How Content Writers Can Make the Most of 2026 B2B Content Marketing Trends

The Content Marketing Institute’s annual industry forecast is a reliable barometer for gauging where content marketing trends are heading and how they could affect writers who specialize in content marketing writing work.

I asked three ASJA members who are long-time content marketing strategists and writers for their take on the findings of CMI’s latest report, 9 Takeaways and Insights From the 2026 B2B Content and Marketing Trends Report.

Top CMI Report Findings

Before we get to the ASJA members’ insights, a little more about the report, which is based on responses from 1,000 B2B marketers. High-level findings on 2026 trends include:

• 95% of B2B marketers say their organizations are using AI applications. Most are still exploring or developing their approach, but more marketing departments are using AI for content creation than other application.

• Most marketers say their organizations create thought leadership content, but only 11% rate that content as advanced or leading, while more than half (53%) describe their efforts as exploratory or developing.

• More marketers are allocating a larger portion of their budgets to experiential marketing—including events, demos, and workshops—but the majority are still rolling out those efforts.

• AI is marketing’s top budget priority for 2026. When asked which three areas B2B marketers planned to increase spending on in 2026, 45% said AI; 33% said events and experiential marketing; 32% said owned media including content, website, blog and email; and 25% said paid media.

Read the full report here.

AJSA Content Marketing Writers’ Insights

I asked three long-time ASJA members for their insights on the report: KJ Bannan, a Long Island content writer, freelance journalist, and Client Connections co-chair; Ellen Sheng, a New Jersey content marketing strategist, editor, and writer who coordinated content marketing sessions for the 2023 annual conference; and Emily Dalamangas, a New York content marketing writer and assistant chair of the 2024 and 2025 conferences.

Here were their biggest takeaways—and how content writers can position their businesses to take advantage of the trends.

AI is The Thing, But It’s Not Everything

The fact that 95% of B2B marketers are using or getting ready to adopt some type of AI tools—and 89% are using it for content creation—shows just fast the technology has caught on with the function.

“I expected it to be high, but not that high,” Sheng said. “It goes to show how fast AI has moved into the mainstream, but as the report points out, speed doesn’t necessarily equal impact.”

Despite embracing AI, companies are still hiring writers for content work. But the work is different. “The SEO-driven explainers that could be done from online research are gone,” Sheng said. “The projects they aren’t using AI for require more research, interviewing and human judgment. In many ways, it’s a return to good old-fashioned reporting, including higher touch pieces that require access, discernment, and ability to connect the dots in ways that AI can’t yet.”

Even though AI is now doing some content creation and strategy work that people used to do, people continue to be integral to the success of any content marketing program, Sheng said. “It’s human insight and creativity that make content meaningful. AI is there to help with execution but not drive the whole program.”

Follow the Money

If B2B marketers are spending 45% of their budgets on AI-powered marketing tools, it’s an opportunity for content writers to pitch writing blogs, e-books, and other content for the companies that sell those tools and products. It’s an especially good strategy “if tech is your niche or you’re looking to add a new niche,” Dalamangas said.

It’s refreshing to know that marketing is spending on critical areas like experiential marketing and thought leadership, and not just AI, Dalamangas said. “For all the buzz around AI, it doesn’t mean it’s the end all and be all of the future of content,” she said.

Bannan sees the portion of B2B marketers with thought leadership content efforts that are still emerging as a major opportunity. “AI cannot interview executives, hear their voices, or brainstorm with them,” she said. “I am already doing this work and expect to pursue more of it in 2026.”

Freelancers Can Fill in Skills Gaps

Content marketing managers are spending more on AI tools and other products and services and less on human resources, including on salaries, training, and development for their own staff. To Dalamangas, that’s an opening for content writers to market themselves to content marketing departments that need people with updated skills.

“As freelancers, we invest in ourselves to keep our skills sharp and updated by attending classes and webinars,” she said. “The trend could potentially signal an opportunity for freelancers to share our learnings with clients and fill in the knowledge gaps.”

Position Yourself to Win

ASJA content marketing writers aren’t making the same changes to adjust to 2026 trends.

Although the CMI report didn’t mention it, generative engine optimization (GEO), or writing content in a way that positions it higher in AI-based search results, is a major content marketing trend and one Dalamangas plans to focus on next year. She’s incorporating GEO into her content writing, including working on blog refreshes to align with GEO for clients, and believes more companies will want this service in the future. 

Sheng expects to continue focusing on content strategy in 2026. Having a content strategy is no longer a differentiator since the vast majority of marketers have one. “It’s about how well the strategy performs,” Sheng said. “The biggest gains don’t come from having a bigger budget or more AI tools, but from human choices in refining the plan, clarifying focus or improving the team structure.” Smart freelancers can help companies do that.

“People aren’t forgetting about or eliminating content, which means there’s lots of opportunities for us,” Bannan said. “When pitching it’s important to pitch yourself as a differentiator. Everyone is using AI. Smarter organizations are using humans to make everything better.”

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Michelle Rafter is a Portland, Oregon, business ghostwriter, and ASJA publications chair. She wrote “Building an Independent Writing Business,” an e-book available to new and existing ASJA members – download a copy here (members must be signed into the members-only side of the website to access the page).