Over the past several years, the B2B content landscape has undergone significant shifts, influenced by major events like the COVID-19 pandemic, the Great Resignation and the rise of new technologies like generative AI. As a result, B2B content has transformed from a supplementary tool to a central driver of business success.
Today, an effective B2B content strategy is no longer just a nice-to-have — it’s crucial for achieving key business objectives.
To understand how B2B marketers are navigating this rapidly changing environment, we surveyed 300 B2B marketing leaders to uncover how they’re evolving their content strategies in an AI-driven era.
Our latest report, “The Future of B2B Content 2024,” provides a comprehensive benchmark of the changes in B2B content strategy, production and promotion over the past five years, since our last “Future of B2B Content” report in 2019. This report is designed to equip B2B marketers with the insights they need to refine their content strategies and stay competitive in today’s fast-paced landscape.
Key Findings
- Less than half of B2B marketers “strongly agree” their organization’s content is successful in helping them achieve their top business goals, indicating room for improvement.
- 81% of B2B marketers plan to invest more money in their content marketing efforts over the next 12 months.
- Virtually all B2B marketers say their organization uses generative AI for content creation, with a significant majority planning to increase its use in the coming year.
- More than half of B2B marketers are making digital content, adoption of AI and other technologies, and social media content a greater priority.
The Future Of B2B Content is Here
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