This study demonstrates the importance of content timeliness as a driver of engagement in business markets. Through an experimental approach, we show that if the customer is exposed to firm-generated content that he or she deems relevant in a particular journey stage, this leads to higher customer engagement with the selling firm and the content that it generates. We contribute to extant understanding of digital content marketing research in a B2B context by demonstrating that there are no universally correct sequences for presenting content to customers at different stages of the customer journey in order to systematically increase engagement. Instead, the findings suggest that the types of content customers prefer to see in different journey stages varies between individuals. For managers hoping to benefit from digital content marketing, we advocate further investments into technologies that improve the selling firm's ability to target content based on the customer's idiosyncratic use needs at different journey stages.

中文翻译：

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B2B 客户旅程中社交媒体上的数字内容营销：及时内容交付对客户参与度的影响

这项研究证明了内容及时性作为商业市场参与驱动因素的重要性。通过实验方法，我们表明，如果客户接触到他或她认为在特定旅程阶段相关的公司生成的内容，这会导致客户与销售公司及其生成的内容更高的互动。我们通过证明在客户旅程的不同阶段向客户呈现内容以系统地提高参与度并不存在普遍正确的顺序，从而有助于对 B2B 背景下的数字内容营销研究的现有理解。相反，研究结果表明，客户在不同旅程阶段喜欢看到的内容类型因人而异。对于希望从数字内容营销中受益的管理者，我们主张进一步投资于技术，以提高销售公司根据客户在不同旅程阶段的特殊使用需求定位内容的能力。