Just like mitochondria are the powerhouse of a cell, content marketing is the powerhouse of B2B marketing. Its proven impact and success make it a must-use tactic for B2B organizations. But what content should you create and distribute to reach your audience, make an impact and generate conversions? We have a few ideas. Check out these content marketing examples coupled with expert strategy tips to elevate your content game.
Blogs
Having a content strategy without blogs is like having a s’more without a marshmallow; it wouldn’t be the same! Blogs are versatile and can be a key player in achieving almost any marketing or business goal including building brand recognition, generating website visitors and converting leads. The blogs you create can include basic information about a solution, details on a trending topic, solutions to common industry challenges and much more. Blog content acts as a connection point between the organization and the audience. If you can connect with your audience, they will trust your brand, leading to more loyalty and conversion opportunities. Check out our example below, consider these B2B blog topics to get started and view our blog for more.
eBooks
eBooks offer a comprehensive look at a topic and are often accompanied by visuals to keep the reader engaged. Because eBooks are usually gated, they are a prime lead generation opportunity. Ensure that you create eBooks on topics that your audience cares about. When you invest time to create the content and develop the design for an eBook, it can add up, so carefully choosing the topic you cover is critical. Always remember to dive deeper into the topic beyond what a blog or article would offer. Add a fresh perspective on an emerging trend. Provide organizational experiences to back up key points. Include relevant, timely data to support information. These tips can help boost engagement and keep audiences coming back for more eBooks and other content, driving them through the buyer’s journey. Check out an example of an eBook below and find more eBook examples here.
Whitepapers/Guides
If you thought eBooks took a deep dive into a topic, try reading a whitepaper or guide. These comprehensive assets provide research-driven information supported by key data points or sources. They are the ideal asset type for showcasing thought leadership and educating audiences on an important topic, emerging trend or challenge faced. Whitepapers and guides are versatile like other asset types in what is covered, but the amount of information covered is what sets them apart. White papers and guides are long-form assets and can in some cases be up to or over 10 pages long. But, because these assets are long-form it takes a commitment from the reader to engage with them, so ensure your topic is enticing enough for them to download the guide. See below for an example of a guide and check out more whitepaper examples here.
Case Studies
Case studies are the golden ticket to content marketing. They offer direct insight into a customer’s experience with your product or solution and the results they achieve. Case studies are often used in the decision stage of the buyer’s journey as they can help put prospects in the shoes of current customers to see what they can experience. Putting together a solid case study requires a few components. Here are a few tips to develop a case study that converts:
- Identify a customer that has feedback and quantitative results using your product or solution.
- Structure the case study around the problem, solution and results.
- Develop a list of questions for the customer that can describe the problem, solution and results.
- Stay focused on the customer success aspect of the story, that is what a case study is about.
Check out more B2B case study tips. Take a look at one of our case studies below and find more case study examples here.
Videos
Videos are a leading content type for B2B marketers to utilize and for buyers to use as information sources. Almost 90% of B2B buyers watch videos to learn about products or services. Why are videos so popular and well-received? They break down complex topics into seconds or minutes, are used in a variety of marketing channels and offer a visual take on concepts you would typically be reading about. In short, it is a quicker, more memorable way to receive information. What are different videos you can create to use across the buyer’s journey and generate more leads? Here are a few ideas:
- Awareness: Short videos that emphasize your brand, thought leadership videos and how-to videos that discuss common pain points
- Consideration: Recorded webinars, product or solution-focused videos
- Decision: Customer testimonials, in-depth product demos, personalized videos
Discover more video types and how to build a video marketing strategy here. Check out an example of a webinar topic below and discover more webinar and video ideas here.
Ready to take your organization to the next level by implementing or elevating your content marketing? Let’s talk! Contact us today or request a free marketing consultation to learn how Launch Marketing and our team of B2B marketing experts can help.
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