Is your business wondering what the best B2B content marketing trends for 2022 are?

Despite the many unfortunate outcomes, it is undeniable that the COVID pandemic is a major driver of change and innovation.

Amidst quarantines, companies that want to survive drastic changes and become more relevant must align branding, communication, and marketing efforts to create a seamless sales cycle. Consequently, many businesses are now aware of the importance content marketing can have on their bottom line.

Content marketing is a strategy where businesses answer customer’s questions and generates buzz and leads through the use of online content. This can be social media, video content, blog posts, and more.

The content marketing industry has reached a volume of $42 billion in 2019! In 2022, over half of content marketing spending is expected to increase, with 16% expected to increase significantly (Statista Content Marketing Trend Study 2022).

Are you using content marketing to its full potential? To help you audit your efforts, we cover the top 6 most prominent content marketing trends in 2022!

Trend #1: Documented Content Marketing Strategy

One B2B content marketing trend of 2022 is to document the business’ content marketing strategy. In total, 77% of organizations were found to have a content marketing strategy. Of these, 40% have a documented strategy. A documented content marketing strategy helps a business to focus on specific goals and to delegate tasks. It allows for more careful allocation of resources and creates a knowledge base for the business which reduces dependence on staff. Documentation also helps in quantifying the benefits and later measuring the outcomes.

“We had to be more thoughtful about the topics we were covering, as well as the target audiences we were approaching” (Content Marketing Institute – B2B Content Marketing Research)

Check out the documented content marketing strategy we developed for our Pharma start-up, Oncolytics Biotech, to support their growth!

Trend #2: Chatbots

Using chatbots for marketing is a great addition to a content marketing strategy. Chatbots are not being used widely yet so businesses that are adopting them now are seeing advantages from hopping on the trend early! 

A huge untapped opportunity with chatbots is to customize the content to align with your content marketing strategy – that will get you better results. For example, making them user-centric and catered to nail all the customer journey pain points. 

A gold standard chatbot in marketing is one that:

  • Provides an opportunity to interact with the customer directly 24/7/365
  • Displays the content quickly and easily
  • Gathers information from the customer for lead generation
  • Generates sales and provides after-sales services
  • Goes beyond the scope of lead generation

Trend #3: Virtual Reality

Virtual reality is an emerging fascination for many. It t has transformed the experience that a single device could provide in many ways. Businesses are now finding new ways to use virtual reality technologies. The virtual reality industry is set to exceed the $252 billion mark in 2028.

From a content marketing point of view, virtual reality is bridging the gap between the user’s experience and the actions they take. VR strategies are often used to provide customers with virtual tour experiences.

Check out the Virtual Reality campaign strategy we developed for our FinTech client, E*Trade!

Trend #4: B2B Marketing eBooks

Among the content marketing trends for 2022 is writing B2B marketing eBooks. B2B marketing eBooks are more brief and subject-specific than the normal eBook found on a Kindle. They provide readers with a comprehensive and in-depth discussion of the topic at hand.

An ideal B2B marketing eBook comes in the form of a pack instead of a single unified book. Each volume in the pack answers one specific business challenge.

Check out the eBook we developed for our SaaS client, NiceXCone!

Trend #5: Marketing Infographic

The use of the marketing infographic is one of the most popular content marketing trends in 2022; in fact, approximately 40% of all businesses wish to use more infographics in their marketing efforts (Statista Content Marketing Trend Study 2022).

Infographics are an engaging and visually appealing way to convey information that would otherwise require several paragraphs to describe. Content marketers are now using many tools and artistic methods to develop out-of-this-world infographics.

Check out the infographic we developed for our SaaS client in mining, Micromine!

Trend #6: Taking on Social Responsibility

Taking a stance on issues is a type of content marketing that not only involves a business spending resources to address a social or environmental problem but it also includes focusing efforts on attracting customers who wish to help the business make a positive change through their purchases.

If you are ready to transform your marketing into a result-oriented high performing initiative, then reach out to us to see if we can help!

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