B2B Content Marketing Trends: Part 2

Today we are sharing Part 2 of our series on B2B content marketing trends. In Part 1 we went over five trends to watch for in B2B content marketing.

Now, we have five more. We’ve also included ways to fully leverage each one for greater B2B marketing success.

B2B Content Marketing Trends + Tips (#6-10)

6) Account-Based Marketing (ABM)

As we’ve discussed before, Account-Based Marketing is tailored to companies or industries. This makes ABM-based content more specific and laser-focused. This makes sense with B2B companies that appeal to one kind of company. And if you think about it, it’s also a great idea for companies that prioritize relationships. If you are more focused on who you help, you are able to nurture relationships more effectively. As marketers focus on targeting high-value accounts, ABM content will be a natural side effect.

How to Leverage This Trend:

ABM content marketing is all about personalization. The content you make needs to address specific problems in specific industries. As for how you get to this specialization? It comes down to having the right kind of data. Consider tools like LinkedIn Sales Navigator or your CRM of choice. These will give you the data insights you need to create content that not only directly appeals to your accounts, but brings them closer to a purchasing decision.

7) Voice Search Optimization

Voice search is rapidly growing in popularity. More and more people are using voice-activated tools like Amazon’s Alexa, Google Home and Apple’s Siri. This isn’t just your average consumer, but B2B decision-makers, as well. Creating your content with voice search in mind ensures your business is discoverable when these potential customers ask devices for solutions to their B2B challenges.

How to Leverage This Trend:

You need to create content that is specifically designed in the framework of voice search. Here are a few key points you need to consider:

• Answer highly specific questions, as people usually include more detail when using voice search
• Focus on long-tail keywords, which are more likely to match spoken queries
• Use conversational keywords which match the “less formal” way that people speak

You should also ensure that your website is mobile-friendly. People often use mobile devices when using voice search, so this is essential. 

8) Content Collaboration With Influencers

Think influencer marketing is only for B2C brands? Think again! Working with influencers is becoming increasingly relevant in the B2B space, and one of the bigger B2B content marketing trends to look out for. Do it right, and working with influencers can have great results for your company. Of course, you have to do it right!

How to Leverage This Trend:

The first step is picking the right influencer. Be sure that the person you work with is somehow related to your industry. Otherwise, you risk alienating the people that see what you create together. This will almost certainly fail to give you a return on your investment. Next, you have to make sure that you are creating the right kind of content. Think longform guest blog posts, in-depth video interviews, or interactive webinars. Regardless of what you create, make it valuable, and have a plan for how the influencer will promote it. 

9) SEO-Driven B2B Content

SEO is no longer optional. With increased competition, SEO is a necessity. In the B2B industry, though, it will continue to be even more important. Because the average value of clients is higher, any effort you put into SEO has the potential to give you an even higher ROI. If you want to be found by B2B decision makers, SEO content should be one of your priorities. 

 How to Leverage This Trend:

SEO in the B2B world requires a strategic approach. While making SEO content for the B2B industry is (somewhat) similar to the B2B industry, there are some differences. Here are a few things to keep in mind:

• Target low volume keywords, as these are usually the phrases that lead to the specificity your content needs to stand out 
• Forget about social media marketing, as it’s usually a distraction for the decision-makers consuming your content
• Don’t forget to create content that demonstrates how your product or service works

This last one is important. In the process of consuming your content, it’s natural for certain companies to wonder how you can help them. This is where you introduce your product.

10) Data-Driven Content Strategy

No list of B2B content marketing trends is complete without mentioning data. With so much content out there (the B2B industry included), simply publishing more of it isn’t enough. In the coming years, B2B marketers will increasingly rely on massive amounts of data to inform their content strategy. This includes everything from general audience behavior to conversion rates at various parts of the funnel. If you want to make content that your audience eats up, you too should take a “data first” approach. 

How to Leverage This Trend:

Want actionable data? You need to use the right tools. You are likely already using Google Analytics, but consider things like HubSpot or SEMrush. These softwares let you easily track the performance of your content. Not only do they give you information on which pieces generate the most traffic, but you’ll also see which conteng brings in most of your conversions. Use these insights to double down on what works. If you want to be successful with B2B content creation, this approach should be your guiding light.

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