Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.”
– Steve JobsMarketing is a memory-making business. Tech industries today fail to recognize the element of sensory appeal given the fact that the industry navigates across data. Yet, in the physical non-tech space, the data is what a layman refers to as intuition. The consumer’s journey starts there – with a feeling based on an experience. B2B marketing communicates with business organizations, but one has to evaluate and segment who they are reaching out to? These are people across different geographies with diverse ideas and values.Viewers often rely on instinct, even though data is the subconscious navigator. Therefore, subconscious memory is an important element that needs to be identified by a marketer. The abundance of data and the ease of access to the information available is a major challenge for memory. It is important to capitalize on a viewers’ memory when communicating through machines.The aim is to reach out to the viewer and establish a connection. People remember an associated feeling; they do not remember words. What is important to contemplate here is how the intended technology makes the consumer feel. Does it solve a problem? Or does it speak for itself? It is very important to establish familiarity with technology. How does that work? In a service-based tech solution, how do you establish the voice of your product?

Humanize the brand

A brand cannot speak for itself, but its people can; the results from people advocacy have proven to be a lot more engaging than data advocacy from a marketing perspective. It can be challenging to penetrate the market across the abundance of free data, but the idea stands on how much we trust that data or the content. What characterizes an organization? How long do customers engage with a targeted website? What type of content caters to the consumer’s interests? What are their resources? What inspires/ influences them? These are the questions content creators have to ask themselves. We come across plenty of content every day. What makes your content stand out? How to get it to engage with the targeted audience? How to get the next desired action?

Good content creates great desire. How can your content do just that? Text is informational whereas, vision is influential. 65% of viewers are visual learners. It is crucial to establish a relationship between data advocates and consumers. This relationship is driven by invoking a sensory input that generates a feeling, resulting in familiarity and trust among customers, triggering a decision.

A few steps ensure effective content distribution are:

  • Optimizing content Design:

Your content may be the best, but the viewer has less time and many distractions. Setting up the right elements in the right place with the right words or graphics is a skill that once mastered can make any content successful. People want to know more about your solutions. Considering the value of time dynamics is important. It is important to create visually pleasing layouts that appeal to the viewer. You may lose a lead by just a scroll.

  • Symbolization:

Symbolizing the elements of the brand and communicating the same gives a product character, helping the views create an association with the product. Familiarity through association and credibility, therefore, leads to loyalty and choice over competitors. Visual impact can largely affect memory, which eventually determines decisions.

  • Breaking the fourth wall:

The fourth wall is a theatrical metaphor that separates the audience from the performers through an invisible curtain that is said to exist between the actor and the spectators. The fourth wall is broken when the narrator comes into the picture and directly engages with the audience. For B2B marketing, breaking the wall is necessary if leads are obtained in a relationship-based setting. Introducing a persona as a consultant to the tech services creates resonance and draws attention towards similar content from the same person.

  • Give your story evidence:

Storytelling is an art that creates a direct connection with viewers. A compelling story may be good, but a real story is solid. Storytelling in content marketing must have the virtues of empathy and resolution. These two factors keep a story going. Hence, supporting content with a story such as customer testimonials, product team problem-solution approaches can work wonders.

  • Switch to visual:

Once seen, it is easier to remember and retrieve the information. Visual memory is among the strongest memories, among smell, taste, and touch, which can sustain long term. While it is important to play with eye-catching content dynamics, auditory information is complementary. The idea is to move over from textual overload to an effortless visual experience. This experience sets the first parameter of engagement. It influences and intrigues. Visual cues can trigger both emotion and action.

About the Author

Torsha Ghosh
Management Trainee