While B2C brands have been hitting content marketing full-bore, B2B companies have been a little more circumspect. Many B2B marketers have discovered that creating effective content that gets results is not the easiest task. What is it that they’re trying to achieve?

  1. Lead generation
  2. Cusotomer engagement

According to a study by DemadnWave whitepapers, case studies, videos and infographics work well.

B2B content types

The problem is that it takes time, effort and skill to produce this type of content that attracts the leads you want.

“Even though B2B marketers recognize materials such as research reports, blogs and videos are effective, producing them is another matter entirely. Research reports and videos were ranked two of the most difficult content formats, even though they also ranked among the top three most effective.” eMarketer

B2B content effective

Why is original research so effective?

B2B buyers are looking for information that will help them with their business issues. They want to understand people, processes, products and technology. They need help with decision-making. Good research offers them the insights they need, but don’t have the resources to find themselves.

Why Original Research is Tough

The first issue is to find a topic that will catch the attention of prospects, customers and the media. Next you need resources to conduct the research. And they have to be skilled people who can actually find and analyze data that delivers AHA! type insights.

Once you have the data it has to be communicated in a visually pleasing way – a well-deigned infographic that tells the story does best. Here too you need someone with skills – a keen sense of design and visual IQ. The have to know how to tell a story visually and be bale to use the tools to produce graphics.


  1. Hire a team that specializes in research and presentation of results.
  2. Train your in- house team to do this.

CAVEAT: If you have a small team and they are already maxed out, hiring research and presentation experts to help you is probably the sensible thing to do. They are already experts and can deliver great results without the runway of getting trained first.