2021年内容参与报告（英）-30页_346kb

报告摘要

2021 B2B Content Engagement Report Summary

Core Content Engagement Trends

The post-pandemic era saw a significant transformation in B2B content engagement, with a notable increase in the volume and complexity of content journeys. Marketers adapted to the new normal by focusing on snackable content and virtual events, but these behaviors have evolved in 2021.

Overall Engagement Metrics

Total visitors increased by 54.5%
Total sessions increased by 35.7%
Total page views increased by 34.5%
Unique asset views increased by 42.7%
Average session time increased by 46.6%
Average view time increased by 62.6%
Binge rate decreased by 8.9%, suggesting a return to more focused content consumption.

Binge Behavior

Bingers viewed 1.9X more assets per session and 4.6X more in total than non-bingers.
Binger session times were 4X longer individually and 9.5X longer overall.
Bingers had 2.3X more return visits than non-bingers.
Known bingers had a 2.9X higher probability of returning than known non-bingers.
Unknown bingers had a 4.8X higher probability of returning than unknown non-bingers.
Visitors who interacted with dynamic content recommendations had 3.6X more views per session and 5.3X longer sessions than those who did not.

Content Types and Performance

The top 5 content types by distribution in 2021 were:

Videos: 14.9% of content, average view time 1:20 (unknown), 2:22 (overall), +32.7% increase in view time.
Blogs: 12.8% of content, average view time 1:34 (unknown), +49.1% increase in view time.
Webinars: 7% of content, -14% drop in engagement time, -5.4% drop in distribution.
Whitepapers: 6.2% of content, +14.8% increase in distribution, +142.3% increase in average view time (6:18).
Articles: 5% of content, +27.8% increase in average view time (2:04).

Engagement by Content Type

Content Type	Average View Time (2021)	Increase from 2020	Avg. Completion Rate	Avg. Scroll Depth
Whitepapers	6:18	+142.3%	17.6%	57%
Webcast recordings	5:43	+47.8%	17.6%	57%
Surveys	5:28	+121.6%	17.6%	57%
Presentations	3:56	+24.2%	17.6%	57%
Registration pages	3:52	+56.7%	17.6%	57%

Visitor Behavior by Identity

Known visitors had 2X longer sessions than unknown visitors.
Known visitors viewed assets 1.7X longer on average than unknown visitors.
Known visitors had a higher binge rate (13.5%) compared to unknown (7.3%).
The gap between known and unknown visitors widened, suggesting a trend of prolonged anonymity in the buyer journey.

Channel Performance

Channel	Avg. Views per Visitor	Avg. View Time	Avg. Session Time	Avg. Binge Rate
Website	2.2	7:00	4:34	20.5%
Email	2.5	5:27	2:40	17.5%
Paid social	1.4	2:48	2:09	4.3%
Display ads/PPC	1.1	0:30	0:28	1.7%

Content Strategy Insights

Marketers added 1.3X more content in 2021 than in 2020, with videos, blogs, and webinars being the most added.
Average cost per asset rose to $2,791, up from $2,411 in 2020.
Longer content like whitepapers and webcast recordings had higher engagement times, indicating that prospects are more informed and ready for in-depth content.
Shorter content (FAQs, data sheets, infographics) still had high distribution, showing that buyers continue to seek quick, relevant information.

ABM and Content Intelligence

ABM efforts matured, with a 50% increase in known visitors per account and an 86.9% increase in large accounts with 10+ visitors.
Third-party data is becoming obsolete, pushing marketers to adopt AI-powered content intelligence for real-time, hyper-relevant recommendations.
Dynamic content recommendations led to 5.3X longer sessions and 3.6X more asset views per session.
Content intelligence allows marketers to personalize experiences and identify high-potential accounts based on engagement.

Key Recommendations

Focus on mixing long and short-form content to meet diverse buyer needs.
Use content intelligence to provide real-time, personalized recommendations.
Optimize virtual events by offering on-demand access, shorter videos, and supplementary content.
Track deeper engagement metrics like scroll depth and completion rates to understand content interaction better.
Encourage non-bingers to engage more by offering guided content journeys and contextual recommendations.

Conclusion

The post-pandemic shift has led to a more complex and nonlinear content engagement landscape. While binge behavior declined slightly, engagement depth and content diversity increased. Marketers must adapt by leveraging AI and personalization, optimizing content mix, and focusing on account-level engagement to future-proof their strategies and meet evolving buyer demands.

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