B2B Content Marketing Trends

Listing B2B marketing techniques can sometimes have a ring of familiarity; after all, the basics still reign true to some extent. Following tried and tested content marketing tricks are always a reliable and sturdy way of ensuring your content reaches the right people. With new generations entering the workforce, however, there are some trends that can’t go unnoticed.

On top of the basics such as link building and SEO techniques, it’s good to find out what’s being currently used successfully in B2B content marketing.

Use of data and technology

It’s easy to assume that as you’re communication information from one profession to another, that jargon can be thrown in without consequence. However, the biggest part of content marketing is the quality of how the information is conveyed. Ensuring that data insights are coherently explained will ensure that you are looked to as a reliable and coherent source of information. AI technology is also becoming more and more entwined with sales and marketing.

Interactive content

Quizzes, polls, ‘respond in the comments’: each of these require and entice customers and your audience alike to engage. Making your audience or customer base feel like they belong in a story is a way of creating an immersive experience that doesn’t require a VR headset. Not only is this a vital way of getting customer feedback, but it also encourages customer engagement. Followers on social media may not realise that the poll or quiz they did for fun was providing your company with useful information. Clearly branding your polls will also send out a clear signal to your audience that your brand valued customer feedback and their custom. In fact, the overwhelming majority of people in this survey agreed or strongly agreed (41%, 46%) that interactive content was far more engaging than static content.

Personalisation

Making content personal been recommended as a way of ensuring that content marketing in general succeeds. However, when businesses are advising each other on how to keep their content relevant, it’s easy to forget the individual people who will be reading this content. The age of the influencer has not died, particularly when you consider that recent survey by Leverage Market concluded that 74% of people trust social networks to guide them on purchasing decisions, as well as extra information on the product. A friendly face with personal anecdotes will never be underestimated when it comes to B2B marketing strategies.

Publish reviews and UGC

Once you’ve received all that customer feedback from your interactive features, it’s time to publish it. Encouraging feedback, likes and engagement across all of your platform will foster loyalty and is also a valuable marketing tool. The reason that you could argue that this is a trend is that this hasn’t really been seen as much on social media with older generations. For example, 80% of 18-34-year-olds have written online reviews – compared to just 41% of consumers over 55. With such an active reliance on reviews and testimonials, it’d be a waste to ignore any positive feedback about your business.

Anyone investing time and money into B2B marketing should start collecting in the positive reviews, and the data to back it up. Having a personal touch to that data too, wouldn’t go amiss.

Contacting a digital marketing agency, such as Click Intelligence, to help guide you in the right direction of current B2B content marketing trends is a great first port of call. Professional guidance on which methods would suit your business will help to ensure that your techniques are on trend and continue to be effective.