The dynamic landscape of B2B content marketing continues to evolve.
Staying ahead of the curve is paramount for business-to-business companies seeking to maximize their impact and engagement in the digital realm.
In this blog post, we explore the emerging trends in B2B content marketing that are set to redefine strategies and captivate audiences in 2024.
Take your B2B content marketing to new heights in 2024 with Drive Research. Contact our content marketing research company by filling out an online form or emailing [email protected].
What is B2B Content Marketing?
B2B content marketing is the creation and distribution of relevant content by businesses to attract and engage other businesses as their target audience.
Unlike traditional advertising, B2B content marketing aims to establish trust and credibility by providing informative and educational materials, such as blogs, whitepapers, videos, or case studies.
The ultimate goal is to nurture leads, build long-term relationships, and position the business as an industry authority, driving business-to-business sales and partnerships.
Why Content Marketing Matters to B2B Companies
There’s a reason 73% of B2B marketers use content marketing as part of their overall marketing strategy.
Perhaps the biggest benefit is the HUGE ROI content marketing provides for B2B companies.
Research shows that content marketing costs 62% less compared to other advertising channels while producing 3 times as many leads.
Our B2B company is a great case study of how well blog posts can improve website traffic, lead generation, and most importantly sales.
In 2023, the Drive Research website generated two million page views and thousands of new leads.
That is a big thanks to the content marketing strategies we share below.
Not a big enough reason to encourage your team to start writing?
Here are more reasons why B2B content marketing is important in 2024.
- Establishing Authority and Trust: By consistently delivering valuable and insightful content, businesses can establish themselves as authorities, gaining the trust of potential clients and partners.
- Nurturing Relationships and Leads: By offering relevant content at each stage, from awareness to consideration and decision-making, businesses can nurture leads and build stronger relationships, increasing the likelihood of conversion.
- Search Engine Optimization (SEO): High-quality and regularly updated content is a crucial factor in search engine rankings. B2B companies that invest in content marketing can improve their visibility in search results, driving organic traffic to their websites and increasing the chances of being discovered by potential clients actively seeking relevant solutions or information.
- Differentiation in a Competitive Landscape: In crowded B2B markets, where products and services may seem similar, content marketing provides an opportunity for companies to differentiate themselves. Unique and compelling content helps businesses stand out, demonstrating their distinctive approach, values, and solutions, which can be a decisive factor for potential clients in the decision-making process.
6 B2B Content Marketing Trends to Try in 2024
By consistently delivering valuable and insightful content, businesses can position themselves as industry authorities, gaining the trust of potential clients and partners.
This trust-building aspect is crucial in B2B relationships, where decisions often involve substantial investments and long-term commitments.
In 2024, emerging B2B content marketing trends and strategies include…
- Interactive content
- Content surveys
- Podcasting
- AI-powered personalization
- Augmented reality product demos
Let’s dive into each of these B2B content marketing strategies a bit further.
1. Interactive Content Will Take Center Stage
Interactive content, such as quizzes, polls, and calculators, is becoming increasingly popular in B2B marketing.
In 2024, expect to see a surge in interactive content that not only educates but actively involves the audience. In fact, 85% of B2B marketers have already embraced interactive infographics or plan to in the near future.
That’s likely because the immersive approach enhances user experience AND provides valuable data insights for personalized targeting. It’s a win-win for the site visitor and website owner.
2. Lead Generating Content With Surveys
Content surveys are emerging as a powerful tool to gather valuable insights directly from your target market.
In 2024, consider running content surveys strategically to enhance your understanding of customer preferences, pain points, and expectations.
When using surveys for content marketing, you will generate more leads, improve brand awareness, and increase thought leadership.
Take for example the content survey our B2B market research company conducted with grocery survey shoppers.
The results were used to create various shopper segments that would grocery store decision-makers and marketers understand the preferences, behaviors, and expectations of different buyers.
This information allows them to tailor strategies, product offerings, and promotions to meet the specific needs of diverse shopper groups, ultimately enhancing customer satisfaction, loyalty, and driving business growth.
Here are the content assets our B2B company created based on the survey results and the success of those deliverables:
- Downloadable report. The Grocery Segmentation Report lives on our website behind a form fill where interested users must submit their name, email address, and organization name to access the report. As a result, Drive Research has collected 300 (and counting) leads from notable brands such as Amazon, DoorDash, Kellogg, Whole Foods, and Coinstar.
- Blog post. With the results, Drive Research created a blog post that listed our favorite grocery shopping statistics to get more eyes on the report. The blog post averages 6,000+ pageviews a month and has generated 1.2K backlinks (as of writing this article) – all of which help improve our website’s domain rating and placement in Google’s search engine results page.
- Data visualization. As shown above, we created a one-page graphic for each shopper segment. Data visualization in content is crucial as it simplifies complex information, enhances comprehension, and engages audiences, making it easier for them to grasp and interpret data-driven insights.
Other ways we’ve repurposed content survey results include press releases and webinars. I recommend reading this blog post, for more content and PR survey case studies.
3. Podcasting for Thought Leadership
With the rise of remote work and on-the-go professionals, podcasts have become a preferred medium for consuming information.
Therefore, more and more B2B companies are leveraging podcasts to establish thought leadership, share industry insights, and connect with their audience in a more intimate way.
Investing in podcasting as part of your content strategy can set your brand apart and create a loyal following.
4. AI-Powered Personalization
Artificial Intelligence (AI) is revolutionizing content personalization in B2B marketing. In 2024, expect to witness the integration of AI algorithms that analyze user behavior and preferences, delivering highly tailored content experiences.
This level of personalization not only enhances engagement but also boosts conversion rates by providing relevant information to prospects at every stage of the buyer's journey.
Learn more in our blog post, AI in Content Marketing: Should You Add It To Your Strategy?
5. Augmented Reality (AR) for Product Demos
In the B2B realm, where complex products and services require detailed explanations, augmented reality is emerging as a game-changer.
Integrating AR into content marketing allows businesses to offer immersive product demos, enhancing understanding and decision-making for potential buyers.
That’s exactly why 43% of customers say they prefer interactive video to standard forms of video content.
Your buyers want to get to know you and your brand – however, on their own terms. In other words, they want to be in control of what information they see and how they’d like to see it.
With this in mind, AR is set to gain momentum in 2024 as technology continues to advance.
6. Leverage LinkedIn
Publishing content on LinkedIn remains a highly effective tool for improving your content marketing strategy.
With its expansive professional user base, LinkedIn serves as a dynamic platform for businesses to showcase thought leadership, engage with industry peers, and nurture valuable connections with other business decision-makers.
As B2B decision-makers increasingly turn to LinkedIn for information and networking, businesses can leverage the platform to establish authority, build trust, and generate leads.
The interactive nature of LinkedIn, coupled with its robust analytics, allows companies to tailor content strategies based on real-time engagement data, ensuring that their messages resonate with the target B2B audience in a way that fosters professional relationships and drives business growth.
Final Thoughts
As the B2B content marketing landscape evolves, staying ahead is crucial for maximizing impact and engagement.
B2B brands should care about content marketing because it goes beyond traditional advertising, offering a strategic approach to building trust, nurturing leads, enhancing visibility, and standing out in a competitive market.
It's a cost-effective method with a high return on investment, providing long-term benefits for B2B companies seeking sustainable growth and success.
Contact Our Content Marketing Research Company
Drive Research, a leading content marketing research company, offers tailored strategies to elevate B2B content marketing in the digital realm, as evidenced by our successful case study in grocery shopper segmentation that resulted in significant lead generation and brand recognition.
In addition to market research, Drive Research also specializes in copywriting, search engine optimization, social media marketing, graphic design, and pay-per-click advertising.
To learn more about our services, contact us today.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
Emily Rodgers
A SUNY Cortland graduate, Emily has taken her passion for social and content marketing to Drive Research as the Marketing Manager. She has earned certificates for both Google Analytics and Google AdWords.
Learn more about Emily, here.
