Broadcast report Isoline V0
Isoline Communicatio
Created on August 21, 2024
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Introduction
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Introduction.
Chapter 1
Understanding long-form content
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Chapter 1.
This could be a pop-up, like extra info.
The outside margins are smaller than the margin between columns and looks weird. Either the same everywhere, or bigger outside.
Chapter 1.
For the purposes of this report, we define long-form content as pieces over 2000 words, including whitepapers, guides, reports, webinars, podcasts, research papers, magazines, eBooks, and any non-written content longer than 10 minutes.
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Defining the boundaries
Some sources say a blog post of 1000 words is long-form content; others put the limit at 1200. Our team sets the minimum amount of words at 2000 for an asset to fall into the long-form category.Some argue that a case study is long-form, while others disagree.However, the upside is that dwelling on an exact word count is unnecessary. A whitepaper of 1876 words is as long-form as one of 2003 words, and incorporating filler text solely to match a word count criteria is not advisable. Effective content delivers value with every word, and the only reason behind defining long-form content with your team is to ensure alignment when assessing content performance.
The layout is not good (random centred 2 columns), and the page too green. You might even be able to fit it on the previous page.
Detailed information
Room for internal linking
Lead generation opportunities
Higher conversion rates
Thought leadership
Higher engagement
Chapter 1.
Improved SEO
The strategic advantages of long-form content
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Methodology.
Chapter 2
Methodology
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Similar button as requested on page 4, no need for this to be so big.
Gartner's Market Guide for Video Platform Services
Gartner's Market Guide of Intelligent Virtual Store Design Applications
Gartner's Magic Quadrantfor Global Industrial IoT Platforms
Please see the appendix for the full list of sources.
For this report, we explored the content hubs and resource centres of 50 of the world’s leading tech B2B brands from the following sectors: telecommunications, IoT, cloud solutions, retail technologies and broadcast/ OTT. To refine our shortlist of the leading brands in each area we principally used:
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Methodology.
Can fit on previous page or the next one. No need for a page for each.
Methodology.
All data was recorded and analysed in Microsoft Excel.
Interactivity and strategies used to make contentmore interactive.
Whitepapers in focus: how do these assets get gated?
Gating refers to the need to provide personal / contact information in order to view or download the content.
Gating strategies.
To ensure data standardisation, we defined the following content types: whitepapers, guides, reports, webinars, podcasts, research papers, magazines, eBooks, and any non-written content longer than 10 minutes.
Number of pieces produced.
Types of content produced.
We reviewed the long-form content produced by each companyon our list between July 2023 and 2024, examining factors such as:
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Methodology.
We benchmarked only content produced in English, as it is the dominant choice of marketers in international companies aiming to capture audiences' attention across geographies. All of our 50 brands fall into this category. Research from Statista indicates that more than half of all websites are in English, and this report mentions that over 43% of blogs published on WordPress are in English.
When reading through the results, you may observe that we've blurred logos or any brand attributes when providing examples. We did this to avoid revealing gated content produced by the chosen brands. Additionally, the results of this study can't be generalised, but they do work well as a benchmark of current content trends and practices across tech B2B. Next, the detailed findings.
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Chapter 3.
Chapter 3
Cross-segment trends
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This should always relate to the chapter, not the page title.
Do we need the grey rectangle? Maybe the white one is enough.
You are swapping between black and grey font, and missed the spacing between lines
These 3 charts need to be separated, like this looks bad. Can we toggle between charts, and make them slightly different so we can actually see the info.
Retail TechBroadcast/ OTT
TelecommunicationsIoTCloud
Between July 2023 and 2024, the brands we researched published 1353 long-form content pieces, averaging about two long-form assets/ month. However, this result is skewed by the IoT sector, which produced 604 of these, or five long-form assets/brand/month. All other sectors combined produced on average just over two long-form content pieces/brand/month.
Total pieces / month / brand
Total pieces / month
Total pieces
Key findings.
Interactivity quotient
Attitude towards gating
The favourite
The total score
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I know you are using Iso colours, but I don't like it. How can we improve this? Check the charts for the bics projects and see if they have some fun ideas. any extra interactivity? icons? something
whitepaperwebinarreportpodcastguideresearch papermagazineebooksspotlight
Key findings.
Across tech B2B, webinars were the top content format, followed by podcasts and whitepapers. Webinars grew dramatically in popularity after the lockdown years when product marketers turned to webinars as a substitute for presentations made to industry audiences at trade shows, events, or in-person meetings. Their popularity has continued. During the early stages of adoption, webinars were predominantly conducted in partnership with trade media outlets to reach a wider audience. Over the past twelve months, we have begun to see more tech B2B brands conduct webinars independently.
Interactivity quotient
The favourite
Attitude towards gating
The total score
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Gated content %
Gating strategies vary widely across sub-sectors. Telecoms B2B brands gate the least: only one in every five assets. At the other end of the spectrum, broadcast/ OTT, which produced the fewest long-form assets in a year, gated them the most, at 56%. Content strategies also vary by asset type: the more unique value the asset delivers, the more confident brands are about gating. The whitepaper, the holy grail of long-form content, is the most gated asset. Players in the cloud segment gated every single whitepaper.
Attitude towards gating
The favourite
Interactivity quotient
The total score
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Key findings.
Let's do a GIF from the pages turning and then link to the report
Key findings.
Embedding interactivity into long-form assets is still a nascent practice. However, our benchmark saw brands move beyond downloadable PDFs and experiment with various tactics to keep their audiences engaged. Examples ranged from ‘book-like’ experiences to creative uses of video hosting platforms and placing long-form reports on web pages with catchy animations. Brands are aggressively seeking to complete goal conversions, offering contact forms at the bottom of landing pages or even on their podcast episode description pages.
Interactivity quotient
Attitude towards gating
The favourite
The total score
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Let's do green gradient background for this page. is important. be a bit more playful with it
Long-form content maintains a strong position in tech B2B marketing strategies. We would caution against blindly setting a target of two long-form content assets every month. While a huge company with a portfolio of dozens of brands might quite easily be able to sustain this level of momentum, smaller brands need to set goals with caution. Quality is far more important than quantity and we urge caution before turning to AI to augment content velocity.
The need to engage with their audiences and nurture existing relationships to generate leads is why webinars were the favourite long-form content type. The same applies to podcasts, which are becoming increasingly popular among tech B2B brands. Interactivity is where going the extra mile will pay off and make your brand stand out. Brands are experimenting with it; however, captivating audiences with fully interactive experiences has yet to become the standard.
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Takeaways.
Chapter 4.
Chapter 4
Broadcast benchmark
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Multimedia/ engagement stage
Key findings.
The top ten B2B players in broadcast/ OTT published 75 long-form content pieces between July 2023 and 2024: the lowest among the tech B2B sectors we covered.
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Multimedia/ engagement stage
The total score
The favourite
Attitude towards gating
Interactivity quotient
whitepaperwebinarreportpodcastguideresearch papermagazineebooksspotlight
Multimedia/ engagement stage
Key findings.
Webinars were extensively used within this sector, accounting for every third asset published, followed by podcasts and whitepapers.
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Multimedia/ engagement stage
The total score
The favourite
Attitude towards gating
Interactivity quotient
whitepapers
88%
Multimedia/ engagement stage
Key findings.
Ambivalent. The sector is ambivalent about gating content in general: about half of all content published was gated at 56% - the highest across all the segments we analysed. White papers were the most gated assets, at 88%.
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Multimedia/ engagement stage
The total score
The favourite
Attitude towards gating
Interactivity quotient
Multimedia/ engagement stage
Key findings.
Low. Bold B2B broadcast/ OTT brands have a significant opportunity to stand out with engaging and interactive content. The most standout content innovation was landscape layouts for whitepapers. By embracing interactivity and embedding engagement through polls, pop-ups, quizzes, calculators, and other techniques, content engagement levels can be improved multifold.
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Multimedia/ engagement stage
The total score
The favourite
Attitude towards gating
Interactivity quotient
broadcast OTT
00%
Multimedia/ engagement stage
Key findings.
In broadcast/ OTT, the top 10 leading brands released 20 podcasts in a year, which comes out at two podcasts a year per brand. This sector focuses on whitepapers the most. They constituted almost 23% of all content produced, the highest share of all industries.
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Multimedia/ engagement stage
The total score
The favourite
Attitude towards gating
Interactivity quotient
Broadcast/ OTT has always been a sector that relies heavily on trade shows and in-person meetings for lead generation. Travel restrictions in recent years have led to an increase in the use of content to push those leads into the pipeline. Webinars are a good way to bridge the gap between in-person meetings and static content, allowing subject matter experts to present slide decks and discuss industry trends in depth.
Gating whitepapers is typically one of the early tactics that tech B2B brands adopt across the board, so this sector's widespread gating of whitepapers, as well as the industry's main focus on the content type, is no surprise. As we mentioned, the opportunity is open for thought leaders to diversify content types and deploy sophisticated on-page engagement strategies that can help qualify leads more insightfully and granularly.
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Takeaways.
Chapter 4.
Chapter 5
Implications and actions
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Implications
Our aim in this report was to dive deep into broadcast/ OTT companies' content hubs and gather insights that will help you navigate your own content marketing strategy and set benchmarks as you prepare for 2025. Tech B2B broadcast brands have been steadily publishing long-form content of different types to generate leads, create thought leadership, and expand their addressable audience. With audiences preferring to complete more than 70% of the tech B2B purchase journey autonomously this is one of the capabilities needed for relevance in this space.
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Implications.
I really don't like this layout. Again,some nice interesting looking CTA, some of the banners maybe, and the video to pop-up
Implications.
of all the content we analysed was gated
41.7%
so long-form and interactive content is still very popular as a lead-generation tool.
The brands we reviewed published over a thousand assets that delivered value and insight. They keep going because they see all the benefits of investing in the creation of resources that not only have the power to introduce your product to the customer in all detail but also teach them something new. Content innovation is a requirement for differentiation, but so far, very few brands address this specifically (for example, including interactivity or creative formats).
The real power of long-form content is in converting leads by enriching their know-how and letting them explore technological advancements in depth. Should you ask for their email address to do so? That depends on your marketing strategies but one point to note is that your audiences are used to gating.
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I want all the actions in 1 page.
ANIMATION/GIF?
Identify opportunities for both value and innovation-determining content strategy. Focus on the value of the content and its place in the customer journey, not on just the initial publication.
ANIMATION/GIF?
Approach content creation systematically and in alignment with their sales and marketing goals, creating editorial calendars that are meaningful and achievable.
ANIMATION/GIF?
Approach content creation systematically and in alignment with their sales and marketing goals, creating editorial calendars that are meaningful and achievable.
Broadcast/ OTT B2B brands must
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Actions.
Link to form
We have compiled this self-assessment form for you to help you audit your current long-form content approach. If you need further advice we're happy to help; feel free to drop us a line at hello@isolinecomms.com.
ANIMATION/GIF?
Think carefully about AI and determine whether and to what extent an AI-augmented effort would work for the organisation.
ANIMATION/GIF?
Minimise content cost by adopting the right processes to uncover content opportunities, create content efficiently, and review it speedily. Content cannot just be created by marketing teams. It needs subject matter expert involvement as well.
ANIMATION/GIF?
Approach content creation systematically and in alignment with their sales and marketing goals, creating editorial calendars that are meaningful and achievable.
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Actions.
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Retail Tech
Cloud
IoT
Telecommunications
Broadcast
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Appendix.
Meet Isoline
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Awards
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Meet Isoline
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Your Isoline experience
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Lead generation opportunities
Long-form content is a platform to promote product portfolios and a source for your potential customers to enrich their knowledge. The higher the perceived value of the content piece, the greater the likelihood that users will provide their contact details in exchange for access if the content is gated. But leads naturally come from high-quality ungated content, too (more onthis later).
Meet Isoline
Intro
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Your Isoline experience
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Intro
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Clients
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Your Isoline experience
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Meet Isoline
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Clients
Isoline difference
Your Isoline experience
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Intro
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Clients
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Your Isoline experience
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Meet Isoline
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Your Isoline experience
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Intro
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Your Isoline experience
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Room for internal linking
This tactic is extremely helpful for SEO, easier site navigation, and boosting dwell time. Hook your reader with insightful content journeys.
Meet Isoline
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Your Isoline experience
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Meet Isoline
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Your Isoline experience
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Your Isoline experience
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Meet Isoline
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Your Isoline experience
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Your Isoline experience
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Meet Isoline
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Your Isoline experience
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Intro
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Your Isoline experience
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Meet Isoline
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Your Isoline experience
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Your Isoline experience
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Meet Isoline
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Clients
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Your Isoline experience
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Intro
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Clients
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Isoline difference
Your Isoline experience
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Meet Isoline
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Clients
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Your Isoline experience
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Your Isoline experience
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Meet Isoline
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Higher conversion rates
More informed readers are highly likely to convert. An Isoline client increased conversion rates and generated 1:7 ROI with long-form content.
Meet Isoline
Intro
Awards
Clients
Isoline difference
Your Isoline experience
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Intro
Awards
Clients
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Your Isoline experience
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Improved SEO
Search engines will favour the depth of content, and there's more room for strategically placed keywords in the text.
Meet Isoline
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Isoline difference
Your Isoline experience
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Intro
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Thought leadership
Consistently producing high-quality, in-depth content strengthens the position of authority in the segment, encouraging potential customers to return regularly for more insights, also leading to an increased retention rate.
Meet Isoline
Intro
Awards
Clients
Isoline difference
Your Isoline experience
Services
Intro
Awards
Clients
Isoline difference
Isoline difference
Your Isoline experience
Services
Meet Isoline
Intro
Awards
Clients
Isoline difference
Your Isoline experience
Services
Intro
Awards
Clients
Isoline difference
Isoline difference
Your Isoline experience
Services
Meet Isoline
Intro
Awards
Clients
Isoline difference
Your Isoline experience
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Intro
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Higher engagement
With long-form, dwell time increases. The more time users spend engaging with content, the more likely they are to complete a goal: click the contact button, comment, or share. Sources say that articles between 3000 and 10,000 words get the most shares on social media.
Meet Isoline
Intro
Awards
Clients
Isoline difference
Your Isoline experience
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Intro
Awards
Clients
Isoline difference
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Your Isoline experience
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Meet Isoline
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Awards
Clients
Isoline difference
Your Isoline experience
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Your Isoline experience
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Meet Isoline
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Awards
Clients
Isoline difference
Your Isoline experience
Services
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Clients
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Your Isoline experience
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Detailed information
Long-form content is an effective method of sharing all the relevant facts and insights, including data, customer stories, or features.