“B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024” is a comprehensive research study conducted in collaboration with MarketingProfs and sponsored by Brightspot. This study sheds light on the current landscape of content marketing in the B2B sector, revealing that it is not always treated as a coordinated business function within organizations. One of the top challenges faced by marketers is the lack of resources, while another significant finding is that 72% of respondents reported using generative AI tools without proper guidelines for its implementation. This article highlights the key challenges faced by B2B marketers, such as creating the right content, ensuring consistency, and differentiating their offerings. Moreover, it explores the most popular content types and formats utilized by marketers, including short articles, videos, and case studies. Interestingly, the study reveals that effective content formats encompass case studies, videos, and thought leadership e-books. Lastly, it is worth noting that many B2B marketers anticipate AI technology to dominate content marketing trends in 2024.
Table of Contents
Challenges in B2B Content Marketing
Lack of coordination as a business function
B2B content marketing often faces challenges due to the lack of coordination within organizations. According to a research conducted by MarketingProfs and sponsored by Brightspot, content marketing is not treated as a coordinated business function in many organizations. This lack of coordination can lead to inefficiencies, misalignment of goals, and redundant efforts. To overcome this challenge, organizations need to prioritize content marketing as a strategic function and ensure that all departments are aligned in their content creation and distribution efforts.
Resource limitations as a top challenge
Another top challenge in B2B content marketing is the lack of resources. The research shows that many marketers cite the lack of resources as a major hurdle in their content marketing efforts. Limited budgets, staffing constraints, and time constraints can all contribute to this challenge. To address this issue, organizations need to strategically allocate resources to content marketing and explore ways to optimize their budgets and workforce. Outsourcing certain tasks or investing in automation tools can also help alleviate resource limitations.
Guidelines for generative AI tools
Generative AI tools have gained popularity in B2B content marketing, with 72% of respondents in the research indicating its usage. However, one of the challenges faced by marketers is the lack of guidelines for the use of these tools. Generative AI tools offer the potential to streamline content creation processes and improve efficiency. However, without proper guidelines, there is a risk of generating low-quality or irrelevant content. Organizations need to establish clear guidelines and best practices for the use of generative AI tools to ensure that the content generated aligns with their brand messaging and resonates with their target audience.
Creating the Right Content
Difficulty in creating the right content
Creating the right content is a significant challenge in B2B content marketing. According to the research, 57% of marketers find this aspect challenging. The right content is not just about delivering information; it’s about providing value to the target audience and addressing their pain points. B2B audiences are looking for informative and educational content that helps them make informed decisions. To overcome this challenge, marketers need to conduct thorough audience research, understand their needs and preferences, and tailor their content to provide relevant and valuable insights.
Most popular content types/formats
When it comes to content types and formats, short articles, videos, and case studies are among the most popular choices for B2B marketers. Short articles offer concise and digestible information, while videos provide an engaging visual experience. Case studies, on the other hand, showcase real-world examples and success stories, which can be particularly impactful in influencing purchasing decisions. By leveraging these popular content types and formats, marketers can effectively engage their target audience and deliver valuable information in a compelling manner.
Effective content formats
While short articles, videos, and case studies are popular, it is essential to determine which content formats are most effective in achieving marketing goals. According to the research, effective content formats in B2B content marketing include case studies, videos, and thought leadership e-books. Case studies offer a tangible demonstration of how a product or service has solved a problem for a customer, establishing credibility and building trust. Videos provide a dynamic and visually appealing way to convey complex information. Thought leadership e-books showcase expertise and knowledge, positioning the organization as an industry leader. By leveraging these effective content formats, marketers can maximize the impact of their B2B content marketing efforts.
Content Consistency and Differentiation
Challenges in creating content consistently
Consistency is key in B2B content marketing, but it can be challenging to maintain. Creating content consistently requires a dedicated and consistent effort, which can be hindered by various factors such as resource limitations, lack of creativity, and competing priorities. To overcome this challenge, organizations need to establish a content calendar, allocate dedicated resources, and streamline content creation processes. By setting clear goals and timelines, marketers can ensure regular content production and maintain a consistent presence to engage their target audience.
Differentiating content
Creating content that stands out from the competition is crucial in B2B content marketing. With the abundance of content available online, it is essential to differentiate and provide unique value to the audience. To differentiate content, marketers can focus on niche topics, innovative approaches, and personalized experiences. Conducting thorough market research, understanding the target audience’s pain points, and delivering tailored solutions can make the content more relevant and valuable. By offering unique perspectives and insights, B2B marketers can position themselves as industry leaders and attract the attention of their target audience.
Emerging Trends in B2B Content Marketing
Predictions for content marketing trends in 2024
Looking ahead to 2024, many B2B marketers predict several trends in content marketing. Personalization is expected to continue growing, with marketers focusing on delivering highly targeted and customized content to their audience. Interactive content, such as quizzes and assessments, is also anticipated to gain popularity as it allows for increased engagement and interactive experiences. Additionally, leveraging user-generated content and incorporating AI-powered chatbots for customer interactions are predicted to be on the rise. These trends reflect the ongoing shift towards more personalized and interactive content experiences in B2B marketing.
Dominance of AI in content marketing trends
The emergence of AI is expected to have a significant impact on content marketing trends in the B2B industry. Many marketers predict that AI will dominate the landscape in the coming years, transforming various aspects of content creation and distribution. AI-powered tools and algorithms can assist in content ideation, creation, optimization, and distribution, offering marketers more efficient and data-driven solutions. AI can help analyze large amounts of data, identify patterns and trends, and automate repetitive tasks, allowing marketers to focus on strategic activities. As AI continues to advance, B2B marketers need to adapt and embrace these technologies to stay ahead in the content marketing game.
In conclusion, B2B content marketing faces various challenges, including the lack of coordination as a business function and resource limitations. However, by prioritizing content marketing, allocating resources strategically, and establishing guidelines for the use of generative AI tools, organizations can overcome these challenges. Creating the right content involves addressing the difficulty of delivering value to the audience and utilizing popular and effective content formats. Consistency in content creation and differentiation from competitors are crucial for success. Looking ahead, B2B marketers predict trends such as personalization, interactive content, and the dominance of AI, emphasizing the need to adapt and leverage emerging technologies in content marketing strategies.