B2B Content Marketing: 4 Remarkable Types

Timothy Carter
May 15, 2023

Business-to-business (B2B) content marketing is a powerful tool for engaging and converting prospects in the digital age.

It involves creating timely, targeted media that provide valuable information to potential customers about products or services related to their industry. This type of communication works best when paired with sound data analysis, an understanding of individual customer needs, and intangibles like the brand personality too.

The purpose of this article is to showcase four remarkable types of B2B content marketing: educational content; entertaining content; inspirational content; and interactive tools - which can be utilized by organizations within different industries ranging from finance to technology.

Type 1: Educational Content

Educational content is used in B2B marketing to help readers gain deeper knowledge about a certain topic and understand complex issues. Its purpose is to educate, inform and provide insights into industry trends or emerging technologies that would be useful for prospects making purchasing decisions.

Examples of educational content in B2B marketing

1. How-to guides and tutorials

How to make a how to guide

SourceHow-to guides and tutorials are one of the most popular types of educational content in B2B marketing. They serve as a great resource to educate customers on specific topics or industry best practices, while providing insights into how your products can help them accomplish their goals.

2. Whitepapers and case studies

How-to guides and tutorials are one of the most popular types of educational content in B2B marketing. They serve as a great resource to educate customers on specific topics or industry best practices while providing insights into how your products can help them accomplish their goals

.A well-crafted guide provides value through meaningful information without being overtly promotional, making it easier for prospects to trust you and eventually make purchasing decisions based on the knowledge they've received from your advisement/tutorials.

3. Webinars and online courses

Guide to selling online courses

SourceWebinars are powerful educational tools used in B2B content marketing. They allow businesses to present high-value topics and connect directly with their target audience. Online courses, on the other hand, provide an interactive learning experience composed of various modules that cover a given subject matter step by step.

Both webinars and online courses can be tailored towards specific buyers’ needs which helps demonstrate expertise while also providing relevant insights for customers making purchasing decisions within teams or organizations..

Benefits of educational content in B2B marketing

1. Establishing expertise and thought leadership

Educational B2B content helps establish expertise and thought leadership in a given market. By providing helpful instruction, insightful analysis, or industry knowledge through various mediums such as how-to guides, whitepapers, case studies, and webinars among others; organizations can demonstrate their authority on certain topics while gaining the trust of prospects.

Such educational materials are often valuable resources for decision makers which heighten brand visibility helping to shape reputations within target markets leading to a more effective sales funneling process overall.

2. Building trust with prospects

Educational content is an essential part of B2B marketing. It provides prospects with helpful and valuable information about a company’s product or services, allowing them to make an informed decision when choosing their desired option.

Example of Educational content


Providing educational content such as how-to guides, tutorials, whitepapers, case studies, and webinars/online courses related to the buyer's journey stages from awareness through loyalty increases trust in your brand significantly. 

You demonstrate real value for customers upfront without being pushy and by educating them on various topics concerning the industry, which quickly earns respect within prospective buyers' eyes.

3. Nurturing leads and driving conversions

Nurturing leads and driving conversions are some of the top benefits that educational content can have in B2B marketing. By creating valuable instructional information for prospects, businesses are able to provide meaningful guidance about their product or solution which ultimately increases trust between them and potential customers. 

Educating prospective buyers also allows marketers to more accurately guide their target audience through various stages of the sales process, therefore helping to increase conversion rates over time. 

Through well-crafted tutorials, whitepapers, case studies, and webinars – it becomes easier for brands to nurture interested parties further down the funnel toward sale completion.

Type 2: Entertaining Content

The purpose of entertaining content in B2B marketing is to create an engaging and captivating experience for the audience while also highlighting relevant brand messaging. 

Examples can range from memorable infographic visuals, humorous memes or videos, interactive quizzes, and games that capture attention as well as promote a positive impression on the company’s image.

This type of content provides brands with an increased level of visibility; plus it encourages people to share their experiences through social media channels which further boosts engagement rates among prospects or customers.

Examples of entertaining content in B2B marketing

1. Infographics and visual content

Why use visual content

SourceInfographics and visual content are a great way to enhance B2B marketing. They can be used in websites, blogs, emails, or even printed material as long as they showcase useful data or insights related to the product/service being sold so prospects feel enticed by it.

Visuals tend to grab attention faster than textual information - this makes infographics ideal for enticing customers and generating leads with minimal effort on the part of marketers. 

Furthermore, if done right (well-crafted design & appropriate color scheme), such visuals also reflect positively on your brand image!

2. Memes and humorous videos

Meme marketing


Memes and humorous videos are some of the most popular forms of entertaining content for B2B marketing. 

They can be used to convey a message in an engaging, creative way that catches people’s attention while still being relevant to your target audience's industry or sector. Memes and funny video clips inject humor into traditional advertising campaigns, humanizing a brand by making it more relatable to viewers.

By creating amusing visuals with catchy phrases or taking advantage of current pop culture events such as holidays, companies have been able to capitalize on user-generated engagement through these pieces in order to drive up their online presence successfully over time.

3. Interactive quizzes and gamified experiences

Gamification in social media marketing


Interactive quizzes and gamified experiences are examples of entertaining content that can be used in B2B Marketing. 

These interactive elements allow customers to engage with brands on a deeper level while having fun within the given context. Creating contests, puzzles or games related to your product/service helps prospects understand its features more effectively by simulating real-life scenarios. 

Moreover, users have better chances of winning when participating in these types of activities directly competing against each other making it far more attractive than regular marketing materials like infographics or videos.

Benefits of entertaining content in B2B marketing

1. Increasing brand awareness and engagement

Using entertaining content in B2B marketing is an effective way to boost brand awareness and engagement. This type of content shifts users’ focus from advertising towards more fun elements, such as infographics, memes, or humorous videos that can capture attention better than a traditional advertisement.

It also creates positive associations with the brand by making them appear witty and meme-friendly – appealing aspects for many people these days. 

Incorporating this sort of engaging features into digital campaigns, can invoke strong emotions that draw prospective customers' interest further while generating buzz on social media platforms through automated sharing mechanisms like GIFs and memes! All aiming at increasing overall user reach.

2. Differentiating from competitors

Entertaining content in B2B marketing can help companies differentiate from competitors. By creating high-quality visuals, memes, and humorous videos that appeal to their target audiences, businesses will stand out among the competition for providing something unique that adds value to customers’ lives.

This kind of engaging content also helps build brand recognition through social media sharing and increases overall engagement with prospects by delivering a more dynamic experience compared to traditional methods like blog posts or emails.

Type 3: Inspirational Content

Inspirational content is an effective tool for B2B marketers to evoke emotions in their target audience and build stronger connections. This type of content focuses on inspiring, motivating, or positively influencing the readers by sharing uplifting stories as well as thought-provoking industry insights.

Examples of inspirational content in B2B marketing

1. Success stories and client testimonials

Example of a motivational quote


Success stories and client testimonials are two of the most powerful inspirational content types in B2B marketing. By featuring real-life customer experiences, businesses can connect with their target audience more emotionally and demonstrate how their products or services have made an impact.

This helps strengthen brand credibility by providing social proof that customers’ needs were met satisfactorily through using the company's solutions. 

Moreover, success stories provide prospects with valuable contextual information that may help them make better decisions faster when selecting vendors for business projects.

2. Thought-provoking industry insights

Thought-provoking industry insights provide businesses in the B2B space with valuable content to inform their customers and attract potential leads. This can include research reports, data visualizations, expert interviews, or opinion pieces that are written by knowledgeable professionals in a given field. 

These pieces help to establish trust between brands and their audiences while articulating key ideas about current trends across different industries like tech, finance, or manufacturing. 

Thought-provoking industry insights also have immense value for search engine optimization (SEO) purposes as they create authority on relevant topics across digital channels such as social media networks and webpages—ultimately leading them higher up ranking lists when searched for via major search engines like Google and Bing.

3. Motivational quotes and stories

Motivational quotes and stories can be a powerful tool in B2B content marketing. Popularized by influential leaders, these inspirational snippets of wisdom are often shared as part of promotional campaigns to spark an emotional connection with the audience.

Relevant industry experts or clients who have achieved success using your products can provide inspiring case studies that draw attention on social media channels

As motivational tales create buzz among customers and prospects alike, brands gain credibility and stand out from competitors in the long run.

Benefits of inspirational content in B2B marketing

1. Building emotional connections with the audience

Building emotional connections with the audience is one of the main benefits of using inspirational content in B2B marketing. By presenting engaging stories and testimonials, companies can create meaningful experiences that evoke a positive response from their target customers.

This type of emotionally resonant content helps to establish an authentic relationship between brands and consumers, providing valuable insights into customer needs so that marketers can develop more effective strategies for growth. 

Additionally, connecting on an emotional level gives businesses leverage when creating long-term loyalty among buyers since they are already familiar with and trust a company’s mission statements or core values.

2. Creating a positive brand image

Creating a positive brand image through inspirational content is essential in B2B marketing. Inspirational stories, quotes, and insights serve to evoke certain feelings within the audience that are associated with your company’s values and mission.

These can create an emotional connection between the customer and your business which will leave them feeling more positive about you as well as increase their loyalty towards you over time. This can result in improved word of mouth for our products or services, thus leading to more conversions from potential customers who have heard these great things firsthand from friends or family!

3. Driving brand loyalty and advocacy

Inspirational content is an effective way of driving brand loyalty and advocacy in B2B marketing. Client testimonials, thought-provoking industry insights, and motivational stories can all be used to build emotional connections with the audience while creating a positive image for the brand.

Sharing inspiring stories that connect emotions such as happiness or sadness to your product or service will create lasting relationships between prospects and customers alike – leading them both down a path toward becoming loyal advocates of your business.

Type 4: Interactive Content

Interactive content is a type of B2B content marketing that engages the audience through an interactive experience. Its purpose is to capture attention, provide value and increase engagement with users, as well as collect data insights and enhance personalization.

Examples of interactive content in B2B marketing

Types of interactive content


1. Calculators and assessments

Calculators and assessments are examples of interactive content in B2B marketing. These can take the form of financial calculators, cost estimations, return on investment (ROI) simulations, or even customer profiling quizzes.

Such interactive tools help companies present complex information to customers quickly while gaining valuable insights into their potential buyers’ preferences at the same time. 

A great example is Cisco Systems' "Build Your Network" calculator which helps customers determine how many routers they need for their network size and budget constraints accurately without requiring any technical expertise from them.

2. Interactive videos and quizzes

Interactive videos and quizzes are powerful tools in B2B content marketing. Interactive videos can engage viewers while providing them with the information they need, allowing companies to get their message across quickly and effectively.

Quizzes target customers based on specific criteria related to their interests or buying history so that businesses can easily create relevant content for each customer segment. 

This type of interactive media will also help build trust between brands and buyers by deepening consumer understanding of products/services offered by the company being promoted through it.

3. Virtual reality (VR) and augmented reality (AR) experiences

Virtual reality (VR) and augmented reality (AR) experiences are some of the most advanced interactive content options available for B2B marketing. VR lets users explore virtual 3D worlds with immersive visuals, audio cues, movement-tracking technology, and more while AR offers a layer of digital elements over real-world environments.

For example, retailers could use these technologies to allow customers to virtually construct furniture items in their own homes before making an online purchase decision or apply filters to digitally ‘try on’ clothing items during Livestream events prior to purchasing them. 

Combined together they can create highly engaging experiences that not only influence brand perception but also drive traffic as well as sales conversions across multiple channels!

Benefits of interactive content in B2B marketing

1. Increasing engagement and time spent on the website

Interactive content such as assessments, quizzes, and virtual or augmented reality experiences has become an increasingly popular form of B2B marketing. Not only does it help to capture the attention of prospects but it acts like a magnet that can keep them engaged on your website for longer periods while they navigate these interactive experiences.

By providing relevant data in real-time and personalizing the user experience, businesses are able to increase engagement with potential customers significantly more than static web pages alone could provide. 

Additionally, this type of active participation has been proven effective at driving conversions if properly linked into each consumer’s journey towards brand loyalty - all achieved by simply increasing time spent on their websites via interaction..

2. Collecting valuable data and insights

Interactive content offers one of the highest potentials for collecting valuable data and insights in B2B marketing. Calculators, assessments, quizzes, and gamified experiences that customers participate in give marketers opportunities to learn about customer needs more deeply.

This helps them develop effective targeted campaigns around their demographic’s preferences while giving them a deeper understanding of how likely prospects are to become paying customers. 

Marketers can also leverage information collected through interactive content platforms at stages beyond acquisition by using it for market segmentation or developing customized buyer personas.

3. Enhancing user experience and personalization

Interactive content offers an engaging, personalized experience to users that helps drive conversions in the B2B sector. 

It enables businesses to provide valuable data and insights through calculators or assessments as well as interactive videos and quizzes designed for their target audience.

This type of content allows companies to offer a tailored user journey which is essential for boosting customer engagement levels while also collecting analytics-driven feedback on what customers prefer most. 

As such, it can be used to craft more targeted marketing strategies with personalization at its core - allowing organizations the ability to enhance trust among those they serve while improving overall brand loyalty efforts too.


In conclusion, B2B content marketing is an essential strategy for any business-to-business company that’s looking to increase its reach and build meaningful relationships with prospects. 

There are four remarkable types of B2B content which encompass educational, entertaining, inspirational, and interactive forms of media. 

Each type has its own advantages depending on the goals you set out to achieve; from establishing thought leadership to fostering engagement or building brand loyalty.It is also important to ensure the alignment of sales and marketing objectives in your content campaigns.

It’s also important to take into consideration your target audience when creating a successful B2B content marketing campaign as this will help ensure your materials resonate well and create lasting impressions in their minds.

Ultimately, leveraging different types of quality material created specifically for each market segment can position businesses at the forefront of their industries – critically increasing leads while providing long-term success throughout the customer journey process!


Timothy Carter

Chief Revenue Officer

Timothy Carter is a digital marketing industry veteran and the Chief Revenue Officer at Marketer. With an illustrious career spanning over two decades in the dynamic realms of SEO and digital marketing, Tim is a driving force behind Marketer's revenue strategies. With a flair for the written word, Tim has graced the pages of renowned publications such as Forbes, Entrepreneur, Marketing Land, Search Engine Journal, and ReadWrite, among others. His insightful contributions to the digital marketing landscape have earned him a reputation as a trusted authority in the field. Beyond his professional pursuits, Tim finds solace in the simple pleasures of life, whether it's mastering the art of disc golf, pounding the pavement on his morning run, or basking in the sun-kissed shores of Hawaii with his beloved wife and family.