Social platforms have become more and more visual. The growth of Pinterest, Vine, Instagram all show that the way consumers are browsing the social web is increasingly picture and video based. Creating content suitable for sharing must focus on grabbing attention and communicating your message in as short a time as possible.
But for businesses operating in the B2B space, communicating to decision makers about products and services worth – in some cases – millions of pounds, what role does short form content such as images, GIFs and Vines play? While creating whitepapers, reports, press releases and case studies will remain a key part of content marketing for B2B, this session will give B2B brands an insight into how and why this core can be supplemented by shorter, snackable and shareable content. Looking at case studies and best practice, the panel will discuss why visual content is so important, what the place of videos and images is within an integrated communications mix, and how to remain relevant and strategic when using short form content.