The landscape of digital marketing is always changing. Businesses have to be adaptable to stay competitive, especially in the business-to-business (B2B) space. One marketing strategy that has stood the test of time is content marketing.
Content marketing is essential for B2B businesses. Not only is it 62% more cost-effective than traditional marketing, it also generates 3 times the leads! Content marketing helps establish thought leadership, showcase expertise, and build brand awareness. In this blog, we will dive into six B2B content marketing trends that will spice up your content.
1. Interactive Content
An exciting trend we are seeing in 2024 is interactive content. This type of content keeps the audience engaged and encourages participation in the content experience. Pieces like quizzes, assessments, calculators, and interactive infographics are taking the spotlight.
Interactive content has several benefits for B2B marketers. First, the user experience is more engaging and memorable. It can also help generate and nurture leads. This content encourages users to provide contact information to receive more personalized results. According to Outgrow, 51% of B2B buyers agree that it is also helpful when dealing with business pain points.
If you’re looking for a cool example of interactive content, check out Adobe’s “Creative Types” quiz!
2. Video Marketing
Recently, video marketing has soared in popularity across all aspects of digital marketing. About two-thirds of all consumers now prefer to watch videos over reading blogs or case studies. They use them to learn about companies, products, and services. Educational videos are more engaging than articles and infographics. It is a more compelling way to tell your story.
Videos can take many forms in B2B marketing. Some use them for product demonstrations, webinars, explainer videos, and customer testimonials. Videos show and tell well while conveying complex information and fostering authentic connections.
3. Personalization
Personalization has become a standard expectation in B2B marketing. Many businesses focus on using data and analytics to deliver targeted content to their B2B audience. While this is a great start, it lacks the empathy and understanding needed to solve customers’ real problems. Remove yourself as the hero in your brand. Focus on your customers, their lives, and their problems. Now, how do you offer them the solution to fix those problems?
Personalized content helps businesses build trust. It also helps them form relationships and give unique value to their customers. It helps by addressing the buyer’s pain points. Businesses can then offer custom recommendations and create tailored experiences.
4. Authenticity
Authenticity is crucial in B2B content marketing. It allows businesses to establish trust and credibility. Businesses need to start being genuine with their communication. This is the best way to resonate with your audience going forward.
Authentic content reflects a brand’s values, cultures, and unique voice. It shows commitment to honesty and builds a real connection with the audience. Whether it’s telling a story about the company’s journey or sharing behind-the-scenes insights, authentic content fosters emotional connections and deepens engagement.
Many businesses have used authenticity in their content. Buffer, a social media scheduler, incorporates authenticity by placing value on transparency. They dedicate an entire page to it on their website. Being this transparent isn’t for everyone, but it is a great example of what being authentic in your content can look like.
5. Account-Based Marketing (ABM)
Account-based marketing (ABM) tailors content and messages to specific accounts and decision-makers. This year, ABM will continue to be an essential strategy for B2B content marketing.
ABM lets businesses send personalized content to individual accounts. This ensures it has the most impact and engagement. By aligning content with a target account’s goals and pains, businesses can become trusted partners. ABM requires understanding the target accounts. It also needs teamwork between sales and marketing while using data and analytics for decision-making.
6. Sustainability and Corporate Social Responsibility (CSR)
Sustainability and Corporate Social Responsibility (CSR) are no longer buzzwords. They have become essential to B2B content marketing. In 2024, businesses that add sustainability and CSR to their content strategy have a big edge. Companies with that emphasize these values have grown in brand value by 125% in the last 12 years.
Businesses can set themselves apart by creating content focused on sustainability. This content should address environmental, social, and ethical issues. This focus builds a positive brand reputation. B2B buyers have been prioritizing working with companies that share their values. Marketing your sustainability and CSR efforts is the best way to show your values to your buyers.
Adapt and evolve to stay in the lead
To stay ahead in B2B content marketing, businesses must adapt to evolving trends. In 2024, some popular trends are video and interactive content. There is also ABM, personalization, authenticity, and CSR.
We now live in a fast-changing digital world. Businesses must stay flexible and proactive. Businesses can bring their content marketing efforts into the future by implementing these trends. This will ensure that they remain at the forefront of B2B marketing in 2024 and beyond.
Ready to incorporate these trends into your marketing? Start by creating a strategic marketing plan so you know you’re creating the right content for your audience!
