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B2B content marketing is an evolving and dynamic field with changes in consumer behaviour, algorithms, formats and data analytics.
Hence, it's worth reviewing some of the content marketing-related data points that are sure to have a huge impact on B2B marketing strategies in 2022. By keeping these factors in mind, brands will be better positioned to create high-quality content that can engage their customers better and drive better return on investment (ROI). So let us look at 5 key aspects to consider:
Youtube, TikTok, Insta stories among others have driven video consumption to a large extent around the world. According to PEW research, over 73% of users access Youtube to check video content. What does this mean for marketers? Increasing your investment in video is the need of the hour. Having quality videos created, optimised for keywords, having the right meta tags, and publishing on your company's Youtube channel can maximise visibility for your brand on online search.
In 2021, we will see voice search becoming more mainstream. This shift will have huge implications for marketers concerning SEO and keyword strategy. Added to it, the ever-evolving google search algorithms, it's imperative that marketers will have to increase their focus on long-tail keywords, contextual keywords to drive organic traffic. Leveraging AI-powered contextualization for voice search can be another game-changer for brands. Ensure you adopt all voice search best practises to ensure you are reaping maximum benefits from it.
According to an Edelman study, close to 60% of decision makers will evaluate vendors or service providers based on the thought leadership they demonstrate through their content. This makes it very clear that brands need to focus on the entire funnel to demonstrate thought leadership while they form their content strategy for 2022. Ensuring a systematic approach is taken to demonstrate thought leadership effectively will be the key for brands.
According to the CMI report, over 50% of businesses have outsourced their content marketing efforts. Among these, content creation is the most outsourced activity. This ensures that they can create quality content while scaling up the volumes to meet their SEO requirements. If you're looking for ways to up your content game, outsourcing it to an expert content agency will be a good idea.
The success of any content marketing strategy depends on how well you understand your customer and have tailor-made content available to influence their decisions. According to the CMI, 88 percent of top-performing content marketing programs target their audience's needs rather than promote sales-centric messages. Having content that demonstrates a unique point of view will be crucial to ensure better engagement with your target customers.
While no one can give a comprehensive view of what's to come in 2022, these insights can help you streamline your 2022 strategy to gain better mind share and thereby better market share.
Karthik is the Co-Founder of Pink Ladder and Founder & Director of ThoughtStarters. He has over a decade of experience in branding, communication strategy, executive communication & thought leadership marketing, human resource and operations management. He has been instrumental in creating many award winning programs for leading brands like MeritTrac-India's largest Skills Assessment Company, Wipro Technologies and Accenture. He has worked closely with leading universities, industry bodies, analysts and research firms globally and acted as a catalyst in providing best practices and insights to customers across sectors. He has authored papers & articles in international journals & has been a guest speaker at many Ivy League Universities globally. He is a serial entrepreneur, always on the look out for the next big idea! Karthik has a Bachelor's Degree in Computer Science from Bangalore University and an MBA in Marketing & Finance from IIPM Bangalore.
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