In our previous blog, we talked about 3 upcoming trends that can help you build an ongoing conversation between your audience and your B2B content.

What else is trending in 2023? Let’s look at the more technical side of content creation.

First, we’ve noticed that the emphasis on blogs is turning into a big push for video content (and it doesn’t have to be expensive). Second, now that the initial panic over web accessibility has subsided, we’re discovering tons of added benefits. Third, AI is the acronym on everyone’s lips, but we think of it as more of a tool than a replacement.

Though the word “trends” makes them seem flighty, all of these concepts have the potential to give your content campaigns incredible staying power.

Add videos to your content rotation

All the blogs!

By now, we all know the value of blogs: they inform, educate, and (when updated consistently) keep your website supplied with delicious SEO juice.

B2B content creators aren’t about to end their love affair with blogs, but as technical limitations diminish, video is starting to fire up their imaginations.

71% of B2B marketers now use video in their strategies.

95% of B2B buyers say video plays an important role in their decision to move forward with a purchase.

In B2B, there is still a lingering perception that marketing videos require a huge investment of time and effort. That may have been (sort of) true in the past, but these days, there are plenty of tools and tricks to help you make engaging video content on a budget.

Video can be as simple or as complex as you make it

Creating B2B videos can be this simple: just set up your phone on a tripod and record.

Video is accelerating in the B2B space because it adds value by capturing the viewer’s interest, communicating helpful information, and growing your audience.

It can be this simple: use a basic clip-on mic, a well-lit space, and your phone’s camera to answer a commonly asked question in less than 2 minutes. You can do this as many times as you have questions to answer.

On the more involved side, you could spend a day onsite filming processes, facilities, and people you think your audience should see. Then cut the footage up into multiple snippets of images and video that can be repurposed in other content formats. The result is a deep well of content that you can continue to draw from for many years to come.

There are plenty of resources online to help you do it right. If your team is short on people with video-creating skills, an agency can always help you out.

Know the real benefits of accessibility

Are you doing accessibility upgrades just to avoid getting in trouble?

There are definitely good legal reasons to address accessibility issues on your website. With more insights into user experience, we know the benefits go way beyond ticking off some regulatory checkboxes.

A harmful misconception about accessibility initiatives is that they only cater to a small minority of users — and that we only do them to avoid getting in trouble. The truth is more than 15% of the world’s population has some form of disability.

Beyond the social reasons — for example, embracing people of all ability levels and making them feel accepted — accessibility benefits your business. For example, this 2019 report found that internet retailers with inaccessible websites are losing $6.9 billion a year to competitors with accessible sites.

Unless your website is optimized for certain assistive devices, a portion of your audience will not be able to access your content.

Better accessibility means a broader audience

By improving accessibility, you welcome a whole new audience to your website. Helping people navigate the site and easily find what they need increases the chances they will engage with your product or service.

Plenty of accessibility changes are just a net benefit to everyone. When you take away annoying popups, distracting animations, and illegible fonts, you scare off fewer readers. Similarly, when you make text easier to read, improve colour contrasts, and make navigation more intuitive, you encourage more readers to keep browsing.

There’s so much to say about accessibility, and we’re passionate about it here at Motum B2B. If you’re curious, we have a 2-part series all about the regulatory aspects and the practical implications.

Should we bow down to our AI overlords?

Some predict an AI takeover, but…

We like to think of AI as more of a symbiotic relationship. The internet has been flooded with AI-related predictions, but technical developments are accelerating faster than many of us could have guessed.

Where is AI at now? It depends. Since we’re talking about B2B content, it’s safe to say AI will probably not be replacing too many jobs for the time being.

AI’s current limitations

A quick search for "Chief Barketing Pawfficer" in DALL-E generated this fella with paws in all the wrong places.

When it comes to imagery, there are tons of impressive examples of AI-generated images that look photorealistic or that replicate different artistic styles. Can they replace a stock photo subscription? If you can’t find an existing image of what you need, it may be easier to try and generate one, but it may also involve a lot of trial and error. You have to describe what you want accurately, and the program still may not have enough information to create an image of a niche B2B scenario. Sometimes you get an image that looks accurate at first glance but gets weird on closer inspection — like those chewed-up looking keyboards or people drawn with twelve fingers. In many B2B cases, we still recommend investing in making your own photographs and 3D models.

Use AI content as a tool or template

You may have also seen AI tools that generate entire articles within seconds. Let’s set aside whether these articles capture the nuance and creativity of something written by a human. In B2B, your content needs to address specific objectives held by your audience and describe products, services, and processes in a precise way.

At this stage, content writers can use AI-generated articles as templates or jumping-off points to start an article or email. Then they can add critical details about your B2B products, ensure pieces meet your marketing objectives, and refine everything to reflect your brand’s voice.

Keep in mind that at the pace AI is developing, these tools may have already improved exponentially within years or months of the time of writing. It’s worth keeping an eye on updates to see if there’s anything useful to your content creation process.

How do you take advantage of these trends?

Hopefully we’ve given you lots of inspiration for your B2B content approach this year. There’s a lot of information to unpack, but if you need help navigating it or want some specific recommendations with your business, it’s worth talking to a B2B content expert.

What are your 2023 content goals?

Let’s discuss how these trends can level-up your next B2B content initiative.