INTEGRATED MARKETING: Content marketing - choosing the right format

Content marketing can take many forms. Are there any rules as to which format works best at the different stages of an often lengthy and complex B2B buying cycle? Lucy Fisher investigates

Content marketing is the latest way of describing something that’s actually been around for a long time. Some years ago, however, the ‘content’ this term referred to tended to take the form of whitepapers, seminars and presentations. These days, however, B2B marketers have a plethora of formats at their disposal – from podcasts and webinars through to blogs, video and flash animation.

“It doesn’t have to be all about whitepapers now and a lot of the time it shouldn’t be,” affirms Earnest’s managing director, Chris Wilson.