By Rachel Weikum, Senior Account Director, Actual Agency
B2B tech marketing has entered a new era where content isn’t just part of the strategy—it’s the driving force. Today’s business decision-makers expect more than just information; they want value, insight, and a reason to return. So, how do you create content that breaks through the noise, engages your audience, and drives meaningful action? It’s about balancing proven methods with inventive new approaches.
1. Start with the Basics: Build a Solid Foundation with Evergreen Content
Evergreen content serves as a cornerstone of any strong content marketing strategy. These timeless pieces—how-tos, guides, and case studies—establish your brand as an authority. They boost SEO, provide valuable information, and enable you to repurpose or update them to stay relevant.
Tip: Focus on creating high-quality blog posts and whitepapers that answer common questions within your industry. These content types build trust and credibility, positioning your company as a reliable resource. The key is ensuring this content is well-researched, clearly written, and tailored to your audience’s needs.
Why it works: Evergreen content drives consistent traffic over time, allowing you to rank for relevant keywords and keep prospects engaged long after publication.
2. Leverage Data-Driven Insights to Create Thought Leadership
Incorporating data-driven insights into your content can dramatically increase its value and impact. Reports, infographics, and industry insights that showcase your unique perspective and expertise make your brand stand out. Companies want to see ideas and evidence of success, innovation, or trends to help them make informed decisions.
Tip: Invest in original research or partner with third-party research firms to publish reports that highlight industry trends and future forecasts. Use this content to build thought leadership that others in your field will cite.
Why it works: Thought leadership content works because it positions your brand as a forward-thinking industry leader, differentiates you from competitors, and provides your audience with valuable knowledge they can share and apply.
3. Experiment with Interactive Content
B2B tech marketing doesn’t have to be boring. With attention spans shrinking, interactive content—quizzes, assessments, and infographics—can boost engagement while educating your audience. It’s a shift from static content to dynamic experiences encouraging two-way interaction.
Tip: Create tools like ROI calculators or diagnostic quizzes that allow your audience to input information and receive tailored insights. For example, a professional services company could offer an assessment on "How Efficient Is Your Project Management Program?" to provide valuable feedback while generating leads.
Why it works: Interactive content is more memorable and engaging, leading to higher user interaction and longer time spent on your site. Plus, it gives prospects something valuable in return for their engagement.
4. Create Visual and Video Content for the Time-Strapped Professional
As more decision-makers turn to mobile devices for content consumption, the need for visual storytelling is increasing. Video content, infographics, and bite-sized visual information deliver critical messages quickly and clearly. This type of content is more accessible to consume on the go and more likely to be shared across platforms.
Tip: Integrate short, informative videos that explain key concepts or offer product demos into your content strategy. Additionally, consider creating visually engaging infographics that simplify complex data and make it easily digestible.
Why it works: Visual and video content is more accessible for busy executives who may not have time to read long articles. Videos, in particular, can increase conversion rates and provide a more personal connection between your brand and potential customers.
5. Embrace Personalization and AI-Driven Content
With advances in artificial intelligence (AI), you can now deliver hyper-personalized content experiences to your audience. From customized email campaigns to personalized blog recommendations, AI can help you create the right content at the right time. Tailored content based on user behavior, industry, or interests ensures your audience feels seen and heard.
Tip: Use AI tools to analyze user behavior on your website and deliver personalized content recommendations. Additionally, AI can help you craft customized email sequences that nurture leads more effectively, increasing the likelihood of conversion.
Why it works: Personalized content improves user engagement, reduces bounce rates, and increases the chances of conversion. It shows your prospects that you understand their unique needs and offer relevant solutions.
Balance Traditional with Cutting-Edge
B2B content marketing has evolved, but foundational practices like evergreen content and data-driven insights are still essential to success. However, to stand out in a crowded market, it's critical to experiment with new formats—such as interactive tools, visual storytelling, and AI-driven personalization.
By balancing traditional methods with innovative approaches, you can enhance your content marketing strategy and capture the attention of today’s savvy B2B buyers, leading to stronger relationships and increased business growth.
As an agency that focuses on B2B Technology, the team at Actual Agency is ready to help you deliver media coverage, thought leadership and market-leading commentary about the impact of technology on business transformation. If you are looking for a B2B Tech PR agency that delivers results, contact the Actual Agency team today!
