In simple terms, the metaverse is a simulated virtual environment that uses augmented reality (AR) and artificial intelligence (AI) to provide new interactive virtual experiences for its users. This technology can be used in gaming, working, learning, shopping, and so much more.
I know what you're thinking, what’s wrong with the old-fashioned method of communicating, gaming and shopping?
Well, as technology continues to advance, so does user consumption. Meaning, consumer behaviour is continuously evolving whilst tech experts are looking for new, easier and more interactive ways for users to communicate with one another, consume content, game and so on.
Do you remember when smartphones were first introduced? Communicating via text became popular. It was easier to send a text message than to write to someone or even call.
As technology advanced, video and audio communications grew. Users began to consume more video content and interact with one another using face-time, Snapchat and other video or audio methods.
This phenomenon was especially apparent during the pandemic, where people craved human interactions and resorted to video chatting to stay connected.
Now, we’re moving into an age where videos aren’t enough. Users want to experience more.
For example, instead of gaming in an empty room, you can step into the metaverse and game with your friends, regardless of where in the world you are.
The same applies to meeting clients. If your client is on the other side of the world, meeting in the metaverse is more personal than meeting via a Zoom call.
The idea behind the metaverse is to break down borders and bring the world together to experience a new, much more connected reality.
In the past few years, the face of content marketing has drastically changed. Content marketing in the B2B space has become increasingly popular, and many companies have adopted a new ‘serve not sell’ strategy.
This strategy helps B2B brands become thought leaders within their industry by providing valuable content to their audience to help position itself ahead of its competition.
So, moving forward, does long-form content fit into the metaverse? Or do content marketers have to start re-strategising and move away from creating long-form content?
We did some digging and asked experts in technology and marketing and content readers what they thought the future of content marketing will look like. Here are some of their thoughts.
“I think the basics of content will stay the same, whether it’s written or visual. I also think that only the UX will take new forms when the source of the content changes and evolves.
The only major change that I could see is that the other senses will be brought into the experience. Touch, smell, taste, etc. It has been tried before, but I don't think the technology was in place to make the user experience any good.”
- Jakob Henriksson, Product Marketer at Tietoevry.
Creating a great user experience is all any marketer wants to achieve. The sole purpose of the metaverse is to take user experience to another level. When it comes to B2B marketing, marketers will have to ask themselves, “how can we create a better experience within the metaverse?”
Not all content marketing efforts require blog articles or social media posts. B2B marketers can start investing in virtual events, stronger virtual customer service teams or even a virtual information help desk.
Long-form content will be required in terms of scripting, and this could mean that those who prefer reading can experience audio (within the metaverse) and written (in the form of transcripts or subtitles).
“I hope we will always need written long-form content. Everyone learns differently, and I really struggle to retain audio. I watch videos with the audio off, and don't get me started on podcasts! Give me an article, whitepaper, or video with captions any day!”
- Claire Hutchings, Freelance Marketing Consultant at CH Marketing.
When it came to content marketing, the B2B industry was late to the party. In fact, content marketing or influencer marketing was predominantly used by the B2C sector to drive sales and push brands’ names out there.
However, this mentality changed during the COVID-19 pandemic because B2B brands realised that to attract leads, they must position themselves as thought leaders and understand what their customers want and need.
Content marketing picked up, and brands were eager to change their core messaging to a ‘serve not sell’ mentality.
So, can B2B brands adapt to the metaverse?
The short answer? Absolutely!
As the metaverse begins to gain more attention, there is most definitely room in it for B2B brands.
Whether it's putting together a virtual event, conducting training sessions or even strengthening sales through a virtual customer service avatar, the metaverse is open to all.
“We should be conducting experiments right now to become intimate with what’s possible today – what the interesting applications and opportunities are, what the barriers are and what the future holds.
The metaverse could become a runaway freight train. Lots of companies and investors are scrambling to gain a foothold in what has been estimated to be a trillion-dollar revenue opportunity.
The B2B community has a big voice and we should use it to help shape the metaverse to what we want.”
- Reuben Webb, Chief Creative Officer and Chief values Officer at Stein IAS.
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