Quantum Physics And B2B Content Strategy

Although quantum physics – the study of matter and energy at the most basic level – may seem far removed from the everyday world, some of its basic concepts are apt metaphors for what is emerging in the world of B2B content. Expectations from audiences like B2C and advances in AI, automation and analytics will fundamentally change the way we think about our content and how it is used to support the customer experience.

Schrodinger’s cat: the state of the content as a possibility

In Erwin Schrঞ্জdinger’s famous experiment, a cat in a box is used to represent the wonderful nature of sub-atomic particles, which seemingly exist simultaneously as both “waves” and “particles”. The cat in the box is considered to be both alive and dead at the same time until the box is opened and the cat is seen, with some end-of-life rituals. The point of the test is that nothing is certain about the object until it is observed.

Today, content experiences are often formulaic without the expectations of the actual audience In the future, content experience must be dynamic, not predetermined. B2B content will acquire a quantum-like state where it exists in potential as a “wave” and becomes a “particle” (i.e., the experience of the content) only under the conditions defined by an observer (i.e., the viewer). Modular content, AI, automation, and advanced analytics will work together in real time to provide an infinite number of highly relevant content experiences that are created and delivered in real time based on digital signals (e.g., observable actions) from listeners.

To create this dynamic content experience, B2B companies need to significantly advance the maturity of their content engines where they are outside of today’s position. For example, while 74% of marketing agencies acknowledge that shoppers expect personalized interactions, less than 30% plan to focus on real-time, relevant interaction capabilities over the next 12 months, as Forrester’s Marketing Survey, 2022 shows. And about half – 48% – of companies are not using the modular content production methods required for personalization.

Companies that want to promise real-time personalization need to increase the sophistication of their content activities and technology ecosystems in order to more effectively capture digital signals, parse them on a scale, and deliver the right content in a matter of moments based on intelligence. This provides the signal. Before the end of this decade, a few weeks or months of programs and campaigns are created and then activated based on historical assumptions to be considered an old method for marketing and delivering customer experience (CX). The cat, in that scene, indeed No. Alive when the box is opened.

Information as the basis of reality: Content and data paradox

In recent decades, scientists have suggested that information provides building blocks for cosmic-reality. The late physicist John Archibald Wheeler referred to this concept as “bit from it”, “it” refers to the universe, and “bit” means the information that underlies it. It is a provocative theory that serves us well, metaphorically, in our view of the future of B2B content.

In the digital experience, content is also the basis of reality. By its nature, content (i.e., information) provides a sensor for capturing interactive data. Once an audience engages with the content, a signal is generated (i.e., data) that can be interpreted to determine the next-best interaction. But when we boil down to that, content, summary, creates information but Is Information

What’s more, it’s essentially metadata within the content that is needed to create our sophisticated CX data model – customers learn what they do, need and want across all customer lifecycle touchpoints. Since content fuels the buyer’s journey and the after-sales customer lifecycle, organizations cannot optimize the customer experience unless they dramatically improve their content data and analytics capabilities.

Content metadata and classification – the building block of content insights – can quickly enrich CX data models, personalization, and AI optimization. Yet according to Forrester’s 2022 State of B2B Content Survey, only 18% of B2B marketers have a universal classification in marketing, and only 4.5% have a universal classification across sales, marketing and product functions. 29 percent further report that they still do not have a method to track content attribution.

To prepare for the future, organizations must focus on mastering metadata and classification to enable effective personalization, provide concise CX data and insights, and train AI engines to make accurate, autonomous decisions.

The future of B2B content is closer than you think

Discover change agents that affect the future of B2B content.

B2B companies need to make the role of content much better than it is today and make it a top priority in their digital transformation efforts. Goal: Create a future-ready content engine that can now provide measurable, connected content experience across all CX touchpoints and technologies, and adapt to the reality of upcoming content.

To learn more about the reality of upcoming content and how to prepare, please join us through the B2B Summit or Digital Experience at the North American Forrester in Austin, Texas on May 2-4. We will share more predictions and recommendations in our other keynote sessions, including “Time Travel and Transformation: The Future of B2B Content” and “Schrodinger’s Cat and B2B Content: Quantum Mechanics of Relevance” and “Building More Building”. With intelligent content stack. ”We hope to see you there!

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