Content marketing has taken off since the pandemic, according to the B2B research report from the US Content Marketing Institute (CMI)*. There is more budget, more work and more empathetic content for the customer. What can these developments mean for your B2B content marketing? And how do you effectively adapt your marketing strategy to it? In this article I discuss 5 trends and fresh insights for the coming year.

  • 1. Put content marketing first
  • 2. The right team structure
  • 3. More budget for content marketing
  • 4. Outsource work to specialists
  • 5. To measure is to know
  • The takeaways of the investigation

1. Put content marketing first

Content marketing does not focus on your products and sales, but on the wishes and interests of your target group. During the pandemic, companies have focused more and more on content marketing, according to the research by CMI. And with success. According to the respondents, the results achieved are in line with their goals. Result has mainly been achieved in creating brand awareness through content marketing, building credibility/trust (75%) and informing the public (70%).

It is important that content marketing is about brand experience as well as customer experience. In short, do what your brand promises with empathy for your customers and with Purchasing Directors Email Lists maximum conversion. It is of course important that you know your target group well before you start working on your content strategy. Read here what else you can expect in the field of B2B content marketing this year.

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2. The right team structure

Most B2B organizations have small (or one-person) marketing/content marketing teams that support the entire organization (58%). Many teams are sparsely populated: 67% of respondents indicated that their team has experienced more work pressure in the past 12 months. The size of the teams has remained the same. So more work is divided among the same number of team members. Then the question remains: how do you coordinate this?

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