{"id":22707,"date":"2022-12-12T12:22:32","date_gmt":"2022-12-12T12:22:32","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/12\/david-fortino-shares-b2b-content-gold-on-the-healthtech-marketing-podcast\/"},"modified":"2022-12-12T12:22:32","modified_gmt":"2022-12-12T12:22:32","slug":"david-fortino-shares-b2b-content-gold-on-the-healthtech-marketing-podcast","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/12\/david-fortino-shares-b2b-content-gold-on-the-healthtech-marketing-podcast\/","title":{"rendered":"David Fortino Shares B2B Content Gold on The Healthtech Marketing Podcast"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/blog.netline.com\/wp-content\/uploads\/2022\/12\/b2b_content_gold_blog_v2a.jpg\" \/><\/p>\n<div>\n<p><span style=\"font-weight: 400;\">Our Chief Strategy Officer, <\/span><a href=\"https:\/\/www.linkedin.com\/in\/davidfortino\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">David Fortino<\/span><\/a><span style=\"font-weight: 400;\">, was recently invited to be a guest on The Healthtech Marketing Podcast to discuss <\/span><a href=\"https:\/\/netline.com\/netline002n\/?d=glconsumption22&amp;k=221208blghmpccr&amp;utm_source=content&amp;utm_medium=blog&amp;utm_campaign=221208blghmpccr&amp;utm_content=221208blghmpccr\"><span style=\"font-weight: 400;\">NetLine\u2019s 2022 State of B2B Content Consumption and Demand Report for Marketers<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As always, Fortino made it a point to state the primary goal of our annual report: To help marketers make more informed decisions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe\u2019re using the data (hopefully) to create a more intelligent marketer today so they can make more informed decisions tomorrow.\u201d<\/span><\/p>\n<h2><b>Taking a Closer Look Inside NetLine\u2019s 2022 Content Consumption Report<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">During the episode, Fortino shares some of the fascinating insights we published in our sixth annual report with host <\/span><a href=\"https:\/\/www.linkedin.com\/in\/ACoAAAAWHucBqbxR4IwT86tCbPQBMBp6cM-0JtM\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Adam Turinas<\/span><\/a><span style=\"font-weight: 400;\">, including:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">What content is most effective?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">What content do buyers want and why?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">How to use content to initiate and nurture relationships<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Trends in content?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">And a lot more<\/span><\/li>\n<\/ul>\n<h3><b>What\u2019s Really Driving Engagement<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Content consumption has only continued to accelerate. A real shocker, right?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In total, we\u2019ve observed a growth of 33% since 2019. As budgets tighten, a buyer\u2019s need to have more and more information on a given subject, product, and\/or company only continues to rise. This places even greater weight on your business\u2019s content\u2014meaning it had better be good.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIf you\u2019re a marketer creating content, trying to drive dialogue with prospects,\u201d Fortino said, \u201cit\u2019s more critical now than ever before to be raising your bar persistently.\u201d He continued by sharing the volume being consumed isn\u2019t the primary metric on which to focus; rather, it\u2019s the signals surrounding brands producing content with integrity and quality that should have everyone\u2019s attention.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cYou are marketing to people,\u201d Fortino said. \u201cThe brands that are creating a distinct voice with feeling and emotion connected to their content are the ones driving engagement.\u201d He continues to point out that the most successful assets are the ones <\/span><a href=\"https:\/\/blog.netline.com\/how-being-generous-with-your-content-generates-more-leads\/?utm_source=content&amp;utm_medium=blog&amp;utm_id=221212blggldgnrous\"><span style=\"font-weight: 400;\">delivering immediate value<\/span><\/a><span style=\"font-weight: 400;\">; making it quite clear what a user will receive and learn by consuming it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember: People <\/span><i><span style=\"font-weight: 400;\">do<\/span><\/i><span style=\"font-weight: 400;\"> judge an eBook by its cover. How it\u2019s positioned matters and will influence the way your audience perceives it immediately.<\/span><\/p>\n<h3><b>Using Content to Initiate and Nurture Relationships<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Even the most engaged readers and researchers push content they want to consume to the back burner. It\u2019s true.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2021, NetLine reported that the Consumption Gap (the time from initial request to download prompt) was the largest it had ever been, ballooning from 29.7 hours to 33.3 hours\u2014a 3.6-hour increase. Since 2018, B2B professionals have gradually added 6.2 hours to their overall consumption time. In plain English, this simply means users are in absolutely no hurry to read, listen, or watch whatever content they\u2019ve just requested\u2014even if they <\/span><i><span style=\"font-weight: 400;\">genuinely<\/span><\/i><span style=\"font-weight: 400;\"> are interested!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So why is any of this information interesting or relevant? It matters because we\u2019re talking about the fundamentals of nurturing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The first time you engage with a prospect is critical. There\u2019s all kinds of information littering the web emphasizing the need to follow up as soon as mechanically possible! However, there\u2019s a caveat here that goes overlooked: These users likely <\/span><i><span style=\"font-weight: 400;\">haven\u2019t<\/span><\/i><span style=\"font-weight: 400;\"> asked to be contacted yet. Fortino chimed in on this process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cMore often than not,\u201d Fortino said, \u201c[lead data] is being fed in real-time into marketing automation systems, as well as Salesforce, where their Sales colleagues are then immediately reaching out, if not automatically through a sales enablement platform. Without the appropriate context in that message, it\u2019s a dramatic misstep.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fortino goes on to highlight the need to be patient, emphasizing <\/span><a href=\"https:\/\/blog.netline.com\/why-timing-is-everything-when-it-comes-to-lead-nurturing\/?utm_source=content&amp;utm_medium=blog&amp;utm_id=221212blggldtiming\"><span style=\"font-weight: 400;\">the importance of timing in lead nurturing<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>A Behavioral Shift<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">NetLine\u2019s place in the B2B marketing ecosystem is firmly at the bottom of the funnel. Clients use our platform to generate leads with the expectation that users sharing as much information as they do are much closer to making a purchase decision. This isn\u2019t always a guarantee, but users engaging with our platform are much more likely to be closing in on the end than let\u2019s say someone engaging with a video. <\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Or so it used to be.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Research from Brightcove shared that 95% of the B2B buyers they surveyed said that video plays an important role in deciding to move forward with a purchase. Meanwhile, 88% of buyers have watched videos in the past three months to learn more about a company\u2019s products or services.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Historically, NetLine\u2019s mostly seen campaigns with long-form, text-based content, with webinars and other multimedia formats beginning to emerge. But that\u2019s beginning to change. \u201cWe are beginning to see a behavioral shift across all industries that video is getting leaned in on extremely heavily,\u201d Fortino said. \u201cWe perceive there to be a massive disruption and shift more toward video over the coming years [at the bottom of the funnel].\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fortino added that while NetLine\u2019s video volume is relatively small, he acknowledges the trends and the likelihood of more clients wanting to use long-form video. \u201cVideo aligns very nicely to bottom of the funnel orientation and engagement, especially the longer the video,\u201d he said. \u201cGetting someone to give you thirty minutes to an hour of their time, if not longer if you\u2019re doing like a virtual event, is expressing a level of intent that you can\u2019t get when you\u2019re associating behavior back to an eBook or a White Paper.\u201d<\/span><\/p>\n<h3><b>Listen to the Episode<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">These three highlights are just a taste of what Adam and David dug into during their conversation. Hearing Adam\u2019s questions adjust on the fly makes for a fresh, engaging discussion about content consumption and how the report\u2019s insights influence strategy.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">This is another must-listen podcast for anyone who is interested in how content can drive more meaningful outcomes via content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Get comfortable and listen (or watch!) this episode of <\/span><a href=\"https:\/\/anchor.fm\/adam-turinas\/episodes\/Latest-Insights-on-Content-Marketing--David-Fortino--Netline-e1qek0u?%24web_only=true&amp;_branch_match_id=1075080302957630192&amp;_branch_referrer=H4sIAAAAAAAAA8soKSkottLXLy7IL8lMq0zMS87IL9ItT03SSywo0MvJzMvWT9W39IhI8io2SfYrTQIAaxkmJTAAAAA%3D\"><span style=\"font-weight: 400;\">The Healthtech Marketing Podcast<\/span><\/a><span style=\"font-weight: 400;\">!<br \/><\/span><br \/>Audio:<br \/><iframe loading=\"lazy\" data-lazy=\"true\" data-src=\"https:\/\/anchor.fm\/adam-turinas\/embed\/episodes\/Latest-Insights-on-Content-Marketing--David-Fortino--Netline-e1qek0u\/a-a8qvqme\" width=\"400px\" height=\"102px\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p>Video:<br \/><iframe loading=\"lazy\" title=\"Healthtech Marketing Podcast ep 22 - David Fortino, Netline on Content Marketing Insights\" width=\"720\" height=\"405\" data-lazy=\"true\" data-src=\"https:\/\/www.youtube.com\/embed\/9eXJmuNSgKo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><!-- relpost-thumb-wrapper --><!-- close relpost-thumb-wrapper -->\t\t\t\t\t<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/blog.netline.com\/david-fortino-shares-b2b-content-gold-on-the-healthtech-marketing-podcast\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our Chief Strategy Officer, David Fortino, was recently invited to be a guest on The Healthtech Marketing Podcast to discuss NetLine\u2019s 2022 State of B2B&#8230;<\/p>\n","protected":false},"author":1,"featured_media":22708,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-22707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>David Fortino Shares B2B Content Gold on The Healthtech Marketing Podcast - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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