B2B content marketing attracts, educates, and retains buyers throughout the buyer’s journey. However, merely promoting a specific content type won’t suffice if your goal is to convert prospects into customers. DemandGen research supports this assertion by showing that users consume three to five pieces of content before engaging with a business. 

A multifaceted content strategy will ensure that your business effectively reaches, engages, and converts with the target audience, driving growth and success.

Considering this, let’s explore different categories of B2B content that can be shared across multiple channels. Incorporating this diverse range of marketing content will help generate more leads by resonating with your targeted audience.

Types of B2B Content

• Blog posts

This versatile content format can educate, inform and entertain your reader. Short articles(around 300-600 words) are great for quickly conveying information, offering brief insights, or sharing news. They cater to time-constrained readers and can effectively generate interest. 90% of marketers prefer short articles for B2B content marketing. 

On the other hand, long-form articles(usually exceeding 1,200 words) give detailed insights into a topic. They are instrumental in establishing authority and providing detailed insights, data, and analysis. They are also favored by search engines for certain queries, which can lead to better SEO rankings. Backlinko claims long-form content ranks higher in search results than short-form content. Both formats serve distinct purposes and, when used strategically, can complement each other in a B2B content marketing strategy.

• Case studies

More than 73% of marketers favor case studies in the B2B landscape. By showcasing real-world examples of how a company’s product or service has solved a client’s problem, case studies provide tangible evidence of the value and effectiveness of what your company offers. For decision-makers in B2B, who often need to make high-stake investments, case studies serve as a valuable resource in evaluating the potential benefits and reliability of a product or service, influencing their purchasing decisions.

• E-books 

“E-books are a great way to position yourself as an expert in your field.”

                                                    -Neil Patel, Co-founder of Crazy Egg & Hello Bar

Over 67% of marketers use e-books as lead magnets to exchange content for contact information, helping build a mailing list for future campaigns. They allow for an in-depth exploration of topics, showcasing a company’s expertise and knowledge. An e-book helps in establishing your brand as an authority in its industry, crucial in the B2B space where trust and credibility are paramount. By offering valuable insights and information, you can educate potential clients, nurture leads, and ultimately influence their decision-making process in favor of your company’s products or services.

• White papers

In recent years the demand for white papers in B2B content marketing strategy has increased from 48% to 57%. It’s a critical content medium due to its ability to provide authoritative and in-depth information on complex issues. Often technical and data-driven, white papers educate the audience, showcase expertise, and present solutions to industry-specific problems. 

B2B buyers typically make more extensive decisions before initiating a transaction. A whitepaper being an authoritative document provides comprehensive and valuable information to guide this decision-making process. 

It can also be used as lead magnets, where your audience will provide contact information to get access, helping generate qualified leads. By positioning your company as a thought leader, white papers can significantly influence decision-making and build trust among your potential clients.

• Research reports and surveys 

Research indicates that 44% of buyers prioritize source trustworthiness, making this content format even more crucial for a successful campaign. They offer original data and insights that set a company apart as an industry authority. By conducting and sharing research or surveys, your company can demonstrate its commitment to understanding and addressing industry trends and challenges. This original content can be cited by other publications, increasing the brand visibility. 

• Social media posts

These posts serve as a medium for real-time engagement and brand building. Creating concise and visually appealing posts on platforms such as LinkedIn, and Twitter, allows you to share updates, insights, and thought leadership content, cultivating a community around your brand. Social media further facilitates focused advertising, enabling your business to connect with key decision-makers and experts in the field. By distributing meaningful content and active participation in discussions, your business can position itself as an industry leader, forge relationships, and steer traffic to your websites, aiding in generating leads and sales.

• Newsletters 

Newsletters allow your business to maintain consistent communication with your audience. You can share curated content through newsletters, including articles, case studies, news, product updates, and upcoming events, discuss industry trends and offer your viewpoints on them.

This regular touchpoint helps nurture leads and keep the audience engaged with the brand. Additionally, newsletters can be personalized and segmented according to the audience’s interests and stage in the sales funnel, making the content more relevant and effective. With direct access to the audience’s inbox, newsletters are a potent tool for enduring relationships and driving conversions in the B2B space. 

• Email

Due to their ability to facilitate direct and customized communication, emails are widely used to reach decision-makers and prospects. They are versatile for B2B purposes, including lead nurturing, product announcements, event invitations, and content distribution. With carefully crafted subject lines and engaging content, they can capture attention, drive engagement, and generate valuable leads.

Additionally, email marketing offers valuable metrics and analytics, providing insights into open rates, click-through rates, and conversions. This allows your businesses to refine strategies for better results. Effective email campaigns can significantly build brand awareness, foster customer relationships, and drive B2B conversions.

• Video 

In just a few minutes, this dynamic content format can capture attention, simplify intricate concepts, and effectively deliver key messages. More than 38% of marketers found that videos yielded the most favorable outcomes in their strategies. They offer a visual and auditory experience that can resonate with your audience, making it easier to communicate product features, demonstrate solutions, and showcase testimonials. 

Videos enable the art of storytelling and build emotional connections and trust with your potential customers. With the rise of content-sharing platforms and the preference for video content among decision-makers, utilizing it in B2B marketing strategies has become essential for driving brand awareness, engagement, and conversions.

• Podcasts 

In the business community, podcasts are known for their ability to provide valuable information, industry insights, and thought leadership in an easily accessible and convenient manner. Their audio-based format allows busy professionals to consume content while multitasking. They offer in-depth discussions, interviews with industry experts, and analysis of relevant topics, providing a platform for thought-provoking conversations and knowledge sharing. 

Podcasts can help your business establish authority, build trust, and engage with your target audience on a more personal level. With a wider reach and dedicated listeners subscribing and sharing episodes, you can use it to expand your reach and nurture a community of loyal followers.

• Infographics

Their visual simplicity in conveying complex information makes them an important asset for B2B purchasing. In the business landscape, where topics can be data-heavy and intricate, infographics simplify and condense information into engaging visuals. This not only captures your audience’s attention but also facilitates quicker comprehension. Additionally, infographics are highly shareable, boosting brand visibility and awareness. They can also be used as supplementary material in presentations, reports, or blog posts, adding value and enhancing understanding. 

B2B Content format shapes buyer’s journey!

The buyer’s journey includes three stages: awareness, consideration, and decision, and the B2B content format play a pivotal role in guiding prospects from one step to the next. In the awareness stage, content like blog posts and social media helps educate prospects about a problem or need. During consideration, more in-depth content such as whitepapers helps them evaluate different solutions. Finally, in the decision stage, case studies can instill confidence in your product or service choice.

Here’s the thing: it’s challenging to create impeccable B2B content to navigate your audience through the buyer’s journey swiftly. Koda collaborates with industry experts and writers to produce high-quality, insightful, tailored content that resonates with your B2B target audience. We ensure that our content informs, engages, and inspires action—partner with Koda, a B2B Content Marketing Agency to achieve measurable results in brand awareness, customer engagement, and business growth.