Nowadays we see a lot of companies producing different types of content which often costs them a lot. Businesses are utilizing content to get new customers, generate leads, sales and also create loyalty for their brand. However the biggest problem of B2B content marketing is that they try to enter the multi-channel digital world with a single-channel print mindset.

They spend all this money and time figuring out who their customers are, how they act, what issues they need to fix, and then create content appropriately.

But all too much, what has been produced has nothing to do with a straightforward (largely uncomplicated) customer experience and simple metrics that provide very little insight into consumer actions.

We know that nowadays B2B customers consume more content than it’s ever been. They use it to become more conscious about the problems facing their industries, to find possible solutions, and to find firms who can overcome their most complex issues.

Weightier manuals, thought leadership content and reports enable companies to show strong distinction in their markets. This is the content that prospective buyers and clients use as a means to assess the prospective partnership and short-list suppliers.

b2b content marketingHowever most B2B content marketers also rely on PDFs for this form of content. And PDFs are not ideally tailored to the plurality of devices users are using to access content today: these days 50 percent of B2B search queries are being generated on smartphones. Study by the Boston Consultancy Company in 2017 estimated that the number may grow to 70% by 2020.

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Beyond bad responsiveness, PDFs have restricted tracking, consume too much space, and struggle with something beyond clear words and photographs. In a new world, PDFs are an outdated tech adrift.

Although an unresponsive PDF report seated behind a form will give readers some macro-level information and an email or phone number that we can hand over to sales, the methodology utilized by those following up on leads will not be informed or improved. In fact, there’s really no way to tell whether that costly PDF was eventually read or filed for later. It’s no surprise why salespeople are eternally moaning about the consistency of the ‘leads’ that are sent out by marketers.

And how about the podcasts? Or videos? Or webinars? Although there is no doubt that they are more interactive, they also offer a single-channel mindset to the multi-channel digital environment. It’s podcast or video, webinar or PDF – where it has to be webinar and video and report and infographic, all in a medium where users can pick the media that fits with them without being trapped in a predetermined content silo.

That’s why the next step in the development of content marketing has to shift away from something that’s just a written piece on screen or a single YouTube video, to be about making appealing, practical and efficient content that brings more back to both consumers and brands.

Companies could insert immersive polls with live updates into text pages. They can include their new webinars and podcasts and include integrated call to actions. Videos can be accompanied by external elements to have a greater context. Reports and articles could contain live chat resources that immediately link users to sales people.

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This will allow users to access content in a manner that fits for them, on the platform they want, and to interact in a helpful way to their specific context.


The technology is at our hands. Today, we have the opportunity to deliver versatile, sensitive, content-based experiences and rich perspectives into what clients really want. But this can only occur if the advertisers leave the stagnant, siloed methods that hold them apart.

Here are three fantastic B2B content marketing resources to do the job:


Creates content on a completely responsive platform that runs on any computer and can embed anything from text, photographs and animated charts to full HD videos, on-demand webinars and immersive quizzes. It allows customers to see page-by-page results. Because it is a completely controlled service, they can often write a copy, however complicated the subject matter might be, at a set price (depending on volume) and with a 100 % satisfaction guarantee.


Is a one-stop information portal solution that allows marketers to deliver a wide range of information types. It makes it easier to handle the ever-increasing volume of content that most B2B marketers are producing and, more significantly, provides seamless content experience to consumers and prospects.

Path Factory

Allows advertisers to organize their advertising properties into intuitive sources – a kind of content-based Netflix strategy. This implies that advertisers will adapt and expand their strategies to content marketing above static approaches that have traditionally become the standard to date.


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