B2B customers are driven by facts and logic, as well as the desire to be educated. Long-form content fills that need as they provide in-depth information that can address customer pain points more thoroughly.
Here are 7 types of B2B content you can leverage on to engage with your prospects in the science and technology sector:
1. Email Marketing Newsletters
For B2B content marketing, email marketing takes the lead when it comes to generating the highest return on investment (ROI). According to a 2020 survey, you can expect $36 in return for every $1 spent on email marketing. You can select from a variety of email marketing software available in the market with features such as automation, analytics report and A/B testing. Many of these email marketing software offer free tier option, great for small or mid-sized businesses that are looking at growing their niche client base.
2. Blog Posts
Blogs serve as a central hub for your B2B content marketing efforts. Blog posts can be repurposed and shared across various channels, such as social media, email newsletters, industry publications, and guest posting opportunities. This amplifies your content’s reach, extends your brand’s visibility to new audiences, and drives traffic back to your website – all of these boost your website’s SEO ranking. Blog posts also have a long shelf life and they remain discoverable after their initial publication to continue generating value over time.
3. Webinars
Webinars provide a dynamic interactive medium for B2B content and are excellent for generating new leads. To participate in a webinar, attendees usually need to register by providing their contact information, such as name and email address. This information can be leveraged for lead generation purposes, allowing you to build your email list and nurture potential customers through follow-up marketing campaigns. Webinar programs can cover a wide range of topics including company presentation, product demonstration, discussion forum, question-and-answer session, customer testimonials, and promotional giveaways.
4. Case Studies
Case studies showcase real-world examples of how a product or service provided by a business has helped a client achieve specific goals or solve problems. They typically outline the challenges faced by the client, the implemented solution, and the measurable results obtained. Case studies are effective in demonstrating the value and effectiveness of a B2B offering.
5. Ebooks and Guides
Ebooks and guides are content assets that offer comprehensive information and insights on specific topics relevant to the B2B audience. They are usually downloadable and provide in-depth knowledge, practical tips, or step-by-step instructions on industry-related subjects. Ebooks and guides are often used to generate leads and build brand authority.
6. Press Releases and Media Announcements
Press releases and media stories are still highly relevant in today’s content marketing arsenal by providing a structured format for communicating your key messages to the media and your target audience. A well-crafted press release can attract the attention of journalists and reporters who may choose to cover your news in their publications or platforms. This can result in media coverage, interviews, and features, providing increased visibility and awareness of your brand, products, or services. Most importantly, media mentions that link your company help to bump up your search engine rankings, driving organic traffic to your website.
7. Award Pitches
Awards serve to recognise excellence and achievements of an organisation or a person in a given field. Winning the prestigious awards is a form of strategic content marketing that has the potential to springboard your industry thought leadership and increase your company’s brand credibility.
At Impact Papers, we take an audience-first approach by developing messaging and content for your audience – not for machine algorithms. The right messaging takes into consideration the purpose of your campaign and the audience you wish to engage. It is high quality relevant content that will drive thought leadership, prospects and search engine optimization (SEO) ranking for your B2B business.
What pain points do you encounter in your content marketing? Schedule a discovery call with us today to discuss how we can drive your success together.