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Marketing Content Examples For B2B Businesses The best marketing content resonates with consumers at an emotional level. It provides new ideas and perspectives to help solve issues. It doesn't matter if it's a captivating video or an in-depth white paper, the top marketing content provides value for its audience and reaches its branding goals. These eight examples of branded content that work are a great way for you to learn. Blog Posts Blog posts are a popular type of content for marketing that businesses utilize to share their insights, thoughts and stories on their website. They can be educational or cover any topic. They may include videos, images or audio, to make the content more engaging and improve the on-page search engine optimization (SEO). Writing blog posts of high-quality starts by conducting market research to find and confirm some essential facts about your target audience. Once you have a clear understanding of your target audience and their preferences you can begin brainstorming and writing. The most popular kinds of blog posts include listsicles, how-to posts infographics, curated collections and more. Writing these types of blog posts ensures that your website is full of variety and provides the value your customers expect to find when they visit. For instance, a “how-to” post can teach your audience an entirely new technique and help them solve a problem they're facing, making it a valuable piece of content for marketing to keep your audience engaged. A curate collection is a specific kind of blog post that includes several actual examples to demonstrate an idea. This kind of blog post could also be used as a marketing tool to increase brand recognition and credibility. Case Studies Case studies may not be as exciting as a viral post, however they're one of the most effective marketing tools you can come up with. They are great for showcasing your expertise and building trust with potential customers. A great case study aims to help your audience solve an issue by demonstrating the way your product or service has helped a customer solve a similar problem. Utilize infographics and videos to make your case study more interesting. Be cautious not to make them into advertisements, as this could undermine the credibility of your brand. Instead, concentrate on creating content creation software that will inspire and inspire your readers. You can also use case studies to showcase client testimonials and user-generated content (UGC). This builds trust and makes your website more credible. UGC is especially efficient when it's supported by data. White Papers Contrary to feature articles and blogs white papers are generally long-form and provide a greater depth of information and research. B2B companies use them to show their the power of their thinking or offer an unique perspective to help customers make buying decisions, learn more about an industry, or solve problems for their business. They are a fantastic tool for building trust among casual readers, and positioning companies as experts in their area of expertise. They also help move potential customers through the sales funnel. White papers can be found in a variety of styles but they are the most effective when they are tailored to specific groups. This means that everything from the tone of voice to the distribution strategy should be tailored to the ideal reader. White papers are frequently used to share research findings. However, it is easy for them stray from the field of practical application into the realms of theory. To avoid this, backgrounders and problem-solution white papers must include some form of success story to keep readers interested. White papers are also increasingly incorporating interactive designs. They allow readers to filter charts and tables to focus on only the information that they want. This makes it easier for the reader to digest and navigate through the sales funnel. Videos Videos are a powerful way to communicate with your audience. They're an excellent way to promote your company in a dynamic and interactive way. They are a great way to capture the attention of your customers and communicating complex concepts. Instructional videos, tutorials, and demonstrations are some of the most well-known video types. These videos are intended to inform your customers about your products and improve their loyalty. These videos can be used to highlight the expertise of your industry and can also be used as an article for your blog or even as a part of an sales presentation. These videos can be an excellent way to connect with your audience. Especially if they are relevant and are connected to current events or cultural movements. You can use testimonials to build confidence in your brand and inspire new customers. You can ask existing clients to make a video of their experience with your product or organize an AMA session on Reddit. You can create screen-shares as well as how-to videos that are titled based on specific pain points. For instance, if you have an e-commerce platform that helps small to medium-sized businesses run their online store, title your video “How to Create a 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 found in text or video format and are a fantastic tool to increase sales and enhance a company's online image. Testimonial content is useful because it focuses attention on the needs of the customer and how the company's product or service solved their problems. It also provides credibility to the business because it shows that other people have already tried the product and found it useful. If you decide to use testimonials, make sure you include a name, title and the company in order to boost their credibility. It is also crucial to make the testimonials as personal as possible by using a person's face. This can help create a connection between the consumer and the brand. While some companies prefer to have a separate testimonials page, you can also incorporate them into other pages on your website. For instance, if a testimonial mentions the product in question, you can display it on the product's check-out page. This approach will avoid the testimonials page from being visited less often than other pages and will still offer the same social evidence. Interactive Landing Pages Utilizing interactive elements on landing pages increases the average visitor's engagement. This type of content can help your brand to convert visitors into leads. Instead of being a static website with the usual sign-up form and other marketing content, interactive pages can offer a unique experience to your visitors. In this interactive landing page for Mooala dairy-free milk, the company employs a playful approach to communicate its product's benefits while keeping the user interested. The landing page has an easy sign-up form that offers various options, which speed up the conversion process further. Another example of an interactive landing page is this one by TransferWise, a money-transfer service. The first page uses real-world examples and social evidence to convince potential clients that the service will be worth the investment. The second screen allows customers to fill out a simple form to learn more about the service's capabilities. For B2B marketers selling high-priced products landing pages provide an opportunity to create an inventory of leads. In exchange for contact details you can offer a webinar or eBook, free trials, or other content that can entice your audience to sign up. Headache Trackers Content should inform the consumer about headache triggers, and the best way to treat them during the initial stage of consideration. Examples include infographics that provide information about the top causes of headaches or white papers that present exclusive research into the science behind headache treatments. White papers require readers to give their email addresses to gain access which helps establish credibility and trust with potential customers. Headache trackers, apps that help users monitor things like their food intake and stress levels, can also be useful content for the process of evaluating, Minen says. However, users must be cautious when drawing conclusions based on the data from the tracking system, she advises. It might not be a true reflection of triggers for headaches.