7 B2B content marketing predictions for 2025
- Kenneth Connolly
- Oct 1, 2024
- 5 min read
As we enter Q4 and begin planning for 2025, what can we expect from content marketing in the coming 12 months? Where should you be putting your focus and your budgets? What’s staying, what’s growing, and what’s likely to diminish? In this blog, we’ll look at the 7 predictions most likely to occur so you can best prepare for the future.
1. AI has a place, but not as your writer
As mentioned in a previous post, AI should never replace your B2B copywriter, but that doesn’t mean there’s not a place for it in your future content plans. In fact, with such vast capabilities, only the very short sighted would remove AI entirely from their 2025 strategy. So where does it fit in? Well, to put it simply… everywhere except the writing. Idea generation, keyword research, audience analysis, and much more. All these tasks can be streamlined and optimised using artificial intelligence, which ultimately leaves your writers with more time to draft the perfect content.
2. Video is still on the rise
With 49% of B2B buyers relying on video content when making purchasing decisions*, it’s clear that video is no longer just a ‘nice to have’ for B2B marketers – it’s imperative. Video has been on the rise for years and this should come as no shock. However, this upward trend is expected to continue well into 2025 and beyond, so now’s the time to make sure it becomes a foundation of your strategy. With AI and other technological advancements making video production more accessible, consider minimising the financial impact of video by creating them in-house. Just make sure you get a good strategist and copywriter to work together on the scripting.
3. Hyper personalisation is a must
Today’s B2B buyers have an expectation that companies will understand their needs and unique preferences. This has been a growing trend, but it now goes way beyond simply name and business personalisation. Today, buyers want to see personalised content, webpages, communications and experiences at every stage of the buying journey. So how do you deliver on such a comprehensive request? Well, marketing technology has also grown at a rapid pace and now provides marketers with the tools they need to achieve this goal. For example, AI analysis of big data and customer journeys gives you a deeper insight into buying behaviours and desires. This can then be aligned with dynamic website tools and content to produce purely unique experiences. Going forward, this will be the expected norm for your buyers, so now’s the time to ensure you are positioned for future delivery and success.
4. LinkedIn will continue to be best for distribution
Once you’ve created a piece of content, the next step is to get it in front of your target audience. While email is still a popular channel, social media – and particularly LinkedIn – remains the go-to move. 90% of marketers use social media platforms (organic) to distribute their content, and when asked which organic social media platforms deliver the best value for their organisation, the leading response (84%) was LinkedIn**. This has been the case for many years and it looks like the trend is set to continue. Until such times as B2B buyers find another social media platform to congregate on, LinkedIn will remain king.
5. AI will change SEO
Search engines serve a simple purpose – to offer users an answer to their search query. This is typically in the form of traditional search results. However, going forward, when users enter specific questions, search engines will use AI to deliver precise answers to their queries, there and then. This, of course, will have an impact on click through rates – because who needs to view a website, when the search engine gave the exact answer. With this in mind, SEO will need to adapt in future, and so will your strategy. Instead of focusing on informational content that can be negated by short AI answers (outside your webpage), invest in longer-form product or service copy which will require a click through for all the information.
6. Invest more time and budget
As we’ve seen throughout this post, factors such as AI, technology and buyers’ behaviours will all impact the way we plan and deliver content. From big data analysis and video production processes, through to personalised experiences and dynamic webpages, there’s a lot to be done in preparation for success in 2025. With this in mind, it may be worth accepting here and now that content in future will require more time and budget. New technologies will be needed for planning, more creative time will be needed for production, and more resources will be needed for reporting and optimisation. This investment will likely pay dividends as you’ll be in a position to meet your customers’ needs. But a failure to increase your time and budgets could see your content fall flat next year.
7. Get your plans in place now
According to the Content Marketing Institute, 31% of marketers said they had no structured content production process, and 29% said they lacked an editorial calendar with clear deadlines for 2024. It’s staggering to believe that in today’s market, there’s around 1 in 3 marketing teams who are operating without a comprehensive content calendar or schedule. Suffice to say, as we move towards 2025, do all you can to avoid being part of this minority. B2B content marketing is not something that happens by accident, or that benefits from an ad hoc approach. It requires lengthy discussions and planning sessions in order to ensure it’s meeting the needs of the business and the audience. What’s more, by investing time into the planning stages now, you can ensure a streamlined and hassle-free content creation process throughout the coming year.
Don’t be afraid to seek expert help
Planning your marketing activity for the year ahead is a truly critical component of your future success – so don’t take risks with it. If there is any aspect of your planning and strategy that you are not 100% confident about, be sure to seek the help of experts. Whether it’s marketing consultants or channel specialists, get their input to ensure you are on the right track. Most importantly of all, when it comes to your content marketing, reach out to a content strategist and writer who can work with you to make sure your budgets are spent in the best possible way – and your outcomes are in line with your business needs and goals.
To find out more about B2B content marketing strategy and production, speak to Keystone Copywriting today by emailing kenneth@keystonecopywriting.co.uk or call 0330 043 7177
