4 B2B Content Marketing Trends You Can’t Ignore

In past years, content marketing has developed from a popular technique to an essential strategy that 91% of B2B marketers and 86% of B2C marketers are using within their overarching online marketing strategy.

What is content marketing?

Content marketing takes the deliberate, often times, uncomfortable tactics out of sales and advertising that can put prospects off. Rather, companies provide consumers with relevant and valuable information, educating them so they reach out voluntarily when they are ready. Not only is this approach leagues more transparent and informative, it acknowledges the fact that, these days, prospects only need to click away from offers to remove themselves from brands. The truth of the matter is: they can leave before even hearing your elevator pitch. Content marketing acknowledges this consumer empowerment and leans into it.

What can we expect from B2B content marketing?

This approach is not only working, it’s generating 3-times as many leads and costs 62% less than outbound marketing. With numbers like these, it’s clear content marketing is an undeniable movement that marketers are devoting significantly more time and budget towards. As these invests occur, we can expect to see several B2B content marketing trends and best practices emerge. Here are four that are already on the up and up and are continuing to become major factors.

1. Artificial Intelligence. B2B content marketing is effective but that doesn’t mean content creation, delivery, etc. aren’t regular challenges. This year, marketers can expect strides in the use of artificial intelligence to assist with creating content and in marketing automation to deliver relevant content to prospective leads at the ideal time. The technology is in the early stages, however, marketers are pushing hard for these kinds of intelligent capabilities that will drive attraction and nurturing of leads. The possibilities are truly endless.
2. Personalization. Marketers are already aware that personalization is incredibly effective when driving leads through the sales funnel. It’s no secret that segmented emails see higher open rates and, in turn, more leads. This tactic has been utilized frequently in B2C, but slow on the uptake in B2B online marketing. However, expect a surge in hyper-personalization in the B2B field with both well-established and new tactics. For example, now, there are platforms available that take note of who is on your website and what exactly they’re engaging with. These tools then update the content on your site based on what that particular user is interacting with to messages that are the most targeted towards them. Essentially, the user is being personally led through the buyer’s journey on your site with your content.
3. Video. Interactive content is the name of the game. Marketers know that keeping prospects engaged translates to more time to convince them of your solution, brand awareness, etc. Video continues to be the most engaging content type for customers and has transformed from a trend to a necessity in recent years. With social media, there are more live streams and Q&As than ever before. B2B content marketing will not be left behind and this content type will be tapped into even more. Don’t let video marketing be daunting. You can easily begin by taking videos on your mobile device–no need for a high-budget production right off the bat.
4. Storytelling. Often times, in B2B content marketing, marketers forget that the audience isn’t a faceless business, but rather, a person on the other end of the screen. These readers do not want to read a lengthy article or email inundated with technical jargon. They’ll bounce before even entering the buyer’s journey. To prevent this, the content of B2B online marketing should swing towards a casual, storyteller vibe. This type of content is succinct and much easier to digest. Users will feel a more emotional connection to the content, and therefore the brand, staying engaged rather than bouncing. 

In a competitive online world, content marketing is an established strategy that more marketers are using than ever before. B2B online marketing is no exception. Delivering what users expect and staying up to date on trends and best practices are keys to success. You can’t afford to be left behind. Check out our Creation is Only a Step in Your Content Marketing Strategy blog post to learn more about developing a content marketing strategy.

Ready to Learn More About Content Marketing for Your B2B Company?

Check out our essential guide to B2B content marketing for more insight on how to implement a strategy that produces results for your company. We explain content marketing’s role in your marketing mix and how to define and implement a strategy that will help your industrial company produce results.

If you need help with your B2B content marketing strategy, contact SVM; we’re here to help.