The business landscape is constantly evolving. This post will look at emerging trends in marketing. As you consider your marketing efforts in 2022, consider the following.
According to the Content Marketing Insitute's, B2B Content Marketing 2021 Benchmarks, Budgets & Trends - North America:
Trend #1 - 60% of top-performing B2B content marketers have a content strategy plan.
Yet 57% of B2B content marketers don't have a documented plan. Strategy and planning pay off. A content marketing matrix is a good place to start. A survey by Hook Agency found that of the channels marketers believe have the best return on investments, content marketing beat out all of the rest.
Trend #2 - 1 in 10 blog posts are compounding
According to HubSpot's The Benefits of Business Blogging, 90% of leads come from old posts, meaning they compound over time. Evergreen content is what works best for this. In fact, Hubspot found that content marketing is 3x more effective at generating leads v. paid search advertising. But you have to be patient. Check out this chart from Hubspot on what a typical trend of leads looks like from compounding blog posts.
Blogging also helps with link building which is important if you want to rank well.
"Many experts and small business owners also believe backlinks to be the 3rd most crucial factor in search engine optimization." – Corey Wainwright
Trend #3 - 39% of B2B buyers want self-serve options
According to HubSpot Marketing Statistics email segmentation is a great way to do this. Those who used targeted campaigns saw a whopping 760% increase in revenue. Businesses that don't create self-serve strategies for their customers will start to see declines in old methods. When I was with a Charming Shoppes retail business, now part of the Ascena Retail Group, we used to segment our customers by up to a 100 different segments to determine best marketing strategies. We'd study buying patterns and make decisions based on that. Try to determine your best segments for self-serve offers. Lots of places segment by sales teams, or regions, not by customer activity.
Trend #4 - Mobile traffic accounts for 54.8% of global web traffic
According to Oberlo there are over 6.4 billion smartphone users worldwide. Just 7 years ago, this global traffic from phones was just 31% of the total traffic, now it's nearly 55%. Make sure your emails and websites are formatted for phones, this trend is just going to increase.
Trend #5 - 78% of Chief Marketing Officers believe custom content is the future of marketing, and nearly two-thirds will rely on outside help to do that.
This trend comes from Demand Metric, A Guide to Marketing Genius: Content Marketing. Whether you're in B2B or B2C marketing, having unique, audience focused and engaging content is key for your growth.
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