B2B brands trying to engage customers with content via email and other channels have a possible new resource in ContentOvation, an agency that opened its doors on Wednesday.
The company was founded by Jamie Green, a former executive editor at several B2B media companies.
Green disputes the idea expressed in a Microsoft study that the average human attention span is eight seconds, one second less than that of a goldfish.
“I don’t even know how you measure a fish’s attention span,” Green states. “What I do know for certain is that there is a deep need among B2B audiences for compelling and engaging content that informs and guides purchase decisions.”
He adds, “Your customers identify with your brand identity through your content, provided that content is relevant and engaging.”
Email is the most used marketing tactic by B2B brands, chosen by 84% in a recent study by Sagefrog Marketing Group. It is also rated as a top source of leads.
And a 2020 study by Centerline Digital showed that email remains the top B2B content vehicle, and is especially critical at the nurture stage.
Green has served as the content architect for such sites as PropertyCasualty360.com, ThinkAdvisor.com and BenefitsPro.com.