B2B content marketing has indeed come a long way. Just think about this: In 2023, 90% of marketers had ramped up or maintained their investment in short-form videos. This fact alone shows how vibrant and crucial B2B content marketing has become. It’s fascinating how this industry has progressed from simple sales pitches to a complex web of personalised content that speaks to specific demographics.
You’ve also probably noticed how quickly the B2B content marketing space changes, and you understand the importance of keeping up. It’s no longer just about selling; it’s about telling a story, creating interactive experiences, and reaching out in a personal way.
A mighty 71% of content marketers now view content marketing as a more critical part of their operations in 2023 compared to the year before! So, embracing these changes isn’t just beneficial; it’s essential for staying ahead.
So, as you set your sights on 2024, getting to grips with the latest trends in B2B content marketing is vital. And that’s exactly what we’ll be doing here today. Without further ado, let’s look at the top B2B content marketing trends for 2024.
AI-Assistants Are the #1 Trend in B2B Content Marketing
You’ve likely noticed the buzz around AI in content marketing — AI assistants are taking the B2B content marketing world by storm. And when it comes to content creation and SEO strategy adaptation, they are making waves. AI tools, from content generation to data analysis, are helping marketers craft personalised, engaging content at scale. They’re also playing a pivotal role in keyword research and SEO optimisation, ensuring content resonates with the audience and ranks well on search engines.
And plenty of marketers agree, with a staggering 85% of marketers seeing AI as having a positive impact on B2B marketing over the next 12 months.
The Rise of AI in Content Creation
Artificial intelligence (AI) in content production has changed the game for content marketers. With AI, you can generate content like blogs, articles, and product descriptions more efficiently. A number of platforms, including ChatGPT and Midjourney, have brought generative AI tools into the mainstream, completely altering the content creation process.
However, AI still has its challenges. Accuracy concerns are at the forefront. The content generated by AI needs rigorous fact-checking and verification to ensure credibility and reliability. Despite these challenges, the potential of AI in content marketing is immense, offering opportunities to enhance creativity and efficiency.
Adapting SEO Strategy with AI
AI is also revolutionising SEO strategies, especially since it can more accurately understand and interpret user intent. This means your SEO strategy can be more targeted and effective.
But remember, AI is a tool to aid human creativity, not replace it. You need to strike the right balance between AI-generated content and human insight to ensure that your content resonates with your audience and aligns with your brand voice.
Fact-Checking AI Outputs
However, the major challenge with AI-generated content is ensuring its accuracy and relevance. AI can produce content quickly, but this doesn’t always guarantee quality or factual correctness. You must fact-check and verify AI outputs diligently. Adding the extra step of human editing is crucial to maintain the trust and credibility of your content.
Plus, the lack of standardised guidelines for AI-generated content means you have a significant role in shaping how this content aligns with your brand’s ethics and values. Your intervention ensures that the content serves its purpose and upholds the integrity and quality your audience expects.
#2 Video Content Marketing
You’ve probably heard the saying, “A picture is worth a thousand words.” Well, imagine what a video, with countless pictures in motion and sound, can convey. The surge in video content usage is monumental.
An astounding 91% of businesses now use video as a marketing tool, marking an all-time high. Moreover, 96% of marketers view video as an indispensable part of their marketing arsenal. These numbers aren’t just statistics; they’re a testament to video content’s pivotal role in today’s marketing strategies.
The Power of Video in Engagement and Conversion
Videos are super engaging, to the point that they’re convincingly persuasive. The data speaks volumes: 92% of video marketers vouch for the positive ROI video content delivers, which has steadily climbed since 2015.
Dive deeper, and you’ll find that 96% of marketers agree videos have skyrocketed user understanding of their products or services. But the impact doesn’t end there. An impressive 90% of marketers affirm that video content has directly bolstered their lead-generation efforts.
#3 Interactive Content
Interactive content, such as quizzes, polls, and infographics, is gaining traction in B2B content marketing. This type of content draws in the audience, keeps them engaged, and provides valuable data.
In our digital age, where attention is the new currency, static content often falls short. Interactive content is a dynamic alternative, offering an engaging, two-way conversation with the audience. It’s all about creating and experience — and it works. Over 80% of marketers concur that interactive content is superior to engaging users compared to static content.
The Rise of LinkedIn
LinkedIn has become a titan when it comes to B2B social media marketing. With 97% of B2B marketers using it for content distribution, LinkedIn has become the go-to platform for professional networking and business growth.
Its ability to connect brands with industry professionals and decision-makers makes it an invaluable tool for lead generation, with 80% of B2B leads generated through social media are from LinkedIn.
#4 User-Generated Content (UGC)
User-generated content (UGC) has reshaped the landscape of B2B content marketing, offering an authentic touch that resonates deeply with audiences. As brands seek to establish trust and genuine connections, UGC has become a potent tool, enabling customers to voice their experiences and perspectives.
UGC has transcended its B2C origins, increasingly becoming a staple in B2B marketing strategies. A staggering 86% of brands and retailers now think that their ads and content would perform better if they included more genuine user-generated content (UGC) in their strategy. This shift highlights a broader trend where shoppers crave authentic interactions and genuine insights, turning to their peers for guidance and validation.
#5 Social Media Content
Social media is a powerful tool that reaches directly into decision-makers’ hands. An impressive 84% of C-level and VP-level buyers are influenced by social media when purchasing. This profound and wide-reaching influence makes social media an indispensable asset for B2B marketers aiming to engage and convert their target audience.
But it’s not just about influencing; it’s about educating and engaging. Social media has become a crucial research tool for B2B buyers, with 55% using it to research opportunities and gather the social proof they need to make informed decisions. In this digital age, a robust social media presence can significantly boost your brand’s visibility, credibility, and, ultimately, sales.
#6 Conversational Content
Conversational content breaks the traditional barriers of formal corporate communication, fostering a more personal and engaging interaction. It’s about creating content that speaks with your audience, not at them. This approach resonates deeply with today’s audience, who crave genuine connections and real-time interactions. With 72% of B2B customers expecting a deep understanding of their needs, reflected through personalised experiences, conversational content becomes a strategic imperative. So, it’s no wonder that conversational content is booming!
Conversational content is characterised by its casual tone, personal touch, and the ability to facilitate a two-way dialogue. It humanises your brand, making it more relatable and trustworthy. The fact that 90% of people think it is important to get an immediate response lends credence to this trend and shows how highly valued quick and personal interaction is in today’s world.
#7 Personalised Content Campaigns
Today’s digital world calls for a strategy that resonates deeply with your audience. Personalisation in content marketing plays a pivotal role in transforming how brands connect with their audiences. And business leaders understand this well, with 75% considering personalisation fundamental to staying competitive in the digital space.
But why does it hold such significance? The answer lies in the tailored experience it provides. When you receive content that feels like it’s crafted just for you, it’s more than just engaging; it’s compelling. McKinsey & Company’s insights reveal that 76% of consumers are more likely to consider brands offering personalised interactions, and a significant 78% are swayed to repurchase, underscoring the impactful role of personalisation in fostering brand loyalty and customer retention.
#8 Use Automation
Much like other spaces, the content marketing domain is witnessing a surge in the adoption of automation tools. Integrating AI in content creation is reshaping how businesses approach their content strategies. Tools like AI social media post generators are streamlining the creation of engaging content across platforms such as LinkedIn, Instagram, Facebook, and Twitter. These tools not only craft impactful social media posts but also suggest relevant emojis, hashtags, and visual elements, thereby enriching the overall content quality and audience engagement.
And fair enough, because the benefits of embracing automation in content marketing are manifold. One of the most significant advantages is the drastic improvement in efficiency. Implementing automation in content creation can save businesses up to six hours of work each week. This newfound efficiency allows marketing teams to allocate their time and resources to more strategic tasks such as research, copywriting, and campaign planning.
Hot Tips
Here are four actionable tips to help content marketers like yourself make the most out of automation:
1. Choose the Right Tools
The market is brimming with automation tools, each offering unique features. Invest time researching and selecting the tools that best align with your content strategy and business objectives.
2. Blend Automation with Human Touch
While automation brings efficiency and precision, the human element is irreplaceable in content marketing. Ensure that your content retains its authenticity, creativity, and emotional appeal. Use automation as a tool to augment your efforts, not replace the unique perspective and empathy that only human content creators can provide.
3. Automate Social Media Scheduling
Implement social media management tools to schedule posts in advance. This not only ensures a consistent online presence but also frees up your time, allowing you to focus on real-time engagement and strategy refinement. The success of your social media campaigns can be greatly enhanced with the help of custom automation workflows, which have demonstrated remarkable performance.
4. AI for Content Ideation
Utilise AI-powered tools to generate content ideas and themes. These tools can offer fresh perspectives and trends analysis, ensuring your content remains relevant and engaging. Remember, while AI provides a starting point, the final touch should reflect your unique brand voice and audience’s preferences.
#9 Host Events
You might find the digital space crowded, but there’s always room for interaction and engagement through hosting events. The rise of webinars and in-person events has marked a significant trend in content marketing. These platforms offer a dynamic way to connect with your audience, share knowledge, and, ultimately, drive lead generation.
Both webinars and in-person events are potent tools for lead generation, with 73% of webinar attendees turning into qualified leads. With that, consider integrating your event with your broader marketing strategy. Use social media to create buzz before the event, engage attendees during the event, and share highlights and content afterwards. You can also collect valuable data during these events, such as attendee feedback, preferences, and interests, which can inform your future marketing strategies and content creation.
#10 Brand Storytelling
In a nutshell, brand storytelling is not just an element of your marketing strategy; it’s the essence of your brand’s identity. And we human beings love a good story! Storytelling plays a pivotal role in maintaining the rhythm of your brand-customer relationships. It’s about turning customers into advocates who resonate with your story and are eager to share it. A compelling narrative significantly influences customer behaviour, with 55% more likely to consider a purchase and 15% making an immediate purchase if they love a brand’s story.
Authentic brand storytelling transcends beyond mere narratives; it’s a strategic approach to conveying your core values and setting your brand apart in a crowded market. It’s about illustrating how these values manifest in your actions and impact.
#11 Authentically Inclusive Marketing
Inclusive marketing isn’t just a trend; it’s an essential approach that resonates with the diverse audiences you aim to reach. Embedding diversity and inclusion into the core of your content marketing strategies is the essence of this approach. It is a promise to learn about and honour the diversity of human experience so that your writing can reflect that diversity.
Authentic representation in your content marketing is absolutely vital. It’s about embedding diversity into your brand’s essence, going beyond superficial inclusivity. Statistics show that 50% of consumers are more likely to recommend a product if the advertisements are diverse and genuinely representative. These figures underscore the need for your marketing campaigns to authentically reflect the diversity of your audience, integrating it into every facet of your brand’s narrative.
Final Thoughts
We’ve just explored the B2B content marketing trends shaping how businesses connect with their audiences. From leveraging AI assistants for smarter content creation to the immersive world of video content marketing, these trends are revolutionising engagement strategies.
Adapting these trends is not just about staying competitive; it’s about setting new standards and connecting with your audience on a level that transcends traditional marketing strategies. But you don’t have to journey through this alone.
At Teranga, we specialise in fuelling organic growth and transforming insights into action. Together, we can craft a content marketing strategy that not only resonates with your audience but also sets your brand apart. Reach out for a free discovery call today, and let’s start this journey to organic success together!
