B2B content marketing trends not to miss in 2026

As we head into 2026, B2B content marketing trends are being shaped by rapid developments in AI, rising expectations for personalisation, and a growing demand for proof-driven, expert-led content. To stay competitive, B2B brands will need to create content marketing strategies that build trust and deliver real value to decision-makers.

In this blog, we break down the key B2B content marketing trends set to define the year ahead and give our top tips on what you need to do to make sure you’re implementing them into your 2026 strategy.

Need some support creating effective B2B marketing strategies? Embryo can help. Get in touch today.

1. Use AI to assist content creation – but don’t lose the human touch

According to research by the Content Marketing Institute, 95% of B2B marketers are now using AI-powered applications to streamline their marketing efforts, with 89% saying they use content creation tools for generating or optimising their written content. But while the majority of marketers surveyed agreed that using AI to assist with content creation improved operational efficiency, many also reported a decline in content quality and performance.

And, according to Google’s guidance about AI-generated content, it’s true that AI content is less likely to perform well. While Google does not penalise AI content solely on the basis that it’s AI-generated, they stress that ‘those seeking success in Google Search should be looking to produce original, high-quality, people-first content demonstrating qualities E-E-A-T’ – all qualities that AI struggles to replicate.

So, what does this mean for B2B marketers going into 2026? You should use AI to help with things like outlines, metadata, and repetitive tasks, but always do the actual writing yourself. This will help to streamline your operations while still ensuring that your content is original, accurate, and written in your brand’s unique tone of voice, giving it the best possible chance of ranking highly in the SERPs.

At Embryo, creating unique, original content written by humans is one of the main facets of our SEO strategies, and helps us achieve amazing results for our clients every time.

2. Create personalised, segmented content

B2B customers are becoming far more selective about the content they engage with, and increasingly expect content that speaks directly to their role, industry, and pain points. This means that in 2026, generic, one-size-fits-all messaging is out, and personalised content is in.

Recent market research supports this, showing that businesses that personalise their content journeys (through tailored emails, segmented landing pages, industry-specific case studies, or specialised website content) see stronger engagement and higher conversion rates.

Why is this the case? Busy decision makers expect brands to present content that answers their exact questions, rather than forcing them to sift through broad, unfocused materials. And now that AI can be used to power smarter segmentation and predictive analytics, they know that greater personalisation is possible.

Going into 2026, the brands that win will be those that build tailored content ecosystems based around real customer needs.

So, what should B2B marketers do? 

• Leverage first-party data to understand how different segments behave, what content they engage with, and where they drop off.
• Create role-, industry-, or challenge-specific content, such as tailored guides, case studies, or landing pages that answer the customer’s exact query and highlight the value of your brand.
• Use AI carefully, not to generate content, but to help with segmentation, behaviour analysis, and predicting what your audience will find most useful next.

3. Position your business as a thought leader and trusted advisor

B2B customers are increasingly looking for brands that demonstrate deep industry understanding, original thinking, and a long-term commitment to solving real problems – rather than simply pushing products. That’s why thought leadership is expected to be one of the most influential content trends in 2026.

Once again, the rise of AI-generated content plays a big role in this: customers are more tuned in to what feels generic and unoriginal, and instead want content grounded in first-hand experience or unique perspectives from people who truly understand the challenges of their business or industry.

This means that B2B marketers who invest in thought leadership by creating trustworthy, experience-led content are most likely to succeed in 2026.

What should you do as a B2B marketer?

• Showcase your experts, encouraging them to share opinions, predictions, and lessons learned in formats like articles, interviews, webinars, and LinkedIn posts.
• Prioritise depth and originality, creating content that focuses on real-world examples and commentary that can’t be easily replicated by competitors or AI tools.
• Create a consistent publishing schedule, sharing regular insights to build recognition, loyalty, and credibility within your industry.

4. Optimise your content for zero-click searches

Google’s AI overviews mean that users can now get the answers they need without ever clicking through to a website, which means that even if your content ranks well, you might not be getting the traffic you once did. However, this isn’t as bleak for B2B marketers as it might initially sound – you just need to adapt your content strategy accordingly.

Content that accurately and concisely answers the user’s search query is more likely to appear in featured snippets, “People Also Ask” boxes, AI overviews, and other zero-click formats. If your content is the source being pulled into these spaces, you gain visibility, trust, and early influence in the buying journey – even if the user doesn’t click.

What should B2B marketers do to benefit from zero-click searches?

• Write content that directly answers specific questions. Use concise, clear explanations at the top of blogs to increase your chances of being picked up for snippets and AI summaries.
• Implement structured data (schema). This helps search engines understand your content and increases your chances of appearing in relevant snippets and summaries.
• Create FAQ-style resources. These perform well in zero-click results and provide clear, bite-sized answers that customers want.
• Repurpose insights across channels. Don’t rely solely on your blog – share key points on LinkedIn, industry communities, YouTube, and short-form social platforms.
• Shift your KPIs. Track impressions, snippet visibility, brand mentions, and assisted conversions – not just clicks.

For deeper insights into Google’s AI overviews and zero-click searches, check out our blog: Are AI Overviews killing organic search?

5. Focus on writing content that proves your value

Customers are growing tired of brands that claim their solution is “innovative” or “industry-leading” without showing the evidence to prove it. In 2026, the best content will focus on clear, credible proof that your product or service can actually deliver the outcomes you’ve promised.

Value-proof content shows the real results you create, explains how your solution actually works without any unnecessary jargon, and uses data, examples, or customer stories to remove ambiguity. This kind of content builds trust quickly because readers can immediately see the validity of your claims.

For marketers, this means stripping back the fluff and doubling down on tangible proof.

What should you do as a B2B marketer?

• Use data-rich case studies that highlight measurable outcomes, such as ROI figures, time saved, or conversion improvements.
• Ditch vague language in favour of precise descriptions and concrete examples.
• Create comparison guides and buyer’s resources to help potential customers evaluate options with transparency.
• Feature customer voices prominently, through testimonials, video interviews, or user reviews that add credibility.

6. Invest in B2B influencer partnerships

The buyer journey isn’t as simple as it used to be. Potential customers now turn to AI-generated summaries, community threads, LinkedIn discussions, podcasts, and short-form video to research solutions, compare options, and get peer opinions. As a result, influencer partnerships – once considered mostly a B2C tactic – are emerging as a powerful way to extend reach and build credibility in B2B marketing.

B2B influencer partnerships are all about building trust and authority. If you can get respected industry experts or thought leaders sharing insights that involve your brand, potential buyers are more likely to pay attention. Influencer-driven content can take many forms, from co-authored articles and collaborative research to guest webinars and podcast interviews.

Why do we expect this trend to grow in 2026? As content saturation increases, it’s becoming more and more difficult for brands to break through the noise. Collaborating with the right influencers can help you reach niche audiences and be seen as a credible voice in the industry.

What should B2B marketers do?

• Identify the right influencers: Look for experts whose audience aligns with your target market and whose credibility will reinforce your brand’s positioning.
• Co-create value-driven content: Partner on research reports, webinars, or explainer videos that provide actionable insights rather than promotional messages.
• Leverage multiple formats: Short-form videos, LinkedIn threads, podcasts, and industry newsletters are all effective ways to reach buyers where they spend time.
• Track impact beyond clicks: Measure brand awareness, engagement, and influence on decision-making, not just website traffic.

7. Leverage video content for maximum engagement

Video content has been gaining momentum in B2B marketing for several years, but as we head into 2026 it’s firmly established as one of the most effective formats for engaging, educating, and converting buyers. As decision-makers become busier and content ecosystems become more crowded, video stands out because it delivers information quickly, clearly, and in a more memorable way.

Video is an especially effective format for complex industries, with explainer videos, product walkthroughs, customer interviews, demos, webinars, and short social clips being able to communicate nuance far more efficiently than text alone. And because customers often consume content across multiple devices and platforms, video travels well across channels: LinkedIn, YouTube, landing pages, email campaigns, digital events, and even AI-powered content summaries.

Short-form video in particular continues to grow, offering a fast, accessible way to share insights, quick tips, or expert commentary – ideal for capturing attention in busy professional feeds.

What should B2B marketers do?

• Use video to simplify complexity: Break down features, frameworks, and workflows in clear, visual ways that make your solution easier to understand.
• Create a mix of short- and long-form content: Pair 30–90 second clips for social with longer demos or webinars for deeper engagement.
• Repurpose videos across multiple formats: Turn webinars into blog posts, short clips for social, podcast episodes, or gated resources to maximise reach.
• Show real people: Feature team members, customers, and subject-matter experts to build trust and humanise your brand.
• Make accessibility a priority: Add captions, ensure good audio quality, and structure videos so viewers can grasp key messages quickly.

Achieve your 2026 content marketing goals with Embryo

It’s one thing to know what the trends are. It’s another to turn them into a strategy that actually drives results.

If you want to build a content strategy that’s grounded in expertise, powered by insight, and aligned with what B2B buyers actually want in 2026, our team can help.

Get in touch with Embryo today to build a strategy that keeps you ahead of your competitors.