The business world changed drastically in 2023 with the pandemic officially over. So, it’s no surprise that B2B content marketing is going to be just as transformational in 2024.
Some top trends to look for relate to the rise of artificial intelligence, but not all of them. Here’s what you can expect in B2B content marketing in 2024.
Artificial Intelligence
There is more AI software out there than ever that can help content marketers, whether it helps you brainstorm and create content (ChatGPT, Bard from Google, etc.) or personalize the audience’s experience.
No matter what content marketers are working on, AI will be an integral part of the process if it isn’t already. In fact, 72% percent of marketers already use these tools, so it’s only a matter of time.
Conversational Content
AI-generated content might be popular, but it depends on how heavily AI is used to create it. When content isn’t made at all by a human being, customers and potential clients can spot it from a mile away. So if you aren’t too careful, it can hurt brand equity.
Content should feel authentic, like it’s coming from a conversation with a close and trusted friend. That has always been the intention of marketing, and technology shouldn’t change that. We can use technology to help create and post the content, but the moment someone feels like it’s a robot interacting with them, that’s a problem. Authenticity and personality in the content helps, especially when you incorporate a story.
Personalization
That said, personalized content and experiences are still in high demand. It’s all about the timing and how it’s presented. AI makes it easier by using people’s inquiries, location, demographics, and more to determine what type of content should be served. But by using dynamic personalization, marketers can show relevant content in real-time and even optimize the experience through the type of device the person is using.
Creating More with Less
Less is more, even with content creation. Marketers will have to be intentional about the content they’re putting out into the world with less budget to work with and more competition.
Again, the content needs to be personalized, but also multi-purposeful, like a blog that can be turned into an infographic or a video with the ability to be broken up into multiple, shorter videos that draw more attention. All of these aspects will play a big role in content creation in 2024.
AI’s Effect on SEO
Click-through-rates are affecting SEO and that will continue to be the case in 2024. Again, intentional content will play an important role in shifting SEO efforts. It will be important to focus on bigger questions, which are more likely to encourage website clicks. Thought leadership blogs and other content can help.
Investing in LinkedIn
I’m always astounded when B2B businesses don’t market themselves through LinkedIn. In my experience, it gives these businesses the best value compared to other social media platforms, and I’m not alone in that sentiment. 84% of B2B marketers feel the same way, and that’s probably why 72% of these marketers increased LinkedIn spending over the last 12 months.
If you aren’t doing much on LinkedIn, the first thing you should do is post consistently through your business account, plus have employees share business account posts, especially the C-suite. If that does well, then it’s worth pursuing paid offerings like ads or getting LinkedIn Premium for your sales team and C-suite if they will use it. Nine times out of ten, all of it is worth it.
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AFJ Digital 