This equates to a text length of around 5,000 to 10,000 characters – and thus the information content of an average specialist article.
From the reading function to the audio file
Heise online has had a reading function for a long time. Smartphone users can simply have the content of an app such as “FAZ Der Tag” read out to them. That’s why it’s very trendy for B2B companies to offer editorial teams a read-aloud audio version in . The top trends addition to the classic written formats such as press release .
The top trends checklists, technical and user reports. Depending on the options available on the publishing platform, the associated MP3 file is hosted either on the website of the medium . The company or simply on a podcast platform such as SoundCloud. If the audio files are created using artificial intelligence such as Amazon Polly – and not read in by a professional speaker .
The top trends this automation makes it easier to meet the editorial team’s demand for exclusive content. For example, listeners of a medium can be specially greeted and industry adjustments or media-specific changes or shortening of the text can also be implemented quickly and easily.
Podcast interview with the expert
Offering a text as an MP3 audio file is still relatively new and attention-grabbing in B2B media. The format works particularly well in online media, podcasts and radio. But audio files can also be referenced in print. The advantage for mobile users.
They can consume the content on the go beyond the unconstructive interactive gimmicks at any time, on their smartphone, tablet or notebook . The top trends even at the wheel of their company car. Specialist media podcasts can also be used very well to position your own company representatives as experts.
Especially since interviews in such podcasts, which are now offered by everything from FAZ to t3n, are particularly popular formats. Such audio content is not only gaining more and more listeners, podcasts are now SEO-relevant .
Google has integrated podcasts into its organic search results pages (SERPS), often including a play button for direct playback of the audio files.
Top Trend 2: Video
More and more people are watching videos online. According to Statista data, the number of Germans who at least occasionally consume online . Moving image content rose from 57 percent in 2013 to 75 percent in 2018. Internet users are therefore becoming more and more video-savvy .
The top trends with social media channels contributing to this as well as the growing number of video streaming services. What is in demand in the belgium business directory context of B2B communication, however, are useful videos – mere image films and product commercials are taboo. Nevertheless, video-based PR formats with real information and useful value have so far only been used sporadically. There are attractive options here, such as the video press release, which consists of a short teaser text and a more detailed video. This video often contains statements or interviews – for example from experts at a specialist conference. Video-supported technical or user reports have also been treated rather poorly in the B2B sector. Here, the accompanying video can again contain statements or in-depth specialist presentations.
