Vital Content Types for B2B Growth

Written by Nick Stamoulis

Categorized in: B2B Digital Marketing, Content

It’s true that digital marketing is in place to facilitate B2B growth, and at the foundation of these endeavors lies the content marketing strategy. Content creates the foundation of most digital marketing strategies. It has been our experience that content can be used in a variety of ways, and each of them can help bring about growth.

That said, there are two basic types that B2Bs should explore. These are authoritative pieces of content that can establish you as an industry leader and expert, and there are pieces of content that are written with the purpose of conveying information and being written in a web-friendly way. Here’s more information about each of these types and how they can help you:

Authoritative Content

Authoritative content can also be looked at as thought leadership pieces. These are pieces of content that, when someone reads it, will immediately establish you as an industry expert. This includes content like:

• Data-driven content. This includes white papers and reports, and is filled with industry data. These immediately establish you as an expert in your field.
• Case studies. Case studies can be fun for people to read, especially prospects. They give you a chance to showcase your expertise and how you used it to help.
• Expert discussions. If you are looking to establish you authority in an industry, you can do this by joining or hosting webinars or becoming part of industry panels. Your audience will see you as an expert and begin to recognize both your name and the name of your company.
• Long form content. When content is on the longer side, such as a longer blog post, this also establishes your authority. These pieces take a deeper dive into a topic, which is usually reserved for experts.

In general, this type of content is great for branding because it establishes credibility. When people read it, they will recognize you as the expert you are, and it will enable them to trust your brand, too.

Web Based Content

Another type of content that you need is something that we refer to as web-based content. This type of content is also informative and helpful, but it delivers information in a different way. This is the type of content you might use to share specific pieces of information. You can also use this content to align with the sales cycle. This type of content includes shorter form blog posts, social media posts, video content, infographics, and more.

This type of content is great because it helps improve your chances of growth. Authoritative content is great, but it often has a shelf life. Web based, informative content is usually evergreen, which means that it doesn’t really age. This gives it a chance to perform well in the search engines, it’s highly shareable, and it also improves results over time.

As you can see, you need both types of content in your strategy. The majority of your content should be the web-based, informative type. However, you should also sprinkle in some authoritative pieces to establish your credibility and expertise.

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