How to Provide Fresh B2B Content Marketing
Has the need for fresh content got you wondering how to maximize the effectiveness of your current offering as well as where to find new options. Well–help is here!
Here are twenty-six B2B content marketing options and how they help your business. Further to improve your information’s marketing effectiveness, actionable content marketing tips are included. (Note: Usage percentage is based on Content Marketing Institute and MarketingProfs 2013 content marketing research.)
26 B2B Content Marketing Options
| Content Marketing Option |
% |
Business Benefit |
Actionable Content Marketing Tip |
| Social media excluding blogs | 87% | Expands content marketing distribution | Add social sharing icons to encourage action with each piece of content |
| Articles on own website | 83% | Provides product information; Supports search optimization |
Add new content on a regular basis to show you’re home. |
| e-newsletters | 78% | Provides product information; Offers customer engagement |
Include links to articles on your site & third party sites |
| Blogs | 77% | Provides product information; Supports search optimization |
Publish at least two – three posts per week to get most of customer acquisition impact. |
| Case studies | 71% | Show how related businesses use the product. | Include pinnable visuals (to share on Pinterest) |
| Videos | 70% | Show prospects & customers how to use your product in context; Supports search optimization |
Post on YouTube with searchable text. |
| Articles on third party websites | 70% | Expands reach; Supports search optimization (if link to your website) |
Include a link back to your website or blog to help search optimization. |
| In-person events | 69% | Expand reach; Build trust |
Extend reach through the use of live tweeting or live blogging. |
| White papers | 61% | Provide product information; Generate leads |
Create related information that |
| Webinars/webcasts | 59% | Expand reach; Educate prospects & customers; Generate leads |
Post webinars to Slideshare to extend reach. |
| Research papers | 44% | Expands reach; Educate prospects & customers; Generate leads |
Create related infographic to attract social shares and in-bound links. |
| Microsite | 40% | Educate prospects & customers | Send prospects to targeted landing pages to generate leads. |
| Infographics | 38% | Attract social media shares; Supports search optimization (if link to your website) |
Promote your infographic at the bottom of the visual as well as with a related blogger outreach program. |
| Branded content tools | 38% | Build brand awareness; Extends reach |
Enhance effectiveness by promoting across owned & social media |
| Mobile content | 33% | Expand ways audience can get your information | Use responsive design to allow content to be read on mobile and tablets. (Here’s how to maximize multi-screen effectiveness.) |
| Ebooks | 32% | Educate prospects & customers; Generate leads |
Incorporate related promotion into book content. |
| Print magazines | 31% | Educate prospects & customers | Cross promote your online content. |
| Books | 29% | Educate prospects & customers | Include cross promotion in book |
| Virtual conference | 28% | Expand reach; Is cost-effective; Is time efficient |
Promote your participation on your owned and social media. |
| Podcasts | 27% | Incorporates human voice | Distribute podcasts via your blog. Associate searchable text with the podcast. |
| Licensed content | 26% | Enhance content offering | Maximize effectiveness by cross promoting. |
| Mobile apps | 26% | Provide mobile content. | Promote mobile apps across owned media |
| Digital magazines | 25% | Educate prospects & customers | Extended reach with promotion on owned and social media |
| Print newsletters | 24% | Provide information via another channel | Cross-promote your online content marketing. |
| Annual reports | 20% | Meet regulatory needs; Provide financial information |
Reference your online content where appropriate |
| Games | 11% | Extend brand; Engage prospects. |
Promote your other content marketing within the games. |
©2012 Heidi Cohen – Riverside Marketing Strategies – http://HeidiCohen
(Note: To use this chart, you must link it to this post.)
As you plan your B2B content marketing, integrate these five tips to improve content efficiency.
- Plan your content marketing to maximize efficiency for related content creation. (Here are 30 tips to extend your content marketing and here are 56 ways to reuse your content marketing.)
- Cross promote content across your owned and social media to increase its distribution reach.
- Focus each piece of content on a keyword phrase to help search optimization. Where appropriate leverage other search optimization tactics such as inbound links and associating text with non-text content.
- Include social sharing buttons to encourage further distribution.
- Incorporate a call-to-action to help achieve your business objectives.
Utilize a variety of content marketing formats to offer prospects a variety of doorways into your information. Further, where possible, maximize the effectiveness of each piece of content as part of your larger marketing plans.
Do you have other suggestions for forms of B2B content marketing? If so, what are they?
Happy marketing,
Heidi Cohen
Here are some related articles you may find of interest.
- 42 Ways to Attract Customers With Content Marketing
- Social Media: Where to Distribute Content Marketing
Photo credit: http://www.flickr.com/photos/15609463@N03/7578738408/
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