People consume content differently, such as reading skimmable blogs, quickly scanning images, or watching entire videos to grasp their message. Some people may even require a combination of content formats to understand the message.
There is no universal approach to tech content marketing in B2B that fits all businesses. The kind of content appropriate for a brand depends on its individual objectives, target audience, and other relevant factors.
B2B tech companies must often communicate their products’ technical details and specifications to their audience. In this regard, they prefer ebooks and whitepapers over blogs based on their needs. For example, they may need a whitepaper while onboarding a client, and if the client wants more details, they also request an ebook.
Let’s explore the popular content formats available and which would most effectively connect with the audience.
- Whitepapers: The B2B tech buying process is often complicated and lengthy, involving multiple individuals. While videos and podcasts are helpful, white papers provide tangible material buyers can refer to during their research phase.
Many businesses utilize white papers to acquire potential customers by offering a download in exchange for their contact details, which can be helpful for B2B tech marketing purposes and future customer conversion.
- Ebooks: EBooks not only allow businesses to control the information they share but also enable them to set the tone for their messaging. Ebooks offer perceptive marketing, allowing clients to discover you rather than vice versa.
Compared to white papers, ebooks have two significant advantages: they are interactive and action-oriented. Ebooks frequently provide concrete measures to tackle a particular issue and are generally intended for readers who would profit from a broad summary of the subject rather than an in-depth analysis.
- Blogs: As readers engage with your blog content multiple times, they may progress from being aware of your brand to evaluating it. They may even download an e-book or sign up for your email newsletter. However, they may not be ready to purchase just yet, despite having developed familiarity with your brand.
Blogging can enhance your website’s SEO and serve as an economical means to increase organic traffic.
- Infographics: It provides a brief overview of the content, making it easier for the audience to make purchasing decisions. Infographics simplify the process of digesting content, making it more efficient and enjoyable.
- Videos: One can achieve a favorable ROI on video investment without spending much money. This is why B2B technology companies allocate a higher budget for digital video ads. In 2023, the market for video advertising is expected to spend US$176.60 billion.
- Case Studies: Case studies delve into authentic challenges and problems, encompassing the intricacies involved. Ultimately, a case study zooms in on a specific client example, emphasizing the objectives, the solution implemented, and the positive outcomes achieved by the client.
These are usually managed in-house by technology companies. However, in-house marketing teams may often need help with resource availability, content strategy, faster output, etc.
A technical content marketing agency can help address the above and similar challenges effectively. Kalpins – Marketing Solutions is a digital marketing company specializing in technical content formats with compelling narratives. Our team of skilled writers is passionate about learning new IT technologies and crafting content that intrigues decision-makers (our client’s target audience) looking to address the challenges that impede their work.
