We also cannot ignore the emotional factor:

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emotions matter even in B2B. Customers need to trust a brand and to do so they need to experience positive emotions that can be generated by offering the most suitable content for their needs.

Furthermore, recent research has shown that in B2B the brand influences albania phone data purchasing decisions more than in B2C (lippincot.com). This is mainly because in B2C there is much more choice, it is easier to switch from one product to another. In B2B, switching from one service or product to another requires a longer adaptation process that involves the entire company. For this reason, it is important to promote the cultural value of the brand and inspire trust in the customer by exploiting the potential of branded content.

From the point of view of the types of branded content for B2B, we can identify the most used and currently most effective ones:

Blogs , Whitepapers , Ebooks and Infographics that inform and deal with current topics related to the brand's activities;
Videos , which highlight the values ​​or services offered by the brand. This is the case of Hootsuite, a well-known social media management tool, and the branded video Hootsuite's Game of Social Thrones inspired by the Game of Thrones series;
Social media content, social media offers endless possibilities for branded content. One example is General Electric's #GEInstawalk campaign that offered a tour of the company to young Instagram influencers who shared this experience.
As we have already anticipated, we are in a moment in which traditional advertising no longer has the same impact on consumers. Therefore, it is important to create innovative content and work a lot on storytelling .