Content strategies are evolving faster than ever before. A recent LinkedIn report reinforced something we always knew as B2B marketers: traditional techniques are folding into cutting-edge approaches to engage audiences in a hyper-connected world. Today, the battle for your audience's attention demands a content strategy that's bold, visual and (most importantly) dynamic. 9 out of 10 CMOs advocate it!
So, what’s cooking in the B2B kitchen?
1. Social media: Still the crowd favorite
Social media remains the most valuable player, with 75% of marketers banking on it as their go-to channel. Why? Because it’s where attention spans are short, but the ROI is tall. But here's the kicker: while brands are posting, only a few are really standing out.
Pro tip: Layer in short-form videos (the ROI superstar) for some serious scroll-stopping magic. A well-executed 30-second snippet can do more for your brand than a 1,500-word manifesto ever could.
Watch an example here.
2. Blogs: The surprise comeback
Life is but a full cycle. Blogs are staging a comeback. Powered by generative AI, marketers plan to ramp up their blogging game. Think about it: when done right, a thought leadership blog doesn’t just build expertise; it feeds your SEO like a high-protein diet.
Blogs showcase your expertise, rank you higher on Google, and drive traffic that sticks. With the right mix of insights, storytelling, and shareable content, blogs don’t just inform, they convert!
Pro tip: Write like you're talking to a friend. Keep it fun, relatable and loaded with value. If it doesn’t make you say, “I’d share this!” start over.
3. CTV: The newest kid on the block?
Meanwhile, CTV is the new frontier. 55% of marketers are eyeing CTV for their next big content push. It’s bridging the gap between binge-worthy entertainment and hard-hitting brand messaging. Imagine your next product launch as a mini-series. Sounds binge-worthy, doesn’t it?
Connected TV isn’t just about streaming Netflix; it’s about hyper-targeting your audience with precision through personalized ads, product positioning, retargeting website visitors, and creating interactive ads that boost user engagement. Think QR codes to book a demo, sponsored documents on industry trends, or immersive AR/VR experiences.
Pro tip: Hook your audience in the first 5 seconds with something unforgettable, and they’ll stick around for the full story.
4. Visual content: Not optional; essential
Walls of text just don’t cut it anymore. More than 50% of marketers say videos and infographics are their top-performing formats. Why? Because visuals are the difference between a “meh” scroll and a “wow” click. And nothing sticks to your memory like a powerful video byte.
Here’s the zinger: If you’re not investing in visual storytelling, your competitors probably are. (Cue FOMO.)
See an example of a video that works here.
5. The "opportunity gap" you can’t ignore
Static content is not all dead. We already discussed blogs and the incredible value it adds to your SEO and brand positioning. But while most marketers are busy with status quo content, there's an untapped opportunity to dominate with data visualizations and infographics.
Want to explain your ROI or showcase customer success? A sleek infographic can do in seconds what a paragraph struggles to convey in minutes.
Here’s how.
Key takeaway: Evolve or fade
The data is increasingly clear. B2B marketers who innovate with their content formats are the ones building stronger customer relationships and brands that stick. Whether it’s diving into video, experimenting with CTV, or perfecting that visual flair, the time to act is now.
Because in today’s world, being seen is easy, but being remembered? Not so much.
That’s where we come in. Ready to plan your next move?
*The figures mentioned in this blog are sourced from the 2024 B2B Marketing Benchmark report by LinkedIn.
