内容参与报告：新冠疫情如何改变B2B内容消费

1、How has COVID-19impacted B2B contentconsumption?Over the last few months, B2B sales and marketing has changed in ways no one ever predicted. The impact of COVID-19 came into full effect in the U.S. around March 6, with California declaring the first stay at home orders. This halted in-person, face-t

2、o-face meetings, events, and conferences for the foreseeable future. Suddenly, B2B companies could rely only on digital tactics across the entire customer lifecycle. We all started asking ourselves, how would B2B buyers and the marketers who serve them react to this seismic shift?At PathFactory, we

3、pay close attention to content engagement data and the evidence is clear that both marketing andend-purchaser/user behavior has changed dramatically in a very short period of time. Lots of companies had “digital first” strategies entering 2020, but in the absence of physical, in-person events, B2B m

4、arketers really needed a digital first, last and everything in between strategy its all digital.The following report outlines key findings comparing two periods of time:Before the global pandemic (January 1-March 6, 2020)During the global pandemic (March 7-May 14, 2020)The data represents PathFactor

5、ys customer install base and is normalized for the growth of that base.Executive summary: Key findingsDigital content engagement increased significantly after the COVID-19 lockdown (asset views up 40%)Average number of sessions per visitor increased 43% for bingers and 13% for non-bingersThe increas

6、e in total content engagement was 7X higher for bingers than non-bingersB2B buyers and customers dramatically changed their behavior: more sessions, but shorter, and median time between visits was almost 50% shorterThe most-viewed content asset types during the pandemic include webinars, videos, eBo

7、oks and reportsThe content types that encouragedthe highest-quality engagement include brochures, guides, infographics, and videosCOVID-19 Content Engagement Report | PathFactory 2The lockdown didnt mean that all business stopped. In fact, the data shows that more people consumed more content during

8、 the pandemic period.Across all customer instances of PathFactory, we saw:17% more visitors to our customers contentA massive 42% increase in the number of sessions40% more unique assets viewed and more total pages viewed15% more time invested in reading and viewing marketing contentIn other words,

9、absent in-person meetings, whether 1:1 or large scale, engagement with digital marketing spiked. While its true that marketers could have driven more traffic to their digital content, the fact that sessions and views increased by more significantly more than visitors and time indicates that visitors

10、 have an appetite for more content as well.%17MORE42VISITORS%MORE40SESSIONS%MORE UNIQUE40ASSETS VIEWED%MORE TOTAL15PAGES VIEWED%MORETIMEShorter sessions, shorter attention spansWhile the average binge rate increased slightly thanks to known visitors consuming more assets each session, the average en

11、gagement time per session was down significantly across the board.You might assume the opposite, consideringBinge Rate15%vs. the period before COVID-1916%BeforeDuringKnown30%11%33%Anonymous11%KnownAnonymouspeople were stuck in their homes staring at screens all day, but perhaps the never-ending Zoom

12、 meetings or distractions from kids at home resulted in people needing shorter, easier-to-consume snapshots of digital information.Non-bingers spent 1 minute 40 seconds before moving on, down 17% from theprevious period. Bingers, meanwhile, spent roughly 5 minutes consuming content per session, down

13、 38% from the previous period.Average session time17%Non-bingervs. the period before COVID-19Binger38%Whats a binge rate?Binge rate measures visitors, both known and anonymous, who consume more than 1 content asset in a single visit or session.Whats a binger?A binger is a visitor who consumes more t

14、han one content asset in a single session. Just like you might binge-watch your favorite show on Netflix, B2B buyers and customers also binge-consume content assets. On average, 20% of visitors are bingers.Bingers were more important than everTotal Content Engagement Time is way upWhen you multiply

15、the number of sessions with the average session time, we calculate the Total Content Engagement Time. And, as you can see, Bingers are increasing at a rate of 18.4% while Non-Bingers have decreased their content consumption by 26.4%. The delta, when compared to each other, is a massive 215%.The key

16、takeaway here:its important to engage all customers, but identifying your bingers is critical to businesses right now. Why? PathFactory has correlated bingeing to closed-won revenue.The average number of sessions per visitor has increased (especially for bingers), so total content engagement per bin

17、ger is up 18% - and bingers equal 7 times higher than non-bingers!Engagement time by Visitor Type (Avg)19:43min18.2% (7X)Non-Binger BingerSession by Visitor Type (Avg)43.3%13.2%1.583.9222.9%2:38minVisitors are returning at a higher rateThe number of sessions increased across the board, but bingers i

18、ncreased even more than other visitors.They returned to consume more content nearly 4 times during the period affected by COVID-19, an increase of 43% over the previous period.43.2%3.91Average Sessions per Visitor2.73Jan 1 - Mar 6Mar 7 - May 1413.6%1.41.59Non-BingerBingerTime between visits was 50%

19、shorterBut what about repeat traffic? Did the number of return visitors increase?As pointed out earlier, we saw an increase in the number of repeat sessions, with 84.5%of all visitors returning at least one more time to consume more content. The number was slightly higher for unknown visitors, with

20、86% of all unknowns coming back to the content they were consuming and 83.4% of known visitors doing the same.The median time between visits was roughly equal between known and unknown visitors Pre-COVID, with unknown visitors returning slightly sooner Post-COVID.Most interesting, though, is that ac

21、ross all visitors, median time between visits was almost 50% shorter (45.7%) this is to say that a visitor returned in almost half thetime relative to the pre-pandemic period. This shows that visitors desire for education and content in their professional lives mirrored their personal lives. People

22、everywherewere quick to revisit news on the unfolding COVID-19 situation, and this data indicates they were also faster to revisit marketing content on how the pandemic was changing their professional lives.COVID-19 Content Engagement Report | PathFactory 7Pandemic related topics surgedThe topic set

23、 marketers used shifted drastically from March with the onset of the pandemic and the start of city and statewide states of emergency/shelter-in-place orders.Using a combination of engagement and content-proportions, we can see the shift in topics away from a more varied topic set toward key themes

24、related to the pandemic, including the virus name itself, topics relating to cyber-security, operations,IT and employee experience as employers transition to an all-digital workforce almost overnight, as well as a focus on virtual events as marketers shift their event calendar online.Engagement Time

25、 (Avg)TopicCOVID-19 topics (resources, guidelines, etc.)04:5004:20Cyber-security and digital security (Network/threat /CIO/vulnerability/etc.)Operations and IT 03:0503:00Employee ExperienceVirtual Events 02:5002:45AdaptVideo Blog WebinarWhite PaperArticleeBookCase StudyWebpage InfographicGuideBrochu

26、reData SheetBriefsExec SummaryReport LandingPagePresentationAnalyst ReportIncrease in Content Consumption by Asset Type39.4%128.1%24.8%20.9%23.8% 27% 0%51.2%26.3%67%108.1%-4%-7.1%11.7%The content mix is fluctuatingSo how did the content mix marketers produce change once everyone started working from

27、 home? As you might predict, Webinars increased significantly. The use of Executive Summaries, Brochures, and Landing Pages were also way up, pointing to the need for easy-to-consume content that is relatively fast and easy for marketers to produce - especially as they faced reduced headcountsMore c

28、ontent, faster, cheaper78.8%265.6%65.1%139.5%There was a 124% increase in new content assets during the COVID-19 period compared with the period directly before stay at home orders were issued. And while the overall value of the content assets in PathFactorys customers content libraries increased by

29、 61%, the average cost per asset went down from $3,700 to $2,662 - a reduction of 30%. Marketers produced more content, more effectively, while shifting to less expensive assets to produce.Unknowns looked for content credibility, known visitors wanted actionable next stepsAn important early indicato

30、r for many marketers is bounce rate. In other words, how many visitors leave their point of entry into your content before consuming it? Or said another way what content is unengaging and causes people to leave?Using the time frame of 10 seconds or less on the first asset presented as the criteria f

31、or bounce, we see differences between known and unknown visitors.Data sheets had the biggest bounce rate increase for unknown visitors. These content assets tend to be lower-funnel pieces, which might alienate unknown visitors.Meanwhile, analyst reports saw the largest bounce rate decrease for unkno

32、wn visitors after webpages, perhaps indicating that buyers were seeking third-party credibility in this time of uncertainty.Unknown visitors were also looking for that human connection with your brand: videos and webinars also saw a significant decrease in bounce rate.Checklists and webinars had the

33、 biggest bounce rate decreases for known visitors, suggesting that visitors further down the funnel were looking for clear, actionable next steps.Unknown Visitors% Change in bounce rateAsset TypeWebpage-2.38%-2.24%Analyst ReportVideo-1.94%-1.66%WebinarInfographic-1.5%-1.33%Landing PageBrochure-1.11%

34、-1.11%Case StudyWhite Paper-0.58%-0.56%ReportBlog-0.53%-0.40%Success StoryGuide-.40%-0.29%DemoProduct-0.07%0.24%ArticleBriefs0.26%0.52%PresentationeBook2.19%2.19%Customer StoryData Sheet3.8%Known Visitors% Change in bounce rateAsset TypeChecklist-5.27%-4.39%WebinarArticle-3.89%-3.38%BrochureBlog-2.3

35、1%-2.1%InfographicWebpage-2.06%-1.77%DemoVideo-1.06%-.093%White PaperCase Study-0.72%-0.11%Data SheetReport0.02%0.04%Analyst ReportLanding Page0.06%0.17%PodcastBriefs0.26%0.29%Guide0.69%eBookTip Sheet0.59%Webcast1.53%5.87%Presentation13.4%12.5%11.7%8.6%9.5%11%8.9%8.1%7.2%5%6.9%10.4%6%6.2%5.3%6.1%4.3

36、%4%4%5.2%3.8%2.6%2%2.3%1.9%1.3%1.6%1.5%1.5%1.2%Post-COVIDPre-COVIDProportion of Total Views by Content TypeeBook Video White PaperBlog Webinar Report Article Guide Webpage Infographic Data Sheet Case Study BrochureLanding PageBriefsViews of videosand webinars surgedVideos and Webinars saw a surge in

37、 views during the COVID-19 period, as marketers rushed to replace cancelled in-person events with virtual programs. eBooks were about as popular as they were before, but other long-form content types like Whitepapers, Guides, and Reports suffered, getting a smaller proportion of total views.However,

38、 views dont tell the whole story.What might be even more important is average engagement time - not just“did someone view it” but “how long did they spend engaging with it”?Top & Bottom Asset Types - Delta Total Views (Pre vs. Post) -0.3 -0.3 -0.8 -0.8 -0.8 -1.2 -1.4 -3.6

39、Brochures topped the list of attention-holding first assetsWhile ensuring visitors dont bounce is important, whats even more important is holding their attention so they spend more time consuming your content and actually consume multiple assets during each session.Asset types that drove bingeing be

40、havior when used as the first asset in a session include Brochures, Guides, Presentations, Infographics, and Videos. The binge rate associated withCase Studies as the first asset in a session was also relatively high considering it was used as the first asset less frequently than any other type - pe

41、rhaps an indication that it should be used more often. Its important, however, to keep in mind that there is no one-size-fits-all tactic - you have to consider where the visitor is in their buyers journey when deciding what type of asset to deliver.76.3%70.5%75.8%77.9% 77.5%69.1%79.7%83.2%77.5% 79.2

42、%82.4%74.6% 75.4%82.2%81.7%86.9%82.3%84.4% 87.7%82.1%17% 13.6% 13.6% 13.4% 13.3% 11.5% 11.4% 10.8% 10.7% 10.6% 10.5% 10.2% 9.5% 9.5% 9.2% 9.1% 8.7% 8.6% 6.7% 6.6%Binge Rate When First Asset In Session% Asset Views As First Asset in SessionVisitors spent more time with reports and webinarsAverage tim

43、e spent on the various asset types is down an average of 24%, with the exception of Reports, Webinarsand Landing Pages, which have seen increased engagement.This means the mix of assets has changed and B2B buyers behaviors have changed. Your marketing needs to deliver its message to an audience with

44、 less attention span and time to invest. Direct, straightforward, and easy to understand messages willwin the game in the long run.Average time spent by asset type8 132.2%7Change Pre-COVIDPost-COVID65Minutes419.9%3215.1% -1.4%-2.5%-7%-14.1%-15.4%-18.6%-19.6% -19.7%-17.9%-18.6%-23.5%-31.8%-32.9%43.5%

45、7%-66.0Proportion of Engagement Time by Content Type6.9%9.2%11.3%9.4%4.5%9.5%12.7%13.3%9.5%17.6%Report eBook Webinar White Paper3.1%3.1%5.3%4.1%16.1%5.5%7.3%7.3%Video Blog Guide ArticleData Sheet3.7%2.4%3.4%2.7%Infographic WebpageWhen we look at percentage of engagement time by content type, webinar

46、 recordings and video continue to be winners in fact, webinar recordings have won more engagement away from other asset types than they did for views.Again, more traditional longer form content asset types eBooks, White papers, Reports, etc. have had a bit of a mixed bag. eBooks increased their perc

47、entage of engagement time (and percentage of content asset views) while Guides have suffered terribly. Reports, however, saw a significant decrease in percentage of asset views but have seen a big increase in percentage of engagement time to become the most significantBrochure Case Study Analyst Rep

48、ort Presentation1.7%1%1.4%1.6%1.4%2%1%1.7%Post-COVID Pre-COVIDasset type by percentage of engagement time.What does this tell us? That theres still a market for longer form content types in a post-COVID world because people are spending more time with reports when they do indeed engage.0.20

49、0-0.1-0.1-0.6-0.7-0.7Top & Bottom Asset Types - Delta Total Engagement Time (Pre vs. Post)-1.2-1.3-1.8-10.5Asset Type% BingeContribution DeltaWebinar2.6%Blog1.9%Video1.2%Sell Sheet0.9%Brochure0.7%Editorial0.7%Webpage0.6%Briefs0.1%Landing Page0.1%Product0%Demo0%Data Sheet-0.1%Case Study-0.2%

50、Analyst Report-0.4%Report-0.5%Infographic-1%White Paper-1.1%Presentation-1.1%Guide-1.3%Article-1.4%eBook-1.6%Shorterassets saw the greatest increase in binge ratesWhen examining which asset types are driving binge behavior, we found that Webinars (on- demand), Videos and Blogs increased the most sin

51、ce the Stay at Home orders of March 6th.Lengthier assets such as eBooks, Articles, Guides and Whitepapers saw a greater decrease in bingeing than shorter types like Sell Sheets, Brochures, and Briefs.Key takeway: people are pressed for time and want to consume shorter, faster assets.Top Assets Influ

52、encing Binge: Known VisitorsFor known visitors (where we can identify them by name and email address) Blogs and Webinars are becoming increasingly more important in driving engagement.eBookWhite PaperVideo Blog InfographicGuide Report Webinar Article Webpage Case Study PresentationData SheetAnalyst

53、ReportBrochureBriefs Product DemoBefore5.2%4.6%3.5%3.4%2.9%2.9%2.5%2.1%1.5%1.4%1.2%1.1%9.5% 1.1% 0.8%0.4%0.4%0.1%eBookWhite PaperBlog Webinar Video Guide InfographicReport Article Webpage Case Study Data Sheet BrochureEditorialAnalyst ReportPresentationBriefs ProductDuring7.6%5.4%5%4.9%4.9%2.7%2.6%2

54、.4%2.2%1.5%1.4%1.1%0.9%0.9%0.8%0.6%0.5%0.4%Top Content Influencing Binge: Unknown VisitorsFor unknown visitors identified by IP address or cookie, Videos, eBooks and Blogs drove bingeing.Video Article White PaperGuide eBook Blog ReportInfographic Data Sheet Webinar Case Study Webpage BrochurePresent

55、ationAnalyst ReportProduct Briefs DemoBefore5%4.7%4.6%4.1%3.5%3.5%2.1%1.7%1.6%1.6%1.3%1.2%7.2%0.8%0.8%0.7%0.6%0.5%Video eBook Blog Report Article GuideWhite Paper Webpage Infographic Data Sheet Brochure Webinar Case Study Sell Sheet ProductBriefsAnalyst ReportPresentationDuring8%4.4%3.9%3.5%3.5%3.4%

56、3.4%1.9%1.9%1.7%1.7%1.7%1.3%0.8%0.7%0.6%0.6%0.4%First Position Content Influence On Binge: Known VisitorsFirst position assets that drive the highest binge rates changed. With more than 2X change, Webinars and Blogs dominate. Finding the right mix and position of assets in your campaigns should be your new test and learn agenda.eBookWhite PaperGuide Video Article Report Infographic WebinarBlogData SheetAnalyst ReportCase Study Webpage Brochure PresentationProduct Demo BriefsBefore2%1.7%1.6%1.4%1.2%1.2%1.1%0.7%0.6%3.5%0.4%0.4