The 3 Types of Content Your B2B Marketing Is Missing (and Why It’s Costing You)

Let me ask you something: when was the last time you bought something expensive—like a new laptop, a fancy kitchen gadget, or even a software subscription—without first Googling the heck out of it?

I’m guessing never. 🤔

If you’re anything like me, you probably watched a YouTube unboxing, read reviews on Reddit, and maybe even checked out a forum or two. I’ve even been known to dive deep into comment sections because, you know, the truth lives there.

Well, here’s the thing: the people you’re marketing your B2B products to? They’re doing the exact same thing. They’re not just reading your perfectly polished brochures or visiting your shiny website. They’re out there hunting for unbiased, no-fluff opinions from people they trust—strangers on the internet.

So, if you’re only focusing on the content you create and ignoring what others are saying about you (or worse, not encouraging them to say anything at all), you’re missing out. Big time.

Let’s fix that. Here are three game-changing types of content you need in your strategy ASAP.

1. Analyst Reports: The Gate Keepers

You know those big, brainy research companies like Gartner or Forrester? Their reports are kind of like the Michelin Stars of the business world. If one of them gives you a good review, you’re immediately on a buyer’s radar.

I know as a young analyst back in the day, when I had to make a major purchasing recommendation, I only focused on the top 3 companies Gartner recommended.

How do you get the attention of industry analysts?

• Commission a report. Hire an analyst to write about trends or challenges in your space, especially if it ties into what your product solves.

• Host a live Q&A. Get an analyst on a webinar to talk about what’s happening in your industry. Bonus points if they answer questions from your audience!

• Use their findings everywhere. Add quotes or data points to your website, social posts, or emails.

2. Influencer Content: The Friendly Nudge

Okay, hear me out. When I say “influencers,” I’m not talking about TikTok stars dancing their way through B2B topics (although...it might not be a terrible idea). I’m talking about people who’ve earned their stripes in your industry—those LinkedIn rockstars or YouTube pros with a dedicated following.

Your prospects trust these people because they’re not you. They’re not trying to sell anything (well, mostly). They just genuinely care about sharing useful insights.

How to get Influencers to pay attention to you?

• Send them your product. Let them test it out and share their honest thoughts. And yes, you have to be okay with honesty—anything too scripted will backfire.

• Collaborate on content. Partner with influencers on a blog, podcast, or video. It’s a win-win: they get fresh ideas, and you get exposure to their audience.

• Feature them in your marketing. Share their reviews, quotes, or interviews on your channels to build credibility.

Pro tip: If you’re worried about losing control of the narrative, don’t be. I’ve learned the hard way that people trust authenticity over perfection. A slightly critical review is still better than no review. At least people know you’re confident enough in your product to let it stand on its own.

3. User-Generated Content: The Authentic MVP

This one’s my favorite because it’s like having your customers do your marketing for you. User-generated content (UGC) is anything your customers create—think reviews, testimonials, social media posts, or even how-to videos.

Why is this so powerful? Because it’s real. Buyers see themselves in your customers and think, “If it worked for them, maybe it’ll work for me too.”

How do you get more user generated content?

• Ask for reviews. Seriously, just ask. A quick email saying, “Hey, would you mind sharing your experience?” can go a long way.

• Spotlight your fans. Turn happy customers into case studies or video testimonials. Bonus: this makes them feel special, too.

• Seek it out. The best UGC are ones that were created organically. Hunt them down on social. Pro Tip: Reddit is usually a reliable source of real life commentary on your products.

Still Not Convinced?

If you’re still relying only on the content you create, you’re stuck in a one-sided conversation. Modern buyers want to hear from a variety of voices, not just yours. They’re looking for proof, validation, and real-world experiences.

When you combine analyst reports, influencer reviews, and user-generated content, you’re not just selling—you’re building trust. And trust, my friend, is what makes people hit “Buy.”

Wrapping it Up…

I get it—this stuff can feel overwhelming at first. But you don’t have to do it all at once. Start small:

1. Reach out to one analyst or influencer.

2. Ask a few happy customers to share their stories.

3. Use what they create to enhance your existing content.

Remember, the goal isn’t to replace your content; it’s to back it up with voices your audience already trusts.

So, what do you think? Are you ready to let go of some control and bring more perspectives into your marketing? Trust me—it’s worth it. And hey, if it doesn’t work, at least you’ll have tried something new. (Spoiler: it will work.)

Let’s do this! 🚀