2020年视频和互动内容报告（英文）.pdf

2020 State Of Video & Interactive Content Marketers Leverage Simplified, Personalized Video & Interactive Content To Effectively Engage Target Audiences SPONSORED BY SPECIAL REPORT “People have moved to a new normal. How do you communicate as a sales guy or marketing person? How do you reach out to buyers and empathize with them? Video and interactive content can help you do both.” — KARTHI MARIAPPAN, HIPPOVIDEO Introduction With B2B marketers having to go digital-only in 2020, content marketing has risen to the forefront of most companies’ marketing strategies. As in-person events stay off the table for the rest of the year and social distancing policies remain in effect, marketers have gotten creative with their content to meet their quotas. Buyers are always looking for insights into the industry and to make authentic connections that will keep them informed and help their companies grow, according to Alicia Esposito, Senior Content Strategist with Content4Demand, a B2B content marketing strategy and creative agency. Video and interactive content also allows for creative storytelling, providing marketers with an opportunity to be relatable and engage their target audiences. “I believe that with all of us relying more on digital to engage with buyers, we’re going to have to work harder to do so effectively,” Esposito said. “Buyers have always been overwhelmed by ads, campaigns and content — and that is being amplified. For marketers, that means we have to be more creative, more thoughtful and more pointed in the execution of our content experiences. Luckily, video and interactive content both lend themselves ver