This Week in Marketing: What’s Next for Content Marketing?

Content marketing is in flux right now. Whether in search results or on social feeds, it can feel tougher to get your brand seen amidst growing content saturation, changing algorithms and AI-generated noise.?

While a robust, SEO-friendly blog is still part of a sound content strategy, we’re seeing new formats rise in popularity. Social-first posts – long-form posts on a social media platform intended to spark engagement in the feed – are gaining traction. Email remains a tried-and-true way to reach an opt-in audience. And LinkedIn newsletters combine the best of both worlds.

What does the future hold for content marketing? This week’s roundup can help you blaze your own trail. It starts with thought-provoking ideas about breaking old habits and finding new ways to engage with customers, and continues with tips on both creating content and justifying your strategy in the organization.

What to Read

Breaking the Cycle: The Insanity Principle in B2B Marketing (Forbes): If you’re feeling stuck in a loop with tactics that are giving diminishing returns, Jack Borie has tips to help you break the cycle through innovation, community-building and a focus on data.

Ranking B2B’s Top Three Content Formats for Engagement (DemandGen Report): What’s the Simone Biles of buyer engagement? See which format Kelly Linedenau puts at the top of the podium out of user-generated content, digital events & webinars, and short-form content.

How To Create User Stories That End Frustrating Conversations About Marketing (CMI): One of the trickiest parts of adopting new marketing technology is explaining to non-tech-immersed CEOs why you need it. Dennis Shiao has a good framework for getting everyone on the same page without seeming condescending.

9 Best Practices to Create Amazing Visual Marketing (Marketing Insider Group): Michael Brenner brings his practical and useful approach to the issue of making visual content more engaging with these nine tips. My favorite: aim for quality over quantity.

New Ideas for Modern B2B Leadership (LinkedIn Collective): Two senior marketing executives, Amanda Grant from choreograph and Rob Giglio from Canva, share how their approach to leadership is evolving in this brief clip from the LinkedIn Collective. Watch the full video here.

What to Watch

These 8 Mindset Shifts Made Me a Happier B2B Marketer?

Jade Tambini talks about her mental and emotional journey as the head of a B2B marketing agency in this inspiring and informative half-hour podcast.

What to Know

How is your marketing mix evolving? The 2024 B2B Marketing Benchmark shows that most marketers plan to increase investments in social media, connected TV, and digital and in-person events. Legacy channels like linear TV and print magazines will see the largest decline.

Follow LinkedIn Collective for more B2B marketing insights from smart marketers around the world.