B2B Content Marketing in 2017 – The Year of Publishing Dangerously?

B2B Content Marketing in 2017 – The Year of Publishing Dangerously?

What’s likely to come next from the desks of B2B marketers? Some say content will be shorter; others point to a need for in-depth content that goes beyond basics. The continued demand for short, easy to digest content will be met through interactive infographics, short videos and vlogs, and live streaming of informative video. Content to Become Increasingly Personalized for ABM Use Search Engine Watch found that 70% of B2B marketers intend to create more content in the coming year, and further predicted that marketers will focus on creating more personalized content. In 2017, we will see convergence of content development that will allow personalized content to be created in real time that will support ABM and leverage extensive data profiling and predictive marketing. An integrated, data-driven approach to customer interaction will necessitate more consistent, personalized and interactive communication using different channels and devices. The greatest impact in this area will be from the integration of data from not only different marketing technologies but also different marketing channels including integration of offline comments using transcription technologies. Digital Marketing Will Disappear into the Mix Many have expressed the viewpoint that the above term should no longer be seen or heard; since digital and traditional forms of marketing are all part of the same thing: marketing. In what is increasingly considered the ‘post-digital marketing world,’ digital media and technology in marketing are omnipresent. “Digital marketing activities” need not be viewed separately any longer; they are simply part of the marketing process.

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2017

What’s likely to come next from the desks of B2B marketers? Since the recent rush toward content marketing shows no signs of abating, it’s not surprising that many predict an increased focus on content marketing in 2017.

Some say content will be shorter; others point to a need for in-depth content that goes beyond basics. “Smarter content marketing teams will move away from generic articles to those that bring more depth, and something new to the discussion,” says B2Bento’s Sunil Shah.

Based on what I’ve seen in recent months, content curation should become even more important for B2B marketers in 2017. The continued demand for short, easy to digest content will be met through interactive infographics, short videos and vlogs, and live streaming of informative video.

And while we’ll likely see an explosive growth in use of videos, the focus of video content will be more on education and less on features.

Content to Become Increasingly Personalized for ABM Use

Search Engine Watch found that 70% of B2B marketers intend to create more content in the coming year, and further predicted that marketers will focus on creating more personalized content.

But that’s only part of the picture. “Account-based marketing will become more mainstream…in 2017, we will see the number of B2B companies testing and running full-fledged ABM program rise,” according to Shah.

As businesses reach a level of maturity with the ABM strategies they’ve adopted, there will be an increased need for content that supports ABM.

In 2017, we will see convergence of content development…

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