Top B2B content marketing trends

If you’re a B2B marketer who isn’t investing in content creation, you’re in the minority: 79% of B2B marketers surveyed by the Content Marketing Institute and Marketing Profs said their organization used content marketing to further their goals in 2020.

It pays to develop a solid content marketing strategy—we found that blogging is among the top three forms of media used in content strategies today.

In fact, 24% of marketers increased their investment in content marketing last year.

As 2021 is in full swing, we wanted to speak to more B2B content marketers to see what trends they’re looking at in H2.

 According to Brooklin Nash, chief content officer at Sales amazon database Hacker, “B2B brands are getting better at connecting their ABM plays with content that is highly relevant to the target account.” For example, Nash says Intricately offers industry reports with mentions of key accounts.

“ABM ads are starting to target more content and less landing pages,” Nash adds.

 Nash also reports that she’s seeing companies the more popular these focus on providing richer content that supports multiple channels. “Repurposing content isn’t new, but it definitely seems like there’s been an increase (to the benefit of everyone),” she says. “Instead of a blog post about ABM, you can run a survey and turn it into a downloadable asset, social media images, an article, podcast mentions, and a wrap-up webinar.”

 Due to the uncertainty of the past year, 29% of content marketers had to cut their budgets. Additionally, 49% said their organization outsources at least one content marketing activity, with large companies being the most likely to outsource.

Nash noticed the same thing. He says, “I haven’t seen the cyprus business directory employment data, but I know quite a few tech companies that laid off (large) parts of their (large) content teams in the midst of the pandemic.”

That means getting those full-time roles back will likely take time.

“It’s going to take longer than content demands allow, so freelancers need to be prepared,” Nash adds.

 Kelly O’Hara, founder of Copy Goals and a B2B content marketing specialist, says, “I’ve seen successful bloggers talk about how they don’t optimize some of their content for SEO at all.”

This idea might not be as outrageous as you think at first glance.

O’Hara says this could become the norm in the near future.

“We know that readers demand more authenticity from content,” O’Hara adds. “It’s hard to be authentic and optimize content at the same time. Plus, I imagine Google will continue to find ways to give credit to sources that are legitimate, showcase their expertise, and genuinely help their readers.