6 things to do in content marketing in 2026

In 2025, I had the opportunity to work with several amazing B2B brands like Sweav, Amrop and Breadstone and learn a lot along the way. Through sharing +150 pieces of content, a few patterns kept coming up.

Therefore, I would like to share 6 lessons that might be helpful for you if you’re working in B2B marketing.

6 things to do in content marketing in 2026

1. Focus on the benefits you offer

People generally don’t want your product or service, they rather want the outcome. And even in B2B, you’re always communicating with a person. Someone with goals and responsibilities. For example: they don’t want automation software, they want efficiency, fewer errors and time saved. Therefore, focus on the value your product or service provides. 

2. Personal over company

Stop hiding behind logos and give your content a face. People connect with people. Also, personal accounts get significantly more views and engagement than company accounts because people trust and connect with individuals more than brands, algorithms favor personal posts and personal profiles have a broader network effect. Invest in personal branding and encourage your people to become brand ambassadors. Not only the founders or executives, but everyone in the company. 

3. Use your own voice

Your content is your way to share your unique perspective and value. It’s what builds trust and recognition. Sure, you can use AI to brainstorm and speed up the process but it should never replace your authentic voice. Human, honest and real content works best.

4. Be consistent

Your company doesn’t become top of mind after one post. Building trust takes time and requires repetition. Also, the algorithm rewards consistency. Most people who see your content are not in buying mode yet. Your marketing plants seeds will convert later... 

5. Quality over quantity 

You have little time, but your audience's time is ever more limited. So, make sure your content is valuable, inspiring or fun. Turn facts or USPs into a story like you’d tell it to a friend in person or share your opinion. This will resonate with people and make you memorable. 

6. Focus on the brand, not just content

Create a strong brand story and clear positioning. Your content should reflect this, but so should every other marketing touchpoint. When all efforts are aligned with your brand DNA, you stay top of mind and build long-term trust with your audience.

These are simply things I’ve learned by trying, testing and sometimes getting it wrong. If even one of these helps you improve your B2B content in 2026, then this article did its job.

Would love to learn from you as well, what would you add to this list of things to do in content marketing in 2026?