Content writing is not about looking cool or chic. Using words that people won’t understand will not serve any purpose. Content should be self-explanatory. Each word must be chosen carefully to add value to the audience.
In the past few years, B2B marketing has tremendously expanded its area of evolution and content has been the king element playing a central role in this transformation. But the outbreak of the pandemic in the year 2020, changed the dimensions of growth for the B2B industry affecting its landscape in an unprecedented way. During this challenging time, content marketing has held the hands of the industry and has sailed the B2B marketing ship.
The research by market forecasts said that by the end of 2025, the content marketing growth would reach $417.85 billion. To be in the competition hooking to the latest trends of content marketing in 2022 is quite important.
Top B2B Content Marketing Trends 2022
- End-to-end content experiences
Content marketing is vastly focused on top-of-funnel is a concern for 95% of content marketers as it is a highly effective and valuable function at every stage of a buyer’s journey. The necessary thing about your content marketing should be the value it is offering to the prospects no matter what it is for. Whether your content is for lead nurturing, sales enablement, customer success, or any other customer interaction it must be engaging and relevant to the customers’ requirements.
In 2022, the content engagement would focus on the relevance of the brand service or product with the buyers’ journey giving a personalized touch to the customers making it more credible for the prospects to invest in your brand. The content marketers would require to coordinate with the sales, product, and customer success representatives assuring that the content is aiming at the end of the sales funnel with their goals.
- Personalized Content
Giving the personalized marketing experience has been recorded as being effective claimed by the 77% of marketers and sales professionals believing it to be helping in better customer relationships and 55% claimed increment in conversion rates. Personalized content refers to the way people interact with your entire content catalog.
The other personalization can be done by presenting individually personalized pieces of content to the organizations that are operating under the ABM model. This content type needs special preference and bespoken content tailoring directly to accounts beds and position in the buying funnel and in the future, AI and machine learning will lead to this point.
- Personalized Content Catalogs
Curating content carefully by positioning it on the websites and the operation under the ABM model, the bespoke content experience created for each account is suggested. AI and machine learning for potential time-efficiency approach because AI analysis the people’s engagement with a particular piece of content that they are likely to read or view next and adjusts on the users’ prior history.
- Media Diversification
Another content marketing trend in 2022 for the B2B industry would be diversity in media choices. Due to B2B’s evolution, the content marketing kingdom has also expanded and is not limited to blogs and articles but now it’s expanding its reach to videos, podcasts, etc.
It is said that like next year, 69% of content marketers would increase their investment in video content and even podcasts will get to the high preference position that also avails the leveraging people’s desire option for audio content.
The options that can be adapted in 2022, are audio formats that could be in long-form such as audiobook versions of whitepapers, reports or even in a short form such as short articles audio versions letting listeners absorb content in a more customized friendly way. It will give a more valuable customers experience to the people making it more considerable for them.
- AR Content
Augmented reality aka AR potentiality gives interactive experiences to the customers that are gimmicky but also immersive, attention-seeking pieces of content. The AR content let people explore the 3D model of the SaaS platform giving a more practical, memorable real buzz for them.
- Customer Retention
The year 2022, would be the year in which content marketers would focus on the current customers as targeting new customers is 5X more expensive than nurturing the existing ones that enhance the retention rates by 5% with a 95% profits increment. Therefore, existing customers would be the aim of content specialists and customer success representatives.
Content related to onboarding, training, best practices, FAQs, and common issues will be the head of the content marketing jazz advocating happy customer experience and retaining their business for long terms.
Final Thoughts
Now we all get the review of what 2022 year has in its bag for the content marketing genre setting boundaries around it.
