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.


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.