What Does B2B Content Marketing Look Like in 2023?
Sometimes marketers can spot trends as they are on the rise and sometimes we are hit over the head with them (can we say ChatGPT?).
What we’ve seen so far this year has been a mix of both: trends that have been gaining steam for a long time and quick pivots as marketers adapt. The past six months alone have given us everything from AI writing to Twitter uncertainties. Everyone loves to talk about their predictions at the start of the new year, but it’s always interesting to watch reality unfold.
Are we crystal ball-gazers? Of course not! But we’ve been watching and listening and have seen some themes emerge for B2B content marketing — trends that will likely continue beyond 2023.
Content efficiency matters more than ever
Had anyone heard of Mastodon a year ago? Or how about the rise of TikTok as a social channel for B2B brands? Have the words “media company” been floated around your content team?
But as marketing teams have felt the pressure of the economic downturn, they know the task at hand: produce content on smaller budgets and with fewer resources.
That means honing in on the content strategies that are working. There isn’t much room for investing your time across multiple channels if you’re not seeing results.
More than ever, teams need to:
- Use resources wisely
- Automate (or possibly eliminate) tedious tasks
- Repurpose content to gain more mileage
“Content repurposing is about getting the maximum return from every single piece of content you create. Content repurposing can take many forms, and there are lots of different and creative ways that you can repurpose your content, but every content creator must repurpose.” – Amy Woods, Content 10X
While you may be relying on the savvy of your in-house team, if they’re stretched too thin it’ll impact their work. And if your resources are limited, be mindful of what you’re asking them to do. Very few content marketers are unicorns who excel across multiple types of content, so play to their strengths. If you need to, supplement your team with external resources for very specific tasks (like editing or an eBook).
[bctt tweet=”“Repurposing is about getting the maximum return from every single piece of content you create. Content repurposing can take many forms, and there are lots of different and creative ways that you can repurpose.” — Amy Woods @content10x” username=”toprank”]
Attribution is a tricky business
As content teams branch out more into media like video and podcasts, it becomes harder to measure the ROI of these efforts — at a time when your content team may be feeling the pressure to produce results.
We …read more
Source:: Top Rank Blog
