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How e-books can provide actionable value to B2B buyers
People now have time to digest long-form content. Here s how e-books can be central to a B2B content marketing strategy
William Terdoslavich on April 16, 2021 at 11:20 am
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In an age of the compelling images and short, snappy sentences, the e-book comes across like a dinosaur. It’s just a few thousands words of tightly-packed information, backed by a few charts and graphs. Yet it remains a vital tool in converting a prospect into a customer in the B2B marketing world.
That lead you are trying to reach has to make an “informed” buying decision. Getting that person to purchase will require time, effort and facts. Here the e-book delivers, as B2B customers are looking for authoritative sources to inform, confirm and validate.
William Terdoslavich
William Terdoslavich is a freelance writer with a long background covering information technology. Prior to writing for Martech Today, he also covered digital marketing for DMN.
A seasoned generalist, William covered employment in the IT industry for Insights.Dice.com, big data for Information Week, and software-as-a-service for SaaSintheEnterprise.com. He also worked as a features editor for Mobile Computing and Communication, as well as feature section editor for CRN, where he had to deal with 20 to 30 different tech topics over the course of an editorial year.
Ironically, it is the human factor that draws William into writing about technology. No matter how much people try to organize and control information, it never quite works out the way they want to.
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//]]>// >By Richard Adhikari
Feb 26, 2021 5:00 AM PT
Apple s plan to release its App Tracking Transparency (ATT) privacy enhancement feature in early spring has set the ad industry on its ear and triggered a war with Facebook.
ATT requires apps to get a consumer s authorization before tracking them or the devices they are using.
Ray Wang, principal analyst and founder at Constellation Research, told the E-Commerce Times that at least 40 percent of consumers will say no.
Advertisers will have to be explicit on the value exchange required to receive consent for this data, Wang said. Some may pay for it; some may create an offer around it. But consent must be explicit, it can no longer be implicit or passive.
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