Our newest infographic, B2B Content Marketing Best Practices, reveals the mystery of marketing your business-to-business endeavor. It’s easy to be intimidated by even basic marketing techniques when you cater to other businesses who are trying all the same tactics as you to increase awareness and create bonds with customers.
When it comes to B2B content marketing, it’s all about consistency. Research from the Content Marketing Institute showed that 42% of B2B businesses publish marketing content more than once a week. But it’s not all about blog posts: that content ranges from white papers, to product data sheets, to case studies, videos, and even podcasts.
The common thread through those various types of marketing content? Shareability.
Your audience is more likely to share content that’s visually appealing, well crafted, and practical. B2B buyers tend to share blog posts, infographics, and videos most, but consider your own target market before you jump into creating one of these content types.
Steady marketing efforts can increase both brand awareness and your bottom dollar. Marketers who have prioritized blogging -- by making time for consistent, thoughtful content production -- are 13 times more likely to see a positive return on that time spent. Those marketers see a dramatic increase in links back to their site, and get 60% more leads than non-bloggers.
You might be surprised to learn that long-form content (1500 words or more) is more likely to be shared. These content offerings offer a deep dive into a niche topic, making the post more shareable and searchable.
If you’re not occasionally producing long-form content as a part of your content marketing plan, it may be time to brainstorm in-depth content options that can benefit your business while piquing your customers’ interest.