All Articles Marketing Marketing Strategy The power quartet: Using videos, webinars, white papers and blogs to boost your B2B marketing strategy

The power quartet: Using videos, webinars, white papers and blogs to boost your B2B marketing strategy

Diversifying content marketing efforts through videos, webinars, white papers, and blogs will allow you to stand our from competitors.

5 min read

MarketingMarketing Strategy

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In today’s highly competitive B2B environment, businesses need to find ways to stand out from their competitors and attract and retain customers. One way to do this is by diversifying your content marketing efforts through videos, webinars, white papers, and blogs. Each tool offers unique benefits and can be used to engage with customers and prospects in different ways. 

This piece outlines the best practices and priorities your peers and competitors are bringing to market. Make sure your team doesn’t get left behind. 


Videos are a powerful tool for B2B businesses, as they can tell a compelling story and showcase products and services in action. Videos can be used to demonstrate the benefits of your products, share customer testimonials, and provide tutorials and how-to guides. These are just some of the reasons videos have been labelled as the content marketing product to invest in for 2023. 

According to Hubspot, videos now have the highest ROI of any content. Videos are expected to see the most growth in 2023, with 90% of marketers increasing or maintaining their investment and 21% leveraging videos for the first time. 

One of the biggest benefits of video content is its versatility. The great thing about videos is that you can leverage them for your website, social media channels, email marketing campaigns and more. 

CMI shares that 78% of B2B content marketers said their organization would invest or continue to invest in video in 2023. That’s a 69% increase from the previous year. 

No wonder video made it to the top of our list this year. 


While it’s true that webinars have been around for quite some time, they are still a highly effective and popular option for B2B companies. The pandemic has only increased their popularity, as more businesses have moved events online due to the hybrid nature of our workforce. 

Webinars are an excellent way to connect with potential customers, educate targets on a specific topic and position your business as a thought leader. 

Webinars can also help build relationships and trust with your audience by allowing them to ask questions and participate in discussions in real-time. 

Usually, when opting into webinars, you get an on-demand version as well. Depending on how evergreen the topic is, you can promote a webinar over a more extended period, helping make the most out of your time and dollars spent. Hear from one of our experts on why she loves moderating panels.

White Papers: 

White papers are detailed reports that provide in-depth information on a specific topic or issue. They are often used by B2B businesses to demonstrate thought leadership and provide valuable insights to their audience. You can use white papers to explore complex topics, provide case studies, and share best practices with your audience.

A noteworthy benefit of white papers is their ability to generate leads. By offering a valuable resource to your audience, you can capture contact information and use it to nurture leads and build relationships. White papers can also be shared across different channels, including social media, email and your website. 


Blogs are a staple of content marketing and are a popular way for B2B businesses to engage with their audience. They can share news, industry insights and thought leadership pieces. Blogs are an excellent way to build meaningful relationships with your audience by providing valuable content regularly. 

One of the most significant benefits of blogs is their ability to improve search engine rankings. By regularly publishing high-quality content, you can improve your website’s visibility in search engine results pages (SERPs). Blogs can also be shared on social media, in email marketing campaigns and through other channels, allowing you to reach a wider audience. 

The Challenges:

One of the major challenges that B2B companies face when it comes to content marketing is creating consistent and high-quality content. While content marketing is an effective way to attract and engage with customers, it requires a significant amount of time and resources to produce content that is both informative and engaging. Many B2B companies struggle to create a consistent content calendar and develop content that resonates with their target audience. This can lead to low engagement and low conversion rates, ultimately hindering their overall marketing efforts. 

Additionally, with the constant need for fresh content, B2B companies must find ways to keep up with the demand while maintaining the quality of their content. This requires a dedicated team and a strong content strategy that is aligned with the overall marketing goals of the business. 

If you struggle to create consistent and high-quality content, outsourcing to a company like SmartBrief can be a game-changer. SmartBrief is a trusted provider of custom content solutions for B2B companies, offering a range of services from content creation to distribution. With our expert writers, editors and strategists, SmartBrief can help your company develop a content strategy that aligns with your marketing goals and resonates with your target audience. Contact us today to learn more about how we can help you succeed. 


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