
B2B Content Marketing Trends: Part 1
10/24/24
B2B content marketing
B2B content marketing is essential for attracting the right leads and converting them to customers. That’s why it’s so important to stay on top of B2B content marketing trends.
Today we are sharing five of them. We go over why these trends are important, as well as the different ways you can leverage each one. This is part one of our two-part series.
B2B Content Marketing Trends + Tips (#1-5)
1) AI-Powered Content Creation and Personalization
Artificial intelligence, used correctly, can revolutionize your content marketing. For example, tools like ChatGPT can help you streamline content creation to generate it faster than ever before. AI-driven content recommendations are also a game changer. These can look at individual leads and recommend the most relevant pieces of content to them. This ensures each person receives personalized information based on their specific interests.
How to Leverage This Trend:
Start incorporating AI by using tools that assist you in a number of key areas. This includes content creation and planning as well as email personalization. You might even consider AI-powered chatbots. These can engage visitors on your website and drive them to take specific actions.
2) Long-Form Content is Back in Demand
Short-form content has seen a rise in popularity in recent years. Think formats like Instagram reels, YouTube shorts, and bite-sized posts on X. That said, long-form content (especially in B2B marketing) is making a resurgence. This is largely due to Google’s algorithm. It prioritizes content that offers depth and value, which can include everything from long-form blog posts to in-depth case studies. Not only are these essential for SEO and authority building, but answer the in-depth questions B2B clients typically have.
How to Leverage This Trend:
Focus on creating content that not only is a bit longer, but also addresses industry-specific challenges. It’s not just about the length, but the quality of the content that you create. Make sure that your content delivers real value. It should be comprehensive, data-driven, and should give you audience actionable insights. Try to stick to a somewhat frequent content calendar with this longer format. If you can’t, you might consider hiring outside help.
3) Video Marketing For B2B Engagement
Video content is no longer a luxury; it’s a necessity. Platforms like YouTube, LinkedIn, and even TikTok are embracing video for professional content. Plus, people are consuming more video content than ever before. This all makes points to B2B content following suit. And really, it makes perfect sense. B2B companies often deal with more complex problems. Video content like explainer videos and product demos are the perfect solution.
How to Leverage This Trend:
Start small. We all consume video content, and you likely already know how valuable it could be for your company. Still, it is an investment. You need to know what you’re doing before you go all in. As for the topics you should cover with video? Here are just a few of the things you might consider:
- Explaining difficult concepts to your ideal customer
- Showcasing your team’s expertise
- Featuring client success stories through interviews
Of course, don’t forget to optimize videos for SEO. It’s also important to remember how important consistency is. Once you gain traction and know what works (and assuming you have the budget for it), you can start to expand.
4) User-Generated Content Gains Popularity
User-generated content (UGC) has taken off with social media platforms. Likely, you have seen some of it yourself. But did you know it’s also becoming popular in the more technical B2B industry? Content created by users lends authenticity and credibility to your brand. It acts as a form of social proof, which reassures potential customers of your legitimacy. This makes it much more likely that you will win a new client (or continue working with an existing one).
How to Leverage This Trend:
Taking advantage of this trend is all about communicating with your existing audience. Encourage satisfied customers to share their experiences with your brand. This can come through direct testimonials or social media posts. Engage with people who have bought from you. Ask them to share their stories. You never know how much of an effect a client success story (filmed directly by them) can have for your brand!
5) Interactive Content Worth The Time
In 2024, more and more B2B marketers are moving beyond static content. This more interactive format can take all forms: quizzes, polls, surveys, and long-form infographics. The reason for this is that interactive content engages users more deeply. Not only is this more likely to leave a lasting impression, but it also keeps potential customers on your website longer. Compare this to traditional content formats like blog posts: still informative and useful, but perhaps not as exciting.
How to Leverage This Trend:
Like everything you do, interactive content needs to start with a goal in mind. What are you trying to achieve? Which questions are you answering, and which of your audience’ problems are you solving? Just as importantly, why should people that are consuming this content care? Once you’ve considered these points, you’ll have a gameplan. Be sure that you are using the right tools once you get started with the creation process. Interactive content is usually more complicated than static assets. Because of that, it helps to use the right software!
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