The future of B2B content: Trends, predictions (+examples)

If you're selling to B2B audiences in any way, you’ll know how crucial content is. It's the way we communicate, tell our story, and convince people that our products or services are the right fit for them.

But, as with everything, content marketing is always changing. What works today might not work tomorrow. That's why it's essential to keep an eye on what's coming. 

In this blog, we're going to take a close look at where B2B content is heading. What should we expect to see more of in the future? And how can we adapt our strategies to make sure we're not left behind? 

Let’s dive in. 🤿

The current state of B2B content marketing 

Before we get into the trends and predictions, let’s take a look at where we stand with B2B content marketing right now. 

Today, the emphasis is on creating content that provides real value to the target audience. We're also seeing a shift in the type of content being produced. Blogs and social media posts still reign supreme, but video content is fast gaining traction. Podcasts are another growing format, with over 40% of marketers using them to reach out to their audience.

Finally, the role of data in content marketing cannot be overlooked. From informing content creation to tracking performance, data is firmly at the heart of B2B content strategy. 

So, to sum it up, the current state of B2B content marketing is all about quality, value, diversification of formats and a data-driven approach. 

Now, let's take a look at what's on the horizon. 

Emerging trends in B2B content

As we look towards the future, B2B content marketing is poised for some exciting new trends. 

Let's break it down.👇

1. The rise of self-service content

A trend that's gathering steam is self-service content. Today's customers want to find answers themselves before reaching out to sales. They appreciate comprehensive guides, how-to videos, FAQ sections, and other resources that allow them to understand products or services better. Expect a bigger emphasis on creating content that supports this customer-led journey.

💡Who does this well? Lavender.ai is a great example here. If you go to Lavender’s ‘What is Lavender’ section you can explore content walking you through the product, including a video explainer, get started and install for free, view a walkthrough, view testimonials, or talk to sales. And if you’re not ready to buy or try, you can get tonnes of value from their blog, including free templates and frameworks. 

2. Fun and relatable content

While B2B content has often been viewed as formal and technical, there’s been a positive shift towards more human, relatable, and entertaining content. Brands will aim to show more personality, using funny and trendy content to build relationships and engage with their audience on a more personal level.

💡Who does this well? The gold standard for funny tech B2B content has got to be this Slack video. It’s fast-paced, funny, and still manages to explain the advantages of Slack for a growing company.

3. The zero-click content revolution

With the rise of SERP (Search Engine Results Page) features like featured snippets, local packs, and knowledge panels, a lot of search queries now result in zero-click searches, where the user's query is answered on the SERP itself without them needing to click on a specific search result. Content strategists will need to adapt to this change, optimising content to appear in these SERP features and provide immediate value.

💡Who does this well? The Marketing Meet Up is an excellent example of a business doing zero-click content well, especially on LinkedIn. Joe and the team regularly post updates with video, carousels, and photos embedded in the post, so that you don’t need to click off LinkedIn to view them. 

4. Interactive content

Interactive content like quizzes, calculators, surveys, or interactive infographics, which engage users in active participation, will become more prevalent. These forms of content not only provide value but also keep users engaged longer, improving metrics like time-on-site and potentially boosting conversion rates.

💡Who does this well? Cognism is a brilliant example here. On their website, they have a whole section on Interactive Resources, including workflows and ROI calculators. 

Next, we'll delve into strategies your business can use to stay ahead in this rapidly evolving landscape.

Steps to stay ahead in B2B content

The future of B2B content might seem complex, but with the right strategies, your business can be well-equipped to navigate the changes and harness the opportunities they present. 

Here's how you can prepare for what's coming:

1. Develop a content strategy with flexibility built-in

With the constant shifts in the digital landscape, a rigid content strategy won't cut it. It's crucial to stay open to experimentation, be agile, and adapt your strategy based on what works and what doesn't. Monitor your analytics closely, stay updated with industry trends, and don't hesitate to tweak your strategy as required.

2. Prioritise high-quality content 

Even as we navigate new trends and technologies, one fundamental principle remains unchanged: the importance of high-quality content. Future-proofing your B2B content strategy isn't just about embracing the new; it's about perfecting the basics. Invest time and resources in creating content that provides real value to your audience—content that informs, engages, and inspires. High-quality content is more likely to earn the trust and loyalty of your audience, drive conversions, and foster long-term relationships.

3. Invest in content tech

Embrace technologies that can help elevate your content strategy. This could include investing in SEO tools, content management systems, AI-driven content creation tools, or AR and VR technologies. These tools can not only streamline your content creation and distribution processes but also provide unique, engaging experiences for your audience. Great examples that we use include Frase.io, Ahrefs, and Clearscope.

4. Embed experimentation and data analysis

Data should be at the core of your content strategy. Analyze your content performance regularly to understand what's working and what's not. Use these insights to refine your content strategy, improve content quality, and ensure you're delivering the right content to the right audience at the right time.

5. Focus on content distribution

Creating high-quality content is only half the battle; ensuring it reaches the right audience is equally vital, especially because of where we’re headed with zero-click content. This is where a robust content distribution strategy comes into play. Leverage various distribution channels—be it social media, email marketing, SEO, content syndication, or paid advertising—to expand your content's reach and visibility. Each channel offers unique advantages and can help you connect with different segments of your audience. Remember, the most effective content distribution strategy is one that's diverse, multi-channel, and well-integrated with your overall content strategy.

👉Remember, the future of B2B content isn't about choosing between quality and innovation—it's about merging the two to create a strategy that's dynamic yet rooted in providing genuine value to your audience.

Navigate the future of B2B content with confidence

Navigating the future of B2B content marketing can seem like a daunting task, but with a clear understanding of the emerging trends and a flexible, proactive approach, businesses can stay ahead of the curve. It's all about striking the right balance—staying true to the core principle of delivering high-quality content while embracing the innovations that new trends and technologies bring. 

By adopting a customer-centric, data-driven, and future-ready content strategy, businesses can not only ride the wave of change but also leverage it to build stronger, more meaningful relationships with their audience. Stay curious, stay agile, and remember—the future of B2B content is as exciting as it is transformative.

If these strategies, trends and examples inspired you but you’re still not sure where to start, we’re here to help. Just drop me a line at: kerry@rooandeve.com