As 2019 winds to a close, we’re looking into the marketing crystal ball to see what’s in store for the new decade. The next year is going to bring some big things that may shake up marketing technology. Content marketing has well established itself among B2B marketers. According to Forbes, 89 percent of B2B marketers are using content marketing to drive their brand forward. But the content marketing landscape is changing. Content increasingly relies on video and less on branded content.
According to the Martech Landscape survey supergraphic, the technical marketing landscape has slowed slightly over the last year but continues to grow. There are now over 7000 technical solutions to marketing pain-points, offered by 500+ companies. A few solutions vanished (+5 percent of them), but the number of solutions added far exceeded the number removed. The changes reflect the explosion in the growth of content marketing itself. Large companies or those receiving some investor funding are the ones offering these new marketing tools. There are a few giants and vast stretch of niche product developers.
More and more, SaaS platforms are where one can find Marketing technology. That makes it easier for marketers to plug in a variety of more specialized solutions without having to re-license. Most of the new software for the B2B sector is related to Customer Relations Management (CRM), marketing automation (MAP), and Content Management Systems (CMS)– all of which are crucial for content marketing. As the software offerings migrate to platformization, marketers are more able to build best-of-breed marketing systems and organize integrated software suites.
In a way, B2B content marketing appears to be going in the same direction that accounting went: toward large-scale broadly defined software suites.
A Hubspot survey found that nearly half (48 percent) of marketers are planning to add YouTube to their marketing plan and 46 percent to add FaceBook video. Educational video content should be the starting point rather than inspirational or entertainment video content. This content should create value for viewers.
The B2B marketing scene has a broad armamentarium.
A recent study by Edelman and LinkedIn underlined the importance of taking thought leadership in B2B content marketing. Thought leadership in content marketing and inbound marketing isn’t so much a coming trend as it is an extension and strengthening of long-standing practices.
B2B marketers are becoming more useful than ever and are accepting challenges way beyond what marketers usually do. Marketers are taking assignments teaming not only with sales but with human resources departments.
B2B content marketing is maturing with the creation of large-scale marketing suites offered in platforms, much like extensive accounting and business management suites. The focus of content marketing is going to be laser-focused on thought leadership and content, rather than entertainment and self-promotion. Use of video is emerging as a central medium for content marketing. The ways of presenting content are diversifying. Meanwhile, the role of the B2B marketer, itself, is expanding in the business environment.
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