If you’re a B2B marketer who doesn’t invest in content creation, you’re in the minority – 79% of B2B marketers According to a survey of content marketing institutes and marketing professionals, their organization used content marketing to achieve its 2020 goals.
In fact, 24% of marketers increased investment in content marketing last year.
As 2021 is in full swing, we wanted to talk to more B2B content marketers to see what trends they are looking for in H2.
2021 B2B content marketing trends
- Content supported by ABM.
- More comprehensive content to support multiple channels.
- Increased dependence on employees.
- Focus on original content rather than keywords.
- Emphasis on digital marketing.
- Expanding budget and expertise.
1. Content supported by ABM.
For example, says Nash Complicated provides industry reports mentioning key accounts.
“ABM ads are going to point more to content and less to landing pages,” adds Nash.
2. More comprehensive content to support multiple channels.
Nash also says it sees companies focusing on providing more diverse, multi-channel content.
“Content relocation is not new, but there certainly seems to have been an increase (for everyone’s benefit),” he says. “Instead of an ABM blog post, you can run a survey and turn it into a downloadable asset, social media images, an article, a mention of podcasts, and a summary webinar.”
3. Greater dependence on employees.
Due to last year’s uncertainty 29% of content marketers had to reduce their budgets.
In addition 49% said their organization outsources at least one content marketing activity that is most likely to be outsourced to large companies.
Nash noticed the same thing. He says, “I haven’t seen any employment data, but I know quite a few technology companies that have mobilized (a large part) of their (large) content teams in the midst of a pandemic.”
This means that bringing back these full-time features is likely to take some time.
“It takes more time than the content requirements allow, so freelancers need to be ready,” adds Nash.
4. Focus on original content rather than keywords.
Kelly O’Hara, founder Copying goalsand a B2B content marketing specialist says, “I’ve seen successful bloggers talking about how they don’t optimize some of their content for SEO at all. * Gasp * I know.”
This idea may not be as outrageous as you might think at first glance.
According to O’Hara, this may become the norm in the near future.
“We know that readers demand more authenticity in content,” O’Hara adds. “It’s hard to be authentic and optimize your content at the same time. In addition, I imagine Google will continue to find ways to honor legitimate sources, show their expertise, and help their readers.”
All in all, don’t be surprised if content marketers start focusing more on originality than on keywords, semantically related words, getting H2s in the right place, and so on.
5. Emphasis on digital marketing.
This may not sound new, as the digital revolution has taken place over the last few decades, but content marketing itself is only just beginning to flourish.
This year was the number of people whose organizations used content creation / collaboration / workflow technologies. This is not surprising given the home-home world in which we currently live.
Although the content type (blogs) remained the same, 67% of companies we now focus on using virtual events, webinars, online courses and creating an online community.
In addition, the use of live broadcast increased to 29% from 10%.
One respondent says: “We have had to expand the network through digital marketing strategies such as webinars and podcasts, as we relied primarily on personal events and conferences to build brand awareness and networking.”
6. Expanding budget and expertise.
While the budgets of some content marketers declined in 2020, this year companies are focusing on increasing their expertise by improving content creation and websites.
In addition, companies need to increase their staff to keep up with the demands of the world of content marketing.
A survey respondent says, “We’re trying to increase staff and strengthen our inbound strategy through internal marketing.”
As budget expansion and content marketing teams grow, companies are becoming more media-capable and focused on creating a media brand on their company’s brand.
Content marketing is in the middle of a huge development. From focusing on SEO and blogging to becoming a full-fledged media company, brands see big differences in expanding content marketing.