B2B Content Types to Utilize for Websites, Emails and Social Media

Mar 29, 2023
b2b content ideas

Content marketing can be intimidating for many small B2B organizations. It requires a lot of time, resources and monetary investment to ideate, develop and distribute content. When team members have other responsibilities, content marketing often falls to the bottom of the priority list. We’ve put together this blog to help you take some of the roadblocks out of content marketing. You’ll find a list of content types to create and distribute across B2B marketing channels and a few helpful tips for each to jump-start your content marketing.

Content for Websites and Print

These content pieces are for websites and in some situations print.

  • Blogs and Articles: These short-form content pieces are crucial to a blog section of a website. Articles are longer than blogs, but both help boost search engine optimization (SEO) and traffic to the website.
  • White Papers: This long-form piece of content has thorough research involved to put it together. It usually consists of one topic but together in a report format.
  • eBooks, Toolkits and Guides: These long-form content types include visuals and text. They break down a complex topic into different sections with supporting information.
  • Infographics: This content type has visuals and iconography with minimal text. Infographics also take a topic and put it into an easy-to-consume format.
  • Videos and Webinars: Videos are a quick and simple way to present information. Plus, it is one of the most popular B2B content types recently. A longer version of a video is a webinar used at an event or as a gated asset.
  • Checklists: These are often interactive and focus on lower-in-the-funnel buyers. It outlines a checklist for “buying a new house” or a big-decision topic.
  • Case Studies: Seen as one of the most important content types for an organization is a case study. These show a summary of a customer challenge, how they utilized your product or services and the results they saw. Case studies are useful in depicting to prospects what using your product or service could be like and the success possibilities.

Content for Email Marketing

Email marketing is another instrumental component of B2B marketing. This is where you can use some of the content created for your website as well. Here are a few content types to develop for email and options to consider including for each.

  • Newsletters: A newsletter is a summary of recent happenings at an organization. It can include new content, announcements and news. You can use your newsletter to showcase any blogs, eBooks or infographics you create. This content type is perfect to make your organization shine.
  • Nurtures: Nurture emails help move leads along in the buying process. They highlight blogs, case studies or any supplemental content. This gives your leads more information about what you do and how your product or service can solve the challenges they are facing.
  • News Announcements: Sometimes you havebig news, and you have to share it. What better way to do so than to share it with those that want to keep up to date with your organization? Sharing any big news, new clients, new hires or successes is always a great way to keep your potential clients in the loop on advancements made by your organization.
  • Event Details: For B2B organizations, events are important for a variety of reasons. It is also a big deal to speak, attend or host an event, so sharing details through email shows your audience what you are up to and invite them to join you.

Content for Social Media Marketing

B2B organizations have taken social media and turned it into a must-have. While once not as popular in the B2B space, it has become almost non-negotiable. Consider these content types to share on social media. You can also showcase your blogs, articles, eBooks and other written content on your website.

  • Gifs: A new type of content, used especially on social media, is a gif. These can be created or searched for on the social platform and utilized as posts themselves with a caption or as a comment on another post.
  • Memes: These are fun images that have captions. If you are not familiar with memes, here are a few to spark inspiration.
  • Graphics: Graphics can be created for a variety of reasons. You can showcase a client testimonial, an interesting stat, an inspirational quote, a sentence from a recent blog or even a snippet from an article. You can also create graphics by cutting snippets of information from other visual content such as an infographic or eBook.

While this is not an exhaustive list of all B2B content types you can create and share, it does give an overview of the variety of content available.

Looking to elevate your content marketing? Start with a solid content strategy. Check out our Content Strategy and Plan course for self-paced, interactive marketing courses with supporting exercises aimed to help your organization level up your content marketing.

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