B2B Content That Drives Customer Engagement

Engagement and real connections with customers have become the expected standard for marketing in modern times; gone are the days when marketing campaigns’ focus was solely on the product. Although this shift happened in the B2C world first, it’s slowly made its way to B2B marketing as well.

For B2B companies, marketing efforts are now motivated by creating connections with customers, optimizing their customer experience, and getting feedback from them to continuously improve customer service. 

What does this have to do with content? Everything, actually. B2B companies need to create content for their marketing strategies and that content needs to be highly engaging. In this article, we’ll discuss the different types of marketing content businesses need to focus on to boost engagement and, as a result, increase sales.

Social Media Posts

Social media platforms offer the perfect opportunity for customer engagement. If you’re not already connecting with your customers on social media, it’s time you got started. Not only can you (subtly) promote your company and service or products, but you can also communicate with your customers in real-time. You can offer customer care right there on the internet and keep your customers satisfied. For engagement, make sure you share posts that are relevant, informative, and interesting.

Blog Posts, White Papers, and Case Studies

Your website is also a goldmine for engagement, even if you’re not always directly interacting with your customers. In addition to your landing pages, you also get to share your expertise and stories with your target market. Write blog posts that address topics that matter to your customers. This is good for B2B SEO strategies and serves as a way to demonstrate your knowledge of important matters in your industry.

White papers and case studies can attract your customers while they’re searching for more information on the service or product you’re offering. Attract them with this kind of ‘bait’ and they’ll be more likely to engage with your company and ‘bite’ when the time comes.


Emails are amazing for B2B marketing if done correctly. You can promote events, nurture leads, distribute newsletters, and create personalized communication opportunities for your customers. For email marketing to work and be engaging, though, it has to offer value without being overly ‘salesy’.  Keep your emails relevant, timely, and with well-planned calls to action.


Video marketing is ideal for B2B companies to promote their products and services in unique ways that will attract the right audiences. Videos offer engagement opportunities that should not be missed out on; you can create long and short videos. Both can be quite engaging and effective at achieving marketing goals. Product videos, user-generated videos, explainers or tutorials, and even case studies make for really engaging content.

Webinars and Online Training

Another way to demonstrate your expertise in your industry and prove your authority is by hosting online webinars or offering online training. This is educational content and won’t focus on being entertaining, but can still boost engagement. Just make sure you know your stuff before making these videos!

Connect With GoingClear & Advance Your Digital Growth!

B2B marketing doesn’t have to be complicated or frustrating. If you’re in need of some guidance with your content creation and engagement goals, you should partner with GoingClear. Our team of expert designers, marketers, developers, and strategists are located in Boston, MA, and ready to help you. Call us today for a FREE consultation!