There are some things that will never change, no matter how much time has passed. “The Godfather” will always be known as one of the greatest films of all time. The chorus of “Sweet Caroline” will always be impossible to resist singing along to. And there’s always room for dessert. But that doesn’t mean that the importance of trends, regardless of how long they’re prevalent, should be taken for granted.
In the world of B2B marketing, your content efforts help you reach clients by connecting their interests and concerns with your own services. By using content like blog posts, videos and infographics, you can provide value to potential clients while gently nudging them in the direction of a conversion.
By staying on top of B2B content marketing trends, you can be sure that you’re staying relevant and tuned in to client preferences in your ever-changing industry. Read on to learn five B2B content marketing trends that will help boost site traffic, visibility and quality lead generation.
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B2B influencer marketing
There are influencers in every sector of the internet, from the book community to car enthusiasts. For B2B marketing, working with influencers who have established a strong voice and authority in your particular industry can help you broaden your reach and boost your credibility. They can help you through sponsored social media posts, guest blog posts and interviews.
Be sure that you’re working with influencers who align with your brand’s values, have a connection to your target demographic and have an authentic appeal that can draw people in.
Just one of many examples of influencer marketing that we’ve seen in the B2B space is Dell Technologies using industry influencers in their interactive e-book to bring traction to its Data Paradox study. It resulted in more than 1,500 engagements from 39 brand social posts.
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Content marketing automation
You should always be looking to streamline your content process as a way to increase efficiency, reduce human errors and save resources. One feature that’s become standard in many technological advancements is automation, and it can help to streamline your content creation process. You can also automate tasks as a way to broaden your reach through different distribution channels for boosted engagement and awareness.
Here are a few ways that you can use automation tools to streamline the content creation process:
- Create automated scheduling for blog and social media posts
- Cross-post content across different distribution channels
- Send out email campaigns
- Use AI to edit posts for improved clarity, consistency and compliance while also shortening production time frame
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Hyper-personalization
Even though you want to reach as many potential clients as possible with your content, it’s also important to stay relevant to their interests and show how much you care about their specific needs. Hyper-personalization is becoming more encouraged as there are tools that allow you to use segmentation and track the online behavioral patterns of your target audience.
Hyper-personalization allows you to appeal directly to the user’s needs, concerns and interests by demonstrating how your content can provide meaningful value. It also helps you to gain a competitive advantage and boost customer loyalty.
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Interactive content utilization
Content is everywhere you look online, which is why it’s important to stand out from the crowd when doing B2B marketing. You want to include features in your content that allow the user to feel engaged and like you’re going the extra mile to try and grab their attention. That’s why interactive content has become a go-to strategy for driving user engagement and collecting actionable insights.
Using interactive content also gives you the opportunity to gather data about your clients and use personalized CTAs based on their behaviors.
Interactive content for B2B marketing can include:
- A quiz about pain points
- A video that allows users to manage the narrative based on their needs
- A poll to gather further information about preferences
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Semantic search optimization
As a business, you always want to look beyond the surface level of what a customer is looking for. The same idea goes for the type of searches you should be optimizing your content for.
Semantic search refers to how algorithms look at the intent of the query being searched, not just what the words are. It’s all about the context. With this tactic impacting rankings on search engine results pages, optimization is key. You can optimize for semantic searches by using:
- A heading structure that increases readability and comprehension
- Schema markup
- Links to external and internal pages to showcase relevance
Want to attract new patients to your website with B2B content marketing trends? BURG+CO. can help
Staying on top of B2B content marketing trends can help keep your brand relevant to your potential clients. But if you’re not sure what trends to incorporate into your strategy, the SEO and content marketing experts at BURG+CO. can help you figure it out.
Our team has years of experience in helping healthcare brands improve their digital presence so they can attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Let’s turn your digital marketing goals into real growth. Contact BURG+CO. today to learn how we support healthcare brands like yours.