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Need Content? 20 Format Ideas for B2B Marketing

by Michele Linn, Linn Communications

Content makes the world go round, doesn’t it? B2B marketers know they need content, but sometimes it can daunting to decide what to produce. To make your job a bit easier, I’ve compiled a list of 20 types of content to consider. This can be a good list when you need to brainstorm new content, and it’s also a reference to use when you are trying to think of things to include in your content marketing and lead nurturing programs.

White Papers

White papers have a lot of power if written well – and they are very much requested by the IT audience (and others). In the recent TechTarget Media Consumption Report, white papers were the most widely used online content type that IT professesionals used to evaluate new technology.

eBooks

I’m a big fan of eBooks. They’re still relatively new to the B2B marketing scene, and they’re a fun alternative to the white paper. For inspiration, my blog, Savvy B2B Marketing, lists some of our favorite eBooks. And, if you want to create your own, I highly recommend Jonathan Kranz’s eBook on creating eBooks.

Workbooks and Toolkits

Workbooks and toolkits are similar in nature to the eBook, but they walk readers through a process and often include things such as forms and checklists. They are typically pretty “meaty” and have a lot of appeal.

Research Reports

You can share research via white papers and eBooks, but I call this out specifically because it is a bit different. In my previous life as a marketing manager, I used to hire firms to do research, and my results were great: prospects love research, and the finding can be a gold mine for marketing. My only caveat: consumers are wary of research, so make sure your sample and the way your survey is conducted is statistically meaningful.

Buying Guide

Buying guides are subset of white papers but they specifically walk prospects through various things to look for when choosing a solution (of course, your competitive advantages are subtly highlighted). These are a great tool for later in the buying cycle.

Case Studies

Customer testimonials are some of the most powerful types of content around, and there are a lot of ways to present and use this information.

Checklists and Action Plans

Another way to present your content is through checklists and action plans. It’s one thing how to read how to do something, but it is a nice touch to provide your reader with a handy checklist that walks them through specific next steps. This is a great alternative for the audience who doesn’t love to read.

Glossary

Is your industry fraught with a bunch of terms that may be unfamiliar to someone who is beginning to seek out a solution? If so, your prospect may appreciate a cheat sheet of common terms.

Q&A and FAQs

Are there common questions or objections that your sales team frequently encounters? Consider pulling those together and providing them as a reference to prospects. Ideally, you’ll have different questions based on the audience and point in the buying cycle.

Articles

If you are trying to get your name out there, consider writing an article that you can pitch to a trade pub, an online newsletter or any of a number of other places. Also think about the articles that you and your colleagues have written when you are looking for content to include in lead nurturing programs and on your website.

Blog Posts

Never underestimate the power of a blog post. If your company has a blog, pointing people to specific, relevant posts as part of the follow up or lead nurturing process. I do this all the time with my clients, and it's very effective.

Newsletters

If you have a newsletter that is relevant to your audience, you can ask them to opt in, or you can point them to the archives. Like blog posts and articles, if there was a specific topic discussed in a previous issue that is especially relevant to a certain type of prospect in a certain point of the buying cycle, consider pointing them to that.

Slideshows

Do you have an audience that doesn’t love to read and would shy away from anything text-heavy, such as an eBook or white paper? Try a slideshow. Slideshare is one popular site where you can post PowerPoint slides that people can easily flip through. For one example, check out this presentation by ClickInsights: Tips on How B2B Marketers Should Do Content Marketing.

Webcasts

Along the same lines as a slideshow, you can also create a webcast. Live events are great lead generators, and the recorded versions can have a long shelf life. Consider repurposing content from a white paper, eBook or presentation at a trade show or another event.

Podcasts

Of course, podcasts are another popular way to share content. One great format is to interview experts in your field who are of interest to your audience.

Videos

Videos are very popular as well and should be a consideration in most content marketing plans.

Interactive Applications

Online applications are more involved, but if you have the resources, these are a great option. If you want to see some examples, HubSpot has some “grader” tools that are fun way to drive people to their site.

Microsites

Microsites are web pages that include information about specific things. They likely include a lot of the info included here, and they are a great content source to point prospects to.

Knowledge Base

Do you have a place on your website where you store support info and answer common questions? If you are providing content to people to help them select vendors, this could be a powerful source of info.

Demos

Not surprisingly, prospects love to see how something works, which makes demos another great piece of content to offer later in the buying cycle.

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Michele Linn (http://www.linncommunications.com/) is a freelance marketing writer specializing in white papers, research reports, feature articles, case studies, and other B2B communications. Her business is devoted to making the job of B2B marketers easier by producing buyer-focused content and providing insights on how they can market it. She is also a founding member and frequent contributor to the Savvy B2B Marketing blog (http://savvyb2bmarketing.com/blog). Send her an e-mail (michele@linncommunications.com) or follow her on Twitter (http://twitter.com/michelelinn)