Key findings
The favourite
Webinars were extensively used within this sector, accounting for every third asset published, followed by podcasts and whitepapers.
Key findings
Attitude towards gating: Ambivalent
The sector is ambivalent about gating content in general: about half of all content published was gated at 56% – the highest across all the segments we analysed. Whitepapers were the most gated assets, at 88%.
Key findings
Interactivity quotient: Low
Bold B2B broadcast/ OTT brands have a significant opportunity to stand out with engaging and interactive content. The most variation came in the form of content layout and design – for example, the use of landscape layouts for whitepapers.
By embracing interactivity and embedding engagement through polls, pop-ups, quizzes, calculators, and other techniques, engagement levels can be enhanced.
Key findings
Multimedia
While broadcast/ OTT brands favour whitepapers beyond all other content types, the ten broadcast brands we analysed released 20 podcasts throughout the year. This is highly appropriate for an industry that enables multimedia content as its very basis.
From a creative standpoint, podcasts can work even for the most technical subject and industry.
Takeaways
Broadcast/ OTT has always been a sector that relies heavily on trade shows and in-person meetings for lead generation. Travel restrictions in recent years have led to an increase in the use of content to push those leads into the pipeline. Webinars are a good way to bridge the gap between in-person meetings and static content, allowing subject matter experts to present slide decks and discuss industry trends in depth.
Gating whitepapers is typically one of the early tactics that tech B2B brands adopt across the board, so this sector’s widespread gating of whitepapers, as well as the industry’s main focus on the content type, is no surprise.
As we mentioned, the opportunity is open for thought leaders to diversify content types and deploy sophisticated on-page engagement strategies that can help qualify leads more insightfully and granularly.
