The document discusses the latest trends in content marketing. It defines content marketing as using content like blogs, ebooks, videos, and podcasts to attract, engage, and convert potential customers. For B2B content marketing, the goal is to expand the audience, strengthen product affinity, drive leads and sales for other businesses, and build a community. Effective content should make products searchable, educate audiences, build credibility and trust, build subscribed audiences, generate sales, and build loyalty. Popular content formats in 2020 include expert blogs, educational resources like courses and ebooks, podcasts, ultra-targeted emails, social media content, video content, and user generated content like testimonials and reviews.