7 content pillars for B2B content marketing : Examples

You want to create content that attracts, converts and retains your target audience. Content that sparks interest, generates interaction and strengthens your market position. It’s a reality within reach, and it’s in this article that we’ll share with you the 7 types of content that produce real engagement. We’ve put together a guide to where to start, and the right strategies to take you through this maze of opportunities!

The different types of B2B content

When implementing a B2B content strategy, it’s essential to define your objectives in order to choose the right types of content. As a paid media agency, we recommend diversifying content formats to enrich your content marketing and reach a wider audience. To help you understand this approach, we’ll explain the two main categories into which the different types of content fall, and then detail the seven types of content you shouldn’t overlook.

Free and accessible content

The aim of free and accessible content is to add value by explaining specific concepts and demonstrating your expertise. They generally target the early stages of the buying process, grabbing the attention of potential prospects, educating them on specific topics and encouraging them to learn more about your products or services. Types of free and accessible content include informative blog posts, infographics shared on social networks, etc.

Premium and exclusive content.

The aim of premium and exclusive content is to generate qualified leads, by targeting the more advanced stages of the purchasing process, such as evaluation or the act of buying. These contents offer high-quality content, tailored to the specific needs of your target audience. They are generally offered for download, either free of charge or in exchange for visitors’ contact details via a form. Types of premium and exclusive content include in-depth case studies, interactive webinars and more.

By diversifying the types of content you offer, you can achieve a variety of objectives such as establishing your expertise, generating qualified leads, engaging users and converting prospects into customers. It’s essential to strike the right balance between free and accessible content, which will attract and educate your audience, and premium and exclusive content, which will stimulate action and conversion. By using these different content strategies, you can maximize your reach and impact on your target audience. You can also ask a social ads media agency for content recommendations.

7 types of content not to be underestimated

It’s (finally) time to present you, in concrete terms, with 7 essential types of content you should try out to engage your audience!

Customer case studies 👤

Case studies that highlight your customers’ success stories are highly effective in demonstrating the value of your product or service. They allow you to present concrete, real-life examples of how your solution has solved your customers’ problems.

→ Customer cases are used as free, accessible content.

Companies can share them on their website, blog, social networks or include them in newsletters to give a wide audience access to this information.

Target: Generally speaking, the customer case is aimed at people or organizations who are interested in the company’s products or services.

Some concrete examples:

  1. A prospect’s initial interest: Customer cases can be used to convince them of the value of your offer. By presenting examples of past successes, you can demonstrate how your product or service has met the needs of similar customers.
  2. Existing customers: Customer cases can be used to retain and engage your existing customers. By sharing success stories from existing customers, you can build customer satisfaction and trust by showing how they benefit from your solution.
  3. Industry-specific: Customer stories can be targeted to specific industries. For example, if your company offers solutions for healthcare companies, you can create case studies focusing on success stories in this specific field to target healthcare professionals.
  4. Decision-makers and managers: Case studies can be used to influence decision-makers and managers within organizations. By showing how your product or service has had a positive impact on other companies, you can grab the attention of decision-makers and encourage them to consider your solution.

💡 Use important comments and figures to show concrete results. Show your product as the hero, highlighting the problems you’ve solved.

Videos 🎥

Today, video is the format preferred by Internet users and consumers alike.

They are particularly effective in generating interest and holding the attention of your audience, as they offer a pleasurable experience to read and can convey multiple messages in a short space of time.

Videos can be shared on various online platforms, such as YouTube, social networks, as well as on your website or within presentations. They offer the flexibility to adapt to different formats, such as explainer videos, customer testimonials, product demonstrations and so on. In fact, we’ve got an article detailing the 9 creative pillars for TikTok Ads and making your videos unmissable.

→ Educational and instructional videos can be free, accessible content.

→ Exclusive video content for subscribers can be used as premium, exclusive content.

Target: Video content is aimed at a wide range of audiences, depending on the specific purpose of the video and the message you want to convey.

Here are a few concrete examples:

  1. Awareness-raising and discovery: To attract new audiences and generate interest in your offering, videos can be used as an awareness-raising tool. For example, a captivating teaser video can arouse curiosity and encourage viewers to find out more about your product or service.
  2. Customer testimonials: Like case studies, video testimonials from satisfied customers can build credibility and trust in your offering. Customers share their positive experiences with your product or service, which can positively influence other prospects.
  3. Product demonstrations: Demonstration videos show your product or service in action. They can show how it’s used, its key features and the benefits it offers, providing an immersive experience for viewers.
  4. Explain complex concepts: Video can simplify complex ideas using animated or live-action visuals and concise narration. This can be useful for educating your audience on the technical or abstract aspects of your solution.
  5. Telling stories: Motion design content can be used to tell engaging stories, captivating the emotion and attention of your audience. This can help humanize your brand and establish a deeper connection with your viewers.
  6. Ads and promotions: Videos are also perfect for creating hard-hitting ads and visually arresting promotions. They can present special offers, upcoming events or other important information in a compelling way.

💡 Use CTAs, check audio quality carefully, and subtitle your videos.

Webinars 👨‍💻

Webinars, by showcasing your company’s knowledge and information, prove to be a highly effective way of demonstrating the value of your product or service. They offer an interactive platform for sharing concrete, authentic details of how your solution solves the challenges faced by your customers.

→ Online sessions are often offered free of charge, ensuring they are accessible to a wide audience (website, social networks, newsletters.)

→ Interactive webinars requiring registration are considered premium and exclusive content.

Target: Generally speaking, webinars are aimed at people or organizations who express an interest in your company’s products or services.

Here are a few concrete examples:

  1. For novices discovering your offering: Webinars can capture the attention of individuals or companies exploring your solutions for the first time. By presenting specific information and providing concrete demonstrations, you can persuade these potential prospects of the tangible value of your solution.
  2. For existing customers: Webinars are a great way to engage and retain your existing customers. By addressing concrete topics and sharing practical tips, you boost customer satisfaction by showing how they can optimize the use of your product or service in their daily lives.
  3. For solutions in specific sectors: Webinars can be targeted to specific business areas. For example, if your company offers solutions for the healthcare sector, you can organize webinars focusing on specific successes in this field to attract the attention of healthcare professionals.
  4. For decision-makers and managers: Webinars can influence decision-makers and managers within organizations. By presenting concrete evidence of the positive impact of your product or service, you can pique the interest of decision-makers and encourage them to seriously consider your solution.

💡 Clarify the purpose of the webinar, promote it, then plan how to track and then develop the prospects who attend.

Blog posts ✍️

Blog posts play a crucial role in content marketing strategy. They drive traffic, improve SEO and exert a significant influence on the audience. They help answer a specific question, provide information on a particular topic, highlight customer success stories and demonstrate the value of your product or service.

→ Informative blog posts are free, accessible content (website, social networks, newsletters.)

Target: Generally speaking, blog posts are aimed at individuals or organizations who express an interest in the products or services your company offers.

Some concrete examples:

  1. How-to guides: A blog post could feature a detailed guide on how to use your product or service effectively. For example, if you sell project management software, the article could explain how to successfully plan and manage projects using your tool.
  2. Industry trends: You could write a blog post about emerging trends in your industry. For example, if you’re in the fashion industry, the article could discuss the season’s trends.
  3. Customer case studies: Blog posts could feature success stories from customers who have benefited from your product or service. You could tell how a company increased its sales by using your solution, or how an individual solved a specific problem thanks to your product.
  4. Tips and tricks: You could share practical tips and tricks related to your area of expertise. For example, if you’re in the nutrition industry, you could write an article on how to maintain a balanced diet.

💡 Create catchy headlines to generate interest, then identify the burning topics and questions your content needs to answer.

Infographics 🎨

Infographics prove to be a powerful tool within your communication strategy, enabling you to present key information about your product or service in a visual and concise way. They offer an effective approach to illustrating how your solution meets the specific needs of your customers.

→ Infographics are shared online and accessible free of charge (website, social networks, communication.)

→ Detailed infographics for download are Premium and Exclusive Content.

Target: Infographics are aimed at individuals or organizations interested in the products or services your company offers.

Some concrete examples:

  1. Step-by-step process: An infographic could break down the process of using your product or service into clear, easy-to-follow steps. For example, if you offer a website creation service, the infographic could present the steps involved in designing, developing and deploying a site.
  2. Feature comparison: You could create an infographic comparing the different features of your product against other solutions on the market. This could help prospects quickly visualize the distinct advantages of your offering.
  3. Statistics and key data: An infographic could present relevant statistical data related to your industry or the impact of your solution. For example, if you’re in the healthcare field, you could create an infographic illustrating the health benefits of using your products.
  4. Historical timeline: If your company has a rich history, an infographic could trace the milestones of your evolution over the years. This can help build credibility and trust by showing your journey.

💡 Know what you want to communicate, put your company link on the infographic and mention where your information comes from.

Podcasts 🎙

In a recent Reuters Institute report on journalism, media and technology trends for 2023

  • it was revealed that: 72% of media executives surveyed want to turn to podcasts and audio content.
  • The podcast format is becoming increasingly popular

→ Podcasts are generally distributed online free of charge (website, podcasting platform, advertisement in communication channels).

→ Podcasts reserved for subscribers are Premium and Exclusive Content.

Podcasts offer several advantages, they can be listened to anytime, anywhere, allow content to be consumed even when busy or on the move, which can increase engagement. It creates a more personal relationship with listeners, and finally, if your podcast gains popularity, you can consider monetization opportunities.

Target: In general, podcasts are aimed at individuals or organizations interested in the products or services your company offers.

Here are some concrete examples:

  1. Advertising and sponsorship: Companies can include advertisements in their podcasts or establish sponsorship partnerships with other brands. This can generate additional revenue while providing valuable content to your audience.
  2. Selling related products/services: If your company offers products or services related to the content of your podcasts, you can promote and sell them to interested listeners. For example, if you have a fitness podcast, you could sell workout guides or fitness equipment.
  3. Premium content: You could offer exclusive episodes or bonus content to listeners who take out a premium subscription, creating a regular revenue stream.
  4. Live events: Hold live events or Q&A sessions with paying listeners, or with customers, creating more direct interaction and a unique experience.

💡 Stick to a suitable length, have good audio equipment, captivating, relevant narration and interesting, experienced guests.

Comparatives 🏆

Comparatives are a powerful strategy within your content marketing plan, allowing you to highlight the distinct advantages of your product or service over other options on the market. They provide in-depth analysis to illustrate how your solution concretely outperforms existing alternatives.

→ Comparatives can be accessed online (website, social networks, …).

→ Full comparatives accessible after registration are Premium and Exclusive Content.

Target: In general, comparisons are aimed at individuals or organizations interested in the products or services your company offers.

Some concrete examples:

  1. Feature comparison: A comparison could show how your product’s specific features surpass those of your competitors. The comparison could show how your collaboration features are more advanced.
  2. Performance and results: You could create a benchmark based on the performance and results achieved with your product versus other solutions. For example, if you offer online marketing services, the comparison could highlight the higher conversion rates achieved with your approach.
  3. Customer testimonials: This could include customer testimonials explaining why they chose your product over others. This builds credibility and shows how your solution solved their specific problems.
  4. Total cost of ownership: If your product offers better long-term financial value, you could create a comparison illustrating how the total cost of ownership is lower than alternatives, while offering similar benefits.

💡 Stay up-to-date, customize your comparatives to your target audience’s specific concerns and priorities, and highlight the results.


Each type of content brings its own value and allows you to speak directly to your audience.

Our advice is to explore a range of formats and adopt a considered strategy to stay in touch with your audience at the right moment.

That’s why it’s essential to vary formats to get the best results. By mixing different methods, you make it easier for your readers to understand the information.

Maëva Delécluse

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