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With visual content on the rise, and an increasing emphasis being placed on stage-based marketing, the 2014 content marketing landscape might look a little different than we’re used to.

 

A Rise in [New] Visual Content

In 2013, infographics experienced the largest year-over-year increase in usage of any content marketing tactic. We’ve been predicting an increase in visual content for a while now, and it seems that content marketers won’t disappoint. In addition to infographics, 73% of B2B marketers are also using video — another tactic that has been on the rise in recent years.

 

Better Content Strategy

B2B marketers dove into content marketing this year, but not all of them had a strategy to guide them (34%). With a vast majority of B2B marketers using content, having an accompanying strategy will be even more important in 2014; otherwise, your content will just get lost in the clutter.

 

Marketing by Stage of the Sales Cycle

According to the MarketingProfs study, only 43% of content marketers are tailoring their content by stage of the sales cycle. With 77% of buyers now requesting targeted content at each stage of their research (according to our 2013 State of Demand Generation study), it’s important that marketers cater to these preferences before their competitors get there first. In 2014, marketers will have to start creating content specifically for each stage of their funnel, i.e. creating educational blog posts and white papers for the top of the funnel, case studies for middle-of-the funnel prospects, and buyer’s guides and executive value guides for the bottom of the funnel.

 

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