B2B marketing is quite different from B2C marketing and so is its marketing funnel. According to a 2021 report by Content Marketing Institute, 43% of successful B2B marketers have a content marketing strategy in place.
But, what type of content do you need to optimize your B2B marketing? Let’s find out.
First, let’s look at the popular types of content that we consume online.
Different Types of Content
- Social media content
Social media is a collective term for platforms like Facebook, Instagram, LinkedIn, Pinterest, etc. If some companies are not on social media yet, they have missed the bus. Some points to consider:
- Social media is the best platform for product/service promotions, brand awareness and lead generation.
- Social media content can involve a post, story, video, tweet or simple graphics.
- The number of global social media users is expected to reach almost 3.43 billion in 2023 according to Statista.
- Facebook, Instagram and Twitter are the most common social media platforms that are used by marketers, according to Hubspot.
Blogs are simple articles/posts written for a website (owned or other types). Some points to consider:
- These are informational pieces that help in creating brand awareness, lead generation and ensuring a thought leadership position.
- They are crucial for an effective SEO strategy.
- A blog can be a long-form piece of content or a short-form one depending upon the kind of audience that is being targeted.
- A long-form blog can be a research-based blog that shares in-depth information about a topic.
- A short-form blog can be a listicle or a checklist.
- Following a regular blog calendar works wonders for raising credibility levels.
- Blogs are one of the top content strategies (Hubspot, 2020).
- They now face a problem of plenty; the blog scene is indeed very crowded. To ensure that you get eyeballs, make your content to the point and extremely relevant for your audience.
Videos: Consider these points about video content.
- Videos are an engaging form of content.
- Video is the most used format in content marketing (HubSpot, 2020).
- Video content is twice more likely to be shared than any other content type.
- There are various forms of video content that can be created. These include:
- BTS (behind-the-scenes)
- Live stream videos
- Facebook Watch
- Company videos
- 87% of video marketers say that videos have raised traffic to their websites (Wyzowl, 2020).
eBooks: To put it simply, an eBook is an electronic book. Some points to consider:
- eBooks are visually appealing and can engage readers.
- They should be written in an easy-to-understand manner.
- eBooks are longer than blogs but shorter than whitepapers.
Infographics: We have heard that ‘an image speaks a thousand words’. Disseminating information with attractive images helps a reader understand content more easily.
Emails: Emails are sent to existing and potential clients for product/service/event promotions or to share information about a company or a brand. Email marketing boasts a 4200% ROI ($42 for every $1 spent).
Webinars: Webinars are interactive sessions in which online training or discussions revolve around a particular topic. Discussions can take place through presentations, videos, etc. Webinar participants can be spread across the globe.
Podcasts: Podcasts are like TV serials, but the key difference is that they are available in audio formats.
- Podcasts are now trending platforms for creators.
- India has emerged as the 3rd largest market for podcasts.
- Podcasts are available on various platforms like Spotify, Clubhouse, Google podcast, iTunes, etc.
Presentations: Yes, our good old presentations are also an appealing content type. Sometimes content can be easily explained with a presentation. Slideshare, scribd.com and LinkedIn are famous for sharing presentations. One of the latest additions to this list is the Canva presentation that may prove to be a game-changer.
User-generated content: It is content generated by a customer and is a very useful marketing tool for a company. Some points to consider:
- User-generated content refers to testimonials (written or via videos), reviews shared either on websites, LinkedIn, professional forums and association sites or on Google.
- Positive content enhances the credibility of a brand.
- Potential customers looking for such content are usually qualified leads who are interested in buying a product.
What options can you explore to stay ahead in the race?
All in all, we have put forth in this article an extensive list of types of content you can opt for. But, it is not necessary that every company, brand or individual will create all types of content that are available under the sun.
A company can choose a content type on the basis of its vision, marketing plan, target audience and the kind of content its target audience prefers.
Marketers use a mix of content types and depending upon campaign goals, they give more importance to one content type than the other.
Websites, social media content and blogs are a must in any content marketing strategy. Marketers should also focus on coming up with content that is easy to create and maintain and serves the right purpose.
Simply put, users go through various stages in their journey of getting aware of a brand and then finally buying it. This journey can be visually represented via a funnel. The following image gives a snapshot of the meaning and purpose of each stage in the B2B marketing journey.
Let’s now understand in detail how content fits into this marketing funnel.
Why you need to create a B2B content marketing funnel?
As we mentioned above, a marketing journey goes through different stages. How do you plug in content at each stage of this journey?
Each stage has a specialized content type. A webinar or a tutorial will not be useful to someone who is at the brand awareness stage. Instead, a blog post, an infographic or a video ad will be the best bet.
The following image shows the different types of content that are best suited for each stage in the marketing funnel.