Content consumption in the B2B space has accelerated rapidly over the past two years. Consider this statistic: According to Netline Corporation’s 2022 State of B2B Content Consumption and Demand Report published this week, consumption increased more than nine percent from 2020 to 2021, with total demand for B2B content rising 33 percent since 2019.

But whether marketers are successful at reaching B2B decision-makers through content marketing tactics depends on a multitude of factors, including the specific format preferred by buyers, the level of purchasing intent, the buyer’s specific job function, and much more. We highlight the report’s key takeaways, trends and insights into the current state of B2B content marketing and consumption.

Speaking of pandemic influence, grocery delivery service FreshDirect is leveraging real-time weather data to inform ad creative for a new digital-out-of-home (DOOH) campaign in New York City’s subway stations. It’s the company’s attempt to learn how weather influences people’s lives as well as understand shifting commuter traffic patterns in the post-pandemic era. Read about the brand's approach and how it's tracking results.

Generally, the DOOH industry is on the up as consumers return to offices, use public transportation, shop at grocery stores and frequent airports in greater numbers. Stephanie Gutnik, Yahoo’s Global Head of Digital Out Of Home, dishes on what’s driving the increase in DOOH advertising, creative engagement tactics, how it fits into an omnichannel marketing strategy, and more.

Finally, we’ll leave you with an introduction to a new subset of influencers taking social media by storm: “granfluencers.” Evoking nostalgia and boasting a refreshing, unapologetic attitude, this 60-plus crew is captivating audiences of all ages. Here’s a look at a few A-list granfluencers defying ageist stereotypes and wielding influence within a variety of lifestyle verticals.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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