Questions we’ll answer:
- What’s the current state of B2B content marketing?
- Why is B2B content saturation anything you should worry about?
- What are some of the solutions that marketers are embracing?
Here’s a lovely word: plethora. How to use it in a sentence? In 2024, B2B content saturation is an alarming reality due to a plethora of published content.
“Plethora” derives from a Greek word meaning “fullness” or “excess”. Today we use it to describe an abundance – or overabundance – of practically anything. But it was first used in English during the 16th century as a medical term for a condition of having too much blood in the body.
That’s oddly apt. Marketers are more reliant than ever on getting content out there and in front of target audiences. Content has become a “life blood” of B2B marketing. But now the negotium corpus is overflowing with it.
As more and more B2B enterprise have shifted focus to content marketing, the competition for attention has intensified. This has made it more and more difficult for businesses to differentiate themselves and stand out in the crowded marketplace.
With the superabundance of content now available, prospective buyers have become more discerning about what B2B content they consume and where they spend their limited time. They’re looking for content that’s valuable, informative and engaging, and helps them understand and solve business challenges.
So the B2B marketer needs to buckle down – hard – on creating high-quality content that has real worth for their target audience by directly addressing their pain points and needs. This means they have to be smart, inventive and strategic in their content creation and distribution efforts so their content isn’t just seen by their targets, but is valued by them.
The state of B2B content marketing in 2024
In 2024, the B2B content marketing landscape is more competitive than ever before. Considering there are 600 million blogs worldwide, with an unknown but probably appreciable share being B2B blogs, it’s no wonder the content universe is getting congested.
Here are some stats that illustrate how and why B2B content marketing is booming – which is driving B2B content saturation:
- 91% of B2B marketers use content marketing as of 2024. This is up from 2022, when 83% of B2B marketers used content marketing.
- As of 2024, 89% of B2B marketers use blogs.
- 45% of B2B content marketers expect their content marketing budget to increase in 2024.
- 69% of B2B marketers think their organization will increase investment in video in 2024, followed by thought leadership content (53%) and in-person events (47%).
- Nearly one-third of B2B marketers use AI to help with content creation – which can result in more content being published.
- 50% of B2B marketers plan to increase investment in influencer marketing in 2024.
- 76% of companies use content marketing to generate leads.
- 60% of B2B buyers make the final purchase decision solely based on digital content,
- 50% of B2B buyers go through at least eight pieces of content while purchasing.
- 82% of content marketers report that content marketing has increased engagement and traffic.
So with an increasing number of B2B firms vying for attention, each are finding it challenging to stand out from the crowd.
B2B content saturation problems
So B2B content saturation has reached an all-time high, making it harder for businesses to stand out. This content glut has led to audience fatigue, making it tough for businesses to effectively create engagement.
Additionally, navigating SEO has become a major hurdle as search engines never cease trying to update their algorithms to provide the best results for users.
Then there’s the matter of increased costs, as content saturation demands more investment to produce more or better content, or forces diversification into other channels.
Coping with audience fatigue
The oversaturation of content leaves audiences feeling overwhelmed and fatigued, especially if they’ve been subjected to endless me-too content that doesn’t really deliver value. This means marketers must recognize audience fatigue and adjust their content marketing strategies accordingly.
The best way to avoid it is by delivering high-quality content that provides value to content consumers and isn’t simply promoting your products or services. That builds trust and dialogue with an audience and establishes you as a thought leader in your segment.
Navigating SEO complexities
As search engines keep updating their algorithms, B2B marketers find themselves navigating a mercurial landscape. Since more businesses are spawning more content than ever before, it gets increasingly hard to rank on the front end of SERP.
To navigate SEO complications, the mantra for marketers has to be, focus on high-quality, authoritative, relevant content that’s optimized for search. This isn’t about keywords anymore; they must also concentrate on building backlinks and establishing themselves as authoritative sources in their industry. That’s the new formula for better SERP rankings and driving more traffic to their website.
This trap was identified years ago: The greater the pressure to stand out with quality content, the greater the cost to produce it. Technologies like generative AI may help B2B content marketers with producing reams of SEO content volume, but there’s always the danger of going overboard with automation.
Also, content saturation may force a B2B marketer to diversify its marketing channels and strategies, which can increase overall marketing expenses and lower return on investment.
Overcoming B2B content saturation
How do you overcome B2B content saturation? Marketers are turning to new and innovative content formats to capture attention.
It’s becoming increasingly popular in the B2B space, with businesses using video to showcase their products and services and provide informational content. Interactive content, such as quizzes and surveys, is also gaining popularity, as it provides a more engaging experience for the audience.
Leveraging emerging technologies
One way to differentiate your content is by using emerging technologies such as virtual reality, augmented reality, and artificial intelligence. By using these technologies, businesses can create immersive and interactive content that engages their audience in a unique way. For example, a B2B company could create a virtual reality experience that allows potential customers to explore their product in a 3D environment.
Another trend in B2B content marketing is the use of personalization. Businesses are tailoring their content to specific segments of their audience, providing a more personalized experience that resonates with their target customers. This is proving to be more effective than generic content, as it allows businesses to connect with their audience on a deeper level.
The challenge here is with data privacy regulations that make it harder for companies to obtain the precise targeting data that drives personalization.
Overall, the state of B2B content marketing in 2024 is in flux, but there are opportunities for marketers willing to innovate and experiment with new content formats.
But the most important guideline for B2B content marketing success in this or any period?
To craft truly unique and valuable content that resonates with their target audience. When there’s more noise, you have to create content that rises above the din.
Use callouts drawn from the copy to emphasize key points.
Use quotation blocks for longer quotes, or for especially significant quotes. Provide an attribution only if one is not being given in the body text.
John Smith, So-Called Expert
Fantastic Content Performance Chart 1. Source: Xxxxxxxx xxxxxxxx xxxxxxx
Now we can mention our own products…
Only when you reach the end of an SEO or Thought Leadership post do you have permission from the reader to begin talking about your own product, suggesting a demo, or asking them to check out a product page. The exceptions are posts that are clear from the start that they’re about product launches, updates, testimonials, or case studies/use cases.