Top Content Marketing Trends B2B Brands Canâ€™t Afford To Ignore - 5/2017 Top Content Marketing Trends B2B Brands Canâ€™t Afford To Ignore

Top Content Marketing Trends B2B Brands Can’t Afford To Ignore

Content marketing is defined as “a strategic approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

of B2B brands use content marketing.

Want to get ahead? Take note of these content marketing trends and B2B buyer behaviors.

BUT LET'S FACE FACTS:

While the majority of B2B marketers are creating content, only 6% would say their strategy is “sophisticated.”

QUICK TIP: You may have a diverse portfolio of solutions that align with different types of organizations and benefit different job roles. Creating impactful, buyer-focused content that speaks to specific job functions and pain points is your key to standing out.

That’s up from 38% in 2016.

QUICK TIP:

But 46% strongly agree that they’re overwhelmed by the amount of content available.

47% of buyers say they rely more on content to make B2B purchasing decisions than they did a year ago.

Content Is King… But Content Shock Is Real

QUICK TIP: Make sure your content is immersive, memorable and can adapt to all screen sizes, devices and situations.

QUICK TIP:

(Up from 82% in 2016)

(Up from 84% in 2016)

(Up from 88% in 2016)

86% want mobile-optimized content they can access on their smartphones and tablets.

87% prefer more interactive/ visual content they can access on-demand.

92% of buyers prefer shorter formats.

Interactivity and Mobile Optimization Are Key

QUICK TIP: Think of new ways to package content together to make the experience more enjoyable for your buyers.

QUICK TIP:

49%

64%

67%

Vertical

Industry

Business role

Your buyers want content tailored to their unique needs and situations. They want information organized by…

Rethink Content Organization

QUICK TIP: By creating a one-stop-shop for all your buyers’ content needs, you’ll immerse them in your brand story and drive them to download more content.

QUICK TIP:

58% recommend marketers package related content together.

71% of buyers want content to be easier to access.