Having your content marketing strategy checklist in place is a must. Content marketing plays a pivotal role in B2B marketing strategies due to its potential to increase visibility, build credibility, and foster lasting relationships with clients and prospects. According to the Content Marketing Institute, 89% of B2B marketers use content marketing and 62% reported their organizations are much more successful with their content marketing efforts compared to one year ago. This underscores the increasing relevance and effectiveness of content marketing in the B2B landscape.
Notably, Statista data reveals that the revenue generated by the content marketing industry globally was projected to exceed $300 billion in 2019. Such a substantial figure underscores the scale and influence of content marketing in the current business world.
Moreover, DemandMetric reports that content marketing costs 62% less than traditional marketing and generates about three times as many leads. Such statistics offer compelling evidence of the cost-effectiveness and efficiency of content marketing for B2B enterprises.
According to Curata, 74% of companies indicate that content marketing is improving their marketing teams’ lead quality and quantity. The increased lead generation and improved lead quality offered by content marketing make it a powerful tool in achieving business goals.
Let’s not forget the impact on conversions. Zoominfo points out that content marketing adopters enjoy conversion rates nearly six times higher than their non-adopting counterparts. In other words, content marketing holds immense potential for boosting sales and impacting the bottom line of B2B organizations.
In closing, it’s undeniable that content marketing is making significant waves in the B2B world. From lifting brand visibility to boosting lead generation and conversion rates, it’s proven itself an invaluable ally for B2B marketers striving to make meaningful connections and drive success. As you can tell we are definitely making our on investment in content at the Edamame blog.
The evolving landscape of content marketing is always presenting new trends and approaches that marketers need to pay attention to. Here are 12 content marketing strategy trends to watch:
1. Personalization
Personalization is about tailoring your content to meet the specific needs and preferences of your audience. It goes beyond just addressing the recipient by their name in emails. Personalized content could take many forms, from targeted emails based on user behavior to curated content feeds on a website. Forbes highlights that personalization can lead to increased customer engagement and loyalty, ultimately impacting the bottom line. As more data becomes available about customers, expect personalization to become even more sophisticated and impactful.
2. Video Content
Video content continues to grow in popularity due to its ability to engage audiences in a dynamic and immersive way. This includes short-form videos on platforms like Instagram and TikTok, webinars, and long-form content on YouTube. Video content can be particularly effective for explaining complex concepts, demonstrating products, or telling compelling stories about your brand. According to WordStream, 51% of marketing professionals worldwide name video as the type of content with the best ROI, indicating its significant potential for businesses.
3. Voice Search Optimization
As more people use digital assistants like Alexa and Siri, voice search is becoming an increasingly important factor in content marketing. This impacts SEO strategies as voice searches typically use more conversational language and tend to be longer than text-based searches. For example, a user might type “content marketing trends” into a search engine, but if they’re using voice search, they might ask, “What are the latest content marketing trends?” To adapt to this trend, content needs to be optimized for voice search by incorporating these more conversational phrases and questions. Search Engine Journal provides a comprehensive guide on how to optimize content for voice search.
4. The Shift towards Interactive Content
Interactive content such as quizzes, polls, surveys, interactive infographics, and calculators actively engage users, promoting higher engagement rates and providing valuable feedback and data to businesses. Content Marketing Institute suggests that interactive content can help brands stand out in the crowded content space and create memorable experiences for their audience.
5. The Emergence of AI in Content Strategy
Artificial Intelligence (AI) is becoming increasingly influential in content marketing strategies. AI-powered solutions can offer insights into content performance, customer preferences, and can even automate content creation and curation. Tools like MarketMuse and Grammarly leverage AI to optimize content for SEO, ensure grammatical correctness, and generate content ideas. It’s an exciting trend that promises to redefine the way content marketing operates.
6. The Rise of Short-Form Video Content
With the popularity of platforms like TikTok and Instagram Reels, short-form video content is skyrocketing. It offers a quick, engaging, and often fun way to convey a message or story. Brands can leverage these platforms to create viral content, engage with a younger demographic, and boost their brand visibility. According to Social Media Today, the consumption of short-form video is projected to keep growing, making it a critical content format to consider in your strategy.
7. Content Personalization
Personalization in content marketing involves tailoring content to the needs, interests, and preferences of individual users. It’s about creating a more relevant and personalized experience for each user, which can significantly enhance engagement and conversion rates. AI and machine learning are making it possible to personalize content at scale. As mentioned in a study by SmarterHQ, 72% of consumers say they only engage with personalized messaging, reinforcing the importance of this trend.
Each of these trends offers exciting potential to enhance content marketing strategies. The key is to remain adaptable and ready to harness these evolving trends for the benefit of your brand.
Certainly, let’s continue our exploration of content marketing strategy trends, now focusing on points 8-12 as outlined in Adobe’s article “Content Marketing Trends”:
8. Augmented Reality (AR) and Virtual Reality (VR)
Augmented Reality (AR) and Virtual Reality (VR) offer immersive experiences that can make content more engaging and memorable. These technologies can be particularly effective in product demonstrations, virtual tours, or interactive experiences that make complex information more understandable. Companies like IKEA have used AR successfully to help customers visualize furniture in their homes. As the technology becomes more accessible, it’s expected to play a larger role in content marketing strategies.
9. User-Generated Content (UGC)
User-generated content (UGC), such as customer reviews, photos, or videos, can provide authentic and persuasive content that builds trust in your brand. According to a study by Stackla, consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by brands. This shows the power of UGC in shaping perceptions and influencing purchasing decisions.
10. Podcasts
The popularity of podcasts has surged in recent years, providing a new avenue for content marketing. They can help position your brand as a thought leader in your industry, deepen relationships with your audience, and reach people who might not consume written or video content. A report by Edison Research found that the number of Americans listening to podcasts weekly has more than doubled in the past five years.
11. Social Media Stories
First introduced by Snapchat and later adopted by Instagram, Facebook, and LinkedIn, social media stories offer a temporary, casual, and engaging format for sharing content. They can be particularly effective for behind-the-scenes content, time-sensitive information, or interactive elements like polls or questions. According to Hootsuite, one-third of the most-viewed Instagram Stories are from businesses, demonstrating their potential for reaching and engaging audiences.
12. Content Accessibility
Making your content accessible to all users, including those with disabilities, is both a legal requirement in many jurisdictions and a best practice for inclusivity. This can include things like adding captions to videos, providing alt text for images, and ensuring your website is navigable via keyboard. Moz provides a comprehensive guide on how to make your content more accessible.
These trends highlight the growing diversity of content marketing strategies and the increasing importance of delivering engaging, accessible, and authentic content. By leveraging these trends, marketers can create a more inclusive and effective content marketing strategy.
If you want to further discuss your B2B content strategy for this year please don’t hesitate to contact us at Edamame.
