B2B technology companies have their work cut out for them when it comes to PR. They have to find a way to make their products or services, often topics that require a high level of knowledge, interesting and, most importantly, understandable to their audience. They also have to compete with B2C companies, who have much more creative freedom due to the nature of their products. (Cisco, for example, would have no business rewriting the words of a pop song to fit their brand, but Hamburger Helper shares content like this all the time.)
Many have found the best way to do this is with content marketing. This has led to an explosion of blog posts, eBooks and infographics about topics including cloud computing, the Internet of Things and business process outsourcing.
If you truly want your B2B content to stand out, consider publishing a different type of content. Instead of an eBook, why not create interactive content that helps your customers, such as a calculator to figure difficult algorithms or an analysis tool. Create content that actually inspires engagement. Will Fraser, the Co-Founder and CEO or Referral SaaSquatch, discusses this idea more on RooJoom.
People like infographics. They’re visually appealing and make it easy to learn about trends and stats. However, at the end they still have to do all the thinking for themselves, and most people would like to avoid this if possible.
Calculators, unlike infographics, help people avoid heavy mental lifting. They make it easy to answer specific questions and provide actionable next steps. Those next steps may even be to use your product or service.
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