B2B types are savvy, well-researched individuals. Yet, the face of the people responsible for making related buying decisions is changing as Millennials take on a larger role in the decision-making process. Some are the decision makers, while others roll up their sleeves to perform the research they later present to all involved in the process.

So, how does this research take shape, and what should you do to ensure you garner interest? Here are some tips to help guide your content creation process:

1. Write About Technology

Research proves that technology is the single-most popular topic consumed by online B2B buyers. It’s what they want to know, so give it to them! Show buyers how your company uses technology to deliver additional value your competitors don’t offer.

But what if you don’t have any significant technological advancements on the horizon? No worries. Discuss industry updates and future trends. After all, your content doesn’t need to revolve around you. It simply has to be useful.

2. Maximize Your Social Media Effectiveness

Many consumers aimlessly browse through social media, not looking for anything in particular. They really want to find something of interest but are not exactly sure what that is.

However, B2B buyer minds work differently. These browsers are seeking out useful, actionable content—and use LinkedIn, Twitter, and YouTube to find it, along with other social media resources. Nevertheless, your time and money are best spent on these three specific channels.

3. Know That Email Marketing Still Works

You’d think that since so many B2B buyers are inundated with loads of daily emails that they’d go nuts and probably don’t really care for email communication. This statement is partially true, as they do receive loads of digital correspondence—around 120 daily emails, to be exact.

However, 77% of B2B buyers still maintain they prefer email communication. It’s the right way to contact them, so it’s imperative to stand out in the process. This means learning how to write subject lines and body copy that immediately capture interest.

4. Prioritize Optimizations

It’s true: just like consumers, B2B buyers also use Google to find necessary products and services. In doing so, 71% begin their research with a generic Google search.

To boost their chances of finding you, make sure you have an interesting, valuable search listing that’s worth clicking on.

Wrapping Up

So that’s a brief overview of how B2B buyers engage with content. Now, it’s up to you to give them an experience so valuable that they would be stupid not to choose you!