In 2022, B2B Content marketing budgets will grow [Research]

Content marketers are working hard to secure the budget for 2022 as the year draws near.

The content marketing budgets will grow by 20% in 2022, which is great news! Now, the problem is how to make sure that you are able to take advantage of this growth and use it effectively.

After the pandemic, content marketing experienced significant growth. This was a bittersweet moment for the industry. The question is not only how quickly things have returned to normal, but also how long that momentum will last.

Marketers have to maintain this upward trend. Two studies by the Content Marketing Institute have been released on how to maintain your content marketing momentum and what these trends will look like in 2022. These studies are key to understanding how you can continue moving content marketing forward in the coming year.

The Key Takeaways:

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  What can you do if your marketing budget is growing but your content team isn't? Outsource is the answer.
  
  

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  What now? To avoid these pitfalls, you need to address other issues common in the industry.
  
  
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  Now is the time to create your content marketing strategy. Stick to it! Prioritize customers and do the research to ensure your success.
  
  

43% of marketers predicted that their budget would increase in 2021. 66% believe it will increase even further in 2022. This is incredible news, no matter how you spin it. Content marketing is on the rise!

Now the question is how to spend the new budget.

The bigger the check, the more you are expected to do and produce more results. Marketing teams rarely grow and 58% only have 1 to 0 full-time employees who are dedicated to content marketing.

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Can you see the problem? Your team will be expected to do more with more money but not more people.

The solution? To increase your ROI, outsource your content marketing.

Companies are increasingly outsourcing their content marketing strategies. 75% of large corporations will outsource their content marketing efforts by 2022. Over half of marketers in all companies will be outsourcing their content efforts by 2022.

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It is not easy to master content marketing. It might be a smart move to outsource content marketing, as the field continues to dominate the marketing scene.

How do you determine if your company should make the leap of faith. These are some factors to keep in mind when making your decision.

Outsourcing has many benefits

Efficiency

Outsourcing content can help increase your company's efficiency.

It takes time and energy to create even one piece of content. This can be exhausting, especially if your company has only one or two employees who are involved in content marketing.

The amount of time you spend on SEO writing can depend on how well-versed your team is (and how human they are to balance it to create the best blog posts), and may even become a waste. If you don't recognize that you are doing something wrong, you will continue to waste resources.

Research-Based Strategy

The world of content marketing research is ever-evolving. Every Google search brings up more information about the field. Data-driven marketing is becoming increasingly important.

Outsourcing content marketing means that your team gains all the knowledge and information without even having to sweat.

There are many perspectives you can gain. Outsourcing means you work with people from a range of backgrounds. You might work in business supply chain, so one of your writers may have experience in both the supply chain and lead generation industries. Your content is now a double-edged sword.

Consistency

You've decided to not outsource. Katie is an excellent writer and will take care of your blog.

Katie is probably a great person, but Katie most likely has a job description that does not include content creator. Remember that your budgets are increasing but not your team.

There's a good chance that your blog will be neglected if you don't have someone to manage your content marketing strategy.

You can also outsource your content to someone who will keep you on track.

Consistent publishing is the best way to see traffic rise. Even more effective is increasing your cadence.

Keep the Content Marketing Momentum going

During the pandemic, marketing was one of the most flexible industries. Although digital marketing strategies were expected to grow in popularity before the pandemic, marketers were forced to adapt and the industry changed almost immediately.

This momentum has been strong and it is our job as marketers to maintain it. We must avoid the digital marketing pitfalls that have plagued us all before.

Be Free From The Traditional Marketing Mindset

Marketing is not what your grandpa would call it anymore (sorry pops).

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In the last decade, the most important trends in marketing have changed dramatically. This is due in large part to the impact of social media and the internet on culture and how people think.

Executives should avoid the ‘traditional' mindset of marketing in 2022. 51% of marketers agree that it is difficult to avoid the traditional mindset. 51% of marketers struggle with sales-oriented marketing. Do you see the correlation?

Online, no one has the time to read about something that isn't relevant to them. It's amazing how much time people spend online, but they don't want to read sales pitches when they can find articles about other topics.

Prioritize Your Consumer

Avoid the common mistake in marketing: Prioritizing your own agenda above that of your customers.

This might not be a criticism, but CEO vision could be a problem. CEOs just don't get it. They don't get it. However, this falls on the CMO's shoulders.

The expert is responsible for advocating for integrity in marketing. We understand that your CEO has many responsibilities and are not always up-to-date on the latest trends in content marketing. But I digress.

Marketing is the future. The industry is still behind. Number one, content must be customer-focused and not sales-oriented.

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This sentiment was echoed throughout the industry when the pandemic struck. Marketing was filled with empathy. This is not the time to lose sight of that vision.

Your customer is at the center of your content marketing strategy. You must first research your audience to create a buyer persona.

You know the basics. But how do you apply them?

You can solidify your content plan

There are many ways to make yourself successful, but a solid plan is one. From setting goals to measuring their success. There are many options. This guide will help you create a digital marketing strategy.

Outsourcing is a great place to start, no matter if you are just getting started or if you are ready to make it a success.

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