4 B-to-B Content Marketing Trends in 2015

Dana Drissel
B2B Marketing
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Key Takeaways
  • According to the Content Marketing Institute, 9 out of ten
    B-to-B marketers are actively utilizing content marketing, regardless of their size or industry.
     
  • Immersive, interactive storytelling gives companies a means to strategically orchestrate an agile selling environment, empowering their customers to uncover the true value of a product or solution while creating an emotional connection.
  • By incorporating consistent marketing messages within interactive digital experiences, companies can better tell their product story in a branded user environment.

Thanks to the downfall of traditional static marketing, which fails to deliver as technology changes, content marketing has been a top priority this past year. According to the Content Marketing Institute, nine out of 10 B-to-B marketers are actively utilizing content marketing, regardless of their organization's size or industry. Here are four trends that B-to-B content marketers can expect to see in the year to come.

1. More engaging content. In 2015, the evolution of technology will make content marketing even more engaging because it allows for an added layer of interactivity and involvement. Put away your stagnant collateral and boring PowerPoint presentations—interactive content is becoming the primary method of attracting new customers.

One way that marketers are targeting customers and creating this engagement is by using drip-marketing campaigns via marketing automation tools. Drip marketing is a sequence of prefabricated e-mail messages that are sent to contacts based on the customer’s previous actions, needs, interests or preferences. 

Immersive, interactive storytelling gives companies a means to strategically orchestrate an agile selling environment, empowering their customers to uncover the true value of a product or solution while creating an emotional connection. This added level of engagement allows users to circumnavigate relevant materials and explore as in-depth as they deem necessary. Customers are now engaging with content and becoming part of the selling narrative by having the ability to influence the outcome as they explore consistent marketing messages.

2. Enhanced levels of personalization. Personalization will continue to make strides in 2015, especially with the continuing development of marketing automation tools that create more unique and relevant customer engagement. With an abundance of those tools available, companies can directly target customers based on specific needs or wants, which, in turn, helps marketers push specialized content to them. If customers are reading, comprehending and interacting with the meaningful content created and sent to them, then it will elevate their experience and provide them with greater knowledge retention, which translates into increased usage and sales. With 78% of the most successful marketers creating more content than they did a year ago, it only makes sense that the popularity of marketing automation will keep pace.

3. Reusable content. In a 2014 survey conducted by the Content Marketing Institute, marketers were presented with a list of 28 content marketing initiatives and asked to indicate which ones they were working on now and which ones they plan to begin working on in 12 months. Marketers reported that they are currently working on an average of 13 initiatives and are planning to begin working on an average of eight new initiatives in the coming year.

Sixty-nine percent of marketers surveyed said that they wanted to create more engaging content, while 86% of businesses said that they were also looking for ways to repurpose content across new platforms, without recreating or reformatting it in any way, within the next 12 months.

Companies are seeking out the ability to create cost effective, user-driven content that can address multiple constituents within the buying ecosystem, and across multiple selling environments (sales meetings, websites, trade shows, briefing centers, training, etc.). Same brand, same message, same value story.

4. Utilization at in-person events. Did you know that 70% of companies list in-person events as their primary tactic for distributing content marketing? Interactive product storytelling applications on touch screens and mobile devices allow customers to create their own buyer journey within a trade show booth, navigating how products operate together in a variety of real-world scenarios to solve their problems. By incorporating consistent marketing messages within these interactive digital experiences (via relevant notes and sales materials), companies can better tell their product story in a branded user environment.

This article was originally published in the December 2014 issue of B2B Marketing​.


Author Bio:

 
Dana Drissel
Dana Drissel is the senior director of marketing at Kaon Interactive.
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