Top B2B content marketing trends to watch

B2B marketing is always changing, with new trends and techniques emerging all the time. This article will look at five key trends that will shape B2B marketing in 2023. We’ll talk about how video marketing is becoming more important, the rise of personalised content, the continued growth of social media as a B2B marketing tool, the use of artificial intelligence and automation, and the popularity of interactive content. Businesses can develop effective B2B marketing strategies that engage their target audience and drive growth by understanding these trends.

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Video marketing: The increasing importance of video content in B2B marketing, including live streaming, webinars, and video testimonials.

Many businesses use live streaming, webinars, and video testimonials to connect with their target audience, and video marketing has become increasingly important in B2B marketing strategies. In fact, according to a recent study, 85% of businesses use video as a marketing tool, a significant increase from previous years.

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Companies are increasingly using live streaming to engage with their audiences in real time, allowing them to showcase their products or services in an interactive manner. Webinars have also become an important tool for B2B marketers, as they allow businesses to educate their audiences and establish themselves as industry thought leaders. Furthermore, as social proof of a company’s product or service, video testimonials have proven to be a powerful way to build trust with potential customers.

Personalization: The rise of personalized content, including account-based marketing (ABM), to target specific companies or individuals.

Personalization in marketing is becoming increasingly important, particularly in B2B (business-to-business) marketing. This entails tailoring content and marketing messages to specific companies or individuals. One method is account-based marketing (ABM), which targets a specific company or group of companies.

One interesting statistic is that 80% of marketers believe ABM increases customer lifetime value, while 86% believe it increases win rates. This means that by using personalised content and marketing messages, businesses can increase their chances of gaining new customers and retaining them for a longer period of time.

Social media: The continued growth of social media as a B2B marketing tool, including the use of LinkedIn, Twitter, and other platforms.

Social media has evolved into a valuable tool for B2B marketers. Businesses are increasingly using it to market their products and services to other businesses. LinkedIn and Twitter are two of the most popular social media platforms for B2B marketing.

LinkedIn’s professional user base makes it ideal for B2B marketing. Businesses can use it to create company pages, publish content, and interact with other businesses through groups and discussions. Twitter, on the other hand, is an excellent platform for receiving real-time updates and connecting with industry leaders.

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B2B marketers use other social media platforms, such as Facebook and Instagram, but they are not as popular as LinkedIn and Twitter.

AI and automation: The use of artificial intelligence (AI) and automation in B2B content marketing, including chatbots, predictive analytics, and automated email campaigns.

Automation and artificial intelligence (AI) are becoming increasingly popular in B2B content marketing. Chatbots, predictive analytics, and automated email campaigns are all made possible by these technologies.

Chatbots are computer programmes that can communicate with customers via messaging apps or websites. They can answer basic questions, provide customer service, and even recommend products.

Machine learning algorithms are used in predictive analytics to analyse data and predict customer behaviour. This data can be used to tailor marketing messages and increase customer engagement.

Automated email campaigns are intended to send customers targeted messages based on their behaviour and preferences. These campaigns can be used to nurture leads, promote products, and retain customers.

Interactive content: The increasing popularity of interactive content, including quizzes, surveys, and interactive infographics, as a way to engage B2B audiences.

In B2B marketing, interactive content has grown in popularity. Quizzes, surveys, and interactive infographics are examples of this. Because they provide a more interactive experience, these types of content are ideal for engaging B2B audiences.

Quizzes are an excellent way to encourage people to interact with your brand. They can be entertaining and educational, and they allow people to put their knowledge of a particular topic to the test. Surveys are another excellent method for engaging B2B audiences. They enable you to collect useful feedback from your target audience and gain a better understanding of their needs and preferences.

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Another popular type of interactive content is interactive infographics. They make it possible to present complex information in a more visually appealing manner. They also allow your audience to interact with the information and dig deeper into it.

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