2026 B2B Content Trends
& Planning Guide

Demand gen is getting squeezed from all sides: your buyers have less time, their teams have less bandwidth, and budgets don’t move until late in the process

That means a lot of decisions get shaped before anyone lands on your site—while buyers are researching, comparing approaches, and forming the shortlists they’ll defend internally.

The 2026 B2B Content Trends & Planning Guide is built from 7M+ first-party content registrations on the NetLine platform. It shows what professionals across industries are paying attention to, which topics are gaining momentum, and how shifting priorities—driven by security, workforce strain, and system modernization—are redefining what buyers consider “must-have.”

Inside you’ll find:

• 5 forces shaping what B2B audiences pay attention to right now
• 12 industry profiles showing the topics attracting the most interest
• The formats buyers choose when they’re trying to learn, compare, and decide
• Patterns across job levels and functions that show where alignment is forming
• Clear demand signals to tighten your 2026 themes—not expand them

Use it to plan with less guesswork: focus on what buyers are actively using to evaluate options, invest in the formats that earn attention, and build campaigns that show up before the shortlist is set.