5 B2B Content Marketing Trends for 2020

With so much competition in the fight for the attention — and resources — of consumers, it is necessary to seek ways to strengthen the actions and strategies adopted by your company, especially in a scenario of digital transformation in which things change more and more quickly. Therefore, knowing the main B2B Content Marketing Trends is fundamental.

After all, being aware of the main trends used by those who work with content production is the first step to understanding if your company is always updating its techniques or if your techniques and tools are rusty. How about, then, discovering what new approaches and solutions you can offer your audience?

So that you can assess the performance of your company, we have prepared a list with 5 B2B Content Marketing Trends that you need to keep an eye on and, if it fits the profile of your audience and goals of your company, put them into practice. Continue reading this article to learn the benefits and advantages of each of these new features in content production. Check it out!

How important is it to stay updated on new trends and tools?

According to a survey by the Content Marketing Institute (CMI), between 60% and 70% of content produced goes unused. The reason? Simply because the content is irrelevant to consumers. The same study also shows that 75% of users do not want to find content with sales pitches, but with useful and relevant information to solve their pain points and problems.

Imagine if you didn’t know that information? How many financial resources would you be wasting on actions and strategies that don’t generate results or are no longer as efficient as in the past? Thus, it is essential to know the main trends in the market and the news that consumers seek. Knowing which the B2B Content Marketing Trends for 2020, for example, can be vital.

In a market where things are changing more and more quickly, it is necessary to be always alert so as not to lose space to your competitors. As much as static content still has excellent relevance among companies and the general audience, interactivity, has become an increasingly common and efficient resource for attracting potential customers.

What are the 5 most crucial B2B Content Marketing Trends for 2020?

Now let’s get down to business: what news and tools do you need to keep an eye on to improve the efficiency of your communication? Then check out our list with the 5 most crucial B2B Content Marketing Trends for 2020!

1. Use visual content

Written content is still a significant resource to strengthen your brand, but you need to deliver even more to your readers and visitors. According to a HubSpot survey, about 54% of users want brands to produce more video content.

But those who think this is only good for users are wrong: an OptinMonster survey shows that professionals who use videos in their strategies can attract about 66% more qualified leads per year. In other words, a slightly higher investment in video production can generate even more revenue.

2. Continue using email marketing

Yes, emails are still essential for your company to be able to communicate in a personalized way. By creating relevant materials and sharing through this channel, it is much easier to educate the consumer and present a problem they may have in their day-to-day work.

Furthermore, by creating an efficient nurture program, it is possible to be more efficient in the entire process of the customer journey. After all, the B2B customer needs a more extended period before being convinced, and a nurture program with rich content resources can keep a valuable conversation going.

3. Focus on rich and relevant content

Especially when we speak in the B2B audience, it is fundamental to understand that this user is not interested in inspiring messages or beautiful speeches, but rather results. The decisions made by this audience are more rational, which requires their content to deliver numbers, data, and relevant information.

Therefore, it is essential to remember who your audience is and how you should dialogue with them. Don’t get carried away by content you can find anywhere: present research, data and statistics that corroborate everything that is being presented. Even better when you can deliver case studies that prove how your solution has already helped other clients, strengthening the message you want to convey.

4. Use interactive content

Interactive content is increasingly relevant in the market. Quizzes, calculators, infographics, and interactive eBooks, are just a few of the ways you can capture the user’s attention, focusing on making the user more participatory.

Because it’s critical that Marketing and Sales work closer together, using interactive content can be a differentiator when it comes to delivering more qualified leads to your sales team. A presentation by our Senior Director of Content Strategy Stephanie Mansueto indicates that 74% of customers feel frustrated when website content is not personalized. 

Imagine if the visitor on your page could calculate the efficiency of their website’s SEO strategy? They would use your content as a query tool, and this could be the first step in convincing him to use your product or service. The good news is that it’s increasingly simple to produce this kind of content, with tools like Ion Interactive offering ready-made templates that can be adapted to your business.

5. Promote the content in the right channels

Another critical point is to know how to use the various communication channels available to promote their contents. A HubSpot survey shows that 60% of Internet users can be impacted by Facebook posts. Identify the platforms most used by your audience and promote your content through them.

After all, what’s the point of producing content that’s extremely relevant to your persona if they won’t have access to the material? As crucial as sponsored links are, it is essential to utilize several channels so that more potential consumers can have access to your content.

This way, it becomes clear how important it is to create a content production strategy according to the profile of your audience. When you direct your messages to other companies, it’s critical to understand that the approach also needs to be different. By adopting content trends into your planning, you can achieve increasingly better results.

As we’ve shown in this article, one of the main B2B Content Marketing trends is the use of interactivity to make your content more engaging. However, you need to know how to choose which one best fits your business strategy. That’s why we’ve included another article from our blog that may be relevant to you: check out the top 5 interactive experiences you should create in 2020!

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