4 B2B Content Marketing Trends and How To Leverage Them
The world of B2B marketing is changing fast—in ways that no one can predict. Despite the uncertainties, the 265 B2B content marketing leaders we surveyed remain overwhelmingly upbeat about the future.
Explore the four key trends that emerged and
how to use them to your advantage.
#1
#2
#3
#4
#1
Technology-related industries are feeling the brunt of the tough economy and job market.
Across all respondents, 55% said tight/reduced budgets were among their biggest challenges.
36% cited hiring freezes/layoffs as their biggest challenge.
IT and telecommunications marketers are feeling more pain.
58% cited tight/
reduced budgets.
56% cited hiring freeze/layoffs.
TIP:
Stretch your budget and your staff with refreshed/repurposed/re-versioned content and help from project-based outside agencies.
#2
Marketers see the value of content marketing, and nearly half plan to increase spending in the next 12 months.
The top three content formats marketers plan to create?
Video
Marketers are betting on content marketing to meet their goals, with 44% planning to spend more.
TIP:
B2B buyers want tailored, easy-to-consume, quick-to-share content without a blatant sales pitch according to the Demand Gen Report 2023 B2B Buyers’ Content Preferences Survey.
Sales enablement tools
Articles/blogs
#3
Marketers are dipping their toes into the AI waters cautiously.
Search engine optimization (SEO) tops the list of uses for AI-powered tools among our marketing leaders, with 43% picking it.
TIP:
Play with tools like ChatGPT to help you brainstorm ideas or write outlines and first drafts, speeding your content creation process while still allowing you to add your distinctive voice and creativity.
Realizing AI is the future, only 12% responded they weren’t sure or don’t yet know how they plan to use AI.
#4
Marketing leaders are playing a bigger role in the overall success of the business.
Using data to drive demand and demonstrate the impact on the bottom line are giving B2B marketing leaders a bigger role and a stronger voice in the company’s overall business strategy.
TIP:
Give your sales team buyers who are evaluating solutions and ready to purchase using intent data-powered demand gen tactics. If you don’t have the resources in house, look to outside experts.
#1
Technology-related industries are feeling the brunt of the tough economy and job market.
IT and telecommunications marketers are feeling more pain.
Across all respondents, 55% said tight/reduced budgets were among their biggest challenges.
36% cited hiring freezes/layoffs as their biggest challenge.
58% cited tight/
reduced budgets.
56% cited hiring freeze/layoffs.
TIP:
Stretch your budget and your staff with refreshed/repurposed/re-versioned content and help from project-based outside agencies.
Check out our “What’s Cooking in Content Marketing?” webinar on July 20 at 2 pm ET to learn more about marketing leaders’ challenges, fears, and optimism for the future—and what that means for you.
There's so much more to explore
Watch the webinar on-demand
Their biggest challenges:
Their biggest challenges:
Technology-related industries are feeling the brunt of the tough economy and job market.
IT and telecommunications marketers are feeling more pain.
Their biggest challenges:
Across all respondents, 55% said tight/reduced budgets were among their biggest challenges.
36% cited hiring freezes/layoffs as their biggest challenge.
58% cited tight/
reduced budgets.
56% cited hiring freeze/layoffs.
TIP:
Stretch your budget and your staff with refreshed/repurposed/re-versioned content and help from project-based outside agencies.