Introduction

Playing the Long Game: How B2B Telecoms Leaders Win with Long-Form Content

Report
  • Content
  • News & Trends

It’s undeniable that marketing budgets are squeezed. But, at the same time, demands and expectations are growing. So how are B2B telecoms marketers squaring that circle?

Long-form content has always been a popular strategy as it offers an opportunity to demonstrate depth of knowledge, build trust, and engage with a typically more technically orientated customer.

In 23-24, we saw lots of experimentation on tactics around interactivity, multimedia, compelling formats to make long-form more engaging. This has continued, but the big headline is a huge uptick in the volume of long-form content published—an increase of 61.3%.

In this year’s benchmarking report, we dig into what that looks like at a more granular level, how things have evolved, the drivers of the change, and the pitfalls and potential for B2B telecoms marketers.

What is long-form content?

For the purposes of this report, we define long-form content as pieces over 2,000 words, including whitepapers, guides, reports, webinars, podcasts, research papers, magazines, eBooks, and any non-written content longer than 10 minutes.

Why B2B telecoms long-form content?

The advantages of long-form content broadly break down into three categories: digital, engagement, and perception.

Search engines like long-form content – from an SEO perspective, it is an opportunity to build digital authority. Plus, there’s more room for strategically placed keywords and internal links. The latter not only supports SEO, but improves dwell time, site navigation, and takes customers on a content journey.

The extended ‘conversation through content’ opportunity that long-form assets give makes them ideal for driving user engagement. A longer dwell time is an opportunity to demonstrate substance and build trust. The value that can be built into long-form content increases the likelihood of users taking a desired action: sharing, commenting, or providing contact details to access gated content.

A strong pipeline of high-quality, in-depth B2B telecoms content builds a company’s reputation as a leader within their segment. Thought leadership, research, insights, and authoritative commentary on relevant hot topics influence the perceptions of potential customers and build awareness.

Each of these categories is a crucial brick in building the authority that is essential for any B2B telecoms brand looking to establish itself as an industry leader.

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