Business to business (B2B) content marketing faces some serious challenges in 2013. At the same time, current trends provide excellent opportunities for content designers and writers who focus on B2B marketing. An insightful survey that was conducted with 1,416 North American B2B marketers advises on what the industry faces in the coming year.
In the 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America report released by Content Marketing Institute and MarketingProfs, over 64 percent of online marketers indicated that they are troubled by not having the ability to produce enough content to meet their goals. Another 52 percent of the B2B marketers polled do not have content that engages readers. Yet, 91 percent of marketers rely on content.
While content has always driven the B2B marketing scene, it is absolutely vital today with much of this marketing occurring across wider online and social networks that attract business clients. The trends identified in the report are not surprising but merely a preview of what’s to come in content marketing for the new year ahead.
What Can B2B Content Marketers Expect in 2013?
There are several trends to look out for in B2B content marketing. First, there will be a shift from the use of poor-quality content mills to partnerships with seasoned teams of content writers. Instead of being viewed as just subcontractors, web developers and marketing firms will look to content writers as strategic partners.
Additionally, content marketers will look more to social media content for increasing fan engagement, rather than using more traditional forms of article marketing. This means that B2B content needs to take into account the reading styles, time limitations and interests of business decision makers. Areas that need improvement include email newsletters, video marketing and social media event planning, which will continue to be sources of information shared by B2B marketers.
In terms of opportunities for B2B content marketers, those that take the time to learn how to combine social networking with traditional forms of direct response content marketing will fare well. Using white-hat approaches to marketing will be a way to stay ahead of changes, rather than trying to beat the system.
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