New year, same old platforms. Sound familiar? It’s no secret that people digest content in different ways – so why do B2B companies keep using the same channels to promote content over and over again?

In some B2B spaces, where old-school approaches linger, there are a lot of misconceptions around influencer marketing. The phrase conjures a vision of a glamorous celebrity languidly waving a shiny new toy towards their phone camera and earning the average annual salary for it. In reality, influencer marketing is less about glamour and more about offering authentic value, empowering buyers to make better-informed purchases that align with both their personal and brand values.

Getting it right on social media is more important than ever before. The instant nature of communication and response leaves businesses with few places to hide. A business’ social channels are often the first point of call for customers, who are looking for a quick and easily digestible way to learn about the company. So, as we get closer to a new decade of exciting social media developments, let’s look at a few ways you can strengthen your social content offering in 2020.

With the abundance of customer data now available to marketers, it’s no surprise that there’s been an explosion of marketing technology tools and software to help manage and analyse. By using the right tools, you can improve your content marketing strategy tenfold, be more efficient, streamlined and keep up with the pace of the market.

Content marketing is far from being a new concept: it’s been ingrained in what we do as marketing professionals from the word ‘go’. What is new, however, is our understanding of content marketing and how it supports every stage of today’s non-linear customer journey.

There’s no longer any point trying to funnel customers down one prepared route – think email to website to checkout – they simply aren’t interested in being spoon-fed generic information and need far more nurturing and resource at their fingertips before they commit to a purchase. Successful content marketing creates a holistic end-to-end experience that puts the users in control and provides them with useful, engaging content.

With this in mind, we’ve created a brand-new guide to content marketing to help B2B marketers navigate this tricky landscape. In it, we explore:

• What’s changed
• How to create great content
• Harnessing the power of data
• 8 key tips to optimising your content strategy