16 B2B Content Marketing Types You Need To Use In Your Marketing

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Imagine this: You’re crafting the perfect B2B content strategy, but something’s not clicking. You’re throwing everything at the wall to see what sticks, but it’s not working. You’ve got good content, but you’re not reaching your audience or converting them. You need a plan. The B2B content marketing funnel is a crucial tool for any B2B marketer, offering a strategic approach to creating, distributing, and measuring content that attracts, engages, and converts prospects. In this article, we’ll explore the different types of B2B content you need to use in your marketing funnel to achieve your goals.

Feather’s notion to blog can help you create a comprehensive B2B content marketing funnel that includes a variety of content types. Whether you’re looking to make a blog, case study, or whitepaper, Feather has the tools to get started.

What is Content Marketing in B2B?

Business-to-business content marketing creates and distributes material like images, videos, white papers, and blogs for a business audience. Unlike a traditional consumer audience, you focus on:

Other business owners

Corporate investors

Stakeholders

These are people who need to see how your business can help theirs. It’s not just about getting attention; it’s about providing genuine value.

The Rise of Content Marketing

You’ve probably noticed that content marketing is booming. During the pandemic, content usage shot up by 207%. This trend isn’t stopping. As of 2023, 55% of marketers plan to post content more frequently, while 53% aim to improve content quality. Why is this happening? Businesses realize how powerful content marketing can be when done right.

How B2B Differs from B2C

The difference between B2B and B2C content marketing is that it is like night and day. In B2B, you’re dealing with niche audiences with deep expertise. They’re involved in complex sales processes that can take months or even years. Your content must provide value at every stage of your journey. Executives want to know how you’ll impact their bottom line, and influencers in the buying group have a say in the final purchase decision.

In contrast, B2C content marketing is about casting a wide net. You’re targeting a broad audience using demographic and psychographic data. Popular tactics include:

Quizzes

Contests

Interactive content

16 B2B Content Marketing Types You Need To Use In Your Marketing

1. Blogs and Articles

Blogs and articles are written pieces that vary in length and style. They are typically published on a company’s website or through external publications. They provide insights, opinions, and information on industry-relevant topics.

Their primary purpose is to:

Educate the audience

Improve search engine rankings

Position the company as a thought leader

They are versatile and can be easily shared, helping to attract organic traffic and engage readers over time. Regularly updating your blog with industry insights, trends, and valuable tips boosts your SEO rankings and builds trust and credibility. You’re creating a platform to showcase your knowledge and solutions to decision-makers directly. Articles allow you to explore issues that affect your industry further, helping you demonstrate thought leadership.

2. White Papers

White papers are detailed reports on specific topics that present a problem and provide a solution. They propose detailed solutions, are well-researched, backed by data, and more formal than blogs.

This marketing tool educates industry peers and potential customers about complex issues and demonstrates the company’s expertise and solutions. White papers are great for lead generation as they are often exchanged for contact information.

3. E-Books

E-books are longer content pieces typically formatted as PDFs and available for download. They provide comprehensive coverage on particular subjects. They are shareable and reusable resources that can nurture leads down the sales funnel by providing extensive information.

Unlike blogs or detailed articles, e-books allow you to explore a topic thoroughly. As a B2B marketer, this format is ideal for you if you’re looking to offer more substantial content that can educate your audience thoroughly. E-books also serve as excellent lead-generation tools. You can build your mailing list while providing valuable content by requiring an email address or contact information for download. Make your e-books well-researched, visually appealing, and easily navigable.

4. Case Studies

While e-books offer in-depth knowledge, case studies demonstrate real-world applications of that expertise. You can use them to showcase how your products or services have solved specific client problems.

They’re powerful because they provide concrete examples and real outcomes, making them highly persuasive. Case studies don’t tell potential clients you can help them; they show them how you successfully helped others. Crafting a compelling case study involves detailing the following:

Initial challenges

Applied solutions

Results achieved

The Power of Storytelling in Marketing

This narrative form helps your audience visualize their success through the lens of others. It’s about painting a picture that resonates emotionally and logically, urging them to think, “If it worked for them, it could work for me, too.”

5. Infographics

Infographics guarantee complex data into easily digestible visuals, making them an effective tool for communicating your business’s key points. You can leverage them to highlight trends, explain processes, or showcase statistics that underscore your market strength or product benefits. Since they’re highly shareable, infographics have the potential to boost your visibility and enhance your brand’s reach on social media platforms.

The key to effective simplicity and clarity. Use clear labels, concise descriptions, and a coherent color scheme so your message doesn’t get lost in the aesthetics. Make your data compelling, and let the visuals do the talking.

6. Videos

Videos demonstrate your product’s features and benefits through visual storytelling. You can captivate potential clients with tutorials, demonstrations, and testimonials that show what you offer and how it solves problems.

The Impact of Video Content Marketing

These elements make your message resonate more effectively than text-based content alone. You’re tangibly proving your product’s value by showing real-life applications and customer stories. Branded video content has a high engagement rate and is favored by users for its ease of consumption and entertainment value.

7. Webinars

Webinars are online seminars that allow companies to present information interactively, often live, to an audience that can participate from anywhere in the world.

You can use webinars to present complex data, demonstrate products, or host expert discussions. You’ll field questions, get instant feedback, and adjust your message on the fly to meet audience needs.

You’re building a content asset that continues to give. Record your session, and you’ve got a powerful tool that can be repurposed into:

Blog content

Guides

Short clips

8. Podcasts

While webinars allow for real-time interaction, podcasts offer a flexible, on-demand listening experience that fits seamlessly into your audience’s daily routine. Podcasts are audio programs that provide content on various topics, typically in a series of episodes.

Leveraging the Power of Podcasts

By creating this series of informative and entertaining episodes, you’re not just filling space but building a community of loyal listeners. Podcasts are perfect for delivering in-depth content at your audience’s convenience. They can tune in while commuting, working out, or during downtime. This accessibility makes it easier for you to maintain a consistent presence in their lives, reinforcing your message and enhancing the overall impact of your content marketing strategy.

As podcasts engage audiences with audio, social media content offers a dynamic platform to connect and interact with your business partners. Platforms like LinkedIn, Twitter, and Facebook allow you to share updates, industry insights, and behind-the-scenes content that builds your brand’s personality. You can use these channels to not only broadcast your message but also to engage in real-time conversations.

This direct interaction enhances trust and fosters long-term relationships. Visuals like infographics and videos are the best content formats for social media.

10. Email

Email marketing remains a powerful tool for B2B communication. It allows you to reach and nurture client relationships directly. With targeted email campaigns, you can deliver personalized messages that resonate with different segments of your audience.

This approach enhances the relevance of your communications and greatly increases the chances of conversion. You can use emails to:

Introduce new products

Share industry insights

Invite feedback

This makes your contacts feel valued and informed. Tracking opens and clicks help you refine your strategy, ensuring you always improve your engagement and effectively grow your business.

11. Newsletters

Building on direct email strategies, newsletters offer a structured way to regularly update your B2B audience with curated content that educates and engages. As you craft your newsletter, focus on delivering value through industry insights, updates about your company, and relevant advice that resonates with your clients’ needs.

This isn’t just about promoting your products. These are regular touchpoints with the audience that reinforce brand presence and loyalty.

12. Research Reports

Research reports provide in-depth analysis and data-driven insights that can guide your

business decisions and strategies. These thorough documents are crafted from extensive research, offering a detailed look at:

Market trends

Consumer behavior

Competitive landscapes

They’re crucial for backing up your strategies with solid data, giving you a competitive edge. These reports can help pinpoint new market opportunities or areas your business could improve. Plus, they enhance credibility when shared with stakeholders or clients, showcasing your commitment to data-backed decision-making.

13. Interactive Tools

Interactive content can significantly enhance your engagement by allowing users to actively participate in learning about your products or services.

When you use these content marketing tools, you’re not just telling your story but inviting your audience. This can lead to deeper understanding and stronger connections.

Here are some interactive tools you might consider:

Configurators and Builders: Allow customers to customize products to their specifications.

Assessments and Quizzes: Engage users by letting them test their knowledge or needs.

Calculators: Help potential clients calculate ROI, cost savings, or other critical metrics.

Interactive Infographics: Present data in a visually engaging way that encourages interaction.

14. Online Courses

Online courses are structured educational programs delivered online to teach a specific skill or knowledge area. They educate and train users, often leading to certification or advanced knowledge in industry-specific areas.

Building Stronger Relationships Through Education

Offering these courses provides valuable knowledge that helps clients and partners excel with your products or services. Depending on your audience's expertise level, these programs can cover anything from basic industry principles to advanced techniques. Participants often feel more connected and loyal to brands that invest in their education.

You’ll see that as they grow more competent, they’ll likely rely on your solutions more, driving both their success and yours. Platforms like Udemy or Coursera can host your courses.

15. Testimonials

Testimonials are endorsements from clients or customers that attest to the company’s products or services. They provide social proof and reassure potential customers of the value and reliability of the company’s offerings.

Here’s how you can effectively use testimonials in your marketing funnel:

Share stories from well-known companies to enhance your reputation.

Focus on how your solutions have solved specific problems.

Incorporate video testimonials, written quotes, and case studies.

Keep your testimonials current to reflect the ongoing satisfaction of your clients.

Each content type serves strategic roles in B2B, helping businesses connect with their audiences, demonstrate expertise, and ultimately drive business growth.

16. User-Generated Content

User-generated content (UGC) is created online by users or the brand’s community. For example, customers using a product in a real-life situation or people sharing their stories with their community on a social media platform and using hashtags are usually introduced and promoted by the brand.

The Power of User-Generated Content (UGC)

The benefits of using UGC are significant. It is a fantastic way to leverage word-of-mouth marketing and prove the authenticity and credibility of your brand, a phenomenon known as social proof. B2C brands like Dove and Wayfair have had considerable success with UGC recently, but it is also a viable option for B2B brands.

A B2B Example: Hootsuite's UGC Strategy

Hootsuite, for example, encourages its community to share pictures and comments about the location where they are currently doing their job. The Instagram posts are accompanied by the hashtag #IWorkFromHere, building a sense of belonging and increasing their reach. Some of the photos are impressive.

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Why is Content Marketing Important for B2B Companies

Content marketing is as critical for B2B companies as it is for any business type. A blog presence is vital; 72% of B2B companies run one. Those that don’t are missing a critical piece of their marketing strategy. Here’s why content marketing is key to B2B growth.

Educate Through Content

Businesses need to educate audiences through digital channels. Content marketing allows B2B companies to share information, not just about products and services, but also thought leadership topics. Consistency in delivering relevant content builds trust. This trust can lead to brand loyalty and set the stage for long-term consumer relationships.

Build Brand Awareness

Appealing to consumers at every stage of their journey is essential for brand growth. By creating content for each stage, from awareness to conversion, B2B companies can reach a broader audience. High-funnel content addresses pain points and can boost brand visibility through the following:

Paid ads

Foster Stronger Customer Relationships

Content marketing offers a more genuine way to connect with customers. A personable content approach can break through the noise in a world where consumers are bombarded by brand messages. Strengthening relationships leads to increased sales and conversions.

Boost Credibility

Content is a direct line of communication with consumers. Whether it’s a blog, social media post, or video, content helps build credibility and trust with audiences. Authenticity and expertise are crucial for establishing a reputable brand.

Drive Conversions

Converting leads into sales is the ultimate goal for B2B marketers. Many marketers are focused on improving customer interactions and conversion quality. Providing valuable content fosters trust and encourages repeat business, maximizing sales potential.

Address Customer Pain Points

Content marketing allows businesses to speak directly to consumer pain points. This targeted approach helps prospective customers understand how a solution can address their issues. With diverse content formats—like videos, infographics, and long-form articles—businesses can cater to different audience preferences.

Reach Multiple Audiences

Content marketing is more personal than traditional ads, allowing businesses to target different audiences with tailored content. This increases the potential for conversions and broadens a brand’s reach. Most content marketers target three audiences with their strategy, maximizing engagement and conversions.

Showcase Success Stories

For niche products or services, showcasing customer success stories can build trust and boost brand awareness. Many B2B buyers seek information before converting, so providing transparent, detailed case studies can drive prospects away from competitors and toward your brand.

From Notion to Published Content: Fast and Easy

Run your blog and newsletter with Feather today. Create a new account and send emails from Notion, or go from notion to blog in minutes!

Do You Need To Use Different Types of Content in Your B2B Marketing?

Why stick to one type of content when you can mix things up? Using different content types in B2B marketing isn’t just bright—it’s effective. The internet thrives on variety, and sticking to a single format can make your prospects zone out fast.

Mixing up your content keeps things exciting and ensures the message hits home in the best way possible. Blog posts dig deep, videos grab attention, social media posts spark engagement, and infographics break down complex data. Different formats cater to varied tastes and consumption habits, keeping your audience on their toes and eager for more.

Engaging the Modern Prospect: Why Diverse Content Works

It’s simple: Diverse content keeps people interested. When your audience encounters new and exciting formats, they’re more likely to engage with you. This strategic variety maximizes reach and impact across different platforms and channels.

It’s like being a DJ for your brand, mixing up the tracks to keep the party going. And with more engagement comes more opportunities for your business to shine. So, don’t be afraid to mix it up and see what works for your audience.

Maximize Reach and Impact: The Power of Diverse Content

Different content types perform better on other platforms, so mixing them up is a no-brainer. Diverse content helps you reach a wider audience by catering to different preferences and consumption habits.

Some people love reading in-depth blog posts, while others prefer watching videos or scrolling through social media. You can maximize your reach and impact across different platforms and channels by tapping into these preferences. And with more reach comes more opportunities for your business to shine.

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Optimized Content Marketing

5 Best Tips To Measure the Success of B2B Content Marketing Initiatives

1. Set Clear Goals and KPIs: Aligning Objectives with Performance

Start by establishing SMART goals tailored to your unique business objectives. Define specific KPIs that align with these goals, ensuring everyone on your team is aligned in pursuit of success. RevOps frameworks can provide a solid foundation for setting these targets, helping you overcome the common hurdles of goal setting and performance tracking.

2. Track Engagement and Metrics: Measuring Interaction and Reach

Use data to understand how your audience engages with your content. Track conversions, email engagement, website traffic, and social media analytics. Tools like Google Analytics provide insights into these metrics, allowing you to measure success and refine your content strategy.

3. Monitor Leads and Conversions: Evaluating Lead Quality and Conversion Rates

Keep an eye on lead generation metrics and conversion rates. Identify which content pieces and channels drive the most high-quality leads and audience engagement. This data helps you understand what resonates with your audience and guides future content efforts.

4. Analyze Data Insights: Gaining a Deeper Understanding

Leverage marketing automation tools and CRM software to analyze data and draw actionable insights. Collaborate with your MarketingOps team to identify patterns and make informed decisions that optimize your content strategy.

5. Get Feedback from Your Target Audience: Gathering Direct Insights

Engage with your audience directly to gather feedback on your content’s relevance and value. Use surveys, interviews, and focus groups to gain insights from loyal customers and prospective buyers. This valuable feedback helps you refine your content and improve future campaigns.

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A Comprehensive Solution for B2B Content Marketing

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Feather streamlines the process, making it easier for you to engage with your audience. It’s an innovative solution that can give your B2B content marketing strategy a real edge.

Streamlining Your CRM and Blog Management

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This integration means you can focus on creating and sharing valuable content. Feather’s intuitive design and functionality make it a powerful tool for any B2B marketer.

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This is especially important for B2B companies that must maintain a professional appearance. With Feather, you can ensure that your content resonates with your audience and looks great.

Revolutionizing Team Collaboration in Content Creation

Feather’s integration with Notion makes team collaboration a breeze. Your entire team can work together on content, from drafting to publishing. This collaborative approach can lead to more effective and engaging content. And since Feather automates the publishing process, you can focus on what you do best: creating high-quality content that drives results. Feather is all about making your life easier so you can spend more time on the things that matter.

Try Feather Today

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