B2B Content Marketing in 2023
If you weren’t aware of content marketing three years ago, you’re aware of it now. Content marketing, defined involves the creation and sharing of online material. This can include video, blogs, and social media posts. The goal isn’t to promote a brand or “sell yourself” but rather to be a consistent presence in the minds and eyes of your potential customers.
Read on to learn what content marketing can mean for your B2B in 2023.
Search Trends: User Experience and Relevancy
Similar to years past, the major search engines put a focus on the user experience. A solid b2b content marketing writer knows how to discuss the pain points without coming across as an infomercial.
When a customer searches for “industrial bakery for rent,” their intention is likely to involve making hundreds of cookies or pastries on a contracted basis. At this point, it would make sense for ads and other content for the ingredients, truck rentals, and more. Therefore, your content marketing strategy is important to consider from all angles — holistic, organic, and ad-based.
If your business is trying to be found by a catering company, you must think of all avenues of relevancy for the reader and the experience once they’re on your site.
Consumer Trends and Insights
Compared to previous years, consumers are more attuned to environmentally friendly approaches, are OK with remote accessibility, and are usually willing to share reviews and opinions. With the phone in almost everyone’s hand in America, it’s easy to understand why.
Moving to a greener approach means that your content marketing plan should address how your company is becoming or maintaining a green approach. If your clients don’t care about being a Certified B company or reducing your emissions, determine what is important to them and meet them where they are,
B2B enterprise content marketing is a great way to offload your marketing efforts while letting them perform the research and create the implementation strategy to give you the best chance at success.
Multi-search Capabilities
Type anything into a search bar, and you’ll likely see various content options. Suppose you are a finance director looking for the latest information on compliance in the news. In that case, your search will likely show infographics (images), the latest broadcasts (YouTube videos), and a multitude of articles (written)— the ultimate omnichannel marketing experience. The search engine gives you multiple options to make it easy to consume content the way you want.
The same content marketing approach should hold true for how your business attracts others to your site and your products or services. You cannot create content on one channel and hope for the best. However, you also do not have to be on all platforms all the time. A video blog translates well to a written one, and vice versa.
Content Localization in Content Marketing
The last 2023 marketing strategy to consider is localization. Consider McDonald’s and their restaurants around the world. In the Czech Republic, they have mini fried cheese nuggets because it’s a cultural staple. In India, McDonald’s does not serve beef. Apply that to your content marketing and consider what you say, how, and the channels you share.
English is spoken in dozens of countries around the world, but consider the differences between English in Texas, Toronto, Sydney, and London. There is nuance to word choice, word order, and even formality.
B2B content marketing training can help you, and your company consider new paths to appeal to potential customers. Of course, there is no one right path, but implementing the wrong approach might be counterproductive.
To learn more about content marketing in 2023 and beyond, contact MDINC today.
