Call It A Comeback: TWICE Top 100 Consumer Electronics Retailers Sales Near $140 Billion

Voice Control, Mobile Shopping, Inventory Diversification Trends Alter Retail Landscape

May 21, 2018

TWICE Top 100 Consumer Electronics Retailers sales totaled $139.56 billion in 2017, up 3.3% from 2016—more than double the previous year’s increase—according to the first in an annual series of must-read industry research reports published today on TWICE.com.

Additional significant intelligence in the Top 100 CE Retailers Report and analysis from TWICE—the industry’s most trusted source of consumer technology insight—includes reveals of the top five consumer electronics growth categories, how voice control and mobile shopping are changing the customer experience, and other key data points, such as:

  • Best Buy solidified its lead in the race for top tech retailer.
  • Nine of the top 10 retailers experienced year-over-year sales growth.
  • The top 10 retailers accounted for almost 86% of total sales.
  • Some dealers are diversifying inventory to grow revenue (and succeeding).

Published shortly after retailers file year-end financials, the 2018 TWICE Top 100 was created in partnership with Senex and features an expanded amount of breakout analysis. It’s available for purchase in the NewBay Online Store. To order and immediately download the latest report, click here.

Additional reports in the series to be made available for purchase in the NewBay Online Store as they are released in upcoming weeks on TWICE.com include:

  • Top 50 Major Appliance Retailers (to be released June 4, 2018)
  • Top 25 Consumer Electronics E-tailers (June 18, 2018)
  • Top 100 Combined (consumer electronics, appliance retailers) (July 9, 2018)

For further analysis of the TWICE Top 100 Consumer Electronics Retailers Report, including multimedia coverage, click here.

About TWICE
If it’s happening in consumer technology, TWICE is where the industry learns about it. The most respected brand in the field, professionals turn to TWICE for the latest news, analysis and product information. Advertisers who align with TWICE gain access to highly engaged decision-makers and influencers who make up our loyal audience. For information about TWICE business opportunities, contact Adam Goldstein, adam.goldstein@futurenet.com. TWICE is owned by Future plc.

About Future
Future plc is an international media group and leading digital publisher, listed on the London Stock Exchange (symbol: FUTR). The Group operates two separately managed brand-led divisions: Media and Magazine. The Group has a reach of 120m+ globally, including 62m online users and 63m social media reach.

The Media division focuses on being at the forefront of digital innovation, in particular, the high growth technology, games and music markets, with three complementary revenue streams: eCommerce, events and digital advertising. It has a number of leading brands including TechRadar, PC Gamer, GamesRadar+, What Hi-Fi?, The Photography Show, AV Technology, The Homebuilding and Renovating Show, NYC Television Week and Golden Joysticks Awards.

The Magazine division has over 60 leading brands in diverse verticals including music, gaming, photography, home interest, field sports, technology and B2B. These include iconic household names such as PC Gamer, T3 and Total Film as well as market leading specialist brands including Music Week, Digital Camera and Edge.

LISA JOHNSTON NAMED CONTENT DIRECTOR OF TWICE

NewBay Press Release
April 30, 2018

FOR IMMEDIATE RELEASE

LISA JOHNSTON NAMED CONTENT DIRECTOR OF TWICE

Digital Content Innovator and Veteran TWICE Journalist Brings Mobile, Social and Video Focus to Leading Source of Consumer Technology Business News and Problem-Solving Insights

NEW YORK, NY (April 30, 2018) – Lisa Johnston was named Content Director of TWICE, the leading source of consumer technology business news and problem-solving insights, TWICE owner NewBay announced today. NewBay was recently acquired by Future plc.

Johnston first joined TWICE as a copy editor in 2004. She excelled and subsequently progressed through positions of increasing impact — Associate Editor, Senior Editor, Digital Editor — shaping the transformation of the brand for the digital age. Her digital audience engagement skills were tapped to create, package, promote and socially amplify multimedia content for other NewBay brands, while also continuing to play an editorial leadership role in producing the TWICE website, email newsletters, social content, magazine and the Consumer Technology Association’s CES Daily.

Over these years, Johnston’s research and reporting have provided compelling, timely and insightful coverage of the consumer technology retail channel, new and evolving products, industry influencers, innovations, professional development and CTA events, most especially including CES.

“Consumer technology is an essential marketplace for NewBay and Future, where we embrace the continuous innovation and change driving growth of the industry,” said Joe Territo, Chief Content Officer, NewBay. “We’re very fortunate to have Lisa leading TWICE at this critical moment in the evolution of the brand and the business of consumer technology.”

Johnston is taking on a role previously held by John Laposky, longtime editorial cornerstone of TWICE, who died on April 11, 2018, due to a sudden illness.

“Being named Content Director of TWICE is a tremendous honor, and I am committed to carrying on the outstanding legacy that John created,” said Johnston, who will continue working in close partnership with veteran journalist Alan Wolf, Senior Content Producer, TWICE. “I’m excited to be leading TWICE as we tap into new reach potential and capabilities unlocked by our integration with Future, to continue providing our audience vital information about this dynamic global industry.”

About TWICE

If it’s happening in Consumer Technology, TWICE is where the industry learns about it. The most respected brand in the field, professionals turn to TWICE again and again for the latest news, industry analysis and product information. Advertisers who align with TWICE gain access to the highly engaged decision-makers and influencers who make up our loyal audience. For information about TWICE business opportunities, contact Adam Goldstein at  adam.goldstein@futurenet.com.

TWICE is owned by NewBay, an information and events business based in New York and London. It has a substantial B2B portfolio operating in verticals including Technology and Education, and TV and Audio, where it publishes Broadcast & Cable, the leading voice of authority in the television industry. Its business is mainly in the provision of conferences, magazines, events, digital content and data services. To learn more, go to www.newbaymedia.com.

NewBay is part of Future PLC, an international media group and leading digital publisher, listed on the London Stock Exchange (symbol: FUTR). The Group operates two separately managed brand-led divisions: Media and Magazine. The Group has a reach of 100m+ globally, including 62m online users and 63m social media reach. To learn more, go to www.futureplc.com.

ANNOUNCING THE TIME2 SHOW | WASHINGTON DC November 27-29th, 2018

ANNOUNCING THE TIME2 SHOW, WASHINGTON DC
NOVEMBER 27-29, 2018

23rd Annual Government Video Expo to be co-located with the all-new AV Technology Live and Creative Planet Con, creating a MUST ATTEND event for Video, IT and AV Professionals in Entertainment, Enterprise and Government

NEW YORK, NY (April 16, 2018) – NewBay, the leading information and event producer for professional communications, entertainment and education technology markets, has announced the launch of The Time2 Show at DC’s Walter E. Washington Convention Center, November 27-29, 2018.  The Time2 Show will incorporate the 23rd annual Government Video Expo as well as the co-location of two all new conferences and other professional offerings.

The Time2 Show will convene professionals focused on Transforming Information & Media for Entertainment and Enterprise.  The Time2 Show will feature 4 co-located, concurrent events, including:

  • Government Video Expo 2018 – The preeminent showcase for Video, AV and IT technology.
  • AV Technology Live – ALL NEW – Join the most forward-thinking minds in AV and experiential design for a significant expansion upon NewBay’s 2017 AVIT Summit concept.
  • Creative Planet Con – ALL NEW – A can’t-miss, free showcase for video creators at every level.
  • DC Post | Production Conference – An intensive production/postproduction training and educational event, developed with partners Future Media Concepts.

At the center of The Time2 Show will be the Government Video Expo.  This annual event attracts decision makers and influencers who purchase millions of dollars in video and AV equipment annually.  Once again, the Government Video Expo will incorporate the National Drone Show.

“This year’s Government Video Expo promises to be the best yet for our attendees, sponsors and exhibitors,” said Paul McLane, Managing Director, Content, NewBay.  “From security to communications, video technology is transforming government and enterprise, creating incredible potential for the professionals, manufacturers and service providers serving this expanding market.”

Co-located with the Government Video Expo will be two all-new conferences, AV Technology Live and Creative Planet Con.  These three adjacent and symbiotic events, as well as planned summits and symposiums, will be promoted under The Time2 Show brand to create a truly unique opportunity for Video, AV and IT professionals, both attendees and exhibitors, to network and learn.  The Time2 Show will benefit from many positive attributes, including:

+ Thousands of professional Video, AV and IT professionals live within 150 miles of Washington DC.

+ The Walter E. Washington Convention Center is a state-of-the-art facility, easily accessible by car, train, airport and, most notably, in walking distance for thousands of Video, AV and IT professionals.

+ Three show floor theaters with high value audience content all day

·       Critical Technology, Best Practices & Tutorials

·       High Interest Audience Content including all new “Need to Know” segments focused on Cybersecurity, Blockchain, 5G, AI

·       Drone Cage theater will include live hands-on training and demonstrations

“Not only are we focusing on the latest technology from the Video and AV/IT enterprise marketplaces, but we are also looking at future-facing opportunities and best practices in order to give attendees a multi-dimensional experience they can’t find anywhere else,” said Joe Territo, Chief Content Officer, NewBay. “Exhibitors and our sponsors will significantly benefit from an enhanced variety of prospects.”

Based on the addition of new content, NewBay expects to double the size of the overall attendee traffic that Government Video Expo traditionally has drawn. This will enhance opportunities for sponsors and exhibitors. Also, there will be increased networking opportunities for attendees to interact with a diverse group of professionals.

For information on Time2 sponsorship opportunities, contact Tom Rousseau at trousseau@nbmedia.com.

About NewBay

NewBay is an information and events business based in New York and London. It has a substantial B2B portfolio operating in verticals including Electronics and Education, and TV and Audio, where it publishes Broadcast & Cable, the leading voice of authority in the television industry. Its business is mainly in the provision of conferences, magazines, events, digital content and data services. To learn more, go to www.newbaymedia.com.

NewBay is part of Future PLC, an international media group and leading digital publisher, listed on the London Stock Exchange (symbol: FUTR). The Group operates two separately managed brand-led divisions: Media and Magazine. The Group has a reach of 100m+ globally, including 62m online users and 63m social media reach. To learn more, go to www.futureplc.com.

Future Publishing Acquires US Content Business NewBay Media

Press Release, April 3, 2018

Future plc, the global platform for specialist media, today announces it has completed the acquisition of NewBay Media.

NewBay is an information and events business based in New York and London. It has a substantial B2B portfolio operating in verticals including Electronics and Education, and TV and Audio, where it publishes Broadcast & Cable, the leading voice of authority in the television industry. It’s business is mainly in the provision of conferences, magazines, events, digital content and data services. It also has a large consumer division in the Music vertical where it publishes magazines including Bass Player, Guitar World and Electronic Musician.

The deal expands Future’s reach into the US market and enhances its market leading position in music and consumer electronics. In addition, the acquisition brings B2B titles in the complementary verticals of audio visual, television broadcasting and educational technology, which will further increase Future’s revenue diversification model whilst also bringing B2B expertise to it’s existing titles.

The acquisition increases Future’s total owned brands to over 100 across print, events and online, with a total global reach of over 120m.

Zillah Byng-Thorne, CEO of Future, said:

“NewBay is clearly aligned with Future in its mission to create content that connects, with market leading titles.

“This acquisition supports our strategy of growth organically and through acquisition, global expansion and revenue diversification.

“We have a proven track record of acquisition and successful integration. This deal will be earnings enhancing and drive further organic growth in revenue and profitability in the first full year.”

Steve Palm, President & CEO of NewBay, said:

The NewBay team’s expertise in engaging business decision makers, and providing solutions to sellers around the globe – through events, digital content, and marketing services – complements Future’s capabilities, creating a unique platform and exciting growth trajectory.

This combination will result in new and better opportunities for both NewBay and Future partners to expand reach and depth of customer interactions throughout the buyer’s journey.  Delivering data-driven brand and product awareness, thought leadership and demand for our partners will only be enhanced.

I am proud of the many accomplishments made by the NewBay team over the last few years in the areas of events, marketing services and digital content, and I am equally excited to work alongside my new colleagues at Future to further grow our ability to delight our millions of users and thousands of partners.”

Press Enquiries:
Instinctif Partners
Kay Larsen/ Chris Birt
020 7457 2020

Notes to editors

About Future:

Future plc is an international media group and leading digital publisher, listed on the London Stock Exchange (symbol: FUTR). The Group operates two separately managed brand-led divisions: Media and Magazine. The Group has a reach of 100m+ globally, including 62m online users and 63m social media reach.

The Media division focuses on being at the forefront of digital innovation, in particular, the high growth technology and games markets, with three complementary revenue streams: eCommerce, events and digital advertising. It has a number of leading brands including TechRadar, PC Gamer, GamesRadar+, The Photography Show, Generate, The Homebuilding and Renovating Show and Golden Joysticks Awards.

The Magazine division has over 60 leading brands in diverse verticals including music, gaming, photography, home interest, field sports and technology. These include iconic household names such as T3, Total Film and PC Gamer as well as market leading specialist brands including Metal Hammer, Digital Camera and Edge.

NEWBAY’S ‘NEED TO KNOW’ LEVERAGES ENHANCED DIGITAL, VIDEO CAPABILITIES TO PROVIDE ESSENTIAL DISRUPTIVE TECHNOLOGY INSIGHTS

New Series Launches with Focus on Blockchain and Its Impact Across All Business Technology Buying Sectors; 5G, Cybersecurity, AI Installments to Follow

NEW YORK, NY (April 3, 2018) — Data-driven solutions provider NewBay today launched a new continuous mobile, social, video, live event, and magazine editorial content series called “Need to Know.” The series, to be posted first on NewBay’s recently-enhanced digital platform, will provide insights about emerging disruptive technologies, focusing on how they directly impact purchase decision makers. Need to Know will help audiences in all sectors served by NewBay — AV, audio, video, TV, broadcast, consumer technology, education — understand challenges they must be aware of to best leverage new opportunities and prepare for future evolution.

The inaugural Need to Know installment, launched today on all NewBay U.S. BtoB websites, focuses on the much-hyped and fairly convoluted Blockchain. This includes a an easily-shared explainer video, and links to related content created to help readers investigate how Blockchain will directly affect their specific industries.

“There are certain technologies that challenge and create opportunities for every audience we serve,” says Joe Territo, Chief Content Officer, NewBay. “Our entire content team is providing all of those professionals with high-value insights about these disruptors. We’ve leveraged the full power of our content creators to make April 2018 ‘Need to Know: Blockchain’ month, and we’ll continue to provide this kind of deep insight into emerging technologies throughout the year — on all of our websites, with video storytelling, at our live events, and in our magazines.”

Click here to access the “Need to Know: Blockchain” multimedia overview and links to industry-specific articles.

While Need to Know will continue to provide Blockchain insights, as they emerge, to all NewBay audiences, future Need to Know topics will include 5G, VR/AR, artificial intelligence, cybersecurity, and robotics.

For information on Need to Know sponsorship opportunities, contact Tom Rousseau, trousseau@nbmedia.com.

Have a topic you would like to see covered in “Need to Know”? Send your suggestions to NeedtoKnow@nbmedia.com.

Websites Where You Can Find Need to Know: AVNetwork.com, BroadcastingCable.com, CreativePlanetNetwork.com, GovernmentVideo.com, MixOnline.com, Multichannel.com, ProSoundNetwork.com, RadioMagOnline.com, RadioWorld.com, ResidentialSystems.com, SVCOnline.com, TechLearning.com, TVTechnology.com, Twice.com.

Magazines Publishing Need to Know: AV Technology, Broadcasting & Cable, Mix, Multichannel News, Pro Sound News, Radio World, Residential Systems, Sound & Video Contractor, Systems Contractor News, Tech & Learning, TV Technology, TWICE.

ABOUT NEWBAY

NewBay is positioned at the center of the world’s most dynamic industries — Music, AV/Pro Audio, Consumer Electronics/Gaming, Video & Broadcast and Education. We connect and inform millions of constituents in these industries through our award-winning content, integrated media capabilities, and high-profile network-building and informative events. NewBay proudly serves some of the broadest B-to-B professional and music enthusiast communities in the world through over 35 print and digital publications, more than 35 integrated web and mobile applications, more than 60 e-newsletters, over 50 conferences and conventions, custom marketing services, and e-commerce capabilities. Find out more at http://www.newbaymedia.com.

How NewTek Used a Social Media Hub to Drive Thought Leadership

By: Joe Braue –

How can marketers breakthrough the noise and drive thought leadership and awareness around a key technology initiative?

Donetta Colboch, VP of Marketing at NewTek, a leading video production system vendor, posed that challenge to TVTechnology and its marketing service arm, NewBay Plus, which I manage. Our answer was to create NDICentral, a social media hub where our editors curate the hottest posts about NDI, a new video over IP standard being driven by a number of leading players in the video and broadcasting space.

Check out the live page here

Using a social media curation platform, our edit teams pulls in tweets and other social media posts from media and entertainment business and technology leaders about NDI, as well as other issues surrounding the industry transition to IP. Since in 2017, any opinion leader will use social media to drive out their thinking, we can access the best content about video over IP in the world. The site is embedded in TVTechnology and Creative Planet Network. But you can also find it on NewTek’s site as well.

NewTek gets the benefit of cobranding on the site and in the large amount of promotion in regular email blasts as well as a widget on the home page of TVTechnology and Creative Planet Network.

We asked Donetta to describe her challenge and her decision to choose to work with us to build NDICentral:

What was NewTek’s key marketing need in relation to NDI?

Video production over IP is one of the biggest changes in our industry in decades. To help video producers understand and navigate this rapidly changing environment, our goal is to provide resources for objective, relevant, and timely information.

How did NDICentral serve that need?

NDICentral embodies the best of today’s media, both traditional and social. Using the NDICentral hashtag delivers the latest news directly to the site. Whether the contributors are the editorial team at NewBay, NewTek, third party developers, end users, analysts or other industry experts, the information is fresh, immediate and constantly updating.

What were its benefits to NewTek?

This is an important inflection point in the industry and NewTek plays a key role in the transition to IP-based workflows for video production. There are a lot of questions and a great deal to be learned. NDICentral provides that learning resource, positions NewTek as a thought leader, and comes with the benefit of having the expertise of the editorial team at NewBay curating the content.

 Can you characterize any of the benefits/results so far?

The site went live a few days before IBC 2016. Since that time we have seen exponential growth in viewership, interaction and content contribution. NDI developers and users have a “go to” resource to share information and stories unlike any other in the industry. Without NDICentral many of these people would not have a voice.

What makes this program unique, in your long experience as a leading broadcasting industry marketing professional?

Today, by the time a prospect engages in a sales interaction, they are extremely well educated. As marketers it is our job to help provide that education. Content in all forms has become the cornerstone of an effective marketing program. At NewTek we have a massive website, blogs, videos, live webcasts, tours, events and trade shows, all in an effort to help educate our customers about our products. However, the industry transition to IP-based video production requires something beyond anything we can easily put in a typical advertising or content program.

We had to find a new approach. Fortunately, we have a longstanding relationship with NewBay. As we were developing our thoughts on how we could provide an industry resource that was relevant, objective and reached beyond the NewTek brand, it was obvious that NewBay held the key to success. They immediately grasped what we were trying to accomplish and came to us with a proposal within days. The site was launched within two weeks. Our collaboration provides a dynamic, important resource for the industry. NewTek can rest assured that the content is of the highest quality because the NewBay editorial team has oversight. Further, we benefit from all of the marketing and promotion muscle that NewBay offers. NDICentral is a unique approach to content marketing, but from my view it is absolutely the perfect complement to our strategy, and has delivered and continues to deliver exactly the results we wanted.

For more information about driving vertical market thought leadership, lead generation and brand/product awareness, please connect with Joe Braue, VP Marketing Services at NewBay Plus jbraue@nbmedia.com or by visiting our corporate website http://www.newbaymedia.com/newbay-plus/

Our partners in 2016 included Intel, Dell, NBC Universal, LG, CIT, DreamBox Learning, Mitsubishi, Corning, Cisco, Comcast Business, and Sharp among dozens of others.

Newbay Media Product Innovation Awards 2017 Official Rules

To enter, complete and submit the nomination form(s) HERE. All entries must be received on or before Nov. 7th, 2017 unless otherwise noted. Company reserves the right to extend the deadline. All entrants must complete the online nomination form (one per product nominated per magazine), remit payment for the entry fee(s) in the form of check or credit card, and provide contact information at NewBay Media LLC’s Virginia offices by the deadline. The prizewinners will be determined by a panel of judges and will be notified by mail, email and/or telephone in early December 2016. Judges’ decisions are final. This contest is sponsored by NewBay Media LLC, 5285 Shawnee Road, Suite 100, Alexandria, VA 22312.

Entry fees are $595 per product per magazine. Companies may enter numerous products for consideration, provided they complete the online nomination form and pay the necessary entry fee(s).

By entering, participants release NewBay Media LLC and its officers, employees, directors, agents and affiliates with respect to the use of the prize awarded herein, agree to be bound by these rules, and consent to the use of their names and likeness for advertising and/or promotional and/or marketing purposes without additional compensation. (A Tennessee resident consents to the use of his name and likeness only if such Tennessee resident expressly consents to such use.) NewBay Media LLC is not responsible for incorrect or inaccurate entry of information including, but not limited to technical malfunctions, human error, lost/delayed data transmission, omission, interruption, deletion, defect, line failures of any telephone network, computer equipment, software or any combination thereof, entry materials that have been tampered with, or mail-in entries that are illegible, late, lost, damaged, postage due or misdirected. Return postage for mail-in entries that entrants wish to have returned is the sole responsibility of the entrant. NewBay Media LLC is not responsible for any injury or damage to participants or any other person’s computer related to or resulting from participation or downloading any material in this promotion. Entries that have been tampered with or altered are void. NewBay Media LLC reserves the right to cancel, terminate, modify or suspend this promotion if it becomes technically corrupted or if for any reason the Internet portion of the program is not capable of running as planned, including infections by computer virus, bugs, tampering, unauthorized intervention, fraud, technical failures or any other causes beyond the control of NewBay Media LLC, which corrupt or affect the administration, security, fairness, integrity or proper conduct of this promotion.

Employees of NewBay Media LLC and/or its affiliates and members of their immediate families or those with whom they are domiciled are not eligible.

This promotion shall be governed by the laws of the United States.

Prizewinners will be made public in early December, 2017.

View the FAQ page.

Why We Are Writing This Blog

By: Joe Braue and Kristin Kovacich –

Marketers in vertical industries should be the rock stars of their companies. They have more opportunities and tools than ever before to make their products and companies successful. If only there was a way they could share their vertical industry knowhow.

That’s where we hope the NewBay Plus Blog can help. We are a group of media and marketing professionals at NewBay Media with years of experience in B2B and B2C markets. We’ll be sharing marketing best practices especially in the five verticals where NewBay has leading media platforms: Ed Tech, Broadcasting & Cable, AV Professional, Music, and Consumer Electronics Retailing.

kristinJoe

Two of us will be writing in this space. Joe Braue has been in B2B Media for more than 25 years as an editor and publisher at McGraw-Hill and UBM Technology, marketing services leader at CMP, and he currently heads up NewBay Plus, NewBay’s marketing services arm. You’ll also see Kristin Kovacich, who previously was at Digiday Studios and is now creating integrated marketing programs at NewBay Plus.

So when you start a blog, you need a statement of principles, your core beliefs that you want to share, like Orson Welles starting up the fictional New York Inquirer in the movie Citizen Kane.

First, we believe vertical industry marketers should be rockstars, using all the levers of the web, print, events, and special services to successfully to drive awareness of their products and demand for their sales teams. Toward that end, we want to share what we know, what our editors and publishers are finding out about these markets at NewBay, and most importantly write about marketing ideas that succeed compiled from our conversations with you and your peers.

Secondly, we’re humble here at NewBay. We don’t have all the answers. So we’ll be presenting interesting, innovative ideas from every place we can find it, even if it comes from competitors.

To find out more information, see our NewBay Plus website where you can find resources for vertical industry content marketing, marketing automation, PR, advertising, integrated marketing and the like. If you have executed a successful program, let us know about it so we can share. And if you have a lesson learned, please talk to us or share your thoughts below. We can be reached at jbraue@nbmedia.com and kkovacich@nbmedia.com.

– Joe and Kristin

How to Get Your Content to Do the Selling

By: Kristin Kovacich –

We create content to establish our brands as experts and thought leaders by providing answers to industry related questions and addressing topics that the people who are interested in your product care about. This establishes trust and keeps your brand top of mind when your potential customers think about your industry. This is a very important aspect of content creation but what about the bottom line? How do we get our content to move our customer along the purchase process and ultimately help make a sale?

Doug Kessler, Creative Director & Co-founder of B2B marketing agency Velocity, has put together a SlideShare presentation that lays out the unique content creation considerations for making the sale.

Kessler posits that the most important characteristic of successful content at the buying stage is that it convinces the customer that there has been a real and significant change in the world. The content must exemplify this change through data, 3rd party analysis and a reason for the change; and it also must show the change is relevant and inevitable to the customer and if they are not ready for it they will fall behind their competitors.

Below are the 6 characteristics Kessler lays out for creating content that sells change:

1. It’s direct and assertive. There’s no pussy-footing when it comes to content that sells.

2. It starts from what the prospect already knows. Don’t try to convince them the sky is green at the offset. You want to convince them change is nigh but you don’t want them to be completely disoriented.

3. It’s linear. Don’t take them all over the place when laying out your argument. Keep it focused and keep it moving.

4. It’s data-driven. Facts go a long way toward building credibility but don’t rely too heavily on them. Let your data do the supporting not the heavy lifting.

5. It asks for the order. Convincing the prospect of a coming change that’s going to rock their world is the hardest part but don’t forget the reason why you’re there.

6. It makes now seem like the ideal time to act. Because tomorrow will be too late and catching up will be costly.

It’s important to remember that not all content is created equally and knowing what we want out of it and how to get it helps ensure it is effective.\

Photo from Flickr

No More Random Acts of Content

By: Kristin Kovacich –

Today’s B2B marketers are realizing the importance of content marketing (over 25% of marketing budgets are dedicated to content efforts) but many vendors are bypassing some key considerations. CMO Council’s Content ROI Center recently surveyed more than 400 B2B customers in order to identify the impact of content marketing on customer thinking and buying decisions. The results of Better Yield in the Content Marketing Field showed what customers want (and don’t want) out of content, where they go to get it and what this means for marketers.

A few key take ways:

  • The characteristics most valued by survey respondents are breadth and depth of information (47% of respondents), ease of access, understanding and readability (44% of respondents), and originality of thinking and ideas (39%).
  • 50% of survey respondents valued and trusted white papers from industry organizations while only 9% valued and trusted white papers from vendors.
  • The characteristics most disliked in B2B content are too many requirements for download (50% of respondents), blatantly promotional or self-serving (43%)  and non-substantive and uninformed (34%).
  • 87% of respondents say that online content has a major to moderate influence when selecting a vendor.
  • 41% use smartphones to access B2B content and 34% use tablets.

Content has a huge impact on customer buying decisions and in order to put their best foot forward, B2B marketers must first create the type of content that resonates with and provides value to their customer. Creating a white paper expounding the benefits of your product no longer cuts it. When consuming B2B content, customers want value, expect it consistently and want to  be able to access it easily and anytime.

More from the study below:

b2b-content-infographic-cmo-council-2013(Photo from Flickr)