👨🏫 Here are the 5 most important content marketing trends for B2B content effective right now:
1. 49% of B2B buyers rely on video content for buying decisions
If you’re maxing out text content generation and charts, think twice.
🎥 No matter if you’re in B2B SaaS, healthcare, or services, video guides, workflows, product demos, workflow explanation, behind the scenes – all of these play a role in buying decisions in 2024.
LinkedIn’s shorts feed is here, too!
I increased my YouTube production time this year and doubled my subscriber count in 2 months. James Schramko, Eric Siu, Joe Davies and other agency leaders I collaborate with in communities are heavily pushing the video front.
2. AI-powered content creation is climbing up
No surprises here – 64% of marketers consider AI-generated content integral to speed up their workflows and increase their productivity.
🤖 We use 5 different tools to ramp up content creation internally for flows, landing pages, contract templates and more.
(No, we don’t publish AI content on our service sites or for clients.)
Nestlé just reported that 7,000 of their staff members have been using their internal NesGPT tool in the past 3 months. It’s broad purpose everyone – GPTs are now a daily driver for office people.
And content scheduling and production are easing up – is your marketing team ready for this?
3. 72% of customers expect fully personalized content
I keep bouncing ABM ideas across GTM and sales leaders as our team builds on top of Target Accounts in HubSpot. 📦
Personalized outreach, content, landing page augmentation are increasing in popularity and importance.
Working with buyer-level identity tool and personalization leaders like Mani Iyer or Santosh Sharan or Bill Stathopoulos will turn your full campaign journey into a completely different playbook.
4. 68% of buyers crave interactive content
Speaking of oversaturation again – text is cheap and easy to create at scale and video is in demand. 🖼️
Look for untapped opportunities. Quizzes. Embedded tools. Audits. Reports. Calculators.
Build prototypes with Frontly, Bubble, Airtable, FlutterFlow for powerful tooling embedded in your landers.
5. 72% consider environmental and sustainability impact
🌎 With military spend up and energy resources depleting – leading to unprecedented global warming incidents – eco impact converts better.
Look for manufacturing, logistics, and production opportunities to align your product for a better future.
Reduce print and swag in favor of tree plan items.
Go for ocean campaign volunteer donations vs. fancy retreats.
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🔜 I cover B2B trends and playbooks that work TODAY and haven’t been made obsolete. Follow me Mario Peshev for ongoing insights.
🔁 Repost to make the B2B web better and save the turtles.
