The term ‘physics’ may feel like a misfit here, but a few of its core attributes are being used as metaphors in the world of B2B content. With increasing audiences’ expectations for B2C-like experiences in the B2B world and advances in AI, analytics, and automation, the way we think about Content will change in the coming years.
So, here are the Physics metaphors that apply to the Content.
- Schrödinger’s Cat Experiment – Is the Content Pursued by Target Audience?
In Erwin Schrödinger’s famous experiment, a cat is put in the box and, after undergoing certain life-threatening situations, is considered alive until the package is unlocked and the cat is observed. This experiment concludes that if you place a cat and something that could kill the cat (a radioactive atom) in a box and seal it, you would not know if the cat is dead or alive until you open the box so that until the box was opened the cat was (in a sense) both “dead and alive.”
Relating this with Content means the engagement either occurred or did not, but it can be sure only when seen by the right audience. The future demands dynamic content experiences instead of predefined ones to meet the real-time needs of the audience.
So, in terms of this experiment, the B2B content will need to achieve a quantum state where it exists as a ‘wave’ and becomes a ‘particle’ (content experience) only when acknowledged by the ‘observer’ (audience).
- Information is the Building Block of Reality / the Conundrum of Content and Data
In recent decades, scientists have mentioned that reality is based on information. This theory is another metaphor when looking at the future of B2B content. In the digital world, Content (knowledge) is the foundation of reality. When observed deeply, the Content acts as data and also creates data. This metadata helps build refined customer experience data models to know what consumers need, want, and do at various touchpoints during the buying lifecycle.
The Content provides so much fuel that organizations cannot optimize the customer experience without it. It becomes obligatory to improve content data and the ways to analyze it significantly.
- The Multiverse of Content
Quantum mechanics suggests that multiple parallel worlds exist in the exact dimensions of space and time. This concept is known as multiverse and is already very popular in the digital world. This is an intriguing analogy for discussing the future of B2B content activation (using Content to enlighten prospective clients during the sales process to move them down the sales funnel).
To execute the strategy of “right content at the right place and right time,” B2B marketers must go ahead according to the audiences’ needs and their interactions with the Content. As the buyer journey is never linear, there are diverse ways to achieve optimized engagement. Content produced must be backed by skills, technology, and processes that assure it’s interconnected, discoverable, actionable, and adaptive to foster the notion of ‘multiverse’ and become future-ready.
How Far are Organizations/Marketers from becoming Future-Ready?
The path is indeed long.
According to Forrester’s 2022 State of B2B Content Survey –
- Only 18% of B2B marketers have a universal allocation within marketing
- Only 4.5% have a universal allocation across sales, marketing, and product functions
- Only 1.5% report having an enterprise-wide universal allocation
- 29% report that they still do not have any tracking method of content attribution!
If organizations want to be future-ready, they must increase their metadata and classification/allocation ability to promote effective personalization, offer delicate data plus insights to optimize customer experience, and train AI machines for precise, independent decision-making.
Final Take –
To create dynamic content experiences, B2B organizations must extend their content engine levels immensely. Organizations should boost content refinement operations and technology ecosystems to fulfill the promise of real-time personalization.
B2B organizations also need to heighten the role of Content and make it a top priority when transforming digitally. The goal should be to build a future-ready content engine to deliver measurable, relevant content experiences across the touchpoints of the customer buyer journey with the help of evolving technologies and adapt to the upcoming, rapidly emerging content expectations.
Also Read:-How Effective Content Marketing Strengthens B2B Marketing Strategies
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