The high-level goals of content marketing have changed very little since the discipline was first developed. B2B content marketers are still asked to drive awareness and create thought leadership content. They create website content to support search engine optimization. They atomize content for social media posts on a variety of formats.

The biggest change in content marketing is not what content marketers do. It’s the audience they’re addressing in their work.

“Digital Natives” now make up the bulk of B2B buyers in the market. These buyers grew up with digital content, social media, and online video. They consume content differently. They find content differently. They also share content differently.