{"id":13833,"date":"2022-02-16T11:37:06","date_gmt":"2022-02-16T11:37:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/16\/what-does-best-answer-content-mean-for-b2b-marketers-in-2022\/"},"modified":"2022-02-16T11:37:06","modified_gmt":"2022-02-16T11:37:06","slug":"what-does-best-answer-content-mean-for-b2b-marketers-in-2022","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/16\/what-does-best-answer-content-mean-for-b2b-marketers-in-2022\/","title":{"rendered":"What Does Best-Answer Content Mean For B2B Marketers in 2022?"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-30737\" src=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/BestAnswerB2BContentIn2022ImageA600w.jpg\" loading=\"lazy\" alt=\"B2B marketer man walking through airport past colorful mosaic image.\" width=\"600\" height=\"360\" srcset=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/BestAnswerB2BContentIn2022ImageA600w.jpg 600w, https:\/\/www.toprankblog.com\/wp-content\/uploads\/BestAnswerB2BContentIn2022ImageA600w-300x180.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\"\/><\/p>\n<p>Fundamentally by its very nature, there will always be a single truly best answer to any question.<\/p>\n<p>So how is best-answer B2B marketing content any different in 2022 than it\u2019s previously been?<\/p>\n<p>Providing that best solution \u2014 or to use the term our CEO and co-founder <a href=\"https:\/\/twitter.com\/leeodden\" target=\"_blank\" rel=\"noopener\">Lee Odden<\/a> has been using since <a href=\"https:\/\/www.toprankblog.com\/2011\/05\/seo-chasing-unicorns\/\" target=\"_blank\" rel=\"noopener\">at least 2011<\/a> \u2014\u00a0 <i>being the best answer<\/i>, may indeed be a singular solution, however the effort that B2B marketers need to make in 2022 to achieve it has changed in several important ways.<\/p>\n<p>Let\u2019s take a look at the key ways that being the best answer in B2B marketing has changed in 2022, and what steps marketers can take to earn best-answer status when it comes to the questions buyers and customers are seeking.<\/p>\n<h2>1 \u2014 Expanded Digital Touch-Points &amp; Channels<\/h2>\n<p>Best-answer B2B content doesn\u2019t only involve providing the best information needed to solve customer questions, because it can\u2019t truly be the best answer if the customer never finds it.<\/p>\n<p>Today\u2019s B2B landscape is undoubtedly more a digital one than ever before, with few fewer in-person and live two-way conversations. These have been significantly replaced by greater time spent on information gathering by buyers and customers, as well as an expanding number of touch-points in more digital channels than ever before.<\/p>\n<p>Information gathering transactions that were formerly face-to-face have increasingly moved to all-digital destinations, with just a few including:<\/p>\n<ul>\n<li aria-level=\"1\">Brand websites<\/li>\n<li aria-level=\"1\">Search engines<\/li>\n<li aria-level=\"1\">Mainstream social media platforms<\/li>\n<li aria-level=\"1\">Specialty social platforms<\/li>\n<li aria-level=\"1\">Informal third-party review sites<\/li>\n<\/ul>\n<p>For today\u2019s B2B content to win out and become a genuine best-answer solution, it can\u2019t exist only in one online location, however, and certainly not just in the echo-chamber of a brand\u2019s own website.<\/p>\n<p>This doesn\u2019t necessarily mean that all best-answer content needs to have at least one element on every single digital platform and channel, however. Although that may someday be the case, today\u2019s best-answer content is presented on the majority of digital channels where B2B customers are seeking specific answers.<\/p>\n<p>Best-answer content also consists of more touch-points along the way, no matter what the digital destinations may be.<\/p>\n<p>Winning content gets that way not only because it provides the best information in the places where people are looking, but also because <strong>top content is now often nurtured at each step of the buyer journey<\/strong>. A digital buying journey that includes even one helpful online interaction along the way will pay dividends when decisions are eventually made, and competitors haven\u2019t offered a single nurturing touch-point.<\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D30736&amp;text=%E2%80%9CA%20digital%20buying%20journey%20that%20includes%20even%20one%20helpful%20online%20interaction%20along%20the%20way%20will%20pay%20dividends%20when%20decisions%20are%20eventually%20made%2C%20and%20competitors%20haven%27t%20offered%20a%20single%20nurturing%20touch-point.%E2%80%9D%20%E2%80%94%20Lane%20R.%20Ellis%20%40lanerellis&amp;via=toprank&amp;related=toprank\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cA digital buying journey that includes even one helpful online interaction along the way will pay dividends when decisions are eventually made, and competitors haven&#8217;t offered a single nurturing touch-point.\u201d \u2014 Lane R. Ellis @lanerellis <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D30736&amp;text=%E2%80%9CA%20digital%20buying%20journey%20that%20includes%20even%20one%20helpful%20online%20interaction%20along%20the%20way%20will%20pay%20dividends%20when%20decisions%20are%20eventually%20made%2C%20and%20competitors%20haven%27t%20offered%20a%20single%20nurturing%20touch-point.%E2%80%9D%20%E2%80%94%20Lane%20R.%20Ellis%20%40lanerellis&amp;via=toprank&amp;related=toprank\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<h2>2 \u2014 More Subject Matter Expert Contributions &amp; Collaboration<\/h2>\n<p>Best-answer B2B content in 2022 incorporates rich, well-rounded insight from subject matter experts and collaboration with relevant influencers.<\/p>\n<p>Today\u2019s best-answer content is also more robust than ever, due to increased competition and a general rise in the level of sophistication being offered in each digital channel.<\/p>\n<p>Being the best answer in 2022 brings in the voices and stories of B2B industry experts to help vouch for the quality and authoritativeness of particular content.<\/p>\n<p>One particularly powerful advantage that B2B influence holds over B2C\u2019s traditional paid influencer approach is that influence in B2B is more likely to involve passionate industry experts sharing genuine insight about a particular solution that is done in earnest, rather than in exchange for monetary compensation.<\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D30736&amp;text=%E2%80%9CInfluence%20in%20B2B%20is%20more%20likely%20to%20involve%20passionate%20industry%20experts%20sharing%20genuine%20insight%20about%20a%20particular%20solution%20that%20is%20done%20in%20earnest%2C%20rather%20than%20in%20exchange%20for%20monetary%20compensation.%E2%80%9D%20%E2%80%94%20Lane%20R.%20Ellis%20%40lanerellis&amp;via=toprank&amp;related=toprank\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cInfluence in B2B is more likely to involve passionate industry experts sharing genuine insight about a particular solution that is done in earnest, rather than in exchange for monetary compensation.\u201d \u2014 Lane R. Ellis @lanerellis <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D30736&amp;text=%E2%80%9CInfluence%20in%20B2B%20is%20more%20likely%20to%20involve%20passionate%20industry%20experts%20sharing%20genuine%20insight%20about%20a%20particular%20solution%20that%20is%20done%20in%20earnest%2C%20rather%20than%20in%20exchange%20for%20monetary%20compensation.%E2%80%9D%20%E2%80%94%20Lane%20R.%20Ellis%20%40lanerellis&amp;via=toprank&amp;related=toprank\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<h2>3 \u2014 Elevated Trustworthiness &amp; Authenticity<\/h2>\n<p>It\u2019s no secret that trust in marketing has fallen over time, as greater portions of the digital B2B buying journey are conducted solely online today.<\/p>\n<p>Thankfully, this distrust and general skepticism in marketing can sometimes make it easier for truly best-answer B2B content to stand out in the often stormy and unfortunately vast seas of marketing mediocrity.<\/p>\n<p>Authenticity and trustworthiness are hallmarks of best-answer B2B content, and savvy marketers do all they can to expertly bake in as much of both as possible in their efforts.<\/p>\n<p>2022\u2019s best-answer B2B content takes this into account, and uses solutions that go well beyond what traditional paid-only methods can expect to achieve.<\/p>\n<p>For a look at how top marketers are building trust using authentic voices, our own senior content marketing manager <a href=\"https:\/\/twitter.com\/NickNelsonMN\" target=\"_blank\" rel=\"noopener\">Nick Nelson<\/a> recently looked at what B2B marketers can learn from the late football broadcaster John Madden, in \u201c<a href=\"https:\/\/www.toprankblog.com\/2022\/01\/broadcast-with-a-brand-voice-that-rings-true\/\" target=\"_blank\" rel=\"noopener\">Broadcast Your B2B Marketing with a Brand Voice that Rings True<\/a>.\u201d<\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D30736&amp;text=%E2%80%9CIf%20you%20want%20to%20be%20a%20trustworthy%20company%2C%20it%20can%E2%80%99t%20be%20just%20a%20marketing%20philosophy.%20It%20has%20to%20be%20a%20business%20philosophy.%E2%80%9D%20%E2%80%94%20Margaret%20Magnarelli%20%40mmagnarelli%20of%20%40MorganStanley&amp;via=toprank&amp;related=toprank\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cIf you want to be a trustworthy company, it can\u2019t be just a marketing philosophy. It has to be a business philosophy.\u201d \u2014 Margaret Magnarelli @mmagnarelli of @MorganStanley <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D30736&amp;text=%E2%80%9CIf%20you%20want%20to%20be%20a%20trustworthy%20company%2C%20it%20can%E2%80%99t%20be%20just%20a%20marketing%20philosophy.%20It%20has%20to%20be%20a%20business%20philosophy.%E2%80%9D%20%E2%80%94%20Margaret%20Magnarelli%20%40mmagnarelli%20of%20%40MorganStanley&amp;via=toprank&amp;related=toprank\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<h2>4 \u2014 Best-Answer Is Experiential<\/h2>\n<p>Best-answer B2B content in 2022 doesn\u2019t just provide information about the right customer solution in the right place at the right time. It now also even needs to go beyond including authentic and trusted expert voices.<\/p>\n<p>To be the best answer in B2B in 2022, winning content must also be presented skillfully in the right formats, so that it is:<\/p>\n<ul>\n<li aria-level=\"1\">Experiential<\/li>\n<li aria-level=\"1\">Easy to digest, comprehend, and compare<\/li>\n<li aria-level=\"1\">Pleasing to interact with<\/li>\n<li aria-level=\"1\">Simple to share<\/li>\n<\/ul>\n<p>Just as best-answer B2B content needs to be available on the digital platforms where customers are researching and seeking answers, it also needs to be offered in the formats that customers will take the time to interact with.<\/p>\n<p>Part of the beauty of the digital age we live in is the relative ease with which great information and answers can be presented in multiple formats, so that while old-school Steve can still download his white paper or case study on Slideshare or LinkedIn, Gen Z Caleb can also interact with the same information as part of an interactive Ceros or Optimizely experience.<\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D30736&amp;text=%E2%80%9CIt%E2%80%99s%20critical%20for%20B2B%20marketers%20to%20think%20beyond%20traditional%20static%20content%20and%20blog%20posts%20as%20ways%20to%20make%20their%20brand%20voices%20heard.%E2%80%9D%20%E2%80%93%20Nick%20Nelson%20%40NickNelsonMN&amp;via=toprank&amp;related=toprank\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cIt\u2019s critical for B2B marketers to think beyond traditional static content and blog posts as ways to make their brand voices heard.\u201d \u2013 Nick Nelson @NickNelsonMN <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D30736&amp;text=%E2%80%9CIt%E2%80%99s%20critical%20for%20B2B%20marketers%20to%20think%20beyond%20traditional%20static%20content%20and%20blog%20posts%20as%20ways%20to%20make%20their%20brand%20voices%20heard.%E2%80%9D%20%E2%80%93%20Nick%20Nelson%20%40NickNelsonMN&amp;via=toprank&amp;related=toprank\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<h2>Fly High &amp; Elevate With Best Answer B2B Content<\/h2>\n<p><iframe loading=\"lazy\" class=\"giphy-embed\" data-lazy=\"true\" data-src=\"https:\/\/giphy.com\/embed\/j3bt391CTp4HwRszLr\" width=\"480\" height=\"343\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><a href=\"https:\/\/giphy.com\/gifs\/tcm-turner-classic-movies-rko-musical-film-j3bt391CTp4HwRszLr\" target=\"_blank\" rel=\"noopener\">via GIPHY<\/a><\/p>\n<p>By expanding digital channel touch-points, collaborating with experts, elevating with authenticity, and presenting in experiential formats, being the best-answer for B2B content in 2022 is an achievable outcome for those marketers willing to go the extra distance needed to win in today\u2019s competitive landscape.<\/p>\n<p>We hope that our look at best-answer B2B content, what has changed, and what has remained true, will help inspire and energize your own efforts in 2022 and far into the future.<\/p>\n<p>Building best-answer B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. <a href=\"https:\/\/www.toprankmarketing.com\/contact\/\">Contact us to learn how we can help<\/a>, as we\u2019ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.<\/p>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; 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So how is best-answer B2B marketing content any&#8230;<\/p>\n","protected":false},"author":1,"featured_media":13834,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-13833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Does Best-Answer Content Mean For B2B Marketers in 2022? - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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