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Digital Content Marketing Trends for B2B in 2022

If you’ve caught the news in the last two years, you’ve experienced the intense lifestyle changes of the pandemic… and while we’re not trying to exaggerate the past, the world going digital has presented amazing opportunities for marketing practices.

 

FIRST: What is content marketing?

Content marketing means creating text or digital content to interest or entertain readers. A common strategy for content writing is to educate readers so they can learn more about your company, product, or service. Creating high-quality, effective, and valuable content will interest users and convince them to check out your brand, and a digital marketing agency can help.

 

Examples of content marketing include:

  • Social media posts
  • Blog posts
  • White papers
  • Email newsletters
  • News articles
  • Case studies

 

Here are a few things to look out for in 2022…

 

1) INSANE marketing trends to take advantage of

Each year, trends in content marketing change and are forced to adapt to the realities of the times. The last few years, specifically, have presented new limits, and many companies had to shift their entire strategy when it came to their marketing plans.

Though navigating into the digital world can be intimidating if you haven’t dipped your toes in, here are just two significant trends that have come to light in 2022…

  • Short-form video posts – According to the most recent report by HubSpot, 1 in 4 marketers using video say it is the content type yielding the most significant ROI for them. This type of content will grab the user’s attention right away and contribute more engagement to your account.
  • Interactive content– Engaging content improves the customers’ overall experience, and interactive content on your profile will do the trick! We’re encouraging you to use stories, polls, questions, and the swipe-up feature to engage your audience and give them something to respond to in your posts. Interaction between business accounts and users increases your overall engagement rate while helping platforms to deem your brand as reputable.

 

2) HUGE opportunities for small businesses to flourish online!

  • Keyword Integration – Want to compete online with the top players in your industry? You need to research the keywords that are ranking best in your industry. Check out your competitors’ digital keywords to see where your brand’s most strategic opportunities are.
  • Influencer Marketing – Many brands are taking advantage of influencers in the social media space, creating partnerships with them to use and review their products to their followers. This is becoming a clever marketing tactic as it helps get your brand’s product in the eyes of your consumer from a reputable voice.

 

Did you know? In 2021, 43% of digital marketers were able to increase their marketing budget, and 66% expect to see it rise again in 2022. This means more spending on marketing practices to help get your brand to the top of the Google search results and in the eyes of your target market (something we all should grasp hold of).

 

Now, let’s get to the nitty-gritty…

Digital Marketing begins with sharing content, but how do you know what content to post? How do you know what is really going to attract your target market?

 

First, we encourage you to use topic and keyword research to create content that meets each user’s focus better. Start with searching relative topics in your industry on Google to see what other brands are doing or posting on their pages, then simply create your own content with your point of view!

 

For example, if you are the owner of a new clothing store in the fashion industry, you might find that your competitors are posting about fashion trends in the upcoming season, such as “Trends You’ll See This Summer!” Then, depending on your product lines, you can write a similar blog on the trends your business will be selling, integrating strategic keywords to get to the #1 spot on Google search for this topic.

 

In terms of social media, searching for content might mean searching relative #hashtags, keywords, or influencing accounts in your industry. For example, suppose your clothing store only sells sustainable pieces. In that case, you might want to check out hashtags such as #ecoclothing or #sustainabletshirts to see how similar brands are gaining traffic and followers on these platforms!

 

You will also want to decide which social platforms work best for reaching your target audience. This will usually present itself after investigating your ideal client and determining which social media platforms they favour. Without this insight, you may find yourself biting off more than your brand can chew, in that you’ll be posting the same content on every platform and hoping for success.

 

While this might sound like a good idea, it can often weaken a brand more than it can help it. This is because the algorithm for Facebook is different from LinkedIn, and Twitter is different than Instagram, so you should have a unique strategy for posting on each platform to ensure maximum engagement on your posts.

 

A last word…

While searching for content ideas for B2B digital marketing practices, always remember that your content strategy shouldn’t be set in stone at the beginning of the season (or ever, really). This is one of the significant advantages of a content marketing strategy – it’s constantly changing! After all, who could’ve predicted a global pandemic and the changes that have occurred in the last three years?

 

Rather, your strategy must include having people, processes, and tools in place to analyze and act on data to inform content the whole year through.

 

If you don’t yet have data-driven creatives in-house, now is the time to either work on upskilling or outsource to enhance your team.

 

As a Digital Marketing Agency based in Nova Scotia, we’ve helped many of our clients climb to the national level in their industry by creating tactical content marketing strategies!

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