B2B Content Marketing Tactics – AEC Business

Content marketing is a recent term, but the concept is age-old. Instead of just pitching your product or services, or creating traditional ads, you provide information that makes your customer more intelligent.

Content marketing is perfect for A/E/C business. Buyers need to form a clear picture of their needs, possible solutions, their advantages and disadvantages during the whole life cycle of the solution. Informative content is the a great way to educate the customer on these issues.

On the internet era, there are numerous tactics that a marketer can use to deliver content. A recent annual study by Content Marketing Institute and MarketingProfs listed 27 tactics and their popularity within the North American B2B domain. Social media other than blogs, articles on the company’s website, and eNewsletters were the top three. Here is the whole list:

• Social Media – Other than Blogs – 87%
• Articles on Your Website – 81%
• eNewsletters – 80%
• Blogs – 76%
• In-person Events – 76%
• Case Studies – 73%
• Videos – 73%
• Articles on Other Websites – 68 %
• White Papers – 64%
• Online Presentations – 63%
• Webinars / Webcasts – 62%
• Infographics – 51%
• Research Reports – 44%
• Microsites – 40%
• Branded Content Tools – 38%
• Mobile Content – 38%
• Print Magazines – 35%
• eBooks – 34%
• Books – 30%
• Mobile Apps – 28%
• Digital Magazines – 27%
• Podcasts – 26%
• Licensed/Syndicated Content – 25%
• Virtual Conferences – 25%
• Annual Reports – 24%
• Print Newsletters – 22%
• Games / Gamification – 10%

Even though there are numerous CM tactics that you can use, your chances of success increase considerably if you have a documented strategy and the person to oversee it. That was one of the key findings of the study.