Curated consumer experiences are the norm. Why isn’t that happening with content?

by Jonathan Gandolf - Co-Founder & CEO, Fathom

While you’re reading this blog post, your inbox is ringing, your social feeds are buzzing, and you’re likely receiving push notifications from those apps you haven’t logged into for months. 

And don’t forget text messages. According to Attentive’s 2020 Retail & E-Commerce Holiday Marketing Report, 78 percent of retailers plan to send more text messages than average each week throughout November and December this year. 

In a year when our entire life has shifted “cyber,” 2020 eCommerce spending is projected to surpass $12 billion on Cyber Monday, according to Adobe’s Holiday Forecast. You know the drill… every brand you’ve ever interacted with will try to weasel their way into your wallet.

So how do brands win during this season of distractions? Through the power of curation.

According to Accenture’s Personalization Pulse Check, 91 percent of consumers are more likely to shop with brands that provide relevant offers and recommendations. 

Even more evidence, SmarterHQ’s Privacy and Personalization Research shows that 72 percent of consumers only engage with marketing messages that are customized to their specific interests. 

As B2C consumers, nearly everything we do across the internet is curated to our unique dataset — advertising, social media, online shopping, TV, music, movies, and more. 

And on Cyber Monday, the brands that successfully curate the right experiences for you will win. Regardless of which channel wins your attention, you’ll be met with a curated consumer experience. 

It begs the question, why has this winning method of modern consumer technology not taken hold in the B2B space? 

Think about how you interact with your favorite B2C brands. Now…compare that to consuming content from your favorite B2B brands. I’m guessing there’s a stark difference. Better yet, how do you discover B2B brands? Again… I’m guessing this looks very different than your B2C discovery experience. 

Why is that? It’s time we apply the power of curation to the B2B space. 

“There’s a lot of work to be done to make B2B content as bingeable as B2C content. B2B shouldn’t be of any lesser quality or any less engaging.”

Heike Young, Director of Content Strategy, Salesforce

That’s what we’re focused on building at Fathom with the team from High Alpha — a curated discovery and distribution platform for B2B content. 

“B2B Marketing is broken. We spend all of these resources on a beautiful deliverable and then we try to entice someone with a [expletive] landing page.”

Enterprise B2B SaaS CMO

As B2B marketers, we’ve been providing the same experience for years. Meanwhile, B2C brands have evolved by leaning into the power of curation. It’s time that our B2B experiences catch up. 

Based on your professional data, we can provide the right content, at the right time, for the right audience. While B2B discovery has traditionally been limited to email newsletters or dead-end Google searches, Fathom provides a community for content distributors and content consumers.

As Gaby Goldberg wrote in her article, Curators are the New Creators, “The real scarcity isn’t content anymore. It’s attention. When it’s impossible to absorb everything from the flood of information, the best we can do is pick and choose what matters to us most — or, better yet, find the people who can do the curating for us.”

Let Fathom help.

We can connect your role, your interests, and your experiences into a curated B2B experience. You can shop smarter, learn more efficiently, and make decisions with confidence. 

We’re building a community to bring B2B content discovery into the spotlight. If you’re interested in being a beta user, sign up here

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