These are Six Trends to Watch for in B2B Content Marketing in 2022
The power of content marketing should not be underestimated, especially during the pandemic where many companies require their employees to work from home. While this presented unique challenges for communication among team members, transitioning to a remote workforce has several benefits, such as bringing content marketing to the forefront of many business-wide decisions. In return, there has been more collaboration from sales and marketing agencies, put in charge of a company’s approach to delivering quality content.
What is a B2B Content Marketing Strategy?
A content marketing strategy is considered as a plan for developing promotional content and distributing it to a target audience to achieve long-term goals. The point of this is to build a sales funnel that attracts new prospects, keeping them invested in what you do. As an organization selling solutions to businesses, you must understand how they operate, their budget, and which contract is suitable for this particular industry.
For the most part, content marketing involves using webpages, infographics, videos, e-books, and other media in the right combination to create engagement with a brand. Top-of-funnel content often acts as a lead-in for new viewers to learn about a product or service, to generate revenue from interested buyers willing to take action. It pretty much walks them through all the seamless features then directs them to another webpage for a closer preview.
With that being said, let’s look at the most effective B2B content marketing trends in 2022.
Top B2B Content Marketing Trends You Can’t Overlook
1. Implement B2B Content Automation
Creating meaningful content that converts is not always a straightforward process. Although it’s unlikely that AI-generated articles will replace the creative output of content marketers, automation can still be a valuable tool for juggling multiple channels, including social media accounts and business newsletters.
Certain apps allow you to publish and distribute content from a single dashboard, saving you time on tracking the SEO performance of your posts or ad copies. This helps automate content management so you can set reminders to upload blogs on top of receiving suggestions from an AI assistant to defeat writer’s block.
2. Design Omnichannel User Experiences
Marketers will have to step up their game during this age of digital transformation. Since customers expect to be impressed by the brands they shop at, you need to design a stellar user experience that speaks to them through personalized interactions on a wide range of platforms. And one way to do that is by providing top-notch customer experiences across multiple channels simultaneously, also known as omnichannel marketing.
B2B omnichannel marketing focuses on measuring segmented users’ KPIs, giving marketers suggestions for fine-tuning multiple touchpoints in their ad campaigns. Common examples include retargeted ads, SMS notifications, video promotions, and even news networks.
3. Adopt Agile and Cross-Functional Methods
Agile supports the idea of having cross-functional teams contribute to product development and marketing by bringing their diverse perspectives to the table. An Agile marketing strategy will break down content workflows into manageable parts as a project management solution inspired by the tech industry.
It offers many distinct advantages, starting with taking initiatives from the pipeline in a designated order. You’ll be able to save time on digital testing channels and optimize your content strategy to improve conversion rates across the board.
Moreover, performance data can be tracked in real-time on any landing pages or ad copies, turning them into actionable reports if future editing is needed to amplify the brand.
4. Introduce Experimental VR Simulations
VR was a primarily unexplored territory outside of gaming until recent years when businesses realized its potential as a vehicle for big-ticket advertising items. Digital content doesn’t have to be limited to a static page. Interactive mediums like VR and AR are far more immersive, providing unforgettable experiences for your clients when they test out the features of a product demo.
For instance, an electrical company could train its employees on safety procedures using a VR simulator to show how to overcome a difficult situation. Similarly, AI software has made it possible to imitate an office building interior to arrange new furniture or equipment to preview how it would appear in reality.
5. Write Compelling Case Studies
Marketers should note methods to repurpose their existing content by adding case studies to the fold because people enjoy hearing about success stories from those before them. Instead of directly relying on claims from advertisers to attract new leads, why not supply original research that backs up the use case of your products and services? This would likely cement your organization’s credibility in the long run.
According to past B2B behavior studies, customer storytelling has been proven to impact buyer decisions, grabbing their attention with informative case studies where excellent results were delivered as promised by the vendors. Case studies will help you earn buyers’ trust by just being transparent with the facts.
6. Prioritize the Mobile-First Method
Last but not least, you should continuously optimize your digital content for mobile visitors. A mobile B2B content marketing strategy is essential for reaching your audience on the go. B2B brands using a mobile-first framework will realize the power of remote interactions through reduced bounce rates, greater engagement, and faster partnerships being secured.
A responsive website on smartphones and tablets also produces a smoother user experience as potential buyers piece together what you have to offer. Visuals are a deciding factor in choosing a B2B service provider.
The key takeaway here is that if you plan to build a foolproof B2B marketing strategy, you should take advantage of modern content marketing trends to propel your business forward and become a leading expert in your field.
Compared to 2021, most agencies are already spending their budget collecting large-scale data using analytical software and automating their CMS to handle content en masse. Therefore, you should be familiar with tools like Adobe Analytics, Semrush, Mixpanel, and other editors.
Many successful brands, including Google, Facebook, Coca-Cola, Samsung, Microsoft, and eBay, are leveraging their social presence to demonstrate the value of their products well before clients visit their websites to make a purchase. It’s essential to leave a lasting impact on your consumers by addressing their needs and upholding brand consistency to stand out from other competitors.
But content marketing doesn’t need to be complicated, especially when you have access to a community of seasoned marketers, who are happy to share their findings with you in all kinds of niche areas. If you’re unsure of which approach would suit your business needs, you can count on TheExpertCafé to point you in the right direction by conducting studies to evaluate where you stand as a decision-maker of the future.
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