The B2B sector relies heavily on marketing content for both outbound and inbound marketing to generate demand, build trust, boost authority, develop relationships, bring new leads, and educate prospects.
But many B2B marketers have only experienced a narrow band of content, not taking advantage of the full content toolkit they actually have at their disposal. In this article, we outline ten types of content and what they are used for in the B2B content marketing mix.
1. Marketing White Papers
Marketing white papers feature heavily at the start of the buyer journey because of the wealth of information they contain. That’s why 71% of B2B buyers say they rely on white papers to make decisions. White papers are not only essential for educating prospects, they also boost an enterprise technology company’s authority in the subject matter and build trust in readers. Entire content campaigns can also be formed around a white paper as the hub content — sections of it can be broken into smaller pieces as blog articles, videos, social media posts, infographics and cheat sheets as marketing channels to drive more demand.
2. Blog Articles
These short, focused essays are highly versatile and can be used to address specific pain points at any position in the buyer’s journey. They are the key to success of SEO programs to drive traffic to websites. They are easier to generate than larger white papers and can be used to react to market challenges and to create news-driven content.
2. How-to Ebooks
These are absolutely useful in the middle of the buyer’s journey when buyers need to know more details about how a particular enterprise technology solution works and how it applies to them. Ebooks often come in the form of PDFs that can be shared over email or social media. They often use simple language and are critical to explaining the product to non-technical decision-makers.
4. Data Sheets
Compared to How-to Ebooks, data sheets are entirely product-centric. These are often consumed by technical-oriented buyers and can even contain side-by-side feature comparisons to competitor products (anonymized comparisons, of course). Datasheets are short (like cheat sheets) for fast consumption and come as PDFs for easy sharing.
5. Cheat Sheets and Infographics
Cheat sheets and infographics are highly-focused and versatile pieces of content that are sought-after by time-starved executives (like CEOs, CTOs and CIOs) to dive quickly into the subject matter. They can come in the form of a list of benefits for the enterprise technology company’s products or top reasons why the reader needs the solution.
6. Webinars and Podcasts
Webinars and podcasts are fast and easy to produce and need little lead time before release. As such, they are great for enterprise technology product launches (or re-launches). All they need is an authoritative speaker from the company and a catchy subject that recipients will want to spend time to learn about. Webinars work best with a well-written presentation deck.
Videos are absolutely necessary for enterprise technology product demonstrations because they are such a strong visual story-telling medium. They are great for case studies and endorsements to show the outcomes and benefits of products. Videos tend to be the most highly-consumed content on social media (if that’s a core channel for your B2B marketing mix) and they don’t have to be long or difficult to produce.
8. Case Studies
Case studies are core staples in the middle of the buyers’ journey to demonstrate (not only to the buyer but also to other decision-makers in the prospect’s organization) how the enterprise technology product can benefit them. Case studies can be difficult to produce because they usually require the end-client’s endorsement. That’s why more and more case studies get around that by anonymization. Case studies can come in the form on presentation decks, PDFs as well as videos.
9. Sales Kits and Brochures
Content like this is critical for accelerating the enterprise technology sales pipeline. They can come in the form of paper brochures that the sales team, resellers and brokers can distribute to prospects at meetings or trade shows. Or they can be digital in the form of presentation slideshows and PDFs. They work best when they are tailored to the needs of the prospect’s industry and challenges.
10. Customized Content
Customized content is critical to enterprise technology marketing to ensure that your content is relevant to prospects. Second, prospects need to understand that you have taken the time to know their industry and their particular challenges. That goes a long way to establishing trust and a strong relationship from the start. Website landing pages, blog articles, videos (yes, videos), and actually any kind of content can be customized to fit pain points and industry sectors. When a B2B contract can be valued at millions of dollars, it is worthwhile to take the time and effort to customize your content.
How do you start developing B2B content?
Find a B2B copywriter with experience in enterprise technology and has the technical knowledge to break down your solutions to clearly communicate your product benefits. Fortunately, Tim Yang is available. He has written content for cloud computing, FinTech, SaaS, and data analytics clients and he can help you plot out your buyer personas and content strategy. Contact Tim now to begin your B2B marketing future.