Twenty years at the forefront of B2B marketing means we’ve played an active role in the evolution of strategic business communications. In that time, game-changing technologies have redefined the marketing landscape – creating exciting new types of content and marking the end of the line for others.
But amongst all this transformation, some things haven’t changed. The key to developing great content and campaigns is – and always has been - messaging that engages the target audience. Understanding the pain points, goals and fears of each specific audience is foundational, and from there we pool our creative resources to hit our ABCs – ensuring everything we create is Accurate, Bold and Compelling.
Once this foundation is perfected, there are a few hard-hitting forms of marketing content that consistently capture our audience and make sure our messages hit their mark. Proving their value again and again by engaging, educating and converting B2B audiences, here’s some of the B2B content that’s stood the test of time:
It’s hard to imagine what B2B marketing would look like without whitepapers. For decades, these in-depth reads have formed the centrepiece of carefully co-ordinated campaigns – with satellite content driving traffic back to their key messages. With a strong reputation for educating readers on the latest trends, industry challenges and innovative solutions, they’re a firm favourite among business leaders. And they’re a powerful way to build trust and credibility with senior decision makers thanks to their detailed expert messaging and well-evidenced thought leadership.
A powerful way to demonstrate real-world success, case studies give prospects concrete evidence of an organisation’s expertise, capabilities and successes. Using measurable results and letting customer testimonials speak for themselves, case studies are a persuasive form of content that boast one of the highest conversion rates in B2B. A timeless marketing asset for businesses, they deliver consistent results at various stages of the buyer journey.
Blog posts have been a constant feature of digital marketing, despite their format constantly adapting to cater to sophisticated SEO algorithms and reader preferences. A quick and easy way to tap into advice and expertise, they’re a popular type of content that helps to keep your audience keyed-in. Done right, they also enhance SEO, drive organic traffic to your website and are a powerful way of reaching new customers through guest-posting and multi-channel sharing.
Email marketing is one of the most effective ways of delivering your message straight to the prospect. Far from the spam of the early 2000s, emails are now a sophisticated way of creating tailored content that speaks directly to each reader’s goals and challenges. Whether sending customised newsletters, specific product updates or personalised interacts, directly targeting your audience via their inboxes is a powerful way to nurture leads and build interpersonal relationships.
When it comes to webinars, the numbers really stack up. According to Dr James McQuivey, one minute of video is worth 1.8 million words, so it’s no wonder webinar content has been building traction since the 1990s. These online seminars are an engaging way to showcase expertise, demonstrate product features and engage in conversation with prospects. And because audience members typically register their attendance, they’re also a strong opportunity to capture leads and launch one-on-one sales conversations.
Our 20th anniversary has been a great time to reflect on the tried-and-tested marketing that consistently delivers results for our clients. But despite this milestone, we know you’re only as good as your last piece of work. That’s why we’re so dedicated to creating market-leading content, and our team’s always scanning the horizon for the next big thing we can offer our clients.
To discover how we can build B2B marketing content that delivers for your business, please get in touch.
