B2B Content Marketing Trends
The world of B2B marketing is heavily influenced by trends. Trends are what define the landscape of marketing in today’s fast-paced information-driven society – especially when it comes to content marketing. With more and more companies beginning to funnel their marketing budgets towards the digital sphere and online marketing efforts, more traditional marketing methods have begun to take a backseat to trendy digital methods like social media, email, blogs and other forms of new media.
However, despite what’s currently considered “in” when it comes to B2B marketing, everyone knows that the tides can change just as quickly, and the next new marketing trend can come from anywhere, at any time. Having said that, here are some of the 2015 B2B content marketing trends to look out for, courtesy of a recent survey conducted by MarketingProfs and the Content Marketing Institute, who polled 1,820 B2B marketers in North America.
Have a strategy – a real one.
The key to being effective with your content marketing is to have a strategy. However, there’s a big difference between saying that you have a strategy and actually having a real, documented content marketing strategy. Only 35 percent of content marketers said that they had an actual documented strategy, whereas 48 percent claimed to have a verbal strategy. Those that had a documented strategy reported a 60 percent rate of effectiveness for their content marketing, as opposed to only 32 percent effectiveness for those without a plan.
Create more content – yes, even more.
As content marketing – especially online content marketing – becomes more and more popular within the B2B sphere, companies are beginning to compete with one another for their audience’s attention. And usually, what that means is that more content is being created. In fact, 70 percent of content marketers said that they are creating more content than they did a year ago. That means that you’ll have to create more content just to keep up with the pace – but be careful not to overdo it. You want to grab your audience’s attention, but not overwhelm them and drown them in content.
LinkedIn is the reigning social media champ.
When it comes to social media, LinkedIn remains the most popular platform for B2B marketing. Over 92 percent of marketers claimed to use social media as a part of their marketing efforts, and of that 92 percent, 94 percent of those use LinkedIn, the highest among all platforms. The second highest was Twitter, with 88 percent of B2B marketers using the popular platform to engage with their followers online.
You can’t go wrong with infographics.
Among all of the content marketing tactics that experienced an increase in usage over the course of the last year, infographics had the biggest jump. Infographics made the leap from being used 51 percent of content marketers in 2013, to 62 percent in 2014. That’s because infographics bring a lot to the table. A well-designed infographic is not only attractive to look at and captures the attention of the reader, but it can also be an educational and highly informative supplement to a written piece or blog post, allowing the reader to gain further insight into the topic.
In-person events make a real impact.
Perhaps the most surprising trend in content marketing is this statistic: out of all the effective B2B tactics that marketers employ, such as webinars, videos, webcasts, blogs, case studies and social media, the most effective B2B marketing tactic is in-person events. At least 69 percent of the marketers polled responded that in-person events were their most successful tactic, meaning that it doesn’t matter how many different online channels you’re marketing through or how many email blasts you sent about your new product release – if you can’t connect with your audience and your customer base at a personal level, perhaps it’s time to reevaluate your marketing.
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