B2B Content Marketing Tactics

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.


About the author

Aarni Heiskanen

Aarni Heiskanen, Construction Innovation Agent, is hailed as a Top 100 influencer in construction. Aarni has been a pioneer in computer-aided design, he has co-founded a business software company, and worked as a certified management consultant. At present, he runs AE Partners, a construction industry communication firm. Aarni holds a master's degree in architecture.


By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.