The Top B2B Content Marketing Trends of 2017

The Top B2B Content Marketing Trends of 2017. Here are five content marketing trends that will help you engage more customers in 2017. But the year ended with some good news on the content marketing front: B2B marketers are achieving better results from their content. According to The B2B Content Marketing 2017 Benchmarks, Budgets, and Trends report, 62 percent of B2B marketers say that their approach is more successful than it was just a year ago. Meanwhile, 85 percent of B2B marketers are creating higher quality and more efficient content. Creating Content for Customer Retention According to Bain & Co, a five percent increase in customer retention will boost your profitability by 25 percent to 95 percent. The more successful they are, the more they will rave about how great you are. Sales reps can also let you know what questions prospects are asking, so you can create content that speaks to their needs. Authenticity is also important, especially with Millennials. Download Your 2017 B2B Content Planning Guide: The 5 Questions You Need to Ask to Make Your Content Successful This Year and Beyond.

Author: Rachel Foster / Source: Business 2 Community

Succeeding with content marketing means keeping up with the latest research, trends and best practices. Here are five content marketing trends that will help you engage more customers in 2017.

2016 certainly had its ups and downs.

But the year ended with some good news on the content marketing front: B2B marketers are achieving better results from their content.

According to The B2B Content Marketing 2017 Benchmarks, Budgets, and Trends report, 62 percent of B2B marketers say that their approach is more successful than it was just a year ago. Meanwhile, 85 percent of B2B marketers are creating higher quality and more efficient content.

That’s great news!

But staying on top of your game means being in the know about which tactics will best engage your audience. Now is the time to look at what’s coming down the content marketing pipeline. It’s also an ideal time to examine how your strategies have performed over the past year, along with how you can refine them to achieve better results.

Here are five content trends that you can apply to your marketing:

1. Creating Content for Customer Retention

According to Bain & Co, a five percent increase in customer retention will boost your profitability by 25 percent to 95 percent.

But many B2B marketers use their content to attract new leads, rather than increase the lifetime value of their customers.

While generating leads is important, you can also use content to increase customer engagement and boost retention. For example, content can help with your onboarding process, especially if you sell B2B technology that has a learning curve. Educating your customers with video tutorials, blog posts, and emails will help them be more successful. The more successful they are, the more they will rave about how great you are.