Why B2B Content Matters More Than Ever in 2025–26

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The global B2B eCommerce market is now worth five times more than B2C, reshaping how organisations communicate, influence, and convert buyers. In an environment where purchasing committees are larger, sales cycles are longer, and attention is harder to secure, content is no longer a supporting asset — it’s the engine of modern B2B growth.

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This shift means one thing: Brands can no longer rely solely on their own voice. They need trusted experts, industry context, and content ecosystems that extend far beyond internal marketing teams.

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The latest research from Edelman, CMI, LinkedIn, and Meta reveals how B2B decision-making has evolved — and what high-performing organisations are doing differently.

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1. Trust, clarity, and authority drive vendor selection

According to the Edelman B2B Trust Report, 87% of decision-makers now prioritise clarity and trusted insights when evaluating vendors. Meaning: Brands must demonstrate expertise, not just promote offerings. Thought leadership, interviews, event coverage, and expert-led insights are shaping pipelines more than traditional outreach.

Source: https://www.edelman.com/insights/trust-authenticity-define-next-era-b2b-

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2. Buyers consume more content before reaching out

The Content Marketing Institute (CMI) reports that today’s B2B buyer consumes 7+ pieces of content before engaging with sales.

This content includes:

• short-form video
• executive insights
• event summaries
• peer perspectives
• comparative analyses
• industry trend reports

In 2026, content is no longer pre-sales support — it is the sales journey.

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Source: https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research

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3. Trust increases purchase intent by 2.5×

Trust is now a quantifiable growth lever.
Edelman’s global study found that trusted brands generate 2.5× greater purchase intent, demonstrating that credibility and expert-driven storytelling matter more than messaging volume.

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Source: https://www.edelman.com/insights/trust-authenticity-define-next-era-b2b-

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4. AI is accelerating content workflows

With tools like Meta’s new AI Vibes formats and advanced content indexing,
63% of B2B marketers are already integrating AI into workflows, from analysis to production.

This shift enables:

• faster content repurposing
• intelligent distribution
• scalable libraries of event-based insights
• higher ROI from each asset

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Source: https://cross-border-magazine.com/meta-launches-ai-vibes/

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5. Events remain the #1 ROI channel — when content is captured

CMI’s research shows that events deliver the highest ROI of any B2B channel.
However, up to 80% of event content is never repurposed — meaning brands are losing long-term value.

By converting panels, demos, interviews, and sessions into reusable digital assets, organisations extend event impact by months, not days.

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Source: https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research

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6. Companies with strong content strategies convert 6× better

The LinkedIn B2B Institute reports that organisations with mature, consistent content strategies
achieve conversion rates up to six times higher.

This is driven by:

• message consistency
• multi-channel distribution
• credible expert validation
• high-frequency insight production

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Source: https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research

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What This Means for 2026

B2B audiences are demanding:

• expert insight over marketing fluff
• trusted voices over brand noise
• consistent value over intermittent campaigns
• AI-powered content that moves at market speed
• event content that extends across the full funnel

This creates a major opportunity for companies who move early.

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How IDX Helps Brands Win in This New Landscape. At IDX, we specialise in transforming insights, events, and executive expertise into strategic, high-performing content ecosystems.

We help brands:

• capture and repurpose event content
• produce short-form and long-form content
• amplify thought leadership
• integrate AI-supported workflows
• build always-on content engines
• measure engagement across the entire buyer journey

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If you're ready to elevate your B2B story for 2026:
👉 Book a strategy call with the IDX team
👉 Unlock AI-powered content creation and brand amplification
👉 Turn every action into measurable growth

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Start here →  www.idxtv.com

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#IDXTV #VideoMarketing #BrandStorytelling #MetaAI #EdelmanTrust #LinkedInB2B #2026MarketingTrends #EventsROI

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