B2B telecoms takeaways

Our aim in this report was to look in-depth at a selection of the leading B2B telecoms brands and gather insights that can help shape your content marketing strategy, as well as set benchmarks for 2026 and beyond.

Seeing not only the benchmark numbers for 2024-25, but the trends they indicate when looked at comparatively with the 2023-24 datasets shows the direction of travel.

To round out this year’s report, we have put the data findings into context with our day-to-day experiences running high-ROI marketing campaigns for big names, mid-size players and challenger brands in the B2B telecoms sector. Here are our four takeaways for how to approach long-form content in 2026:

Sometimes more is more

Telecoms players operate in a highly dynamic landscape. There are constant questions about an ever-expanding range of trends, from 6G and NTNs to AI, and how they can serve demand from vertical markets. Long-form content gives an opportunity to provide answers that demonstrate leadership and substance.

The companies we analysed have virtually all upped their long-form content game, with much of the content demonstrating their expertise across multiple emerging markets and trends. However, it is crucial to pair this with an overarching long-term strategy to avoid an ineffective scattergun approach. 

Experiment sustainably

Looking at how podcasts are used as an example, there is no doubt that some of the B2B telecoms companies analysed are embracing this medium to drive engagement.

However, notwithstanding the few leaders in the space, many players’ podcasting efforts are more experimental, with just 2-3 published over the 12 months.

Experimentation and creativity are critical to a strong content strategy, but they have to be implemented within a sustainable strategy. A couple of sporadic podcasts will not deliver the engagement associated with podcasting, as part of that comes from the regular cadence of content.

Add creativity campaigns and experiment with content forms that can be tested consistently over a longer-term period as part of a long-term strategic plan to drive more promising results.

Read more about building a better content marketing machine.

Make sure AI stands for ‘Actually Interesting’

The boom in text-based content is a clear indication that generative AI is now playing an intrinsic part in the creation of long-form content for B2B telecoms brands. It is a fantastic way to maximise squeezed budgets and take some of the heavy lifting out of creating valuable assets.

But, there is a risk of devaluing long-form content and undermining the reputational advantage it can offer if that content is not another type of AI – Actually Interesting.

AI tools need to work with an effective and creative content strategy to avoid the AI trap of becoming just noise.

Harness lead-gen potential

When compared with other sectors, B2B telecoms is the most reluctant to gate content. As a result, it misses the lead-gen potential that many marketers see as synonymous with producing long-form assets.

Identify why your organisation is shy when it comes to gating content. Is it an issue with implementation? Do you feel your assets add the value needed for gated content? Are you concerned it will impact your reach? There are ways to work through every one of these objections to strike the gated vs ungated balance just right.