At the end of last year, our team unpacked the B2B marketing trends that defined 2025 across branding, PPC, websites, social media, content, and SEO. From humanization to navigating new AI challenges, it offered a comprehensive look at what happened over the last twelve months.

Now, to start the year, we figured we’d take some time to look ahead and take a deep dive into B2B content: what’s happening, what will shape 2026, and how you can put it all into practice.

Quality over quantity

Content is often seen as fleeting. One minute it’s there, the next it’s not, but if it gets someone to pause and engage, it’s served its purpose. Pair that with oversaturation from AI content flooding our feeds and you’re left with audiences hungry for something slower and more considered.

In 2026, that’s exactly what we'll see. Content marketers will start taking a step back and reworking their content strategies to focus on publishing less frequently, but at a higher quality across video, blogs, and beyond.

Instead of thinking about metrics and prioritizing how something performs, it’ll be about prioritizing people, their stories, and making something memorable.

96% of B2B marketers now create thought leadership content.

Lean into what AI can’t

To continue that sentiment of “less is more” and cut back on the amount of content that marketers are publishing, there will also be a move toward creating content centered on human thoughts and feelings. Especially in 2026, as talk continues around whether the AI bubble is about to burst, people will be looking for everything AI can’t recreate.

That means pursuing content that feels as unique as your brand — content that’s authentic, personal, driven by (and looking to solve) human problems, and works to bring together community.

Data (and aligning that data) matters

A recent study from Content Marketing Institute found that 45% of B2B marketers believe aligning with sales improved their marketing effectiveness in the last 12 months. In 2026, marketers that want to get ahead will be those that break away from silos and do a better job of aligning sales and marketing.

Making that happen is all about communicating and sharing. It’s about unifying metrics and dashboards, understanding how sales data and insight can play an active role in shaping content strategy (and vice-versa), and coming up with a strategy that’s not influenced by just your marketing team.

45% of B2B marketers believe aligning with sales improved their marketing effectiveness in the last 12 months.

Appeal to the new rules of search

In the last year, the rules that defined search have changed. As Brandon Gilmore, our Manager, SEO & Analytics, mentioned in our 2025 trends round-up, one of those rules was the decline of clicks as AI overviews became more prominent, with almost 60% of Google searches now ending without a click.

In 2026, content marketers will start focusing on not just understanding the nuances of how those rules have changed, but how their brand can show up in a way that matters. Again, that means creating content that feels human, prioritizing brand moments instead of metrics, and using data with impact.

Rethink thought leadership

Did you know that 96% of B2B marketers now create thought leadership content? Given how well it works, it makes sense. In fact, 53% of B2B decision-makers say that when a company’s thought leadership is strong, brand recognition matters less, offering a real opportunity to overtake the incumbent.

With so many people adding their thoughts to the mix, things can get loud. The best way to make an impact? Consistency, with real strategy behind it.

Instead of just sharing thought leadership content to tick a box in 2026, think about how the insight you’re sharing is differentiating your business, how it brings original and fresh insight instead of imitation, and how you’re building on that insight over time with a long-term strategy.

Want to level up your 2026 content strategy?

Whether you’re looking for thought leadership features, need social media guidance, or want content that appears higher in search, we’ve got answers. Speak to one of our experts today.