Our Blog How To Thrive Huge Year Ahead Predicted for B2B Content Marketing

B2B Content Marketing

While content marketing has continually shown value throughout time, at Thrive we’ve seen an increase in the demand for B2B content over the last year. 

Huge Year Ahead Predicted for B2B Content Marketing

We came across a recent report that confirmed our experience. The report presented findings from a survey of over 1700 individuals from a range of industries, functional areas and company sizes from around the globe. We’ve provided a summary of the results and will let the numbers do the talking, so you can see why content should be included in your marketing mix for 2022.


Budgets are rising

Despite the hardships many businesses have faced in the past two years due to COVID 19, the study showed that the majority have not broadly drawn back on their investments in content marketing.

43% of participants familiar with their organisation’s spending said their content marketing budget increased from 2020 to 2021. Meanwhile, 66% say they expect their content marketing budget to grow in 2022. Only a small sum had decreased their budget this year or were expecting to next year. 66% of respondents said that they expect their content marketing budget to grow in 2022.


Video content is all the rage

Short articles and blogs are still the most common type of content asset by a huge margin, with 90% of content marketers listing it as a part of their spend.

Other notable results included:

  • Videos (66%)
  • Virtual events/webinars/online courses (64%)
  • Case studies (61%)

When surveyed on what assets performed the best, virtual events, webinars and online courses were named by 58% as the top performers. Research reports and short articles/posts were tied for second at 48%. Content marketers are now finding new ways to engage audiences with more immersive experiences. Given these results, we predict that 2022 will see an increased investment in video and online events.


Which goals were linked to success?

Creating brand awareness was the number one goal achieved by B2B marketers followed closely by building credibility and trust, educating their audience, and building loyalty. The answers reveal that content was also less likely to succeed in generating sales activity.

In conclusion, the surveyed respondents found greater success came from using content to strengthen the b2b relationships as opposed to finding new leads. Marketers found greater success came from using content to strengthen the b2b relationships as opposed to finding new leads.


Promotion through paid social media

At Thrive we have seen a rise in the number of companies approaching us for content strategies and plans to reach other businesses on social and it’s no surprise. Social Media continues to be the best way for your content to reach the most people for the lowest cost. More than three-quarters of the respondents said their paid spend has remained steady or increased.

Amongst the surveyed respondents a whopping 77% listed Social media advertising and promoted posts as the most common paid distribution tactic (77%).


Ensure you have a solid content plan for 2022

2022 is shaping up to be an exciting year for B2B content marketers. At Thrive our full service team of content writers, marketers, strategists, designers and developers can help you create content that engages and entertains your customers while strengthening the relationship with your brand.


Are you ready to take the next step in your content marketing? Contact us today and make 2022 the year you start killing it with your content marketing.
Dean Oakley

Written by Dean Oakley

Dean founded Thrive Digital in 2006 and has worked in the design and development space ever since. He received 1st Class Honours in a Bachelor of IT and oversees all technical aspects of our projects.