B2B Content Marketing Trends

By Emily Pribanic - Last Updated on January 6, 2020
B2B Content Marketing Trends

Trends in B2B content marketing that need to be kept up with.

B2B content marketing is important for marketing managers to be successful at to ensure their company is receiving the most amount of business. The most important aspect of B2B content marketing is to be useful and show professionals the company is the leading resource in their industry.

Content marketing trends are being updated every year and it is important for marketing managers to keep up with these trends. Content marketing is important for businesses to do purposefully and should be a part of every company’s website. Content is important for companies but only if it adds value to the company.

What is B2B Content Marketing

B2B content marketing is the technique of using content to expand a business’s audience, strengthen and develop the company’s brand and drive sales by appealing to other businesses. Business-to-business content marketing is similar to business-to-consumer marketing with the content being exclusive to businesses. While B2C content marketing is more focused on engaging customers, B2B content marketing must be focused on being useful. B2B marketers have a priority to be seen as a leading resource for professionals in their industry or else they are not successfully marketing the company. Useful content is the main priority for B2B content marketing to accomplish.

B2B Content Marketing Trends 2018

A major trend that is affecting B2B content managers is the fact that content marketing budgets are increasing. Companies are realizing the huge importance of content marketing and allocating more of their budget to this type of marketing. Content marketing adds both immediate and long-term value to companies and more businesses are beginning to understand this. Companies that provide interesting content while promoting their brand are coming out on top against their competitors. Companies are also beginning to develop more customized content for their audiences. The best type of content marketing is having different types of content that are aimed at the different types of visitors a website has.

The main focus for content marketing managers is to deliver the perfect content to the right buyer at the ideal moment. Another trend emerging in the content marketing world is the necessity to keep content interesting. Audiences want to be entertained and fun, unique content is an excellent way to do that. Content marketing is more than just providing audiences with content, it should also lead them through the sales funnel. Engaging content that offers customers a call-to-action is proving to be the most successful for companies.

5 Tips to Improve B2B Content Marketing

  • Data-Driven Content Marketing
  • Content Being a Part of the Buying Journey
  • Document Content Marketing Strategies
  • Create Conversational Content
  • Focus on Content Marketing Technology

Data has become an essential tool for businesses to make the best decisions affecting the company. Content marketing that is driven by data is the best way to ensure content created is being delivered to the right audience at the right time. Data is improving content by analyzing existing content and the content created by a company’s competitors. Many companies only focus on content that is engaging to audiences but many are leaving out the most important aspect of content that attracts customers; a call-to-action.

Providing a call-to-action with engaging content leads audiences through the sales funnel and transforms them into customers. Content must create awareness, be engaging, improve conversations and lead audiences through the buying journey. After creating and executing a successful content marketing strategy, marketers should document their B2B content marketing strategy to use in the future. Many marketing managers leave this step out and have to start from scratch on their next project. Documenting successful B2B content marketing strategies will provide managers a clear starting point for any future content marketing they must do.

Content is king and that does not seem to be changing anytime soon. Not only do companies need to create engaging and useful content, it is important that the content lead audiences through the sales funnel so the business can begin to provide their product or services to those audiences. There are many things marketing managers can do to create successful B2B content and useful content is the most important. B2B content managers will be successful at creating content for marketing as long as they stay up-to-date with content marketing trends and use B2B content marketing strategies to their advantage.

Emily Pribanic

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

Emily Pribanic

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing s...

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