SJC BLOG


Five Factors Shaping B2B Content Marketing


Content Marketing Is Changing With New Technology

The lines between the physical and the digital seem to be blurring. Everywhere you go, people are treating their smartphones as an extension of themselves, and it’s becoming a challenge to be able to tell the difference between a chatbot and a live customer service representative. Digital technology is increasingly interwoven with everyday life, and it’s having an impact on the ways you connect with your customers, particularly in B2B content marketing.

The balance in content marketing is figuring out how to utilize the technology while heightening the personalized experience for your target audience, which seems to be in direct conflict with one another. They’re not; digital marketing is making it easier for you to know who your target audience is, what they like and how they make buying decisions. Here are five key factors shaping B2B content marketing and helping you personalize that experience for potential customers:

  1. Technology is shaping formats. Think about it: PDFs are starting to seem a little sluggish. In a content marketing world where video is emerging as a dominant medium, a white paper or ebook, which aren’t optimized for mobile, can feel inconvenient. Decision-makers want quick, convenient information that they can view on a smartphone anytime and anywhere.
  2. Informed content marketing helps you personalize the experience. You’re learning more about how the customer arrives at a purchase, and it’s helping you create content that is personalized, not only for that individual, but for the precise place they are currently at in their decision-making process.
  3. Could B2B content creation become automated? The rise of artificial intelligence (AI) creates a lot of conversation about what kinds of tasks you’ll hand over to a robot. While you may be able to automate re-posts of a popular piece of content or integrate some AI technology into editing, content creation will still require creative input from humans.
  4. Hyper-personalization will influence how you do content marketing. Adding someone’s name to an email is no longer enough; you need to be able to anticipate what your potential customer wants to see and deliver it at the right time and through the right channel. Watch for personalization to go into overdrive.
  5. Blockchain technology will change how you gain information to personalize your marketing. The decentralization of technology is impacting a lot of areas, but just one manifestation of blockchain is the control it gives consumers over their data and privacy. You may soon be paying the customer to get the information you need to market to them.

Even with a lot of new technological developments, the demand for content marketing remains strong; decision-makers want information and value, not a sales pitch. To get started on an effective B2B content marketing plan, make an appointment with SJC Marketing today.