These days, nearly half of marketers plan to increase their spending on B2B content marketing year over year. You might get surprised, but B2B marketers use more content than B2C in their strategy (91% versus 86%).

‍

The top areas of B2B content marketing investment include:

‍

• Video (70% of respondents)
• Thought-leadership content (over 50%)
• Digital (21%)
• In-person events (47%)

‍

Brand awareness continues to be a top goal for 84% of marketers worldwide (Statista). Generating leads and demand — for 76%, growing loyalty — for 50%. 79% of  B2B marketers attributed the success of their content marketing to knowing their audience.

‍

Let's take a closer look at these and more key B2B content marketing trends set to dominate 2025-2026.

Growing Importance of Video Content

More than 70% of B2B marketers plan to invest more in video content marketing (Forbes). Besides, more and more people choose engaging and easy-to-understand content. All because video helps deliver complex ideas in a quick and visually attractive way. 

‍

Below are the most popular formats that you might have already seen your favorite brands using, too.

Short-Form Video

TikTok, Instagram Reels, and YouTube Shorts have made short-form videos incredibly popular. B2B content marketing teams have also spotted the trend and started to use this format for their audiences. Short videos are great for grabbing attention and sharing important messages fast.

Example

Google Cloud uses YouTube Shorts to promote its solutions. In their shorts, the company shares trends, success stories, and product capabilities.

Tips

• Focus on the hook — the first few seconds are critical. Grab your audience's attention quickly with an engaging question, striking visual, or compelling statistic.
• Highlight key benefits and showcase how your product or service can solve their problems.
• Publish regularly to keep your audience engaged.
• Use customer reviews or user-generated content to build trust and provide credibility to your brand.

Educational Video Content

In the B2B, decision-makers often seek educational content that helps them solve specific problems or understand industry trends. Video tutorials, webinars, and product demos are popular formats that demonstrate expertise and build trust with potential customers. 

Example

HubSpot frequently uses educational videos and creates YouTube tutorials on various marketing strategies for business owners.

Tips

• Focus on addressing common challenges or questions that your audience faces.
• Offer clear, well-structured content. It makes your brand a go-to resource for decision-makers.
• Use infographics, charts, and animations to make complex topics more digestible and engaging.
• Allow the audience to ask questions in real-time.
• Allow viewers to watch recorded webinars or educational content at their convenience.
• Demonstrate how your product or service has solved real-world problems for other businesses.

Video content is indispensable for B2B content marketing teams. It engages audiences, simplifies complex concepts, and builds trust. We believe it is a must-have tool in any marketing strategy. 

Increasing Significance of SEO and Organic Search

Search engine optimization is a crucial component of any successful B2B content marketing strategy. It helps businesses increase their visibility in search engines, lead generation, and drive long-term growth. 

‍

However, producing SEO-optimized content is still a challenge for many B2B marketers. Around 14% of B2B marketers worldwide state that content production is the most difficult task in SEO. That’s why B2B marketers need to adopt the latest SEO practices to stay ahead of the competition.

E-A-T (Expertise, Authoritativeness, and Trustworthiness)

Google's E-A-T guidelines have become essential for marketers. They help build credibility and rank higher in search results. The E-A-T framework focuses on the quality and trustworthiness of content.

Example

McKinsey publishes in-depth industry reports and case studies that show their expertise and authority. Their research-based B2B content writing is trusted and often cited. This is enhancing their E-A-T profile.

Tips

• Focus on producing in-depth, high-quality, long-form content. Think how-to guides, industry reports, case studies, or white papers.
• Support your content with research, data, and credible sources. This builds trust with both your audience and search engines.
• Build authoritative backlinks. Seek opportunities for guest blogging, collaborations, or partnerships.
• Highlight employee expertise. It can enhance the authority of your content.
• Encourage your audience to leave positive reviews on trusted platforms like Google My Business, Trustpilot, or industry-specific review sites. It positively impacts your search rankings.

Topic Clusters and Pillar Pages

The topic cluster model is an SEO strategy that organizes content around main themes to boost website structure, user experience, and SEO performance. In this approach, a "pillar page" serves as a detailed guide on a broad topic. Linked to it are shorter "cluster" articles that focus on specific subtopics. 

‍

These links between the pillar and cluster content help make the site easier to navigate and more relevant.

Example

Ahrefs has a comprehensive pillar page on SEO Basics that covers everything. Each section links out to more specific cluster articles for deeper dives.

Tips

• Identify key topics that are highly relevant to your business and target audience. These topics should align with the main services or products your company offers. For instance, if your business specializes in digital marketing, a pillar page could be titled "The complete guide to digital marketing".
• Your pillar page should be a detailed, high-level guide that covers all points of the core topic. The B2B content writing should provide value to readers.
• Use internal links to connect your cluster content to the pillar page and vice versa. This signals to search engines that these pieces of content are related and collectively provide comprehensive coverage of the topic.
• Make sure that your pillar and cluster pages are easy to navigate and mobile-friendly.
• Optimize pillar and cluster pages with relevant keywords.

‍

Implement these SEO strategies in B2B content marketing to resolve content production and drive sustainable growth for your business.

Interactive Content

Interactive content is another content marketing trend in B2B. It's a fast way to engage audiences and stand out from the competition. Interactive content allows users to actively participate in the content experience and makes it more engaging and memorable.  

Interactive Tools

Interactive tools like calculators, quizzes, and assessments allow users to input their own data and receive personalized results. These tools engage users, generate leads, and offer practical insights to help them make informed decisions.

Example

Microsoft Azure Pricing Calculator helps users estimate costs based on their Azure usage without special assistance.

Tips

• The tools must directly tie into your business offerings.
• Make your tools easy to use and visually appealing.
• Add social sharing options.
• Guide users further down the sales funnel and suggest what they should do next.

Quizzes and Polls

They help involve your audience and provide valuable insights. These are ideal for driving engagement on social media or as part of email marketing campaigns.

Example

CECO conducts polls via social media platforms like LinkedIn to understand customer preferences and pain points related to environmental compliance.

‍

‍

Tips

• Design quizzes that resonate with your target audience’s pain points or interests.
• Use polls for market research, adjusting your marketing strategy, or developing new content ideas based on real-time feedback.

Virtual and Augmented Reality

VR and AR are typically associated with consumer marketing, but they are becoming powerful tools in B2B marketing as well. These technologies can make product demos, training, and presentations more engaging and memorable.

Example

Bosch uses AR to showcase new products to its B2B clients at trade shows and exhibitions. 

Tips

• Use VR or AR to help potential clients better understand complex products or services.
• Use to create interactive virtual booths.
• Use VR for training sessions.

Interactive webinars

Webinars with polls, Q&A sessions, and real-time feedback can take user engagement to the next level and increase trust.

Example

Semrush’s interactive webinars include live feedback and polls.

Tips

• Use interactive tools like polls, surveys, or live Q&A sessions.
• Offer personalized B2B content or recommendations based on the user's participation.
• Record interactive webinars and turn them into on-demand content.
• Break the record down into bite-sized pieces for sharing on social media or your website.

‍

Adopting interactive content strategies helps B2B marketers stay ahead of the competition. These marketing strategies engage users and build trust.

The Shift Toward Omnichannel Marketing

Now, B2B clients interact with companies across multiple touchpoints. As a result, B2B marketers are moving toward an omnichannel approach. It delivers a seamless and consistent experience across all channels.

The top-performing content marketing channels for B2B include (Forbes):

‍

• In-person events (56%)
• Webinars (51%)
• Email marketing (44%)
• Organic social media (44%)
• Blogs (40%)
• Email newsletters (39%)

‍

The goal of B2B content campaigns is to create a narrative across different platforms and ensure that each interaction reinforces the core message and drives engagement. This consistency helps build brand awareness and foster a stronger connection with the audience.

Tips

• Ensure that your message, branding, and tone remain consistent across all channels.
• Adapt B2B content to the needs and preferences of different audience segments.
• Provide the ability to easily find more information through your social media, webinars, or direct website.

‍

Omnichannel marketing is crucial for companies that try to strengthen brand awareness, foster deeper connections, and drive greater engagement. 

Sustainability and Corporate Social Responsibility Content

Sustainability and corporate social responsibility become more important to B2B clients year to year. Companies recognize the need to integrate these values into their content marketing strategies because B2B clients are not just looking for quality products or services. 

‍

They are also seeking partnerships with businesses that align with their sustainability values, ethical practices, and social responsibility.

‍

Therefore, marketing content strategy can create deeper connections, foster trust, and help businesses stand out. However, it’s not enough to simply mention sustainability or ethical practices.

Storytelling Around Sustainability

B2B companies are increasingly using storytelling to highlight their sustainability initiatives. Storytelling humanizes the company’s efforts. It can build credibility and appeal to buyers who prioritize sustainability in their purchasing decisions.

Example

Unilever shares its journey toward reducing environmental impact. Their storytelling is packed with videos and case studies.

Tips

• Frame your sustainability initiatives in a way that resonates with your target audience.
• Show the process. Even if your company hasn’t reached its sustainability goals, share your journey with all the challenges and progress.
• Use infographics, charts, and videos to illustrate the impact of your sustainability efforts.

Transparency and Ethical Practices

B2B clients seek transparency and ethical practices from the companies they do business with. They want to feel confident that their partners adhere to responsible sourcing, fair labor practices, diversity, and inclusion standards. All these things can affect reputations. 

Example

IBM emphasizes fair labor practices and inclusion. Also, IBM regularly publishes its progress on these commitments in its annual Corporate Responsibility Report and on social media platforms.

‍

Tips

• Share insights into your supply chain. Videos or articles showcasing visits to factories or suppliers can be highly engaging and increase buyer confidence.
• Highlight collaborations with suppliers or vendors that share your commitment to ethical practices.
• Highlight how your business positively impacts your employees and environment.

‍

Integrating these principles into content strategies positions the brand as a forward-thinking leader in the industry. Moreover, in the long term, these efforts can drive deeper engagement, loyalty, and ultimately, business growth.

Humanizing B2B Content

94% of marketers say personalization boosts sales (HubSpot). Today, B2C and B2B audiences adopt a “human-first” approach that emphasizes empathy, storytelling, and authenticity.

‍

How can companies infuse their content with personality and a human touch, together with professionalism and authority? Here are some tips from Anna Writes.

Conversational Tone and Language

One of the simplest ways is a conversational tone. Try to be clear, friendly, and accessible. This is not about dumbing down content—it's about speaking to your audience like they are real people.

Example

HubSpot has a very conversational tone across its blogs, videos, and marketing content. The company tries to make complex marketing concepts simple and approachable for businesses.

Tips

• Stick to clear, concise language that’s easy to digest. Don't use jargon and corporate speak.
• Address your audience directly with you and we to create a sense of connection and involvement. For instance, instead of “Our software enhances user engagement through advanced analytics,” try “We help you connect better with your customers and understand what they want.”
• Use short sentences to enhance readability and keep your audience engaged. Long sentences can lose people’s attention.
• Ask questions to invite your audience to think and engage. For example, “Have you ever struggled with…?”
• Sometimes, use a light-hearted joke or playful comment (when appropriate). That can make your writing more enjoyable and relatable.

Stories Are More Than Stats

Storytelling makes your B2B content more relatable and memorable. We recommend using customer success cases, stories about your brand’s journey, and challenges. These add depth and interest on a personal level.

Example

Asana uses customer success stories from organizations like Zoom and Polistar to demonstrate how its platform helps teams stay organized and efficient.

‍

Tips

• Relate your product or service to everyday problems and challenges your audience faces. It makes your B2B content practical and relevant.
• Structure your stories with a beginning, middle, and end. Start with a challenge, explain the solution, and highlight the results. 
• Write about how a customer felt before and after using your product
• Use emotion to drive engagement, such as frustration, relief, or excitement. It provides an emotional connection for your audience.
• Use stories that reflect common challenges in your industry.

Your Team Is Your Main Capital

Tell your clients about your team. This helps humanize your business and build trust. 

Example

HubSpot frequently shares employee stories and insights on their blog and social media. They also showcase their leadership team and company culture.

‍

Tips

• Demonstrate the team’s expertise and experiences through blog posts, videos, or social media content.
• Let your executives and team leaders share their insights and thought leadership in blog posts or interviews. This adds authority while maintaining a personal touch.
• Give clients a look at your team’s daily activities or company culture with behind-the-scenes videos or photos. This fosters connection.
• Engage executives and team leaders to share their thought leadership and write about industry trends. This helps position the company as an industry leader and expert.

Engaging Content

Humanizing B2B content is one of the main content marketing trends in 2026. Offer your audience the opportunity to participate in the conversation instead of passively consuming information. Polls, quizzes, webinars, and live Q&A sessions can make your content more dynamic and engaging.

Tips

• Let your audience voice their opinions and encourage dialogue. We recommend including polls or open-ended questions in your B2B content.
• For instance, host a live webinar where your customers can ask questions in real time.
• Use polls, surveys, or ask open-ended questions to spark discussions. For instance,  ask “What’s your biggest challenge in project management?” and get valuable insights and engagement.
• Use social media platforms like LinkedIn to share B2B content and invite your audience to comment or share their experiences. 

Show Your Values

In B2B, the audience wants to do business with companies that align with their principles. Values can build trust, differentiate your brand, and foster stronger connections with potential clients.

Example

Siemens aims for sustainability and digitalization. They plan to become carbon neutral in their operations by 2030. Also, the company encourages gender equality and helps diverse talent rise to leadership roles.

‍

Tips

• Translate your company’s mission and vision throughout your B2B content. 
• Use case studies or success stories that reflect your values in action. For instance, how your solutions have helped clients achieve business goals and positive social or environmental outcomes.
• Share your business processes, decision-making criteria, or challenges openly. 

‍

Humanizing B2B content is a necessity. Businesses can build deeper connections with their audience through personalization, storytelling, and authenticity. 

The Future of B2B Content Marketing

B2B content marketing trends in 2025-2026 are poised for significant change. Key content trends like video, SEO, interactive content, omnichannel strategies, and humanization will play a major role. As businesses focus more on building brand awareness, generating leads, and fostering customer loyalty, investing in these trends will be critical to remain competitive.

‍

FAQ: B2B Content Marketing Trends for 2025-2026

What is the trend in content marketing in 2025?

The main trend in B2B content marketing for 2025-2026 is a push toward high-engagement content—especially video and interactive formats.

Why is video content so important in B2B?

Video is effective at explaining complex topics quickly. Formats like short-form video and educational videos (tutorials, webinars) help grab attention, build trust, and showcase expertise.

What is "interactive content" and why should I use it?

Interactive content allows users to actively participate, making the experience more engaging and memorable. Examples include calculators, quizzes, polls, and interactive webinars. These tools not only engage your audience but also help generate leads and provide valuable market insights.

What does "humanizing B2B content" mean?

This trend involves making your brand more relatable and authentic. You can do this by using a conversational tone, sharing real stories (not just stats), showcasing your team's expertise, and demonstrating your company's values. This approach builds trust and helps your audience connect with you on a deeper level.

‍