B2B Content Marketing Trends 2018
B2B Content Marketing Trends 2018

You just don’t need to have a William Shakespeare or Jane Austen in your team to be a marketing leader. A small spice of Content Marketing in your overall Marketing campaign would make you a pro. According to recent reports from Content Marketing Institute, around 91% of B2B Marketers include Content Marketing in their portfolio. This signifies the importance of Content Marketing.

Content Marketing is being practised over a long time. However, trend changes with changing time.  One has to follow the latest trends to be ahead in the race. Let’s see what 2018 has in its kitty for you-

1. IoT will take your Content off the Screen-

Who has the time to stay intact with the screen? Content is revolutionizing itself to free you from keeping your eyes on the screen. Take an example of Siri or Alexa, which is distributing the content to a wider range of audience.  The success story of IBM’s content marketing is a proof that IoT is taking over content.
We are on a verge to become digital, content has limitless boundaries and it has gone far beyond customer engagement.  You just need to target the right audience, at the right time with the right content.

2. Customized and Interactive Content-

Not all your audience would be Charles Dickens. People in this fast-paced life doesn’t have time to read lengthy articles or stories, instead, they plug in to Youtube to watch a video.  Even in case of informational content, they opt for videos. Video marketing, specifically Live Videos are taking over the content. People spent 3× more time watching live videos on Facebook.

Not just live video, Virtual Reality is yet another field which is expanding with every new dawn.  Reporters suggest that AR and VR revenue will exponentially increase from $5billion in 2016 to around $160 Billion by 2020. The projection shows a sudden shift towards the interactive content.
VR Statistics

3. Strategize Your Content-

“Success is 20% Skills and 80% Strategy. You might know you want to read, but more importantly what’s your plan to read?- Jim Rohn” This is so very true, you should have a plan for your content marketing. What’s working for you, working on efficient content creation, spending more time on the content attracting audience etc. , all these are considered. These factors build up a strategy, a strategy which yields a result.

Documented strategy for content marketing is becoming a key to success for many of the B2B marketers. A report from CMI suggests, 46% of marketers have a documented content marketing strategy.  The trend towards creating a better-documented content strategy is the one you should follow from today itself.
Documented Strategy

4. 3 Crucial Considerations-

Content marketing is all about user engagement and making sales. Here are three key take-away one should definitely consider in 2018.

  • Build an audience that wants to engage

    Marketing is proportional to the audience. You just can’t shoot an arrow in the dark. Know the nature of your business and build an audience which is interested in your content. You just can’t sell business plans on Facebook.
  • Communicate with your audience on daily basis

    Communication is a must. People want to hear from the one they choose. It doesn’t mean you throw tons of content via mails on a daily basis. The media could be anything video, pictures, blogs etc.
  • Focus on your high performing content

    This again leads to strategizing the content. You should analyze what is working for you and should focus on what your users are expecting. If your customers are interested in video content then focus on it.

5. Distribution is Must-

Distribution can be considered as a synonym for Marketing. The audience could be widely distributed on different platforms. Considering just one channel to showcase your content could lose you many prospective customers. Smart brands would surely adopt a great content distribution strategy to optimize multi-channel distribution.
Distributed Content
However, the trends I have mentioned will not change drastically in the next 5-10 years, but it will become more focused and result driven like never before. Just stay intact with the technology, dig–in and figure-out what your audience is looking after.