Over the last few years we have seen a rapid shift in businesses marketing. Driven by content marketing, many b2b marketers are moving away from traditional outbound techniques and towards a more inbound approach. Businesses are now finding traction in the publication of original content with far-reaching benefits from solidifying brand messages to growing audience and reach.
With Christmas around the corner (that’s 7 weeks!) we thought now is as good as time as ever to look at the top 3 b2b marketing trends we are most excited about for 2014.
Social media diversification
B2b has well and truly embraced social media, with marketers enjoying the opportunity social provides to connect with audiences across different platforms. This has driven marketers to create content that is engaging and present it in a range of forms across multiple channels. This diversification means b2b brands can build brand equity and become instantly recognisable in multiple arenas.
The recent B2b Content Marketing 2012 Benchmark Report told us, on average, businesses leverage their marketing across 6 different social platforms. We predict in 2014 that average will increase and marketers will use 7-8 social platforms in their content strategy. This is mainly thanks to the growth of visual social networking sites like Instagram and Tumblr.
Content marketing will explode
Content marketing is on the rise and it shows no signs of slowing down in 2014. B2b marketers have been establishing credibility and building trust with their audiences with valuable content via a range of platforms all year.
In 2014 content marketing will continue to leverage social media, eNewsletters, videos, articles and case studies however audience targeting will become more specific. Thanks to the Google Hummingbird update and the overhaul of Google analytics we see content playing an even bigger role in b2b marketing strategies in 2014. What’s more, finally in 2014, and thanks to improved reporting and marketing automation, b2b marketers will be able to attribute solid ROI to each piece of content in the content plan and be able to build a solid business case for the place of content (and social) in the b2b marketing mix.
Mobile is a necessity
No more is mobile a “nice-to-have”. Mobile is a must and should be treated with the same urgency as needing a website. A direct result of the explosion in popularity of smartphones and tablets as well as the BYOD trend sweeping offices, this upsurge means it’s crucial for companies to create content that’s easily accessible to mobile users.
e-Commerce websites need to pay particular attention to this and make sure the shopping experience is completely customised through mobile marketing and responsive design. If mobile isn’t implemented, businesses run the very likely risk of losing customers to competitors. As users shift from PCs and laptops to mobile devices, businesses that aren’t aboard the mobile-content train will suffer in 2014.
If you'd like to learn how inbound can boost your b2b marketing efforts, download The quick-start guide to inbound marketing for technology companies today!