In today’s world, content is king. B2B marketers can leverage content to keep their audience engaged while educating them on the value of their services. Each brand should develop a unique content marketing strategy that addresses the needs of its target audience. While content takes many shapes, these nine formats are some of the most effective.
1 – Blog Posts
Blog articles should be written in first-person and offer an authoritative point of view. Always follow SEO best practices and cover relevant keywords to take advantage of topics that your target demographic is most interested in.
2 – Infographics
These visual images summarize information, such as processes or data, in a chart or diagram. Infographics should be eye-catching but easy to follow.
3 – Case Studies / Customer Testimonials
Leverage work you’ve done, reviews or testimonials from previous clients to build credibility in an authentic way. Because this content comes from an unbiased source, it is more trustworthy to potential customers looking to verify your legitimacy.
4 – Whitepapers
Whitepapers are authoritative reports that explore complex issues and propose solutions. These long-form pieces should be technically sound but light on jargon, presenting all relevant information in an organized fashion.
5 – Webinars
Webinars are video (or sometimes audio-only) presentations live-streamed over the internet. These presentations are great for getting potential customers to engage with your brand in real-time, and can go a long way in establishing the expertise of your company’s leaders.
6 – Podcasts
Episodic content like podcasts are a great way to get potential customers coming back for more. Select a consistent theme or framework in order to build a dedicated following.
7 – How-To’s
These fact-based instructional articles utilize original research and expertise. When done properly, how-to’s give your potential customers just enough information to understand the issue at hand, but still require your solutions.
8 – Features
Long-form articles that offer compelling, opinionated insights are great for engaging your audience and creating a dialogue. Features should intrigue or inspire readers to think about the underlying topics, establishing your brand as an authoritative voice and hopefully encouraging them to share your content.
9 – Email Newsletters
Sending out a regularly-timed newsletter is a great way to stay top of mind with current and potential customers. Be sure to include content you’ve created in other formats, as well as relevant industry news and events to establish yourself as an active and informed player in your professional community.