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What's Trending in B2B Content Marketing?
- Emily
- May 27, 2022
- 3 min read
Updated: May 28, 2022
Lately, we've received questions from our B2B software clients like, What are some of the trends you see in B2B content? Based on our experience and insights from AWAI's 2022 State of the Industry Report, here are three top trends.
Marketing content should definitely line up with what’s best for your business. But it does help to watch the trends. They tend to point to how your readers prefer to ingest content, what your competitors may be doing, and how to stay ahead.
One thing is certain: the use of results-oriented copywriting is at peak demand.1
A big reason for this surge is the giant digital leap. If you're a B2B marketer, you're all too familiar with 2020’s e-commerce surge. Digital reliance has taken over how we consume everything, including content.
So, what are the biggest content marketing trends of 2022?
Based on our experience and insights from the American Writer's and Artists Institue (AWAI) 2022 State of the Industry Report, three top trends include:
Conversational content (on digital channels)
Website relaunches
Renewed focus on search engine optimization (SEO)
Here are a few insights into each area.
Trend #1: Conversational Content
Any tolerance for the hard sell was chipped away during the pandemic. People want fewer ads and more conversations.
According to the AWAI, B2B companies rely on copywriters to "help them have online conversations that help their prospects and customers at every stage."2
Where do these conversations take place? These days, it’s mostly on digital channels.
Here’s what’s working:
Videos: Most (96%) marketers will increase or maintain their video budget next year, focusing on explainer videos.3
Blogs to reach prospects researching online: How-to articles are the most popular content format (77%).4
Leveraging (not ignoring) email: Roughly 80% of marketers5 have reported an increase in email engagement over the past 12 months, and 40% say their newsletters are critical to success.6
Social media: LinkedIn tops the list, with 82% of B2B marketers finding the greatest success on the platform.7
Trend #2: The Website Refresh
Website relaunches are cyclical. On average, companies redesign their websites every three years. Still, it's interesting that so many are on the docket at the same time.
I think this reflects the realization that digital content is essential. And digital content starts with your own website.
Your web content must cohesively convey your brand story, what you offer, and why your solutions stand out — plus stay optimized for search engine results.
Are you lacking any one of these things? Then it's likely time to consider a refresh.
If optimizing your website is on your mind, stay tuned for our article on Three Content Mistakes to Avoid When Relaunching Your Website.
Trend #3: SEO (Again)
No, this isn't 2011, and SEO is clearly not new. But we are seeing a renewed push to reoptimize.
SEO drives 1,000%+ more traffic than organic social media.8 We also know that SEO is proven to impact sales.
When SEO efforts are lagging, B2B marketers should:
Create high-quality content. AWAI sums it up best: "Average content just won't perform in any vertical where exceptional content is present."9
Employ keyword research for SEO while creating content. Have your writer incorporate your keywords in an optimal way.
Write with EAT in mind (Expertise, Authoritativeness, and Trustworthiness), which is how Google evaluates your pages.
How to Keep Your Content Fresh
Eighty-one percent of marketers view content as a core business strategy.10 And for a good reason. Content marketing generates 3x the leads while costing 62% less than other methods.11
According to the AWAI, businesses need a constant feed of engaging content. The ideal formula is:
A documented strategy,
A balanced mix of proven channels, and
Excellent copywriting that influences your desired audience.
Easier said than done, right?
Most B2B marketers (96%) plan to develop a content marketing strategy, yet many lack the resources needed to put it in motion. Finding skilled copywriters with topical expertise is often the biggest barrier.12
If that sounds familiar, let's connect.
We have 20+ years of copywriting experience for some of the world's biggest and best SaaS and enterprise software companies — and we’d love to work with you, too.
Schedule a free consultation or reach out to our team.
References
1, 2, 6, 9 https://www.awai.com/copywriter-rates/
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