What to Expect for B2B Content Marketing in 2022

While 2022 marks nearly two years since the onset of the global COVID-19 pandemic, make no mistake—we’re nowhere close to the “new normal.” The Great Resignation, acceptance of fully-remote work, and an ultra-competitive job market has changed the scope of the working world as we know it, including the world of B2B content marketing.

More than ever before, content marketing is essential for B2B businesses. In the new normal of remote-first work, fragmented marketing teams, and high-impact B2B content, here are three B2B content marketing trends to watch for in the coming year.

1. Small B2B Content Teams, Bigger Budgets, More Outsourcing

If you’ve worked in B2B content marketing, you know most B2B content marketing teams are small. In fact, a 2021 survey found more than half of B2B content marketing was handled by a small or one-person team for the entire company. Only a lucky 21% of B2B content marketers worked as part of a centralized content marketing group. 

B2B content marketing teams are a small but scrappy bunch, and clearly worth the investment, based on projected budgets. B2B content marketing budgets are expected to get a boost in 2022—66% of B2B marketers plan to increase their content marketing spending in the next year, with 20% planning to expand the budget by 9% or more.

However, bigger budgets won’t mean bigger teams. In fact, recent data suggests the opposite. Two-thirds of B2B content marketers said their team was asked to do more with the same resources, and the number of teams with one or no full-time person dedicated to content marketing decreased this year compared to last year. 

Burnout and overwhelm, meet outsourcing. When you’ve got a small team, a big budget (and let’s face it, even bigger KPIs to match the budget), where do you invest it effectively? Half of B2B content marketers are turning to outsourcing content partners. Interestingly, only 40% of marketers say budget was their top challenge in getting outside help—down 50% from the previous year.

The big trend to watch out for here? Outsourcing B2B content marketing is a solution more and more content teams will turn to in 2022 as bigger budgets demand more from smaller teams. Be it from an agency like Comma (hello!), Upwork, or Fiverr—B2B content marketers are on the lookout for great writers.

2. Long-Form B2B Content Will Drive Impact in 2022

While virtual events and the TikTok craze have demonstrated the potential of video, B2B content marketers are still relying on written content—research reports, blog posts, and articles—to get the job done. Long-form content isn’t going anywhere in 2022 either. 

After virtual events and webinars, research reports, articles, eBooks, white papers, and case studies rank among the most effective assets for B2B marketers in recent months. Written assets are engaging, versatile, and produce results—55% of B2B marketing professionals consider articles and blog posts as the most valuable content for moving prospects through the sales funnel.

Not only that, as more and more B2B content marketers turn to outsourcing, they’re becoming more savvy with making fresh content run the extra mile. Strategies around repurposing content, especially long-form content like blog posts, is one way B2B marketers are stretching their budget and seeing the value of outsourcing to great content agencies.

3. New Omnichannel Focus for B2B Content Distribution 

If a piece of B2B content is distributed but nobody reads it, does it make a difference at all? The answer is no. Like all content strategies, good writing is only half the game. The quest for new and improved distribution methods will continue for B2B content marketers in 2022 as they strive to hit new KPIs, conversion metrics, and engagement benchmarks. 

First, organic and paid distribution channels aren’t going anywhere. However, the focus on organic and paid as separate, distinct channels is changing. In 2022, omnichannel strategy—the agile distribution of tailored content across multiple channels to specific audiences—will lead out. 

This strategy is called Account Based Marketing, and is quickly becoming the new standard for B2B content teams. As it relates to content, Account Based Marketing, or ABM, focuses on engaging specific targeted accounts with personalized and engaging messages—at any channel where the target group resides.

This new strategy introduces more complexities for B2B content marketing teams than ever before. They need to identify their target audience, identify the right channel to engage them, and then deliver the right content at the right time for conversion. Having a trusted partner for creating content has never been more important as B2B content teams turn their attention to understanding target audiences.

How a Great Content Agency Can Help You Hit 2022 Goals 

In summary, B2B content marketers have big plans for 2022. Bigger budgets and smaller teams mean they’ll be turning to outside resources for help as they focus their time on building new omnichannel distribution strategies. Simply put? The content-creation engine isn’t going anywhere. Searching high and low for a great team of writers is the last thing B2B content marketers need to worry about.

At Comma, our experienced team of B2B content writers deliver outstanding content tailored to meet your needs. We’re punctual (on time or on the house!), speak to your customers like you do, and our rigorous, peer-reviewed editing process means we’re a step ahead of the competition in quality.

Elevate your B2B assets with a content agency. Contact Comma for a free, 20-minute consultation to discuss how our B2B content writers can move the needle for your strategy in 2022.