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Marketing Content Examples For B2B Businesses The most effective marketing content resonates with customers on an emotional level. It provides new ideas and perspectives to help solve issues. If it's a compelling video presentation or an in-depth white paper, the top marketing content is valuable to its viewers and achieves its branding goals. Learn from these eight brand-name content examples that get it right:. Blog Posts Blog posts are a great way for companies to share their thoughts, experiences and stories. They can address any subject or question and are usually educational in nature. They can include polls, audio, video, or images to increase the quality of the content. This improves the on-page SEO (search engine optimization). The process of creating blog posts that are high-quality begins by conducting market research to discover and confirm a few important facts about your target 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 a variety of categories, including how-tos listicles and infographics. Making these types of blog posts ensures that your site is full of variety and provides the value that your visitors expect to discover when they visit. For instance, a how-to blog post can teach your readers the latest skill and help them resolve any issue they're facing, which makes it a valuable piece of marketing content that will keep your audience engaged. A curated list is a type of blog post that utilizes various real-world examples to demonstrate a certain idea. This kind of post can be used to market the brand and boost its credibility. Case Studies Case studies are not as sexy as a popular blog post however they are one of the most effective marketing pieces you can create. They are great for showcasing the expertise of your company and establishing trust with potential customers. A great case study aims to help your audience solve an issue by demonstrating the way your product or service helped another customer solve a similar problem. You can use various formats of content to make your case studies more engaging with infographics and videos. Be cautious not to transform your case studies into ads since this can damage the credibility of your company. Make sure you create an educational resource that can empower and inspire your readers. You can also make use of case studies to display testimonials from customers and user-generated content. This builds trust and makes your site more credible. UGC is most effective when it is backed by data. White Papers Unlike blogs and feature articles, white papers are typically long-form and provide a greater knowledge and depth of research. B2B brands utilize white papers to show the power of their thinking or offer a unique perspective to help readers make purchase decisions, gain knowledge about their industry, or resolve issues for their business. Because of their extensive amount of content that is in-depth, they are a great tool for building trust with casual readers and positioning businesses as an expert source of information. They can also assist potential customers to move through the sales funnel. White papers can be found in a variety of types, but they are most effective when they are tailored for specific audiences. Everything from the tone to the distribution strategy must be tailored to the reader you want to attract. White papers usually provide research findings, however it's not difficult for them to stray into the realm of theory without giving readers practical applications. To avoid this, backgrounders and problem-solving white papers should include some form of success story to keep readers engaged. White papers are also increasingly incorporating interactive designs. They allow the reader to filter tables and charts to focus only on the information that they want. This makes it easier for the reader to absorb and navigate through the sales channel. Videos Videos are an excellent way to connect with your audience. They're also a great tool for marketing in a lively and interactive manner. They're perfect for capturing your audience's attention and also presenting complex concepts with ease. Some of 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, while also increasing customer loyalty. These videos are an excellent way to highlight your expertise in your field and can be shared on social media, as blog posts, or even as part of a sales presentation. They can be a fantastic way to connect with your audience, especially when they relate to current events or trends. You can leverage testimonials to build confidence in your brand and inspire new prospects. It is possible to ask your existing customers to record a video about their experience using your product or organize an AMA session on Reddit. ai tool for content creation sickseo can also create screen sharing videos and how-to videos titled around specific pain points. If you own an e-commerce solution that helps small to mid-sized businesses manage their online stores, you can title your video “How to Create Shopify Store”. This will assist you in ranking it in search engines. Testimonials Testimonials are another type of social proof that makes people believe in a brand. They can be used in either video or text format, and they're an excellent way to boost sales and build up the image of a company online. Testimonial marketing content is a great option because it is focused on the particular requirements of each customer and how the product or service addressed those problems. It also gives credibility to the company since it demonstrates that others have used the product and found it useful. If you decide to use testimonials, be sure you include a name, title, and company in order to improve their credibility. It is also important to make the testimonials as personal as possible by using the face of a person. This can help create an emotional connection between the client and the brand. While some businesses prefer to have separate testimonials pages, you can also add them to other pages of the website. For instance, if a testimonial mentions a particular product you can show it on the product's checkout page. This approach will avoid the testimonials page from being visited less frequently than other pages, and it will still give the same social proof. Interactive Landing Pages Interactive elements on landing pages increase the amount of engagement visitors have. This kind of content can help your company to convert visitors into leads. Instead of being a static page that has the standard sign-up form and other content, interactive pages can offer an experience that is enjoyable for your audience. This interactive landing page for Mooala's dairy-free milk employs an engaging approach to keep the visitor engaged. The page also includes an easy form that offers multiple options for signing up, shortening the process of conversion even more. Another example of a dynamic landing page is this one from TransferWise which is a money transfer service. The first screen provides real-life success stories as well as social proof to reassure prospective customers that the service is worthwhile, then allows them to complete a simple form to learn more about how the product operates. A landing page can be an excellent method for B2B marketers to build an email list. You can offer a free ebook, webinar, a free trial or other content to entice your audience into signing up in exchange for their contact details. Headache Trackers Content should inform the consumer about headache triggers and how to treat them in the initial phase of consideration. Examples include infographics which provide data on the top causes of headaches or white papers that present exclusive research on the science behind headache cures. White papers require readers to provide their email addresses in exchange for access which helps to establish credibility and trust with prospective customers. Minen says that headache trackers, apps that allow users to monitor their levels of stress and food intake, can be beneficial for the consideration stage. She cautions users to be cautious when drawing conclusions from information from the tracking. It may not reflect the true nature of the triggers for headaches.