What B2B Content Marketers Need To Know About The Latest Trends Report

Thanks to the folks at Content Marketing Institute ( CMI ). We appreciate the work that you put in, so that people like us can benefit more in these type of reports.

Recently Content Marketing Institute published a report on B2B content marketing trends for 2023.

These are the tidbits that struck us as most noteworthy.

• 47% of organizations plan to hire or contract for content producers in 2023
• Practitioners cite producing quality content, cover topics and actively promoting the content they publish as differentiators
• 57% of B2B content marketers expect to see investment in social media / community building in 2023
• Use of videos was at 75% this year, up from 66% last year, making it the second - most common content asset type behind short articles.

In Person Events

Usage was up to 47% from only 19% a year ago. They were also named as the most effective content asset.

B2B Content Marketers Are Struggling To

Nail down their tech stack: 28% said they have the right technology in place and properly utilized.

Correlating data across multiple platforms is cited a s the greatest concern among many growing struggles.

The Industry Is Hungry For Specialized Content Producers

When asked which B2B content marketing role their brand planned to hire or contract for 2023, the overwhelming most common answer was content producers, exemplified by writers, designers, photographers and videographers.

Roughly half of all respondents ( 46% ) said one group or person is responsible for handling all types of content in their organization. The growing need for specialization in the face of media fragmentation and changing consumption preferences is evident.

Top 3 Ingredients In Successful B2B Content

When it comes to differentiating in the crowded digital marketplace, practitioners point to three focuses above all:

1. Producing quality content ( 83% )
2. Covering topics ( 72% )
3. Actively promoting the content they publish ( 50% )

The top answer should come as no surprise; audiences want quality content. The second and third items are worth reflecting upon, as B2B content marketers have natural tendencies to gravitate towards trendy topics in their industry and to give content promotion a backseat behind creation.

Online Community - Building Is On The Rise

The importance of online communities in marketing became elevated as the pandemic struck, with people turning to the web in search of connection, kinship and support. As brand communities continue to gain traction, those who invest early in establishing them will be at an advantage.

In - Person Event Are Back And Driving Results

The use of in - person events was quite low in last year's report ( 19% ) but it saw a huge rebound this year, with 49% of B2B content marketers listing it as a way they reached their audiences. Not only that, but the tactic delivered big returns.

Thanks for reading and subscribing! And a Big shoutout to the folks at Content Marketing Institute ( CMI ) .

Much Love.