Trends in B2B Tech Marketing

At the time of this writing, 2024 is already into its third quarter and businesses will be looking back at what plans and strategies worked, which ones didn’t, and what they can do to improve their ROI and bottom lines in 2025.

When it comes to content marketing, the trends can evolve and change, but can also stay the same. In this blog, we’ll look at a couple of trends that marketers should contiunue to pay attention to in the coming year.

Trend 1: Marketers Are Embracing AI

Most digital marketers have adapted to and integrated artificial intelligence (AI) into their marketing strategies—at least in some form. Often to save time and resources. 

According to Semrush's 2024 AI Content Marketing Report for SMBs, 67% said they use AI for content marketing and SEO. 

Trend 2: Brands Are Adopting Expert-Led Content

Expert-led content is content created by (or with the help of) industry experts. To boost the content’s authority and credibility.

How does it do that? 

Expert-led content often provides deeper insights and nuanced viewpoints than generic blog posts or surface-level articles. 

It addresses complex pain points that resonate with your target audiences. And helps you position your brand as a go-to source for reliable information.

That’s why content created with Google’s Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) guidelines is so important. And more likely to rank in search results.

Here are some tips for creating and distributing expert-led content:

• Identify experts with strong authority and alignment with your brand’s values
• Focus on providing in-depth knowledge and unique data, research, or other insights to your audience
• Choose formats that resonate with your audience
• Promote content in collaboration with experts across various channels. To maximize its reach.
• Optimize your content for search engines. And repurpose it for different channels (e.g., social media, YouTube).

To go along with content, personalized experiences is the next trend for marketers to keep an eye out for. Personalization has been growing with consumers for quite some time; from visiting a vendor website to opening an app, the ability for a customer to feel as though a company knows who they are, their preferences, and their interests. Amazon is a great example of this when you sign in:

• Amazon knows your name and how long you’ve been a member
• It’ll display your browsing history, with the last thing you looked at
• If you’re a Prime member, it’ll show you the last show you were in the middle of watching
• The site will show you recommendations based on what you’re previously bought or viewed

What these trends mean for marketers
 

So what do these continuing trends mean for marketers today and tomorrow? It means that content marketing has become the de facto marketing tactic. Not only that, but things like video, personalization, and voice are actually just components of that content marketing; for marketers, these new ways to engage with users and customers are the keys to more effective strategies when it comes to connecting with buyers.
 

Content can be the tool needed to boost your marketing strategies to propel your organization to marketing success. These are just some of the benefits to using content:
 

• Build and earn trust with readers and potential customers
• Build up your brand identity and authority
• Generate more traffic to your website
• Generate more quality leads

Above all, content marketing can bring the masses to you and your organization. Let us know what your marketing goals are. will you be leveragiong AI? Will you be using the trends listed or something else?