Types of content marketing

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What types of content are most effective for B2B audiences?
In our experience, the types of content that typically attract potential buyers include formats such as:

Blog posts – marketers who make blogging a priority are 13x more likely to see a positive ROI for their efforts.
White papers – favoured by 22% of business leaders, these longer research based reports provide more in-depth information. Learn more about writing a compelling B2B marketing white paper here.
Shorter articles – enjoyed by 37% of execs, these have to be research based if they are to stand out.
Case studies – these provide buyers with reassurance further down the buying funnel and can be made sector-specific. Nearly half of all business leaders appreciate them.

Infographics – these have become one of the most popular content marketing tools in recent years.
Podcasts – increasingly popular lead generation tools with marketers looking to deliver thought leadership content to buyers on the move.
Videos – companies using video, experience clickthrough rates that are 27% higher and web conversion rates 34% greater than those that don’t.
Email – nearly eight out of 10 marketers report seeing an increase in email engagement over the past 12 months.
LinkedIn – generates more than 50% of all social traffic to B2B websites & blogs.
Every format has its advantages and disadvantages. And there are many more you belize mobile phone numbers database could use, depending on what is right for your buyers and your brand.

Content planning
How can you come up with a winning B2B content marketing plan?
Interesting stories, ideas and insights are the fuel that drives a good brand’s content marketing strategy. But how do you find the right topics and ideas? Here are some suggestions:

Run a content workshop to identify potential angles. To avoid ‘group think’ make sure you invite more than the ‘usual suspects’. Include representatives from a cross-section of different departments.
Talk to your frontline staff, your sales and customer service teams, and account managers. They are the ones who are likely to pick up on useful feedback from your buyers that could be turned into a content idea.
Listen to the conversations on social platforms using tools like Buzzsumo. This will help you discover the questions your target audiences want answering.
Ask your customers directly about their biggest challenges, then develop content that provides them with solutions.
Subscribe to newsfeeds, as these will reveal the topical trends you could tap into for content ideas.
Look at what your competitors are writing about and then identify and exploit the white space they aren’t covering with their content.
However you choose to gather ideas for your content, always think beyond the obvious. And if you don’t believe you have anything original or different to say, then work harder to find it – or investigate employing a content marketing agency to uncover it for you. Their creative skills, journalistic talents and third-party perspective can make a significant difference when it comes to finding unique content angles that will capture and engage your audience.