Some people look at problems and get discouraged. I look at problems as opportunities.

Last year, the Content Marketing Institute (CMI) and the MarketingProfs conducted a survey titled “B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 [Research]”. This survey was conducted to offer a comprehensive look on the state of B2B content marketing for 2025. And the insights left me inspired.

Why? Because I see many ways for B2B copywriters to succeed this year.

At the end of the day, business is all about solving people’s problems. And guess what I learned from this report?

B2B content marketing is riddled with specific problems that only copywriters can solve.

Here are the top insights from that study that can help copywriters stay profitable in 2025.

Catering Content to the Buyer’s Journey

Content strategy professionals and B2B marketers were the target audience for this study.

When asked about the most persistent challenges in B2B marketing, aligning content with the buyers’ journey was one of the top cited challenges.

Compared to lack of resources (54%) and measuring the results of content efforts (47%), aligning content to the buyers’ journey accounted for 45% of persistent challenges.

Copywriters can do so much with this information. What do copywriters specialize in?

• Using copy to evoke emotions from people.
• Creating copy for each step of the buyers’ journey.
• Designing different content pieces for different goals.

Copywriters are marketing psychologists. They know how to write copy that speaks to a person’s emotions and encourage them to act.

Even the most logical CEO can be convinced to take a certain action with the right words.

Measuring the Results of Content

Another key insight was the fact that many B2B marketers still struggled with measuring content results.

Fifty-six percent of content strategy professionals listed difficulty attributing ROI to content efforts and difficulty tracking customer journeys as major issues.

Some of the reasons why B2B marketers struggle with properly measuring results are:

• Failing to include content creation costs into the marketing budget.
• Approaching B2B purchasing journeys as linear.
• Failing to prove the impact of content.

Copywriters can make the numbers make sense. They can help with

• Writing effective content that resonates with businesses.
• Writing effective calls-to-action (CTAs) that encourage businesses to take the next step.
• Providing insights into which metrics to improve.
• Providing the content that your clients need to make decisions.

Creating a Content Marketing Process

Another content-related issue that many B2B marketers find challenging is creating a scalable content creation process.

According to the survey, 45% of B2B marketers lack a scalable content creation model.

Let’s do the math. Nearly half of B2B marketers don’t have a structured process for content creation. Copywriters specialize in content creation for various industries.

It sounds like copywriters can help B2B marketers create a systemic approach to content marketing.

Copywriters know how to make high-quality content on a consistent basis. They are also knowledgeable about what a target audience needs from content.

They can use their creativity and effectiveness to create a more structured approach to B2B content marketing.

Overcoming the Lack of Resources

One of the most persistent challenges for B2B marketers was lack of time, budget, and people. In fact, it accounted as the major challenge for 54% of marketers in the study.

This is an easy problem that copywriters can solve. One copywriter alone can save a business time and money.

How? Through their specialized knowledge, understanding of an audience, and high-quality content.

Copywriters can offer insights into what a company’s target audience needs to know before making purchasing decisions. They can use these insights to produce high-quality content that provides value to that audience, improving the business’s credibility.

They can also create an effective content marketing strategy and track the results of each content piece, finding ways to make the strategy more effective.

Becoming a Top Copywriter

Last but not least, the best insight is that not all B2B marketers are struggling with content marketing.

In the study, 22% of B2B marketers rated their content marketing as extremely or very successful because of the following factors:

• An effective strategy
• A growing team
• The right technology
• A scalable content creation model, and
• Effective performance measurement techniques.

In addition to these qualities, the top B2B marketers attributed their success to understanding their audience, producing high-quality content, and possessing industry expertise.

Improving in these factors can help copywriters not only survive but become the top B2B copywriters. These are the engagement factors that can help B2B marketers transform their content marketing efforts.

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Copywriters, keep these insights in mind for all of 2025.

If you focus on using your expertise to understand your target audience and create high-quality content, you’ll always be able to provide value.

If you’re a B2B marketer who is looking for a copywriter, click here to schedule a consultation.

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