Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.

What’s driving B2B campaign engagement?

In a recent study spearheaded by LinkedIn and Magna Media Trials, LinkedIn users were asked about the key drivers of B2B ad performance. Across brand favourability, research intent, and purchase consideration, the study found that video was the format that yielded higher results. Social Media Today outlines more of the findings.

Taking inspiration from B2C

Forbes outlines how, in the face of an evolving marketing landscape, the lines between B2B and B2C are blurring, and B2B brands that find inspiration from their B2C counterparts will foster deeper, more human connections.

Delivering a point of difference

MarketingProfs outlines three different types of brand differentiation and why standing out from the crowd is so important. The first, vertical differentiation, focuses on quality and price. The second, horizontal differentiation, looks at factors outside of those, like customer service. The third, mixed differentiation is, as the name suggests, a combination of the two.

Creating content that converts

What makes a good piece of content great? Content Marketing Institute talks to 21 experts to get their takes on creating content that converts. Results range from focusing on your audience and being deliberate to solving the unsolvable.

Get more content insight

Read our short guide on creating long-form B2B content.