2020 is now less than a month away, and with the new decade will come an opportunity to update and overhaul B2B content strategies in order to engage with new and existing clients and customers.
Quantity and personalisation
To up your game next year, target a quality and quantity mantra for your content output and attempt to personalise communications to deliver the bespoke experiences that clients expect. You can also use targeting and personas to reach each of your marketing segments. If you need help with personalisation at scale, use marketing automation software.
B2B customers demand content
A report by CMI found that two-thirds of marketers bemoan a dearth of content when trying to engage with customers. This is especially a problem in B2B environments where researchers make 12 searches on average and consume multiple pieces of content before making a purchase or taking some sort of positive action.
Blogs should be the cornerstone of your marketing strategies, but it is important to complement the written word with trending mediums such as interactive content and virtual reality. Seven in 10 B2B buyers watch videos before making a purchase, so it makes sense to have some form of visual material in your output.
Social media still relevant
New tech will come and go in the 2020s, but social media will continue to be a key battleground for companies trying to amplify reach and awareness. Next year, try to set out a few defined objectives based on your social presence and attempt to engage with specific audiences to build brand authority and expertise. This is important in the B2B world.
Email makes a comeback
Decision-makers still prefer to use email as their prime method of communication, and 2020 will see one of the oldest networks given a new lease of life as AI and dynamic content bring new functionality to email marketing.
A study by Mailchimp found that the average open rate in 50 industries is just 21.33%, but enhanced email personalisation now enables content to be served at exactly the right time. Email could be a key growth driver for you next year.