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8 Pieces of Content Every B2B Website Should Have

B2B content is the practice centered around creating and distributing content to increase brand awareness to your target audience. This practice aims to engage, attract, and spawn new leads and customers while retaining the old ones. Below are some essential content formats for B2B content marketing used by different companies.

1. Webinars

A webinar is also referred to as Web seminars; it is an online educational presentation that gives the participating viewers a chance to ask questions and submit comments. Webinars allow B2B to target a specific group and discuss the benefits of promoting the brand. Here are some advantages of webinars in B2B that will help you make your decision.

Webinars are Cost-Effective

Face-to-face meetings have many advantages, but movement from one location to another to conduct a meeting comes with an extra cost. In contrast, webinars involve cheap computer software that is easy to use and convenient for the business and the target audience.

Webinars have a Wide Audience Reach

Webinars allow the companies to meet with as many customers as possible in a single session. Attendees of these meetings will need to log in to the webinar meetings at the set time. Therefore, they need a computer, a smartphone, and an internet connection. In the United States, more than 90% of the citizens have access to these gadgets and internet connections, making them potential clients.

Webinars Enables the company to have a Live Demonstration

Customers tend to understand more if they are shown how the promoted product works. Webinars allow you to have a live demonstration of the product to your target audience, and they can ask questions to understand better the product being sold. Customers tend to grasp the visual information fast and retain it for an extended period.

2. Case Studies

B2B case studies use words and images to give the target audience a comprehensive story of how the enterprise solves their customers’ practical and business challenges. Case studies are the most requested content tactic. Below are the benefits of case studies for B2B:

Helps to Showcase the Product You are Promoting and its Capabilities

The apparent advantage of case studies in B2B is showcasing the products and demonstrating the real value to the customers. In addition, case studies are data-driven, straight to the point, and visually appealing. These features enable readers to access important information easily and quickly without any fluff.

Help to Establish Authority

Case studies help you establish authority as a company following testimonials from real customers who saw accurate results of your product. This platform helps explain how great your product is and has helped customers. If you have a customer willing to let you use their real name, this will help create more credibility for our product.

3. Long-form Blog Posts and Guides

Long-form content is any piece of writing that exceeds 1400 words. These posts have been shown to boost companies’ online presence. Many people prefer reading long posts because they give a detailed account of the promoted product. Below are advantages of Long-form blog posts and guides in B2B:

Long-form Blog Posts and Guides Rank Higher on Search

Long-form content has been shown to have a greater probability of earning quality backlinks which have been shown to improve search ranking. In addition, many people tend to read long-form content because they are more valuable and comprehensive when compared to short-form content. Being practical and extensive helps these posts to provide more value to their readers.

It Helps You Establish Your Authority in the Market

Writing long-form blog posts help you establish authority in the world of marketing. In long-form content, you can give a piece of detailed information about the product you are promoting, thus establishing authority and credibility. In addition, many customers nowadays prefer long posts because they are more informative.

4. Questions and Answers Section

The question and answer section is a part that answers the questions that most people ask about a particular product. The question and answer platform has been proven to improve B2B marketing. In addition, it has been shown to clarify the product benefits and alluring business-minded audience. Below are some benefits of this section to B2B.

Helps You Engage With Potential Customers through Content

Some customers want to learn about a particular product without necessarily reading long-form content. The question and answer question platform have engaging content, and customers can learn more about the product and keep them more interested without necessarily scanning lengthy PDFs.

Shorten the Sales Cycle

Most people first evaluate a product before deciding to purchase the product. Unfortunately, the evaluation process involves a long sales cycle of B2B products. The answer platform shortens this cycle by providing customers with solution-based content, and they don’t need to scan endless advertisements.

Helps the Company Tap to Power of the Peers

The question and answer platform may provide a stage where customers give their recommendations about the product. Seeing customer comments about the product, B2B customers are more likely to trust your products and buy and refer more customers to your stores. In addition, customers tend to trust other customers’ comments and recommendations than paid influencers.

5. Product Videos

B2B product video is a form of content marketing that involves creating and sharing your content in a video with your potential B2b customers. These videos include but are not limited to social media videos, live streams, video podcasts, and webcasts. Below are the benefits of Product videos in B2B:

Videos are the Best in Capturing Potential Customer’s Interest

Videos give you a chance to capture the interest of your potential B2B customers and engage with them. Most B2b customers are known to do comprehensive research on the product they are interested in before purchasing. Videos shorten the research time, and potential customers can start buying your products immediately after gaining more knowledge from these videos.

Videos May Influence Customers’ Decision

Customers have preferred easily accessible and understandable video content to watch and understand instantly in recent years. At the same time, learning about new products, most customers like watching a video about the product instead of reading long posts. Videos create trust about the product, and their visuals have been shown to influence customers’ decisions.

6. Infographics

Infographics are data visualization and ideas that aim to give the reader the majority of the facts from long-form content in a visual, easy-to-understand package. The main aim of infographics is to convey much information in a single graphic that is easy to comprehend and remember later. Below are some benefits of Infographics for B2B content marketing:

Boosts Engagement

Infographics shrink potential B2B customers’ attention span, which is vital to engage readers immediately. Infographics have enabled marketers to engage with potential customers by providing critical facts and messages in a more accessible and easily digestible format. Infographics increase the chances that your target audience will consume your content.

Reinforce Your Brand

Infographics are the best ways to strengthen your brand by giving detailed knowledge of design and personality. A well-orchestrated infographic will include all these things and thus prove to your potential customers that your company is worth their time. In addition, giving detailed information in a short piece of writing makes customers trust your abilities, thus reinforcing your brand.

Helps You to Make Your Point

If potential customers have to read through an endless text, it would be tough for you to get your point across. Shortening your text and including visuals will attract the interest of your readers and increase their understanding. Therefore you will have made your point and advertised your product.

7. Statistics

Data statistic in B2B content marketing is a study of collecting and analyzing data. This platform provides knowledge, keeps records, and calculates probabilities. It helps marketers understand the world of business through sales numbers and quantitative data. Below are some of the main benefits of statistics in B2B marketing:

Statistic Help improving Marketing to Match Potential Buyers

Working with well-analyzed statistics brings great customer understanding to your company. This knowledge about your customers helps you create the right marketing message for the right target audience at the right time. Statistics help your company become customer-centric, which has improved customer engagement.

Helps to Improve Sales Efficiency

Using a statistic-based marketing plan will help your company understand what content is effective for marketing and needs some improvements. Current customers, loyalty, gaining new ones, and retaining existing customers, are some of the advantages your company will gain from using a statistics-driven marketing strategy.

Operational Cross-selling

After understanding your customers’ cross-selling activity can be enhanced. Once a company understands its customers’ needs, it can offer the following best product that addresses their needs. Again, statistics will help you know the products your customers will need and the best timing and interaction channels with your target audience.

8. Testimonials

A testimonial is a recommendation from several satisfied clients that asserts the value of your products. Most client testimonials are given by contented customers voluntarily or upon the company’s request. When appropriately orchestrated, testimonials can help potential audiences overcome the objection. Testimonials benefit B2B marketing in the following ways:

Testimonials help Establish Company Leadership and Build trust.

When you get a customer to not only talk highly about your company and products but do it before a camera, it’s a sign your products are the best in the market. Moreover, most B2B buyers will trust testimonials from other customers. It is thus essential to show real-life customers who have a confident experience with your product, which will build trust among potential audiences.

Helps in Building Strong Relationship with the Current Customers

If a company asks a customer to be in one of its testimonial videos, it shows the company respects that customer. This approach shows that the company recognizes the customers, success in their business, and thus they want to use them as brand ambassadors. It is a step known to create a strong bond with these customers and encourage them to continue using your products.

Testimonial Videos are Memorable and Easy to Digest

Studies have shown that 90 % of the information transmitted to our brains is visual, and our brains can process this information 60,000 times faster than other forms of data. Therefore, videos are optimistic regarding your customers retaining the message, and many people prefer videos over text when learning about new products and companies.

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