Content marketing isn’t what it used to be. What worked a few years ago might not be enough to capture your audience’s attention today. Thanks to AI, the way we create and consume content is changing. For B2B marketers, it’s no longer just about churning out blog posts or social content. It’s about knowing where your audience engages the most, how they want to learn, and what actually gets them to take action.
At Green Apple, we help clients get the most out of the content they’re already creating. Whether you want to connect more deeply with your audience or stretch your content further, here are some trends and a few strategic tips to help you level up.
How Today’s Audiences Are Consuming Content
You don’t have to guess what’s working anymore. Data tells us exactly how people are engaging with content, especially in the B2B realm. Here are a few of the trends we’re watching closely as audience preferences continue to evolve:
1. People still read blogs, but they want them to be skimmable.
According to this article from Inc., 81% of people only skim the content they read online. We know that blog content is effective when you can find ways to create eye-catching content that converts. Readers want short paragraphs, bold headlines, and clear takeaways. No fluff.
2. Video is growing, even in B2B.
The Content Marketing Institute found that 75% of B2B marketers use video, and it’s one of the top-performing formats. Brief, shareable videos on platforms like TikTok or YouTube shorts are especially popular.
3. Email is a powerful tool when used well.
Email marketing is still one of the most effective channels for driving conversions, with a 2.8% conversion rate for B2C brands and a 2.4% conversion rate for B2Bs according to FirstPageSage. But the most effective emails are personalized, value-driven, and brief. People are reading emails on their phones, not desktops.
4. Repurposing content is a must.
According to Digital Marketing Today, content marketers who repurpose content across multiple formats see better ROI and enhanced SEO results. That might mean turning a blog post into a social post, an email campaign, or even a podcast episode. Using high-performing content more than once is a proven strategy for amplifying your reach.
5. Podcasts are still reaching audiences.
HubSpot’s 2025 State of Marketing Report found 91% of marketers plan to maintain or increase their investment in podcasts and audio content. Launching your own podcast isn’t the only way to get in on the trend. Partnering with a micro-influencer that fits your brand is a smart way to tap into their audience and share your expertise without taking on the full production load yourself.
6. AI is a growing part of the creative process.
More than half of B2B marketers are using AI for idea generation, keyword research, and content outlines. According to Orbit Media, 54% of content marketers report using AI to generate ideas, but just 6% use it to write entire articles.
AI doesn’t replace human insight or strategy, but it can streamline parts of the process and free up time for creativity.
How to Adapt Your Content Strategy to Maximize Your Efforts
So, what should small and mid-size businesses actually do with all this information? Here are some simple, smart strategies to help your content work harder for you:
1. Turn one idea into many assets.
Let’s say you write a blog post about industry trends. That one piece of content could become:
- A short video recap
- A LinkedIn post series
- A customer email series
- A sales-enablement tool, like an infographic or a slide for a pitch deck
- A lead generation resource, like a downloadable checklist or whitepaper
Start with one strong idea, then spin it out across channels. This saves time and gets more eyeballs on your message.
2. Use AI as a brainstorming partner.
Need headline ideas? Want to build out an outline? AI-powered tools like ChatGPT or HubSpot’s AI content assistant can help you generate ideas even faster. Use them to get started, but make sure a human brings the strategy, voice, and final polish.
3. Audit your content before creating more.
Look at what you’ve already published this year. What’s gotten the most views or engagement? Could it be updated or repurposed? You don’t always need new content. Sometimes, you just need to optimize what’s already there.
4. Focus on one platform first.
If you’re overwhelmed by all the options—email, LinkedIn, blogs, video—choose the one where your audience already is. Nail your message there. Then expand.
5. Pair content with a goal.
Don’t just post for the sake of posting. Tie your content to a specific marketing objective: driving traffic, growing your email list, warming up leads, or supporting your sales team. That way, you can measure its success and see what’s working.
6. Make it mobile-friendly.
From emails to blog posts, assume your audience is reading on their phones. Keep things simple with short headlines, clean layouts, and clear calls to action.
7. Revisit your strategy quarterly.
Audience behavior changes fast. Instead of setting a content plan once a year and hoping for the best, build in regular check-ins to refine your topics, formats, and goals. Planning to pivot is an important part of being more strategic with your content calendar.
Content That Connects (and Converts)
If you’re feeling stuck, you’re not alone. Even the best content creators are rethinking how to reach their audience right now.
At Green Apple, we work with clients every day to create content strategies that actually work. We can help you identify your audience, define clear goals, and build content that connects across channels.
Need a fresh perspective? Let’s talk. Our team is ready to help you turn your content into material that makes an impact.