It’s no secret that the pandemic has really rocked the marketing world, but even before, many B2B businesses reported difficulties producing content that truly engaged their customers. And with 49% of B2B marketers agreeing that the pandemic has made understanding which types of content to use more difficult, it’s clear that many could use a helping hand to overcome this common challenge. So, to get you heading in the right direction, we’ve put together a list of the top three content types that every B2B marketer should be using.
Engaging, informative, interactive and accessible on-demand; it’s no surprise that webinars have been voted a firm favourite by B2B marketers in 2021. With all the benefits of offline conferences and seminars but without the costs of travel, accommodation or venue hire (to name a few), it’s no surprise that webinars are taking over the B2B market.
What’s more, webinars attract huge global audiences with no location or capacity restrictions, making them a great way to increase your reach and build brand awareness. Additionally, the informative nature of webinars will not only help to highlight your expertise and build credibility for your brand, but will also allow you to build more meaningful relationships with your audience and encourage them to want to work with you.
So, in summary, webinars are cost-effective, efficient, convenient and will bring a significant number of benefits to your business. Seems like a no-brainer, right? If you’re ready to get started, be sure to check out our top 5 webinar tips here!
Hot on the heels of webinars is (unsurprisingly) video marketing. Although it was already a big trend, the pandemic has really accelerated the growth of B2B video marketing, with 91% of marketers saying it made video fundamental for brands. And there’s certainly no denying that, with 85% of consumers saying they want to see more video content from brands in 2021. So, it’s time to dust off that director’s chair and take action.
But you may be wondering: “How will using video benefit my business?” Well, aside from giving your audience want they want, video marketing is also accompanied by a range of benefits, including:
- More leads
- Positive ROI
- Improved SEO (pages that include video are 50x more likely to rank on the first page of the search results)
- Increased customer engagement
- Boosted conversion rates (including video on your landing pages can boost conversions by up to 80%)
- Increased reach (92% of consumers share video content!)
If you’re eager to press play on video marketing, here are a couple of ideas to get you started:
- Explainer videos (check out our blog here to find out more)
- Video interviews/ podcasts
- Testimonials and case studies
- ‘Behind the scenes’ content
#3 Ultimate guides
With consumers finding themselves with an increasing amount of spare time, many are searching for opportunities to develop their knowledge around key subjects, and they are turning to businesses to help them. Not only are ultimate guides a great way to build and nurture relationships by offering value to your audience, but they also help to build authority, credibility and trust for your brand and offer a great opportunity to differentiate yourself from your competitors.
If the above isn’t enough to convince you, ultimate guides are also a fantastic resource to help boost your rankings for key search terms and gain invaluable inbound links (which of course will help to improve your rankings even further) – it really is a win-win situation! And if you really nail your guides, chances are they will be shared far and wide, and more shares equal increased reach and awareness. Not to mention the increased number of leads, improved conversion rates and endless repurposing opportunities: they really are the gift that keeps on giving.
To find out more about ultimate guides, be sure to check out our range here (they are free!).
Whilst the past 12 months have been difficult, they have encouraged people to start thinking outside the box and create more innovative solutions to combat common challenges. So, don’t get lost in the crowd; be bold and remember B2B doesn’t have to be boring!
For more content marketing tips, check out our very own ultimate guide to B2B content marketing here or contact us to see how we can help your business create a strategy that sells.