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How B2B Content Marketing Has Changed and What To Do Next [Research]

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The way B2B buyers consume content has changed significantly in the past two years. No surprise there. But fascinating new research quantifies those changes, and points the way forward for B2B content marketers.

How B2B content use is changing and guidance for 2022Previous research detailed here found that:

[Read more…]

How to Leverage Usage Intelligence Data for an Effective Content Strategy

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Guest post by Keith Fenech.

Top-performing B2B content marketers put the information needs of their audiences ahead of the company’s sales and promotional message. That’s one of the key findings from the ninth annual report from the Content Marketing Institute and MarketingProfs: B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America report.

Where B2B marketers will spend more in 2019 and can benefit from usage intelligence

Click to enlarge

Drilling further into the report, it’s interesting to note how marketers are researching their audiences, and the key gaps within that process. Nearly 75 percent of those surveyed named sales team feedback and website analytics as their top content planning and research tools, with less than half saying they talked to their customers.

Within that gap lies an opportunity to have a different kind of customer conversation, one that is driven by data. Software usage intelligence can be used to richly inform three areas of content strategy that will be absolutely vital for content marketing teams who want to put their audiences first in 2019.
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7 Steps to Create B2B Content That Your Audience Craves

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Guest post by Daniela McVicker.

Consumer (B2C) content marketing is often viewed as “sexier” than B2B. After all, it’s easier to infuse content with personality, to tell stories, infuse emotion, and create engagement when promoting consumer brands—isn’t it? B2B can seem dry, even boring, in comparison. At least this is the perception.

How to create content B2B buyers crave

Image credit: Greta Punch on Unsplash

Actually, B2B content can be emotive, intriguing, and engaging. It can use great visuals, and spark a genuine response. That’s because no one ever really markets to a business. Your marketing content you isn’t being viewed and read by a logo, a building, or a product. It’s read by a person.

Reach that person in the right way with relevant information, and your marketing efforts will be a success.

The key is creating content your audience craves. You can start doing that by following these seven steps.
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11 B2B Content Marketing Mistakes That Can Sabotage Your Strategy

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Guest post by Sarah Saker.

When implementing a content marketing strategy for your brand, a primary objective is engage prospective customers. However, with B2B content marketing, rather than creating content that will be consumer-facing, your business is creating content for other businesses and the professionals who run them. You must use your B2B content marketing to build up your brand as a leader and as an expert resource in its field.

How to avoid B2B content marketing mistakesWith B2C content meant to reach consumers, a business has the flexibility to entertain and to grab the consumer’s attention with emotional appeals. However, the content for B2B marketing must do more than just create brand identity and show brand personality. It has to get real, measurable results.

B2B content marketing’s primary purpose is to generate sales leads and conversions from other businesses for your business. To make your brand’s B2B content marketing successfully accomplish this, make sure to avoid the following mistakes. [Read more…]

B2B Marketing Trends 2016-2020: Social Media Breakfast Wrap

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What trends will drive B2B marketing over the next three to four years? Where should savvy B2B marketers invest their resources to optimize results over the next few years?

Those were among the key questions I had the opportunity to address in a recent presentation at the Social Media Breakfast – Minneapolis St. Paul (#SMBMSP90 on Twitter).

B2B Marketing Trends 2016 to 2020The genesis for the presentation was the research done a few months ago in conjunction with Tony Karrer, asking the expert B2B blogging contributors to the B2B Marketing Zone one simple question as shown to the right.

The initial product of that research was the eBook, B2B Marketing Trends for 2016: 25 Thought Leaders Weigh In, previously summarized here.

The presentation detailed trends within marketing analytics, influencer and advocacy outreach, and marketing technology. But the biggest trend (both in terms of input from influential B2B bloggers and recent research) is [Read more…]

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