B2B Content Marketing Trends in 2017

Alongside the B2C segment, B2B marketing has become an increasingly important player in the commercial field. Just under 60 percent of B2B marketers state that content marketing this year has already been more successful than last. This is due to the fact that B2B companies are increasingly investing in content marketing. And there are good reasons for doing so. The significance of content-driven communication has increased sharply.
True to the motto of “content is king”, below we will present key content marketing trends in the B2B sector in 2017.

Lead generation

Generating interest is and remains the primary objective for companies when setting up and expanding their customer database. Marketing statistics also show that 45 percent of marketers firmly believe that content marketing is and remains the most effective channel for lead generation today.

Content with added value

Quality trumps quantity because a careful approach generates palpable trust. Over the last two years the most profitable B2B companies have invested over 13 percent of their expenditure in content marketing. For 2017 this proportion currently stands at 20 percent.

Consumers no longer respond to intrusive advertising content. Nowadays the task of content marketing is to provide interesting added value. This has to be the starting point: B2B companies need to communicate their qualitative content as a relevant solution for other companies. Your company can use demand-driven content to position itself as a troubleshooter, which generates a sense of trust between the target group and company, which further strengthens the bond between them.

Storytelling

To create a sustained and lasting and relationship with the target group, the B2B content should address and appeal to the customer at the emotional level. A good story not only communicates facts to your readers, but also conveys an emotion – it creates a personal connection. Of course, you shouldn’t tell unrealistic fairy tales, but how about a gripping story instead? Storytelling is a stylistic method of breathing life into your brand or product and reaping the benefits of this positive effect.

User-generated content

Content generated by users themselves is taking on a new significance for companies. User-generated content ranges from blog posts or customer recommendations through product reviews up to all-important shares. According to a study by the market-research institute Nielsen, more than 80 percent of all recommendations by relatives or acquaintances are regarded as significantly more trustworthy.

Companies can exploit user-generated content for their own purposes by integrating them into their company processes. This integration of authentic content generates a deep level of trust among your target group and encourages them to talk about your products or brand. As a consequence, UGC can become a core strength of your company and as such generate greater interaction in social networks, better ratings on online portals and increased revenues.

Visual playback

Many content managers deploy video content because videos are particularly well-suited to presenting products, giving instructions or involving the target group in live moments. Nowadays 68 percent of all companies use video content as a central communication channel. It ultimately increases the duration of time spent on the page and is more effective than pure text.
However, produced videos only hit home if they offer a certain added value and differentiate themselves qualitatively from the thousands of others on the Internet.

 

Content marketers have understood that they constantly need to remain on the ball. Content marketing is an important instrument that requires a long-term strategy if it is to have any lasting success. Why? Because successful business relationships in the B2B segment are based on trust.

A Contract Gained: CWIEME trade fairs global

CWIEME – Cooperation will continue

W+t is pleased to announce the extension of its contract with Ascential, the organizer of the worldwide leading trade fair portfolio for coil winding, insulation, and electrical manufacturing (CWIEME Berlin, CWIEME Shanghai, CWIEME Chicago, and CWIEME Instanbul)

„We are very pleased that Ascential has decided to continue the successful work on CWIEME with us“, says w+t director Jens Wohlgemuth.

The four annual CWIEME trade fairs (in Berlin, Shanghai, Chicago, Instanbul) concentrate upon the niche markets of coil winding, electric engines, and transformer manufacturing.  As the leading global trade fair, CWIEME has established itself as a “must” event for providers of special products and technologies around the globe.

In Berlin alone in the last year, over 6,600 participants from 82 countries and more than 750 providers from throughout the world were welcomed.

Haf Cennydd, Portfolio Director CWIEME:
“We are very pleased about continuing our partnership with m+t, and eagerly anticipate working together with them to ensure that the CWIEME events continue to be such a complete success.”

 Our Trade Fair Media Service for the CWIEME encompass

– Preview und Visitor Guide
– Show Guide (Print)
– Online Exhibitor Directory (online)
– Data management for all exhibitors
– Sales, Media Service, billing

CWIEME – Dates for 2017:

Shanghai: 15. – 17.03.2017
Berlin: 20. – 22.06.2017
Chicago: 03. – 05.10.2017
Istanbul: 02. – 04.11.2017

Ambience meets Business

The entire interior design industry with a single click – that’s the concept of the new business network ambista.  Koelnmesse has realized the project together with external partners (wohlgemuth + team, dimedis). Jens Wohlgemuth was there.

What is ambista?

Wohlgemuth: ambista is a business network.  The goal is to cover the entire interior design industry worldwide.

What services does your team offer, and what role have these played in ambista?

Wohlgemuth: at wohlgemuth + team we realize and support digital media projects for trade fair organizers.  We understand how exhibitors and visitors react to digital offerings, and how they need to be designed and conceived.  That’s why we offer consultation, design, and development up to operative assistance, marketing and sales of media products; a broad spectrum of services for digital projects like ambista.

What is special about ambista?

Wohlgemuth: ambista brings together the advantages of Google, Facebook, and LinkedIn.  The members present their products and news, find relevant content and generate leads – all in their own digital community.  That is unprecedented in the interior design industry.

 How did development proceed?

Wohlgemuth: There were a few workshops in Cologne and also Berlin, where we collaboratively worked out diverse themes with regard to the product and business mechanism with the Koelnmesse team.

What were some challenges?

Wohlgemuth: the tight  time-frame in which we merged Koelnmesse’s customer database as well as the selected search and filter technology with the specially developed community platform.  Parallel to that, we’ve produced a complete web design for ambista as well as the most diverse promotional means with regard to trade fair presence.  And: with our sales and content center, we ensured that the community, with its thousands of members and products, could start punctually on January 16th.  So there was a lot to do.

How was the cooperation with Koelnmesse?

Wohlgemuth:  That was really very good.  There was an intensive, general team spirit.  Harmonic teamwork with Koelnmesse was an important key for the important realization of ambista in such a short period of time.

 

Source: Koelnmesse GmbH: Ambiente trifft Business, in: MESSEPLATZ 1, Die Mitarbeiterzeitung der Koelnmesse, Ausgabe 1/2017 (März/April 2017), S. 2.

Agile Marketing

Playful dolphins jumping over breaking waves. Hawaii Pacific Oce

What it means.  Why everyone is suddenly talking about it.  Why it’s a matter of course for our digital agency.

“Agile.”  According to Merriam-Webster’s dictionary, the word means “marked by ready ability to move with quick easy grace” and “having a quick resourceful and adaptable character.”  When numerous marketing gurus suddenly demand agile marketing, one naturally asks oneself: how else is marketing supposed to be done? Continue reading “Agile Marketing”

Our View of Berlin

lunapark-blog-750x500We have a direct view of what remains of the old central Berlin stockyard and slaughterhouse, whichopened in 1881.  At around the same time, in the Western part of the city, the “Lunapark” was built, the backdrop for a new crime novel set in the Weimar Republic.

Continue reading “Our View of Berlin”

Next Stop: Online Community

Koelnmesse is consistently developing the Matchmaking365 platform further in the direction of an online community.

Whether content marketing, brand storytelling, native advertising, user-generated content, or inbound marketing: hardly a season goes by without the marketing branch brandishing new buzzwords. But the most important question for wohlgemuth + team remains the same: which measures are appropriate for which customers? Continue reading “Next Stop: Online Community”

Multilingual and Ready for Action –
Our Sales Team

In the international trade fair business, nothing is as valuable as a native speaker who’s also a digital native.

Our reputation in digital business is valuable to us. At wohlgemuth + team, we’re proud of how we’ve always consistently – and with an orientation toward the future – advanced the digitalization and interlinking of all channels essential to B2B marketing with our multi-channel philosophy. But we’re also just as proud of the fact that we don’t have any robots staffing the telephones, and that no chatbots are dealing with your requests. Continue reading “Multilingual and Ready for Action –
Our Sales Team”

Customer Focus in B2B – For Over 15 Years

While retail business and B2C marketing have already undergone a digital transformation, B2B communication still often lags behind. At wohlgemuth + team, we’ve been putting the customer journey at the center of our focus for over 15 years and are now the vanguard with regard to Business Communities. Continue reading “Customer Focus in B2B – For Over 15 Years”

More Leads via Content Marketing

The importance of content marketing is increasing. In 2015, businesses in Germany and Switzerland increased their budget for content marketing compared to the previous year.

Over 40% of businesses want to generate relevance, improve their image, and strengthen bonds with customers through content marketing. In 2015, 25% of businesses also made it a goal to generate leads with content marketing (Source: statista.de).

According to current benchmark studies of the Content Marketing Institute concerning B2B trends in North America, generating leads and sales will be the two most important goals in 2016. The most important metrics will be: sales lead quality (87%), sales (84%), and higher conversion rates (82%). Continue reading “More Leads via Content Marketing”

Catalog and Online Exhibitor List of the „German Group“ at the CCMT 2016 (Shanghai)

„New environment, new pattern and new action“ is the motto of this year’s machine tool trade fair CCMT in Shanghai, at which the IMAG from Munich organized the collective participation of German businesses with the mission statement „Made in Germany.“ On behalf of IMAG, wohlgemuth + team created the CCMT catalog and the online exhibitor list for the „German Group.“
Continue reading “Catalog and Online Exhibitor List of the „German Group“ at the CCMT 2016 (Shanghai)”