Scholars at Manchester Metropolitan University has recommendations for those involved in B2B digital content marketing, including how to determine what content to use.
Researchers interviewed fifteen participants who “all held senior positions in their organizations and worked in B2B markets in one of the following sectors: technology hardware and software, recruitment, business and professional services, marketing services, and recycling and renewables.”
The study found that “creating content that is valuable to B2B audiences requires brands to take a “publishing’ approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle.” In addition, the study suggested that when wanting to decide what content to use, practitioners must ensure that the content has a good “shareability” and that it is relevant and created for consumer needs.
To read the full text of the study: Holliman, G and Rowley, J (2014) Business to business digital content marketing: Marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8. ISSN 2040-7122