Increasing sales volume, profit, and revenue is the ultimate aim of any marketing strategy. However, today’s B2B content creators face a paradox: how to make complex, technical content engaging without sacrificing substance. Analytics often show that what were considered good leads often vanish quickly, leaving businesses struggling to convert their audience.
The solution lies in thinking about content not just as information, but as an experience that engages, educates, and converts. Data reveals that creative content makes people happier than complex, static content. B2B buyers say engaging, creative content impacts their purchase decisions more than traditional formats like static PDFs and text-heavy white papers. However, many marketers still default to conventional content, especially when explaining complex features or technical specifications.
Creating original, creative content versus text-based papers and static documents requires more effort. While some marketers play it safe, their competitors are evolving. A Forbes Advisor article mentioned that 90% of marketers who produce video content plan to increase their investment.
However, most companies are still stuck in the PowerPoint age. They may have discovered video or dabbled in interactive content, but this is only scratching the surface. There is a world of opportunities with AI-powered configurators that help buyers visualize custom solutions in real