Over the last 18 months of being a consultant, I am often asked as to what type of content is most effective for B2B marketing efforts. It is almost a universal rule, regardless of the size of a company, that resources are maxed out. There are only so many team members, so many hours in a day, and so much budget to accomplish a myriad of marketing projects over a specific period of time. So, what content should be focused on, and why?

My first comment is that the quality of the content is what is most important. Speaking in the customer’s language (specifically identify by audience and job role), focusing on their needs and priorities, and presenting your offering in a compelling method is the best advice that I can give. And in the B2B world, being as fact-based as possible is something that I also recommend.

I also am a strong advocate for re-purposing content that is done well. A case study that is focused on the target audience, specific, factual, easy to digest, visually appealing and compelling in its content can be re-purposed in a variety of ways and over a number of communication channels. Which makes the investment in this level of a meaningful case study both very efficient and cost effective.

In addition, the wealth of information that exists for B2B marketing research today makes my job as a consultant much easier than it would have been two decades ago. When I first started my career, the bulk of data that existed for marketing was heavily skewed to B2C environments. Today, organizations such as MarketingProfs, Marketing Sherpa, and B2B Marketing have current and dynamic research that proves to be highly educational and helpful in my role as an adviser.

To that point, MarketingProfs recently shared a report from Starfleet Media. The report was based on data from a survey of 324 B2B marketers and salespeople from around the world (69% based in North America; 22%, Europe; 9%, other). Respondents work for B2B companies in a wide range of industries, including technology, manufacturing, and business services. Some 67% of respondents say they have put case studies/client success stories to use as a digital content marketing asset in the previous 12 months; other commonly used content types are whitepapers (62% have created), webinars (58%), and e-books (52%).


This data should be helpful to any marketer looking for guidance on where to allocate their content marketing resources. To read more: http://www.marketingprofs.com/charts/2015/27807/b2b-content-marketing-top-tactics-goals-and-tools#ixzz3dQiiYvxO