If you're a B2B company who isn't investing in content marketing, you're in the minority – as 88% of B2B marketers surveyed by Content Marketing Institute and Marketing Profs said their organization used content marketing to further their goals.

As we know, content takes many shapes and forms—case studies, video, blog articles, the list goes on. But what kind of content that will actually increase web traffic and turn strangers into customers? Here are a few examples:

Allura Fiber Cement: Case Study 

When it comes to making B2B sales, earning the trust of a potential buyer can be a challenge. Before you can expect to close a deal, you must provide proof of your claims and demonstrate your ability to deliver on what your product/service promises. At the end of the day, what you actually need to turn a lead into a sale is cold, hard proof. This is where the case study steps in. Watch this case study example from Allura USA, manufacturer of fiber cement, and builder Steven Alexander Homes.  

FUSED Industries: Infographic

When infographics are well-executed and visually appealing, they have the power to transform the most complex topics and dry statistics into interesting content. As a result, they can be an effective tool for capturing attention and generating quality leads. This infographic for FUSED Industries transformed a page long list of construction services into a compelling map of an industrial plant, encouraging prospects to poke around with its interactive features.

On-Target! Marketing: Social Media  

You may have heard that LinkedIn is the social media powerhouse for B2B marketing — that’s because it's a network made specifically for professionals. LinkedIn has the ability to generate specific audience targeting, from company size and location to age and job role. This presents a huge opportunity to share relevant content to the exact people who want to read it. On-Target! shared this infographic specifically to Texas real estate developers and home builders on LinkedIn.