Research reveals that B2B consumers aren’t consuming as many items of vendor content material as they used to. So it pays to do no matter you may to make content material authoritative.
Two out of three B2B consumers strongly agree that the usage of extra information and analysis would enhance the standard of the content material supplied by distributors, in keeping with Demand Gen Report information. There’s loads of different analysis to assist the commonsense notion that consumers will want content material the feels authoritative and reliable over content material that’s sales-y. Case research are rated essentially the most useful type of content material for the B2B purchaser — twice as useful as weblog posts. That doesn’t imply that blogs aren’t useful — but it surely does recommend that consumers will worth weblog posts extra after they’re constructed round information and analysis.
Trusted video content material based mostly on information and analysis
In normal, I’m not an enormous fan of infographics — so a lot of them puff doubtful information and fishy sources. But infographics based mostly on a vendor’s personal information and analysis appear comparatively reliable, as will movies based mostly on the infographic. And bite-size animations based mostly an infographic’s graphics can broaden the attain and influence of the fabric in social media.
Women’s voices extra reliable than males’s?
I reported a while again on a examine that discovered the perceived “trustworthiness” feminine narrators to be increased than that of males (Which Type of Voice Actor Should You Use for Your Explainer Video?) I just lately ran throughout an pleasing submit by skilled voice actor Debbie Grattan, 6 Reasons People Trust a Female Voice Over Male Voices. She makes her case with enjoyable tidbits like this:
The clear, melodic nature of the feminine voice also can play a task within the belief it instills, as can the truth that feminine and male voices are processed in numerous elements of the mind. A University of Sheffield examine discovered feminine voices are processed within the auditory area of the mind, the identical space that processes music. Male voices are processed at the back of the mind in an space referred to as the “mind’s eye.”
I feel the standard of the writing, course, ability of the narrator depend for lots greater than gender (or the relative trustworthiness of the thoughts’s eye vs. music :-). But you may wish to see who you belief — attempt listening to this excerpt from the identical 2-Minute Explainer video we wrote and directed, recorded by two first-rate skilled narrators.