Short story long: Long-form content trends in tech B2B

Introduction

Over the past twelve months, marketing teams across the board had to do more with less. We saw experimentation with generative AI tools, alongside increased uptake of multimedia and interactive form factors. Podcasts and webinars were extensively used, for example. Regardless of vertical one thing is clear: tech B2B brands are competing in crowded spaces.

To generate leads and ROI through content, they need to:

While this is more important than ever in a crowded marketplace, it is also harder to do. Adopting creative approaches and best practices from adjacent sectors can help in this regard. You’ll find plenty of examples of these throughout this report.

Content is being held accountable for more than just marketing qualified leads, and sophisticated metrics can track content engagement. Understand the metrics that drive value for you and invest in tracking and optimising for them.

Content is a commitment and yields results only if done with consistency and quality. Securing buy-in for investment in content by building campaigns around your company’s marketing goals are and demonstrating value in language that your management teams can easily understand.

In this climate of flux, what’s hot right now?

Is it best practice to focus on podcasts or publish a whitepaper? How often should you publish a long-form piece optimised for SEO? Should you gate and for how long? What is the norm within the sector and technology brands in general?

Benchmarking is essential, and takes time. That’s why at Isoline, this year’s content marketing report is a benchmark of the content that 50 leading tech B2B brands have published in the past year.

In this report, you’ll get the latest insights into how the top B2B brands in telecommunications, IoT, cloud solutions, retail technologies, and broadcast and OTT utilise long-form content and what tools and strategies they use to stand out and grab attention.

Whether you’re the CMO/ VP of Marketing of a large global corporation or the founder of an emerging fintech, it’s critical to consider how your content marketing can become more efficient and profitable.

As you read this inaugural content benchmark report, ask yourself: How can we best use content to position our organisation to be more competitive both now and in the future?

I hope you find it useful, and please let me know how we can improve future editions.

Best regards,

Anu Ramani

Founder and Managing Director, Isoline Communications