7 digital marketing trends that will shape B2B digital content strategy in 2022
We can't predict the future, but we can prepare for it. That's the idea behind B2B digital content strategy; you need to make sure your organisation is ready for whatever happens next by mapping out a course of action over the coming years.
If B2B digital marketing has been anything like B2C marketing in recent times, then we know that it's about more than having a website and publishing pieces online – despite this being an essential part of B2B digital content strategy if you want to be visible and reachable.
What B2B digital marketers now need to do is perfect their understanding of what the customer wants and needs from them and how they think and behave across all channels – which means making sure B2B digital content strategy is much more than just B2B web design.
The following B2B digital marketing trends will shape B2B digital content strategy in 2022:
1. Personalisation
A popular B2C tactic over recent years has been personalised marketing, which often includes targeting advertisements based on information gathered from users' online profiles. One example of this is Amazon recommending products to users who've previously viewed them – you'll see the 'people also bought' section at the bottom of a product page on Amazon and throughout their site. B2B marketers should take note of how popular personalisation is with B2C – if they want to be ahead of the B2B digital content strategy game, it's well worth exploring how personalisation can help you improve customer relationships in 2022.
2. Artificial intelligence
AI is an emerging technology in B2B marketing that has proven to be useful when it comes to interactions between B2B marketers and their customers. It's certainly given B2C marketers a helping hand; chatbots are likely to become more widespread over the next 6 years because AI can reduce costs by performing tasks that humans sometimes find difficult (such as natural language processing). As B2B's digital content strategy becomes more B2C-like, B2B marketers must follow suit and experiment with AI to provide users with personalised information about their products.
3. B2B video content
Video B2B marketers are already familiar with the amount of B2C content which revolves around video, so it makes sense for this B2B digital content strategy trend to continue into 2022. There is also an increase in B2B video consumption, which means that it's becoming even more essential for B2B organisations to meet B2B customers' expectations by providing them with high-quality videos on their websites. This could be anything from company announcements (e.g. key staff changes) to product demos.
4. Virtual reality
Virtual reality B2C VR is nothing new, but B2B VR really started gaining momentum in 2017 following the release of HTC Vive and Oculus Rift headsets which made it easier for companies to bring VR into their B2B digital content strategy. It's not just B2C customers who are excited about B2B virtual reality – highly respected publications such as The Economist have been experimenting with B2B virtual reality by creating a 360 interactive experience for subscribers which takes them on a tour around Oxford Street. The initial feedback from consumers was positive despite there being some concerns about how the videos would be controlled – if you're going to B2B digital content strategy B2C VR, B2B marketers should focus on user experience and make sure that consumers can control the B2B VR content themselves.
5. Voice recognition software
Voice B2C brands like Amazon Alexa and Google Home are already very popular so it's likely B2B voice search will follow suit in 2022. B2C users are becoming increasingly accustomed to conversational interfaces which often feature chatbots so it makes sense for B2B marketers to follow their lead by creating B2B digital content strategy with this technology in mind. However, one major difference is that voice recognition software needs to be near perfect before consumers will adopt this technology en masse – if you're going to use voice-activated assistants then your copy and B2B digital content strategy must be flawless to give B2C customers a seamless B2B experience, or at least that's the impression you'll give.
6. Chatbots
Like B2C chatbots, B2B chatbots can be used to provide B2B customers with the information they need in an efficient and quick way (with no hold time!). They can also take orders and make B2B marketers more productive at the same time. However, B2B bots face several challenges which could hold them back; for instance, there is still some uncertainty about how useful B2B will actually be and if their utility outweighs their current lack of user engagement. Furthermore, it's not just consumers who are hesitant about B2B chatbots; B2B workers are also a bit wary of B2B chatbots and what they could mean for their jobs. B2B marketers should do some research about business attitudes before investing in this technology.
7. Augmented Reality
In 2022 it's possible that augmented reality (AR) will have been combined with B3C so consumers can engage directly B2B with products or services through their mobile devices – although this technology is still in the early stages of development so 2022 might be a little too soon for B2C marketers to begin planning how they can use it. However, if you're reading this article then you should start thinking about B2C digital content strategy options which incorporate B2B and AR.
Although it's impossible for B2B brands to know exactly what the future holds, it's worth planning ahead by thinking about how these trends might affect your B2B digital content strategy in 2022. You should also take advantage of the opportunities that each technology presents such as using VR to engage customers and creating chatbots with well-written B2B copy so they're ready for when B2B AI becomes widespread. B2B brands that are first to market with a better B2B digital content strategy could gain a big advantage over their rivals by creating B2B digital experiences that consumers will love.