A recent survey of over 600 B2B marketing professionals reveals what types of content they found to be the most effective. The report makes for interesting reading, and as the chart below clearly shows, case studies stand out as the most effective content type for B2B marketers. Best practice advice was extremely close behind, whilst how to guides and market trends were also judged to be effective.
Other types of content were found to be useful by less than a quarter of B2B content marketers. This shows that the 'hard sell' and listing product features is no longer effective, and providing information such as case studies and guides is now the superior tactic.
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
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