What Marketing Channels Do Actually Work for B2B Creators?

effective marketing channel for b2b creators
READ TIME – 4 minutes

Every now and then I get this question about content creation: what’s the best marketing channel for a B2B Creator or a B2B company? 

It’s hard to answer when you don’t have all the context, all the data on the table and all the information you need to think about a good answer. That’s why I’m always answering the most lame answer you can get: “it depends”. 

That’s why I teamed up with Databox to have a clear picture of how different content channels are performing for B2B Creators. 

Organic Social Media Platforms: The Big Winner

No surprise here—organic social media platforms are killing it. 

I spent more time creating native content on Linkedin and Instagram then I’m spending more time writing a blog post. I changed my behavior in the last 9 months and I see that many B2B creators are doing this. They are using platforms like Linkedin, Twitter, Youtube or Instagram to grow their brand, share their thoughts, ideas, and to connect with their audiences. 

Even if we are living in the zero-click era, where platforms reach are low and almost no one is clicking a link in a post like they used to, these social media platforms are still relevant for creators, marketers and entrepreneurs. 

For example Jay Clouse creates organic social media content as a key part of his content strategy. 

He takes his main content, like podcasts and newsletters, and breaks it into smaller, engaging social media posts. These posts help drive traffic back to his main platforms, keeping his audience engaged and growing his business. This approach creates a continuous cycle of content creation and audience interaction, forming a “content flywheel” that sustains and expands his reach.

In a recent podcast episode for Marketing Against the Grain, Gary Vaynerchuk emphasizes the critical role of social media posts in modern business strategies.

He suggests that instead of traditional briefs, companies should focus on creating engaging social media content. This approach aligns with the current digital landscape, where the immediacy and relatability of social media can drive brand awareness and customer engagement more effectively than conventional methods. Businesses need to adapt by prioritizing organic social media efforts to stay relevant and connect with their audiences in real-time. 

Gary recommends creating high quality content on social media, analyzing to see which one is doing the best, iterating on that and using the insights to create a brief that will make the next campaign of the brand. And a B2B Creator can help get so much value in this strategy.

Here are 2 ways you can use organic social media content to build your personal brand as a B2B Creator or your corporate brand as an entrepreneur or manager. 

Blogs and Newsletters: Still Going Strong

Blogs and newsletters are far from dead—they’re thriving more than ever. Despite the noise of social media and the lure of quick short video content, people still crave the depth and authenticity that blogs and newsletters provide. 

They offer a personal touch and a level of detail that other formats just can’t match. Plus, they build a direct connection with audiences, cutting through the algorithm-driven chaos. 

Take for example ConvertKit. They consistently publish articles about new features, showcase how successful users leverage their platform, and offer practical advice to improve email marketing. This helps their customers stay informed, inspired, and equipped to grow their own online businesses. 

Or look at ExitFive (the biggest B2B marketing community) that is writing and sending the newsletter and after that they publish it as a blog post on their website. 

Or if you know Sam Parr (one of the My First Million podcast host) wrote a personal blog post about his weekend with his friend Neville

This type of content is not dead. And guess what? You are reading this article write now, which could become a LinkedIn post, but I chose to publish it as a blog article because I want to write more, have more control on my writing and giving more value in it then getting value in a short social media post. 

In-Person Events: The Real Deal

I put together a few local marketing events in my professional career. They were events where I had 40 participants, 100 participants and also over 250 participants. It’s a great feeling to stay on the stage and welcome everybody and then go back and look at the stage where the speakers are delivering value to the audience. It’s the feeling that makes you think that “I started this…we made this…it’s happening”. 

This year I saw many events happen, from GoldenHour by AudiencePlus to CEX by Tilt Publishing and others that will happen like Drive by ExitFive or SparTogether by Sparktoro

Events are important for a B2B brand and also for B2B Creators because they offer a unique opportunity to connect with potential clients and industry partners face-to-face. These interactions help build relationships, foster trust, and establish the brand’s presence in the market. 

Additionally, events can drive value after they occur by generating leads, creating buzz around new products or services, and providing content for marketing campaigns. Follow-up communication and networking opportunities can lead to long-term business relationships, making events a valuable investment for sustained growth and brand visibility.

The data shows that many brands see excellent or good results from these events, proving that face-to-face interaction is still gold.

Wrapping It Up

This survey gives us a real look at the B2B content creation landscape. Every channel has its own set of strengths and challenges. For in-house creators, the trick is to know these nuances and craft a smart strategy. Use the strong performers, be adaptable, and don’t be afraid to try new things. The right mix can take your content to the next level and boost your brand’s success.