A couple of weeks ago I posted an article about effective marketing channels for B2B creators.
Now I want to talk about the types of content that perform best for B2B creators. Because if you want to build an engaged audience, it’s important to understand the nuances of different content formats.
I teamed up with Databox to see how different content formats perform. Let’s dive right in!
Short native posts on platforms
Let’s first talk about short native posts on LinkedIn or X. These posts deliver value directly within the platform and their quick and consumable nature contributes to their popularity.
Peter Caputa’s posts are just an example of how short native content can be leveraged on LinkedIn to drive engagement and build a loyal audience. He focuses on relevant topics and provides actionable advice. Peter captures the attention of his audience, encourages interaction, and establishes himself as a thought leader in the sales and marketing domain.
What’s interesting about short native posts is that they can be used on multiple platforms. Let’s take, for example, Amanda Goetz’s post where she discusses the challenges and triumphs of balancing professional and personal life.
She initially shared her thoughts on X. Then she repurposed those tweets into a post on LinkedIn. This approach allows her to reach a broader audience while maintaining consistency in her messaging.
By doing so, she maximizes the impact of her content and ensures it remains fresh and engaging across multiple platforms.
In their article on SparkToro, Rand Fishkin and Amanda Natividad explain that creating native content that doesn’t require external links can significantly boost engagement.
For instance, instead of sharing a link to a blog post, they suggest summarizing the key points directly in the post, encouraging users to engage with the content without needing to navigate away.
Long-form articles
Long-form articles offer depth and comprehensive insights like no other piece of content. They are ideal for providing detailed information on complex topics.
Todd Clouser is a great example of leveraging long-form articles effectively. He writes weekly newsletters that are also published as articles on Audience Plus. These newsletters delve into various aspects of marketing and audience engagement, providing readers with valuable insights and actionable advice.
He is promoting these articles by more than just sharing a link; he crafts compelling posts that highlight the key points and encourage readers to dive deeper into the topic.
Since joining Audience Plus, Todd has received support from his colleagues, as seen in this post from Amanda Bagley praising his contributions. This internal support shows the reach of his content and establishes him as a credible voice within the organization.
Videos
Don’t underestimate the power of video to engage, educate, and build lasting connections with audiences in the B2B space.
Tim Davidson is known for his smart use of video content in B2B marketing. Tim produces videos that are both informative and entertaining, helping to simplify complex topics and engage his audience.
His videos often feature practical tips and real-world examples that resonate with viewers. He publishes these videos on LinkedIn and then he distributes them on TikTok as well.
He places the B2B marketing into familiar scenarios like restaurant, doctor’s office, or creates different stories to make the ideas more relatable, easier to understand, and make his audience laugh.
ClickUp has also leveraged TikTok by incorporating a human face into their content. And they managed to boost their engagement and reach on TikTok by humanizing the brand and creating relatable content that appeals to a broad audience.
Thought leadership articles
Thought leadership articles involve sharing insights, trends, and expert opinions, positioning the author as a leader in their industry. They are highly effective, with 20% reporting excellent performance and 40% seeing moderately good performance. However, 30% found them not performing well, and 10% are not leveraging this format.
Daniel Priestley is one of the best examples of a thought leader who leverages this format effectively.
With extensive experience in business, Daniel creates content that resonates deeply with his audience. He often shares his insights through LinkedIn articles and appearances on various podcasts, discussing topics ranging from entrepreneurship to personal development.
By consistently providing valuable and actionable advice, Daniel has built a reputation as a trusted authority in his field.
Daniel’s thought leadership extends beyond written content. For instance, his appearance on The Futur Podcast with Chris Do allowed him to reach a broader audience and engage with listeners in a more personal and interactive format.
Let’s take, for example, his appearance in The Diary of a CEO podcast by Steven Bartlett. He used this as an opportunity to showcase his expertise. Even if he was the guest of the podcast, he still promoted it on Linkedin before, during and after the launch. Which also proves that one podcast can create limitless content opportunities.
This multi-channel approach ensures that his insights reach as many people as possible.
Wrapping it up
Each content type offers different advantages. Understanding how each of these types perform can help you craft more compelling content strategies.
Be adaptable and try incorporating a mix of content formats into your strategy. This approach helps build a strong, engaged community around your brand. By understanding the strengths and challenges of each format, marketers can tailor content to meet audience needs and preferences.
Don’t forget to check out our benchmark in collaboration with Databox. We would love to know your answers to the survey!