If you are a B2B marketer who is not investing in content creation, you are within the minority — 79% of B2B marketers surveyed by Content Marketing Institute and Marketing Profs stated their group used content advertising and marketing to additional their targets in 2020.
In truth, 24% of marketers elevated their funding in content advertising and marketing final yr.
As 2021 is in full swing, we needed to speak with extra B2B content entrepreneurs to see what tendencies they’re searching for in H2.
2021 B2B Content Marketing Trends to Watch
- Content-supported ABM.
- More complete content to help a number of channels.
- Increased reliance on contractors.
- Focusing on authentic content slightly than key phrases.
- Emphasizing digital advertising and marketing.
- Expanding budgets and experience.
1. Content-supported ABM.
For instance, Nash says Intricately serves up trade studies with mentions of key accounts.
“ABM ads are starting to point more to content and less to landing pages,” Nash provides.
2. More complete content to help a number of channels.
Nash additionally studies that he is seeing firms give attention to offering extra complete content that helps a number of channels.
“Repurposing content isn’t new, but it definitely seems like there’s been an increase (to the benefit of everyone),” he says. “Instead of a blog post on ABM, you can run a survey and turn it into a downloadable asset, social media images, an article, podcast mentions, and a recap webinar.”
3. Increased reliance on contractors.
Due to the uncertainty of final yr, 29% of content marketers had to lower their budgets.
Additionally, 49% said their organization outsources at the least one content advertising and marketing exercise, with giant firms being the most certainly to outsource.
Nash observed the identical factor. He says, “I haven’t seen the employment data, but I do know quite a few tech companies that laid off (large) parts of their (large) content teams in the midst of the pandemic.”
That implies that bringing these full time capabilities again will in all probability take time.
“It’s going to take more time than content demands will allow for, so freelancers need to be ready,” Nash provides.
4. Focusing on authentic content slightly than key phrases.
Kelly O’Hara, the founding father of Copy Goals, and B2B content advertising and marketing specialist, says, “I’ve seen successful bloggers talk about how they don’t optimize some of their content for SEO at all. *Gasp* I know.”
This thought may not be as outrageous as you assume on first look.
O’Hara says this may turn out to be the norm within the close to future.
“We know that readers are demanding greater authenticity from content,” O’Hara provides. “It’s difficult to be authentic and optimize the heck out of your content at the same time. Plus, I imagine that Google will continue to find ways to give credit to sources that are legit, show their expertise, and genuinely help their readers.”
All that to say, do not be shocked if content entrepreneurs begin to focus extra on originality slightly than key phrases, semantically-linked phrases, getting H2s in the appropriate place, and so forth.
5. Emphasizing digital advertising and marketing.
This may not sound new because the digital revolution has been taking place for the final couple of many years, however content advertising and marketing itself is simply now beginning to increase.
This yr, there was an increase in those whose organizations used content creation/collaboration/workflow technologies. This is not shocking contemplating the work-from-home world we now dwell in.
While the kind of content (blogs) remained the identical, 67% of companies at the moment are specializing in utilizing digital occasions, webinars, on-line programs, and constructing an internet group.
Additionally, using livestreaming elevated to 29% from 10%.
One of the survey respondents says, “We’ve had to expand out network via digital marketing strategies such as webinars and podcasts, as we relied mostly on in-person events and conferences for brand awareness and networking.”
6. Expanding budgets and experience.
While there was a lower in some content entrepreneurs budgets in 2020, this yr, firms are specializing in rising experience with content creation and web site enhancements.
Additionally, firms will want to improve their workers to sustain with the calls for of the content advertising and marketing world.
A survey respondent says, “We’ll be looking to increase staff and ramp up our inbound strategy through content marketing.”
With increasing budgets and rising content advertising and marketing groups, firms have gotten extra media fluent and are centered on making a media model, on high of their firm model.
Content advertising and marketing is in the course of an enormous evolution. From specializing in search engine optimisation and running a blog to turning into a full-scale media firm, manufacturers are seeing big variations after they scale their content advertising and marketing efforts.