The B2B content marketing space is filled with shared information. Many of them can be repetitive or identical, especially in an AI-dominated era, where you can create your content quickly with the same generative tools others use. So, how do you stand out?
In this blog, we’re diving into the essentials. Forget the monotony. Let’s talk about turning your data into stories that genuinely connect with your audience. We’re unpacking the trends shaping B2B marketing in 2024 – waving goodbye to traditional content, welcoming AI-powered personalization, and putting a spotlight on authentic, emotion-packed storytelling.
Our goal? Arm you with invaluable strategies to stay ahead and succeed in the ever-changing landscape of B2B marketing.
2024’s Need for Human Touch: B2B Marketing Trends
If you’re looking for new ideas based on marketing trends, we’ve got you covered!
Say Goodbye to Repetitive Ideas and Hi to More Conversational Content
In 2024, AI is taking the wheel in content creation. More info is flooding online – the good news is data accessibility. The potential snag? Information overload. Repetition kicks in, and there might be a lack of genuine connection between the brand and its reader.
So, the trick for brands? Craft content that resonates with readers, keeping it real and sparking genuine conversations. Make your content stand out in the crowd!
Emphasis on Genuine Human Interactions
As automation takes center stage, there’s a risk of losing that personal touch with your audience. The good news is, that the 2024 trend is shifting towards prioritizing authentic human interactions.
Those who embrace warmth, empathy, and real connections are poised to lead the B2B marketing game. And brands tuning into these human needs will form more meaningful connections with those who see them.
Video-Powered Marketing Will be More Valuable
Videos will continue to enhance B2B marketing in 2024. And why not? Videos are flexible, accessible, and engaging. You can also broaden your appeal to a wider audience with them.
According to the animated video production company Wyzowl, 89 percent of their 528 survey respondents were persuaded to make a purchase of a product or service after watching a video.¹ This proves that videos are effective for persuading and influencing decisions in marketing.
In your staffing firm, you can use video content to highlight success stories and provide glimpses into your processes to attract and build trust with candidates and potential clients.
Related Reading: Picture This: The Impact of Visual Storytelling in B2B Marketing
Get Ready for Impactful Engagement Led by Micro-Influencers
Influencers are everywhere! And, they have impacted both B2C and B2B marketing with their superpower to catch the attention of a broad audience. However, a group of them called micro-influencers, or micro-specialists with followers between 5,000 and 30,000, are also gaining attention.
Despite their smaller audience, their focused approach often leads to better engagements. In fact, 91 percent of sponsored post engagements in 2021 came from micro-influencers, as reported by Digital Information World.²
Partnering with micro-influencers can help your staffing firm reach a broader audience and build credibility. This is particularly effective where personal recommendations play a significant role. For example, you can partner with a micro-influencer who also freelances. You can assist them in finding a new gig, and they can recommend you to their audience. It’s a win-win!
Broaden Your Reach With Multiple Touchpoints
According to McKinsey, more than half of B2C customers engage with three to five channels before finalizing a request or making a purchase.³ This behavior is likely mirrored in B2B customers. So, what can you do? Embrace the multichannel experience.
This means recognizing that your B2B buyers engage with your business through various online and offline avenues. Doing so smoothly meets your target clients and candidates through multiple touchpoints with consistent messaging or content.
For instance, consider sharing the same job advertisement across social media such as LinkedIn, and Facebook, and in the physical space outside your office. This way, you ensure a unified experience for clients and candidates, meeting them both online and offline and reinforcing your brand presence.
Virtual and Augmented Reality Can be Your New Strategies
Augmented reality (AR) and virtual reality (VR) have also entered the B2B field. You can create a more enveloping experience by leveraging them in remote interviews and virtual job fairs.
For example, you can create a space where a candidate virtually steps into your office, interacting with potential colleagues in the desired department. Conversely, a client can virtually participate in a mock interview or observe a simulated onboarding process.
These AI tools break geographical barriers, allowing your staffing firm to engage in a more diverse candidate pool and build confidence in your firm’s capabilities.
Interactive Content Can Further Boost Engagement
B2B marketers leveraging interactive content in 2024 can anticipate an increase in their engagement rates and an improvement in customer loyalty. Interactive content requires direct engagement with your audience and is more likely to leave a lasting impression, offering your buyers an immersive experience.
- Interactive content can take the form of
- Engaging quizzes tailored to career preferences
- Polls about industry trends
- Interactive videos showcasing behind-the-scenes glimpses of the workplace
- Surveys on work preferences
- A “Day in the Life” interactive series, where candidates can virtually experience different job roles
What’s important is that you incorporate elements that will encourage your viewers to participate actively. On top of this, your content needs to be informative and entertaining to help your audience keep you in their minds.
Diversity, Equity, and Inclusion (DEI) Stays Relevant
Per Glassdoor, 76 percent of job seekers and employees deem a diverse workforce to be a crucial factor when looking at job offers and companies.⁴ This means that you must represent the people you are hiring for in your job ads and be more intentional in your diverse hiring strategies to attract the best applicants.
Inclusive Job Descriptions
- Use inclusive language when crafting job descriptions to attract a diverse range of candidates.
- Highlight a commitment to diversity and inclusion in recruitment materials, showcasing an inclusive workplace culture.
Diverse Imagery in Marketing
- Feature diverse teams in marketing materials, representing a variety of backgrounds and ethnicities.
- Incorporate images that reflect an inclusive work environment to appeal to a broader audience.
Inclusive Candidate Sourcing
- Employ diverse channels for candidate sourcing, ensuring access to a wide talent pool.
- Establish partnerships with community organizations focused on diverse talent pipelines, fostering an inclusive recruitment strategy.
Strengthen Your Brand by Building a Community
Building a community can be a powerful trend to leverage in 2024. A strong community can improve your advocacy and customer loyalty while establishing credibility and trust. Since 2024 will require more authentic connections, you may want to build a safe space for your audience to interact with each other and your team members.
To make it easier, you can invite your audience to join an online group, such as a Facebook group, so you can easily interact with them and update them on the events related to your brand and the trends in your industry.
Related Reading: Winning B2B Marketing Challenges in 2023
Genuine Connections Matter in B2B Marketing
Create genuine connections through emotional storytelling and video content, ask for the help of influencers, and be assisted by the latest AI-powered tools. Whichever trend you want to include in your B2B marketing efforts this coming year will need a human touch at its center.
WORK ON YOUR NEW POWERFUL MARKETING STRATEGIES WITH ALLIED INSIGHT
This 2024, get ahead of your content marketing game by having the right marketing strategies in place. You can do this by partnering with a marketing agency that specializes in your industry–just like Allied Insight! We’re a full-stack marketing agency with a focus on helping staffing firms.
Our services include SEO Optimization and White Hat Strategy Development, Personalized Thought-leadership Content, and Orchestration of Brand-centric Competitive Advantages and Productized Services. Schedule a chat with us today so, we can get started on elevating your marketing and communication strategies.
1. “Video Marketing Statistics 2023.” Wyzowl, www.wyzowl.com/video-marketing-statistics/#stat-5-2. Accessed 28 Nov. 2023.
2. Muhammad, Zia. “Here Are the Biggest Upcoming Influencer Trends for 2022.” Digital Information World, 10 Nov. 2021, www.digitalinformationworld.com/2021/11/here-are-biggest-upcoming-influencer.html.
3. “What Is Omnichannel Marketing?” McKinsey & Company, 17 Aug. 2022, www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing.
4. “Glassdoor’s Diversity and Inclusion Workplace Survey.” Glassdoor, 29 Sept. 2020, www.glassdoor.com/blog/glassdoors-diversity-and-inclusion-workplace-survey/. Accessed 28 Nov. 2023.