The Most Popular Types of B2B Content
Hi, Gordon Graham here … back for Day 3 of The Writer’s Life.
Today I’ll describe some of the most popular forms of B2B content, as revealed in recent surveys by the Content Marketing Institute.
So, let’s dive right in.
Blog posts: Articles posted on a company’s blog, running 500 to 600 words, are used by 4 out of 5 B2B companies. But, did you realize that many companies hire someone to write them? You can earn $250 to $500 a pop writing blog posts.
Case studies: Extended testimonials on how a B2B product or service helped a customer in the real world, about 1,000 words long. Also known as success stories and customer stories, and used by 3 out of 4 B2B companies. And, you can earn $1,000 to $1,500 for writing one.
E-newsletters: Regular informative emails packed with time-saving tips and helpful advice, sent to keep in touch with prospects and clients. Used by 4 out of 5 B2B companies. Excellent repeat business, often written under an annual contract worth thousands.
Infographics: Visual presentations of key ideas about a topic. Must be gorgeous and well-researched. The fastest-growing format, now used by more than half of B2B companies. You can earn about $1,000 for researching and writing one, while a designer earns another $1,000 for putting it together.
Press releases: Announcements about some news or events that will interest a certain group of business people. Usually 1,000 words or less, press releases have a rigid structure. Once you learn them, you can write these quickly, for $250 to $500 each.
Slide decks: PowerPoint slides with notes for narration, usually 15 to 30 minutes. Three out of 4 B2B firms could use slide decks. You can earn anywhere from $100 to $500 a slide, depending on the production values the client wants.
Video scripts: Words spoken or text shown in online videos, either talking heads, screencasts, explainer/animation, or live action. Now used by 7 out of 10 B2B firms, the typical length is 3 minutes, with writing fees $1,000 to $2,000 … not including production.
White papers: Persuasive essays that use facts and logic to promote a certain B2B product or service. Used by 2 out of 3 B2B firms, white papers are one of the longest, most challenging forms to master.
I don’t have space to describe e-books, placed articles, speeches or websites. But many B2B companies use these formats, too.
You’ve likely encountered some of these. If you haven’t, don’t worry. Just Google any term you’re curious about to see lots of examples.
And, to help you find out more, click here to download the bonus Content Reference Guide from my AWAI Crash Course in B2B Content.
Share your comments here.
And tomorrow, I’ll show how to decide which formats you might like to write, and how to explore those in more detail.