In the competitive world of B2B tech marketing, it’s not news that creating high-quality content that engages your target audience is critical to your success. Our report on B2B tech buyers found that decision-makers consume an average of 4.2 pieces of content before contacting a supplier, so this reality isn’t likely to change. By creating valuable, informative types of B2B content addressing customers’ needs and pain points, B2B companies can establish themselves as thought leaders, ultimately improving conversions.
But this is easier said than done – with so many different types of content available, it can be overwhelming to know where to start. So, what B2B content types do tech marketers need to produce to maximise their ROI?
1. Blog articles
Blogs are number one in our list of B2B content types for a reason. They’re not only great for SEO; they are also still one of the most effective ways to showcase your expertise, provide value and build a loyal audience.
Even more, they’re likely the part of your website that gets updated the most regularly, so give them the importance they deserve in your content plan. If you’re not already doing so, including blog posts in your strategy, as a way to promote use cases and solutions relevant to your target audience’s pain points, could help you reach your marketing goals.
2. Webinars
One of the B2B content marketing types that has exploded over the past 5 years or so is webinars, but why? Mainly because they offer an opportunity to connect, educate and engage your audience in real time. So much so, that they are now the preferred B2B content types for 91% of B2B professionals.
When first organising a webinar, choose a relevant topic for your strategy, invite the right guest speakers to support your key messages, and above all, make sure that your audience knows it’s happening! And remember that follow-ups are just as important as promotions – engage with attendees to keep the conversation going, and use the insights obtained from your audience’s questions to inform your next move.
Still not convinced about webinars as one of the most effective types of B2B content? Here are some stats from 2023 that prove you should set up a webinar ASAP.
3. Podcasts
Podcasts have also gained traction as one of the most effective B2B content marketing types among B2B audiences, and for good reason. They are convenient to consume, have many repurposing opportunities (from social media to video or blogs), and bring companies closer to their customers (whilst reinforcing industry leadership positions).
To succeed with these types of B2B content, when planning your podcast, consider how competitive the market is. While content needs to align with your marketing goals, adding diversity and depth is also important to not become just another podcast. We are, of course, not saying you have to create the #1 podcast of the year, with millions of listeners – reaching and engaging your potential customers is enough!
4. User-generated content
The next on our list of B2B content types is user-generated content (UGC) – any type of content created online by users or your brand’s community.
The possibilities are endless with these types of B2B content. For example, customers could film themselves using your product in a real-life situation, or people may share their stories and experiences on social media platforms with hashtags.
UGC offers a fantastic way to leverage word-of-mouth marketing, while also acting as a way to prove the credibility and authenticity of the brand through social proof.
Hootsuite and SketchUp are just two B2B brands utilising UGC. Hootsuite encourages its community to share pictures and comments about the location they are currently doing their job from. The Instagram posts are accompanied by the hashtag #IWorkFromHere, building a sense of belonging and increasing their reach.
Similarly, SketchUp encourages users to share their designs on Instagram and LinkedIn, to not only demonstrate their creativity and skills, but also show the many ways to use the tool.
5. Interactive content
When it comes to the most engaging B2B content types, we couldn’t create a list without including interactive content.
Not only does interactive content put prospective customers in the driving seat of their user experience and journey, it’s also a great way of showcasing what your brand is capable of.
By encouraging users to engage with interactive elements, they can create a deeper connection with the content, and it should create a more lasting impression.
From interactive quizzes to interactive checklists and interactive videos or animations, the possibilities are endless.
6. Case studies
When done and used right, case studies are great marketing assets for tech B2B businesses. They are an opportunity to demonstrate how your product or service works in practice, and how it helps others achieve specific goals. These B2B content marketing types work as social proof, helping your business build trust and credibility with your prospects, but remember to keep it light and easy for them to consume.
Consider using interactive formats or infographics, as presenting complex information in a visual and engaging way can help your audience understand it more clearly.
If you’re new to case studies, don’t miss our tips to create a tech B2B case study that works, template included.
7. Email marketing
The power of email marketing is one any B2B marketing team needs to embrace. It allows you to instantly reach a wide audience with targeted messages, and through a channel that most of us use daily. It is also one of the most cost-effective channels; and with simple testing, automation, and analytics for ROI optimisation, it might become one of the most effective B2B content marketing types for your organisation. A new best friend for your strategy perhaps?
8. Social media content
Last but not least… we couldn’t leave out social media content. For B2B tech businesses, LinkedIn is the obvious platform to reinforce industry leadership and brand awareness, while engaging a wide audience. To make the most of it, consider creating a LinkedIn ambassador program, as a way to leverage employee advocacy to promote your content to the right audiences, and human-to-human.
But LinkedIn isn’t the only platform out there for B2B tech companies. Also think of including less obvious channels in your plan to enhance your offering of B2B content marketing types to reach prospects without any competitors battling for their attention.
Using TikTok in B2B industries can help you reach a younger, tech-savvy audience when they’re most willing to listen. And, as the amount of TikTok users continues to grow, it’s only a matter of time before your competitors start creating short-form video content – will you get in early or wait until you’ve no other choice?
To wrap up…
By using a mix of these B2B content types for your marketing assets, you can create a content plan that educates, engages, and converts your target audience. It is important to be creative with the formats, but remember to also track and optimise your activity, regardless of the types of B2B content you end up including in your strategy. And if you need help creating a content strategy that works, please get in touch at hello@isolinecomms.com.
