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Marketing Content Examples For B2B Businesses The best marketing content resonates with the consumer on an emotional level. It gives new ideas and perspectives to help solve problems. Whether it's a captivating video presentation or an in-depth white paper, the best marketing content provides value for its audience and reaches its branding goals. Learn from these eight brand-name content examples that do it right:. Blog Posts Blog posts are a very popular type of content for marketing that businesses use to share insights stories, thoughts and ideas on their websites. They can be educational or cover any topic. They could contain videos, images or even audio to enhance the quality of the content and enhance the on-page search engine optimization (SEO). The process of creating blog posts that are high-quality begins by conducting market research to discover and confirm a few essential facts about your audience. Once you have a clear understanding of your target audience and their preferences, you can start brainstorming and writing. Blog posts can be classified into various categories, including how-tos listsicles, and infographics. These types of blog posts will ensure that your website is brimming with variety and offers the quality your visitors expect from you. A blog post on how-to, for example, can help your readers learn new techniques and help them resolve a problem. This makes it an essential piece of marketing content that keeps your audience interested. A curated list is a type of blog post that makes use of various real-world examples to demonstrate a certain idea. This type of post can be used to market the brand and boost its credibility. Case Studies Case studies are not as sexy as viral blog post however they are one of the most effective marketing content pieces you can develop. They're great for showcasing the skills and establishing trust with potential customers. A good case study helps your audience to solve a particular problem by demonstrating how your product or service helped a previous customer with the same issue. best content tools can employ various formats of content to make your case studies more interesting, including videos and infographics. Be cautious not to transform your case studies into advertisements since this can damage the credibility of your company. Create a resource that will help and inspire your readers. You can also use case studies to showcase testimonials from customers and user-generated content (UGC). This builds trust and makes your website more credible. UGC is particularly efficient when it's backed up by data. White Papers Contrary to feature articles and blogs, white papers are typically longer-form and provide greater depth of information and research. B2B brands utilize them to show their the power of their thinking or offer unique perspectives to help customers make buying decisions, understand more about a particular industry, or solve problems for their business. Due to their high quality of content that is in-depth, they are a great method of establishing trust with casual readers and establishing companies as a trusted source of knowledge. They can also help potential customers move through the sales funnel. White papers come in a variety of types however they are most effective when they are tailored to specific audiences. This means that everything from your tone of voice to distribution strategy should be designed to appeal to your ideal reader. White papers often share research findings, but it's not difficult for them to be a bit too much in the realm of theories without offering readers practical applications. To avoid this, backgrounders and solution-oriented white papers should include some form of success story to keep readers engaged. White papers are increasingly incorporating interactive designs. They allow readers to filter charts and tables to concentrate on the information they are looking for which makes it easier for them to digest the content at a high-level and move through the sales funnel. Videos Videos are a powerful method of communicating with your audience and are an excellent tool to market your company in a lively and interactive manner. They are great for capturing the attention of your audience and presenting complicated concepts. The most popular video types are instructional videos, demonstrations, and tutorials. These videos are created to help your customers learn about your products and services as well as to increase customer loyalty. These videos can be used to highlight the expertise of your industry and can be used as a blog post, or in an sales presentation. These videos can be an excellent way to connect with your target audience. Especially if they are relevant and are connected to current events or cultural movements. If you're releasing an animated explainer video or hosting a live Q&A testimonials are a great method to build trust in your brand and encourage new prospects to buy your product. It is possible to ask your existing customers to make a video of their experience with your product or host an AMA session on Reddit. You can create screen-share videos and how-to videos that are titled according to specific pain points. If you own an e-commerce solution that assists small to mid-sized businesses manage their online stores, title your video “How to Create Shopify Store”. This will help it rank in search engines. Testimonials Testimonials are a different type of social proof that can help people trust an organization's reputation. They can be in text or video format, and are a great way to increase sales and enhance a company's online image. Testimonial content is useful because it focuses on the needs of the client and how a company's products or services helped them solve their problems. It also gives credibility to the business because it highlights other people have used the product. If you choose to use testimonials, ensure that they contain the name, company, and title of the person who wrote them. This will boost their credibility. Make the testimonials as personal as possible by including a face. This will also help create an emotional bond between the customer and the brand. While some businesses prefer to have separate testimonials pages and include them on other pages on the website. For example, if a testimonial mentions a particular product it can be displayed on the product's checkout page. This will prevent a testimonials page being visited less frequently than other pages and it will still give the same social evidence. Interactive Landing Pages Interactive elements on landing pages can increase the engagement of visitors. This kind of content can help your company achieve the goal of converting visitors to leads. Interactive pages are more enjoyable than static pages that have the usual signup form and marketing content. This interactive landing page for Mooala's dairy-free milk uses an engaging approach to keep the customer engaged. The page features a simple sign-up form with multiple options, which shortens the process of converting even more. Another example of a landing page that is interactive is this one from TransferWise which is a money transfer service. The first page uses real-world examples and social evidence to convince potential clients that the service is worth the cost. The second screen allows users to fill out an easy form to find out more about how the product functions. A landing page can be a great option for B2B marketers to build a list. In exchange for contact information, you can provide an eBook or a webinar, free trials or other content that could make your customers want to sign up. Headache Trackers In the stage of consideration in the consideration phase, which is when the client has identified their issue and is researching solutions, content should educate customers about the causes of headaches and solutions. Infographics that give information on headache causes or white papers that provide proprietary research on headache remedies are a few examples. White papers often require users to provide their email address as a condition of access. This builds confidence and credibility for the brand with prospective customers. Headache trackers, apps that help users monitor things like their intake of food and stress levels, could also be beneficial content for the consideration phase, Minen says. However, users must be careful about making conclusions based on tracking data, she adds. It may not be a true reflection of their headache triggers.