In a small town, there lived a young guy named Benjamin. He came from a modest family of farmers but had no interest in continuing the family's agricultural legacy. Instead, he discovered his passion for crafting bespoke leather goods and became exceptionally skilled.
Benjamin, a talented craftsman, left his village for the city to pursue his passion for creating and selling leather goods. He set up a small workshop and proudly displayed a sign outside. However, despite his exquisite craftsmanship, Benjamin faced a challenge - he couldn't sell his products, an amusing term coined #CraftCrunch.
Benjamin studied his competitors to figure out why they were more successful. They used modern marketing techniques like vocal promoters and business cards. Unlike Benjamin, who only used a signboard, they also took customer feedback to improve their products. Benjamin realized he needed to change his approach and update his methods.
Fast forward to the B2B Tech landscape, where successful companies don't merely create; they engage. They align with the ever-evolving trends in content marketing to captivate audiences, foster loyalty, and establish lasting connections.
Looking back at 2023, we observed the prevalence of interactive content, generative AI, virtual reality, hyper-personalization, and diverse and inclusive range in influencing the content marketing industry.
To avoid being the "Benjamin" in your industry, consider these top 5 B2B Tech Content Marketing Trends 2024 that can propel you to success!
Trend 1: The Surge of Generative Artificial Intelligence in B2B Tech Content Marketing
Following the advancements made in 2023, it is clear that generative artificial intelligence (GenAI) will continue to play a prominent role in 2024. Tools like ChatGPT and Grammarly have significantly advanced text creation and curation. Marketers now have access to tools like Midjourney that can generate personalized images. These tools have become essential companions for content creators.
GenAI is a versatile tool that can assist with tasks such as content creation, data analysis, keyword research, trend spotting, understanding user behavior, and developing content marketing strategies. And plays a crucial role throughout the process, from idea generation to marketing execution.
According to Noz Urbina, a omnichannel strategist at Urbina Consulting, AI isn’t just for creation and delivery. By using AI in the earliest stages of research and strategy, marketers can convert existing persona research into interactive AI simulations. Ask them anything, anytime.
AI personas can support detailed personalization and strategies, which helps leverage infrastructure investments and accelerate content planning.
According to the Content Marketing Institute's survey, 75% of content marketers are utilizing the capabilities of GenAI. This includes generating ideas, creating headlines, writing content, proofreading, and outlining.
Organizations should analyze their structure to identify areas where Generative Artificial Intelligence (GenAI) tools can be strategically used. This integration of GenAI tools can enhance content creation and optimize campaign management processes, leading to increased output without compromising quality.
Content marketers must enhance their collaboration with revenue teams and align their strategies with business goals, incorporating AI for increased efficiency, improved personalization, enhanced targeting, and automated insights. The synergy between marketing and sales yields tangible advantages such as improved retention, higher win rates, and increased revenue. A profound understanding of business goals and processes throughout the customer journey empowers content strategies to drive substantial business outcomes.
The integration of AI empowers content leaders and teams to streamline processes, achieve scalability, and prioritize strategic content initiatives. This approach not only saves time but also enables a focused effort on maximizing impact, crucial for keeping pace with the dynamic business environment.
In addition to content creation, ChatGPT, and generative AI have applications in data analysis and personalization. Analyzing user preferences and behaviors enables the creation of tailored content that enhances engagement and provides unique experiences. As businesses incorporate generative AI, addressing concerns regarding data privacy, ethics, and potential misuse is essential.
ChatGPT is recognized as a valuable tool in data analysis, transforming how data analysts process, explore, communicate, and collaborate on data-driven insights. It effectively handles substantial data volumes, reshaping the analyst's working methods and revealing insights.
Businesses should seek expertise in using advanced tools, staying updated, and providing relevant data to prepare for a future dominated by GenAI. Keeping pace with technological advancements ensures organizational innovation in deploying GenAI.
It is recommended that the use of GenAI technology be initiated gradually, starting with a foundational approach. GenAI helps optimize operations, allowing human resources to prioritize strategic and creative aspects of business development. Strategic adoption of GenAI empowers businesses to utilize advanced tools for sustainable growth and innovation effectively.
Trend 2: The Essential Nature of First-Party Data Collection as a Critical Data Asset
Collecting first-party data has always been a part of businesses data management. But recent shifts in the digital sphere have made it more critical than ever. Google's decision to phase out third-party cookies is crucial in this shift. The process will start in the first quarter of 2024 and is expected to be completed by the end of that year. This is significant because Chrome, the most widely used browser, dominates the digital world.
The impending elimination of third-party cookies highlights the importance for businesses to adjust and evaluate their strategies online without cookies. To assist companies in this transition, Google has introduced Privacy Sandbox APIs. While the impact primarily affects Chrome users, the widespread use of Chrome requires a thorough examination of this transformation.
First-party data plays a crucial role in strengthening businesses' content marketing efforts. It provides a reliable source of audience data, enabling informed decision-making in content creation. In addition to its reliability, first-party data stands out for its freshness, quality, and accuracy, allowing for personalized experiences.
According to a survey by Gartner, 82% of marketing leaders were prioritizing first-party data as a strategic focus for creating immediate customer value in 2023. Ant Duffin, a Senior Director Analyst from Gartner Marketing, highlights the industry's response to the upcoming devaluation of third-party cookies, stating that marketers must adjust by utilizing alternative data sources to drive personalization and establish strong customer connections.
Businesses must evaluate their internal processes for collecting, storing, and processing first-party data. Collaboration across organizational functions is necessary to establish a seamless pipeline for data sharing. Businesses must adopt improved first-party data collection methods to reduce reliance on third-party data. Techniques like surveys, user registrations, event tracking, and customer behavior analysis offer viable approaches. At the same time, businesses should prioritize data security and privacy by enhancing measures and tools against breaches, malware attacks, or leaks. This proactive approach protects against potential risks and builds user confidence, trust, and loyalty.
Trend 3: Elevating Marketing Impact Through Dynamic and Interactive Content
Starting in 2023, the content landscape will evolve into 2024 by introducing interactive and dynamic elements. Traditional static content, like articles, is less effective in captivating audiences. The focus will shift toward dynamic and interactive exchanges, marking a transformative era in content marketing in 2024.
Videos are gaining attention as a form of dynamic content. This includes live events, podcasts, interviews, and short-form videos like Instagram reels. Businesses are also embracing memes on social media. The landscape of interactive content is being redefined by the integration of augmented reality (AR), virtual reality (VR), mixed reality (MR), and emerging technologies like the Metaverse. Industry leaders like Apple and Meta are unveiling new immersive headsets to drive this transformation.
Interactive content is valuable for engaging audiences and improving the customer experience. According to Alex Membrillo, CEO of Cardinal, an SEO company, interactive content allows readers to participate actively rather than just passively consume information.
According to OutGrow, static content captures attention for about 8.5 minutes, while dynamic range engages viewers for 13 minutes. Additionally, interactive content has a 52.6% higher engagement rate than static content and accumulates views at a rate five times greater. As a result, marketers are expected to prioritize dynamic and immersive content as a critical component of their strategies in 2024.
Content marketers for b2b tech content marketing need to adapt to the changing landscape and shift their approach. They should avoid long-form static content and embrace dynamic styles such as infographics, short videos, memes, podcasts, and more. To improve video content marketing, they should enlist expert scriptwriters and video editors or collaborate with social media influencers and content creators. Businesses should also explore interactive content like quizzes, tests, polls, competitions, ROI calculators, and demo videos to engage their audience actively. The goal is to foster engagement rather than passive observation.
Trend 4: Effective Content Production Through Hyper-Personalization and Hyper-Segmentation
Building upon the progress made in 2023, hyper-personalization is thriving in 2024, accompanied by its counterpart: hyper-segmentation. But what is the explanation behind this duo?
Marketers have always focused on creating personalized and targeted messages. However, the current focus is on delivering that personal touch in real-time. It's not just about getting close to what consumers want; it's about being right on target. For example, when a user looks for shoes on Amazon, the platform instantly suggests related items like socks or shoe polish. Streaming platforms also recommend shows and movies based on a user's preferences. The key is to provide customized and tailored experiences that increase customer satisfaction, loyalty, and brand recall.
According to McKinsey, 70% of consumers expect personalization and may be disappointed if it is lacking. Twilio also found that 57% of surveyed consumers believe a personalized experience would increase loyalty. As a result, hyper-segmentation becomes crucial for content marketers in 2024 as they try to reach a wide and varied audience.
According to Laurie Tucker, the Senior Vice President of Corporate Marketing at FedEx, customers in today's digital world expect a hyper-personalized experience. This means knowing them as individuals and providing access to more information and visibility. To establish meaningful connections with clients and potential consumers in 2024, hyper-segmentation is the direction to follow.
In 2024, businesses are urged to break down their audience into smaller groups. This means diving deeper into specifics like job titles, age, gender, location, interests, education, pain points, lifestyle, and values. To achieve this, businesses must use advanced analytics and customer insights to create well-defined audience segments. They should also give their marketing, sales, and customer service teams a no-code user interface to define and analyze customer segments using existing data quickly. This can save time and be a game-changer for businesses.
Trend 5: Tech Content Marketing Navigation to Be Guided by Social Media.
The popularity of social media will only increase in 2024. It is a virtual space where consumers can find entertainment news and show loyalty. Content marketers will likely use social media platforms for connection and engagement in the coming year.
Content creators utilize GenAI to create real-time content, and social media platforms provide valuable insights into current trends and engagement. New social media platforms like Meta's Threads are experiencing rapid growth, with 100 million users in just one week.
If you're still unsure about the critical role of social media, a lesson from Jeff Bezos, the CEO of Amazon.com, can change your perspective. He wisely notes, "If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy online, they can each tell 6,000 friends."
According to a study by Kepios in October 2023, approximately 61.4% of the global population, which amounts to around 4.95 billion people, were active social media users. This sizable portion of humanity highlights the logical decision for content marketers to utilize the valuable real-time data insights social media platforms provide.
More B2B buyers use social media to connect and research vendors and solutions. LinkedIn, Instagram, and Facebook are essential platforms for this. Social media is not just for marketers to communicate with their audience but also for understanding market dynamics and consumer behavior. Keep an eye on social media in 2024 to shape a strong content marketing strategy.
Businesses are investing more in refining their social media presence. This requires monitoring various platforms regularly. GenAI tools can create content that aligns with current trends. More is needed to create content; businesses must listen to real-time feedback and consumer insights. This allows for quick strategy adjustments. Excellent customer service on social media is crucial. This means responding promptly, satisfying unhappy customers, and keeping the audience engaged. These factors will determine b2b tech content marketing success in 2024.
Summing Up
And just like that!
B2B tech content marketing aims to attract and engage audiences, turning them into loyal customers through various strategies and platforms across different media landscapes. Each year, businesses employ an assortment of methods and trends to connect with their target demographics.
In 2024, businesses should consider incorporating emerging trends such as generative artificial intelligence (GenAI), collecting first-party data, creating dynamic and immersive content, focusing on hyper-personalization and hyper-segmentation, and strengthening social media efforts. These trends are expected to gain momentum and importance this year.
Contact us today if you want to learn more about implementing these innovative b3b tech content marketing strategies into your business framework. We can help you navigate the changing landscape and stay ahead by embracing these transformative trends.
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