2019年B2B内容营销（英文版）_15页_2mb

Summary of Trends That Will Drive Savvy B2B Content Marketing in 2019

Core Content

This document outlines seven key trends in B2B content marketing that are expected to shape the industry in 2019. These trends are designed to enhance engagement, improve customer experience, and support more effective marketing strategies. The focus is on leveraging technology, personalization, and collaboration to meet the evolving expectations of B2B buyers.

Main Trends

1. Personalisation

• Definition: Tailoring content to individual customers or accounts.
• Importance: Business buyers are under pressure and expect efficient, relevant content.
• Implementation:
  • Conduct surveys and questionnaires to understand customer preferences.
  • Build detailed customer personas.
  • Use personalisation software (e.g., Magento, Monetate).
  • Integrate marketing automation with CRM systems.
• Example: GumGum created a comic book for T-Mobile’s CEO, John Legere, based on his interests, leading to immediate engagement and a meeting.

2. More Collaboration Between Brands (Co-Marketing)

• Definition: Partnering with non-competitors to co-create content and promotions.
• Benefits:
  • Establishing credibility: Both brands gain trust through association.
  • Extending reach: Access to new customer databases.
  • Increasing marketing budgets: Shared resources and cost efficiency.
• Examples:
  • Dell and Intel: Intel supports Dell's advertising with the "Intel Inside" logo.
  • Uber and Spotify: Created a unique customer experience by syncing playlists with Uber rides.
• Consideration: Decide between ingredient or composite co-branding based on business needs.

3. Influencer Collaboration

• Definition: Working with influencers who can impact buyer perception and engagement.
• Effectiveness: Influencers provide access to audiences who are already interested in their content.
• Tips:
  • Look for influencers relevant to your brand.
  • Offer value to influencers to secure their support.
• Example: Video Fruit used Guest Blogging with Okdork, resulting in a 500% increase in page views.

4. Video Content

• Definition: Using video to explain products, provide tutorials, and share client testimonials.
• Importance: Younger decision-makers in B2B are more receptive to video content.
• Statistics: 70% of B2B buyers watch videos during their research.
• Recommendations:
  • Create short, engaging videos (2–3 minutes).
  • Consider outsourcing or using specialized tools for production.
  • Use video to create an emotional narrative, such as Cisco’s ransomware attack simulation.

5. Audio Communications

• Definition: Utilizing podcasts and voice search in content marketing.
• Podcasting:
  • Increasing popularity in B2B.
  • Cost-effective compared to video.
  • Ideas for content: Expert interviews, tech discussions.
• Voice Search:
  • Expected to account for 50% of searches by 2020.
  • Impact on content structure: Use full sentences and answer specific questions.
  • SEO teams should be involved to optimize content for voice search.

6. Omnichannel Communications

• Definition: Creating a seamless customer experience across all channels (digital and physical).
• Key Features B2B Customers Expect:
  • Enhanced search functionality.
  • Ratings and reviews.
  • Personalized product recommendations.
  • Integration with back-end systems.
  • Relevant product merchandising.
  • Preference for instant online payment methods.
• Future Capabilities:
  • Automated pricing optimization.
  • Personalized recommendations.
• Challenges:
  • Organizational and structural issues.
  • Similar to B2C retailers in implementation difficulties.

7. Case Studies

• Definition: Real-world examples of how products or services have solved customer problems.
• Trends in Case Studies:
  • Shorter and more bite-sized: Content is being condensed for quicker consumption.
  • HTML format: More convenient for sharing on social media and web pages.
  • Interactive platforms: Use tools like LinkedIn SlideShare and SnapApp to create dynamic and engaging case studies.
  • Video case studies: Emerging trend with increasing momentum.

Key Takeaways

• Personalisation is becoming the standard in B2B marketing, with a focus on efficiency and relevance.
• Collaboration between brands can enhance credibility, reach, and marketing budgets.
• Influencer marketing is a powerful tool, especially when the influencer is relevant to the brand.
• Video content is increasingly important, with a growing number of B2B buyers relying on it for research.
• Audio marketing, including podcasts and voice search, is a cost-effective and growing trend.
• Omnichannel marketing ensures a seamless customer journey, aligning with B2C expectations.
• Case studies remain a high-converting content type and are evolving to be more interactive and accessible.

Conclusion

The B2B content marketing landscape in 2019 is driven by innovation, personalisation, and the integration of multimedia and digital tools. Marketers should consider adopting these trends to better engage their audience, streamline the buying process, and enhance brand credibility. The document encourages experimentation and adaptation to stay ahead in the fast-paced tech B2B market.