Mix up business-to-business content formats to engage with buyers at different stages of their buying journey -- using video for product demonstrations, webinars and podcasts to nurture leads and white papers or industry reports to attract new prospects, advises Attrock's Shane Barker. Barker explains how to identify the right content topics using keyword research and how to convert leads using social proof.

Some 31% of Instagram users have made a purchase due to watching an ad on the platform, with 27% of those being enticed to buy via an in-feed video ad compared to 12% via a Story video ad, Wibbitz reports. Additionally, 80% of respondents said how-to videos were their favorite content, followed by 66% who cited behind-the-scenes videos.

To better optimize a campaign on Instagram, Shane Barker outlines fundamental steps for success. Barker suggests that marketers find an ideal influencer, select a campaign that fits the goal, and ensure that there is transparency with the sponsored posts.

More than 90% of Generation X was online regularly last year, with 78% watching digital video, eMarketer reports. Nostalgic content is a big draw, as are how-to videos.

Even typically staid businesses such as dentist offices and funeral providers can produce engaging and entertaining content if they focus on being informative and "editorially approachable," writes Dan Brotzel, content director at Sticky Content. Examples include appliance parts retailer eSpares, which posts home improvement how-to videos, and income protection insurance firm Unum, which uses e-books, tweets, blog posts and Facebook updates to publish illustrated and humorous materials about creating happier employees.