What were our top B2B content marketing articles of the entire year?
Content encompasses nearly everything we read, watch, or listen to, so that as our CEO Lee Odden said years ago, it’s also represents a significant part of the reason the necessity for search technology began in the first place.
We’re proud of the continued content marketing successes our team of marketers at TopRank Marketing have achieved during still another challenging year, for a wide-range of major B2B clients. As 2022 draws ever closer, we desired to take time to share our top content marketing articles of the year — each filled up with insights, best practices, research, examples, and a look towards the future.
We’re also fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank B2B Marketing blog — which celebrates its 19th year this month.
This collection of our top 10 content marketing posts of the year can serve as a valuable resource, full of practical examples and relevant topics for digital B2B marketing professionals from CMOs to copywriters.
We hope that you’ll find these articles useful well into 2022 and far beyond.
Now, sit back and join us even as we move on to the top 10.
In our top content marketing post of the entire year, our senior content marketing manager Nick Nelson looks closely at the state of B2B content marketing and where it’s going, with data-backed statistics from a various of sources that help paint an insightful picture of what is coming.
Businesses are probably the most trusted institution for information
88% of marketers say collecting first-party data is a priority
Mobile device usage has risen dramatically
Brands are using Instagram Stories more than ever
Most B2B marketers say the pandemic had a meaningful impact on their strategies
Top barriers to creating great B2B content include workload and changing priorities
[bctt tweet=”“People are looking to businesses for credible, clear, and accurate insights and guidance. As marketers, we must harness this opportunity to earn and solidify this trust.” — Nick Nelson @NickNelsonMN” username=”toprank”]
B2B buyers are people. Is your content written about, by, and for humans?
In our second most widely used content marketing post of the year, our own senior content marketing manager Joshua Nite shares five powerful methods to better humanize your B2B content, from using key vocabulary elements to co-creation with influencers, and much more.
In our third most popular content marketing article of the season, Joshua Nite says yes, but only up to a point.
Josh has a look at what B2B marketers can borrow from B2C, and what they shouldn’t — from having a greater stand and embracing diversity to getting personal, this fascinating article extends to the core of top B2B content marketing tactics.
[bctt tweet=”“The central thesis for using B2C techniques in B2B is the realization that there’s no such thing as a ‘B2B buyer.’ They’re not a distinct species. People are people, whether they’re at work or at home .” — Joshua Nite @nitewrites” username=”toprank”]
Just how can content marketing drive revenue for your business?
In our fourth most-read B2B content marketing article of the year, the one-and-only Joe Pulizzi of The Tilt shares 10 direct and indirect methods to drive revenue with content marketing, in a powerful and insightful guest post celebrating his updated and expanded Content Inc. book.
Learn content marketing revenue-driving tactics you may be overlooking, including:
Conferences and Events
Increased Yield on Current Clients
[bctt tweet=”“The most successful content creators leverage not one, but multiple streams of revenue. Whether you consider yourself a marketer or part of a media company, we are all publishers.” — Joe Pulizzi @JoePulizzi” username=”toprank”]
What do B2B content marketers need to know about working with influencers?
In our fifth most popular content marketing post of the year, Lee shares five key points to inform and drive a successful B2B influencer content marketing program, from where to start and examples of success to what not to do, including details on:
Defining B2B Content Influencer Marketing
How to Engage B2B Influencers for Content
How to start with Influencer Content Marketing
B2B Influencer Content Marketing in Action
What Not to Do When Collaborating with B2B Influencers on Content
How can B2B content marketers elevate writing skills and create a more human connection with readers?
From rhythm and revision to spicing up conclusions, in our sixth most popular content marketing article of the entire year, Josh shares 10 tips to level-up your writing skills, including:
Be Aware of Rhythm
Don’t Tell the Audience What They Already know just
Let Go of Obsolete Rules
Read It Out Loud
Write, Wait, Review, Revise
Spice Up Your Conclusions
This inspiring piece includes tips to elevate your B2B content marketing writing, and to make that blank screen less daunting.
[bctt tweet=”“Writing and revising require two different mindsets. If you’re trying to do both at the same time, you’re likely not doing either as well as you might.” — Joshua Nite @NiteWrites” username=”toprank”]
What is social first, and how does it make B2B content marketing distinctively better?
In the seventh most read content marketing piece of the year, Josh shares the what, why, and how, combined to create substantial social posts crafted to provoke comments, likes, reactions and shares, including:
Hit the Sweet Spot for Word Count
Begin a Conversation
Reuse, Recycle, Repurpose
[bctt tweet=”“In the never-ending struggle to earn attention, B2B marketers have to use every strategy we have. And we have to make sure our goals for each channel line up with that channels’ strengths and weaknesses.” — Joshua Nite @NiteWrites” username=”toprank”]
[bctt tweet=”“B2B content marketing is growing in importance, scope, and adoption by organizations of all sizes, and is poised to see further expansion in 2022 and beyond.” — Lane R. Ellis @lanerellis” username=”toprank”]
How can B2B marketers make their content more engaging?
Within our ninth most popular content marketing post of the year, Josh offers up six summertime B2B content marketing sizzlers, from going live and taking people behind the scenes to exploring social-first and interactive content, collaborating with influencers, and measuring engagement metrics.
[bctt tweet=”“It’s all about customer engagement. That means connecting with people on a personal level, offering something novel and fascinating, and using that contact to build a meaningful relationship.” — Joshua Nite @NiteWrites” username=”toprank”]
How can you balance the analytical and creative for greater B2B content marketing success?
Rounding our our list of the very best content marketing article of the years is yet another insightful piece by Josh. From involving diverse voices and embracing keyword research to learning your audience and more, Josh shares 10 tips to balance creativity and process in B2B content marketing, including:
Embrace Keyword Research
Learn Your Audience
Involve Diverse Voices
Release the Ego
Read Other People’s Content
Don’t Confuse the Garnish for the Meal
Have a Clear Next Step
Get Invested in Results
Collaborate with Analytics Folks
Continue Your Education
[bctt tweet=”“Marketing content should compel your reader to take specific action. No matter how creative and fun your piece is, at the end there should be a logical, meaningful, and measurable next step.” — Joshua Nite @nitewrites” username=”toprank”]
Thanks TopRank Marketing Readers & Writers
Thanks to you our readers, and to all of our top content marketing authors for contributing these top 10 content marketing posts of 2021 — congratulations on making the list!
We published dozens of posts this year specifically about content marketing, and plan to enable you to get even more in 2022, so stay tuned for a new year of the latest helpful search industry research and insight.
Please tell us which content marketing topics and ideas you’d like to see us focus on for 2022 — we’d love to hear your suggestions. Feel absolve to leave those thoughts in the comments section below.