Defining the Future of Global Content for B2B Audiences

Backed by a full series of qualitative interviews and quantitative campaign concept testing, MODIV proposed a micro-content strategy fueled by insights from proprietary research and delivered through with an omnichannel strategy that culminated in the year’s key trade events.

Our client had grown dissatisfied with the lack of strategy and freshness their current creative and content partners were bringing. While the original go-to-market strategy made sense, our client felt that the partner continued to deliver material falling flat with key B2B audiences.

MODIV was engaged to audit our client’s current library of assets and content for relevance and competitiveness. By surveying current B2B customers, MODIV identified what was not working in the content and tested what tactics and approaches would resonate more.

Knowing the highest-performing content styles and themes enabled MODIV to design a content strategy centered on education and industry insights, delivered through video-based micro-content on relevant social channels and trade websites.

As our client continues to roll out a reimagined content strategy, they have found great value in the centralized point of view and tone, making briefing creative agencies and content creators a much easier task. Promising results have started to come in around B2B perceptions of the hotel chain and its brands, with plans for continued roll-outs and content releases during key tradeshows and events.

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