Are stormy seas ahead for inbound marketing? While it's impossible to predict what the future holds, there's no question that the industry is experiencing a significant shift.

Artificial intelligence (AI), changes to search, and declining reach and engagement on social media are shaping a new, unfamiliar landscape that has left some business-to-business (B2B) marketers feeling off-kilter.That may leave you wondering — is it time to reconsider the role of inbound marketing within my overall strategy?

The answer is probably yes. Recognising how much the landscape is changing, it’s prudent to reevaluate and adapt your approach.

However, that doesn’t mean you need to abandon the fundamentals that have made your B2B marketing strategy effective. Rather, consider refining your approach to align with new technologies, changing user behaviours, and the latest market dynamics. By adjusting your inbound marketing strategy, you can successfully navigate these choppy waters and create valuable connections with prospects and existing customers alike.

An Unclear Future for Inbound Marketing Campaigns

Recent reports have fueled anxiety about what's happening in the world of inbound marketing. These are some of the specific concerns they've raised.

Declining Search Quality

A German study seems to have confirmed what many professionals in B2B and B2C marketing already suspected: Google searches are getting worse.

The proliferation of mass produced content, combined with the continuing evolution of SEO strategies, has made it increasingly difficult for search engines to prioritise quality results.

During this study, the research team Googled over 7,000 search terms every week for a year. They concluded that:

Low-quality search engine optimisation (SEO) spam is prevalent.
Search results are increasingly dominated by content optimised for ranking algorithms instead of its usefulness to human beings.
Combating the onslaught of low-quality content is difficult because spam sites find new ways to outsmart changes Google makes to its algorithms.

Generative AI will exacerbate these problems because it makes it easier to produce a lot of low-quality content quickly. This raises legitimate concerns about the future of search engines and how effective they'll be at providing high-quality, relevant results.

From Google's perspective, this study took just a small snapshot of what their search engine can do. They argue it doesn't reflect the overall quality and helpfulness of their service, especially considering the number and variety of queries it processes every day.

The reality probably falls somewhere in between the researchers' discouraging conclusions and Google's positive spin. As the tech giant suggests, there were limitations to the study. It focused primarily on product review content, and the number of results it examined was low considering the sweeping nature of the claims it's making.

That said, spend just a few minutes Googling a topic and you'll see that there's truth at the heart of the report. Low-quality spam is a regular feature on results pages. With concurrent changes in user behaviour and AI challenging search, it's something B2B companies will have to take into consideration if they want to make their inbound marketing work.

Decreased Visibility

Gartner’s Marketing Predictions report also paints a concerning picture of AI's impact on search results. It predicts that B2B brands' organic search traffic will decrease by 50% or more by 2028. Rather than relying on a traditional Google search, consumers will turn to AI-powered search engines like ChatGPT.

On top of that, the report also predicts that half of consumers will significantly limit their use of social media platforms by 2025. According to Gartner, the public's perception that the quality of social media has decayed will push them away from these channels, potentially limiting a prime avenue for engagement.

A drop in referrals from these two sources has major implications for inbound marketing. It could seriously disrupt lead generation and sales pipelines that have relied heavily on inbound traffic from search.

Balancing Reality and Optimism for B2B Companies

That's a lot of bad news to take in at once, and it's easy to get caught up in the negativity because so many of these things ring true. People feel like search and social are indeed getting worse. They're having less satisfying experiences both as consumers and marketers.

But, while there's no denying that things feel like they are going to be bumpy for a while, there are also a lot of reasons to feel good about what's next for inbound marketing.

Continuing Customer Need

Think about the bad website experiences you have every day. Recipe websites are just one example. You search for an idea for dinner and face a barrage of rambling, keyword-stuffed articles, wall-to-wall flashing ads, and pop-ups.

It makes searching for information online a miserable experience. And it is one that is driving people towards simpler, more conversational interfaces. Instead of a lengthy and frustrating search for the right information, AI-powered solutions like ChatGPT offer a more immediate and satisfying solution for your informational needs. All you need to do is tell it what you have in the fridge and it can suggest dishes to cook. It can also adjust them on the fly according to your needs and based on your feedback.

It’s a valid concern for marketers who have relied on informational search as a way of connecting with their customers. And an existential threat for websites built on a pile-it-high, sell it cheap basis.

However, for most B2B businesses, this Chicken Little view of the world is overstated. The sky won’t be falling anytime soon. The idea that AI will completely cut the discovery pipeline misses a crucial point. In its present iteration, AI doesn’t recommend suppliers directly.

As a result, people and businesses looking to make a purchase will continue to use search to research, identify, and select suppliers who offer the products or services they need.

This reality underscores the ongoing importance of a well-crafted inbound marketing strategy, which can position your business as the answer to their search, guiding potential customers directly to you in the moments that matter.

The Role of Big Tech

Another reason to feel positive is that the business models of big tech companies, like Google and Meta, are founded on providing experiences that keep people engaged. The more time people spend on their platforms, the more opportunities these companies have to serve the ads that earn them revenue.

They have a clear vested interest in fixing the system to improve user experiences and maintain engagement on their platforms.

There may be some concern about the potential for these companies to create ‘walled gardens’ that limit the need for users to venture beyond the platform. However, the ecosystem relies heavily on content created by businesses and individuals. A significant reduction in referral traffic would dis-incentivise posting and lead to a backlash from businesses and advertisers.

The relationship between big tech companies and inbound marketers is one of mutual benefit. It has to be in the best interest of big tech companies to balance keeping users engaged within their platforms and continuing to refer traffic to valuable external content. By working together to create and promote high-quality, relevant content, both parties can thrive in an increasingly complex and competitive digital landscape.

So, while there will be shifts in how these companies prioritise and display content, it's unlikely they’ll turn the taps off.

This dynamic makes focusing on creating content that aligns with the platforms’ algorithm changes, user preferences, and platform developments a priority. As these tech giants evolve, so too must the strategies you use to engage with audiences on their platforms.

What Still Matters to Your Inbound Marketing Efforts

Not everything is uncertain, even when the industry is rapidly changing. These core principles will help you develop a strong inbound marketing strategy for your B2B business.

Content Volume and Quality

Content remains an important part of B2B inbound marketing. Your way of thinking about it, however, might need to shift.

As the market gets noisier and people continue churning out thousands of articles using AI, you might feel tempted to play their game. However, high-volume, superficial content stuffed with keywords and ads probably isn't the experience you want to give your B2B customers or the name you want to make for your brand.

You should aim to compete on a separate playing field.

Ultimately, combating a decline in organic traffic isn't as important as attracting high-quality visitors. To draw them in, you need to create highly relevant content that offers value and answers the specific questions they are asking.

However, that's not to say that the amount of content you publish is irrelevant. A mostly static brochure website with maybe a new blog post published once every few months won't cut it for most B2B businesses. So if your calendar is fairly empty, you probably want to fill in those holes and start providing something of substance for your visitors.

Content Strategy Differentiation

Besides producing the right amount of quality content, consider how you can tailor it to different purposes and opportunities. Doing so will help you make a bigger impact on a larger audience.

Reach Them Wherever They Are

Even if things look grim, you shouldn’t give up on informational content. Search-enabled AI and AI-enabled search provide users with footnotes, and informational content that matches their queries on those platforms will appear in them.

The same points that are important to search engines — experience, expertise, authoritativeness, and trustworthiness — are likely important for AI. With that in mind, you'll need to make your content a cut above the rest by:

Ensuring it has a clear point of view that prospective customers would find relatable
Proving your experience and expertise with insights and personal details
Making it thorough and accurate
Enhancing it with creative touches

These techniques will help your content stand out from the masses of generic articles that are flooding the market.

Connect With Intent

No matter what's happening with AI and search engines, your customers are still out there looking for the suppliers and the products they need. But with AI serving more of your customers’ informational needs, you’ll need to go further along the customer journey when planning and producing your content.

Keep in mind that AI isn't trying to sell things (yet!) so you have an edge when it comes to transactional and commercial intent. Produce content tailored to customers who are ready and willing to make a purchase immediately or in the very near future.

To connect with those customers, develop a marketing strategy that focuses sharply on this intent.

Use keyword research to uncover long-tail queries associated with commercial or transactional intents, then directly address those queries.
Focus on formats that provide the in-depth information and social proof high-intent customers need. Think product comparisons, case studies, testimonials, and detailed product or service descriptions.
Include clear and compelling calls-to-action (CTAs) that help customers to take the next step, whether that's requesting a quote, scheduling a demo, or making a purchase. By making it easy for customers to act on their intent, you can increase the likelihood of conversions and drive revenue growth.
Tap into customer data, including previous purchase history or browsing behaviours, to create targeted messages that address their specific needs and interests. Personalisation strategies, such as tailoring content, offers, and recommendations based on individual preferences, can help you build stronger connections with these valuable customers.

Build The Brand

Beyond driving sales and providing information, your content should also help build your brand. Make it definitive and differentiated, so it's the go-to resource that people decide to link back to and talk about.

Create content to start a conversation among your peers. It might feature internal or external subject matter experts who can provide insights and expert analysis on what's happening in the industry.

These pieces may be more abstract, conceptual, and thoughtful. Less likely to rank highly on search engine results pages, perhaps. But don't let that dissuade you.

While SEO is a core strategy, it isn’t the only tool at your disposal. Not every piece of content you create has to focus on ranking. Sometimes you’re writing for clout — to be a leader in the conversation or get in front of journalists and conference bookers.

That said, you’ll still want to optimise your content to increase the chances of those pieces coming up on the search engine results page. As such, the materials you produce should still address your customer’s questions, use search terms and phrases, and be clear and readable.

Diversifying Your Marketing Mix for Resilience and Adaptability

To build resilience and adaptability, savvy marketers need to embrace a diversified approach that leverages a range of methods and channels. By spreading your efforts across multiple tactics, you create a more comprehensive and flexible marketing strategy that can withstand shifts in consumer behaviour, technological advancements, and industry trends.

Double-Down on Earned and Owned

Faced with changing algorithms and shifting consumer behaviours, B2B companies must prioritise earned and owned media to maintain a strong and sustainable inbound marketing strategy.

Owned media, such as your website, blog, and email list, provides a powerful platform for engaging with your target audience on your own terms. By creating valuable, informative, and compelling content, you can attract and retain a loyal following of customers who are eager to hear from you. Use your owned channels to showcase your expertise, share success stories, and provide exclusive offers or resources that keep your audience coming back for more.

Earned media lends credibility and expands your reach beyond your existing network. When respected industry publications, thought leaders, or influencers mention or recommend your brand, it can significantly boost your visibility and attract new prospects to your business.

Focus on building genuine relationships with key players in your industry. Engage with them on social media, share their content, and look for opportunities to collaborate or contribute your expertise. By establishing yourself as a valuable resource and trusted partner, you increase the likelihood of earning high-quality media mentions and recommendations.

By investing in both earned and owned media, B2B companies can create a powerful inbound marketing engine that drives brand awareness, establishes credibility, and attracts qualified leads – even in the face of a changing digital landscape.

Amplify Your Reach with Paid Advertising

While inbound marketing tactics form the foundation of your strategy, paid advertising is a powerful complement that can amplify your reach and drive targeted traffic to your high-value content.

Allocating a budget for paid marketing allows you to promote your content to your target audience, increasing visibility and accelerating the impact of your inbound efforts. By leveraging platforms like Google Ads, LinkedIn Ads, and other social media advertising, you can ensure that your message reaches the right people at the right time.

Contextual advertising is also a highly effective way to connect with potential customers who are actively seeking solutions to their problems. By displaying relevant ads within content that aligns with your offering, you can capture the attention of prospects at the precise moment they're most likely to engage.

To maximise the impact of your paid advertising efforts, focus on creating compelling ad copy and visuals that clearly communicate your value proposition and encourage users to take action. Continuously monitor and optimise your campaigns based on performance data, adjusting targeting, bids, and creative elements to improve ROI.

Get AI to Work For You

AI might cause disruptions and headaches, but don't turn your back on it. When you use it correctly, AI can jump-start your content productivity.

What you shouldn't do is trust AI to write your content for you. See what it can do to outline, brainstorm, or even research, but always bring human expertise and judgement to every piece of content before you hit publish.

The last thing you want is for your content to get lost in the mix of AI-generated spam. By using AI as one tool rather than the be-all and end-all of your content production, you can leverage its strengths without generating the type of low-quality content that's overwhelming search results.

Build Stronger Relationships With Existing Customers

If you've been focused on bringing in a steady stream of new leads at the expense of delighting your existing customers, now is the time to bring things back into balance. Try these strategies to start:

Personalised communication: Use segmentation and data-driven insights to tailor your email marketing to individual customers and groups.
Value-driven engagement: Focus on content strategies that position your company as an essential advisor and trustworthy partner.
Proactive support: To keep your business top of mind for your customers, schedule regular check-ins like automated emails with easy booking links that invite them to schedule a chat.

No matter which of these methods you put into practice, the primary goal is to put your customer front and centre. Share content, such as case studies or guides, that you know will appeal directly to their pain points and needs. This will help you build a lasting relationship that continues to thrive even as you take on new customers.

Embracing the Future of Inbound Marketing

Inbound marketing is changing, and B2B companies must adapt to stay ahead of the curve.

However, some things remain the same. By focusing on creating high-quality, targeted content that addresses customer need and intent, diversifying marketing strategies, and leveraging the power of AI and automation, businesses can navigate the challenges ahead.

The key to success lies in staying agile, experimenting with new tactics, and continually refining your approach based on data-driven insights. Embrace the opportunities presented by this new era of inbound marketing, and you'll be well-positioned to build lasting relationships with your customers and drive meaningful business growth.

Are you ready to adapt to the new state of inbound marketing? 1827 Marketing can help. Our campaign management, content creation, and marketing automation expertise will help you create an inbound marketing strategy that can handle whatever comes next. Book a demo to learn more.

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How to Future-Proof Inbound Marketing in the AI Era