5222408 xsmall 300x200 2014 B2B Content Marketing Predictions

It’s that time of year again. Time to look forward to a new year and work on reaching your 2014 marketing goals.

I was recently asked for my thoughts on what B2B marketing would look like in 2014. I don’t have a crystal ball, but here are three trends that I have been observing and think will be important in 2014:

The way we look at SEO will continue to change.

During the past few years, Google has brought in a number of changes that reflect the importance of creating high-value content over keyword-stuffed content. One of Google’s biggest recent changes is that Google Analytics no longer shows us what keywords people are using to find our content. With this dramatic move, Google is telling us that keywords should not be the be-all and end-all of our marketing. In 2014, companies will have to rely on great content to attract leads – not keywords.

Old companies. New stories.

As content marketing becomes more popular, B2B marketers will continue to look for new and better ways to engage customers. This means that many B2B companies that have been telling the same story for years are going to look for new stories to tell or a new spin for an old story. They will try to explain why they are relevant and do so in a way that isn’t boring. Hopefully, we will see more fun and creative B2B marketing in 2014.

Case studies and customer testimonials will rank among the most valuable types of content.

Recent surveys have revealed that your B2B buyers want to read reviews from customers that have used your products or services. This means that case studies and testimonials will be important in 2014. The more social proof you can provide, the better.

What do you think will be important to B2B marketers in 2014? Please share your predictions below.