9 B2B Content Marketing Practices that Work (2023)

Spread the love

9 B2B Content Marketing Practices that Work (1)

Content marketing plays an essential role for both B2C and B2-B businesses. The best way to develop a successful B2B content marketing strategy is to understand precisely which business you cater to, where they’re coming from, and how you can continuously deliver on their expectations and business needs.

As per statistics, 65% of companies succeed at their content marketing tactics because of extensive audits.

What is B2B Content Marketing?

B2B content marketing is the art of using any content related to business transactions between two companies. That includes white papers, case studies, ebooks, infographics, etc.

It is a form of inbound marketing that targets businesses and organizations rather than consumers. B2B focuses on building relationships with potential clients and increasing their awareness of your brand, products, or services. The main goal is to tell more about your services or products and how they can increase B2B businesses.

B2B vs. B2C Content Marketing

The main difference between B2B and B2C (it stands for ‘business-to-consumer’) is that B2C audiences are consumers who are often looking for something they can buy right away — like an ebook on how to make money blogging.

With B2B content marketing, your audience consists of people who work at companies that need your product or service — like an ebook on how to start an eCommerce website. In a few words, B2C consumers consider their desires and needs that can improve their lives in a particular way, while B2B buyers make final decisions based on data and logic.

Elements of a Successful B2B Content Marketing Strategy

Today’s B2B marketers need to understand more than just blogging when creating compelling content. What makes B2B content genuinely remarkable is the ability to target potential clients directly, generate sales leads, maximize your content reach and facilitate revenue growth.

Here’s what effective B2B content marketing should look like:

(Video) 9 B2B Content Marketing Strategies That Generate More Leads and Sales Opportunities

  • Get your whole company (including the product team, sales team, and senior leaders) involved in content to provide subject matter expertise and set a strategic direction.
  • Build a robust customer feedback loop regarding customer interviews, focus groups, comments, and satisfaction surveys.
  • Create weekly, monthly or quarterly reports with business KPIs and goal tracking.
  • Make alignment between your target consumer and the actual target audience of your content.

There’s a science behind it: a well-planned B2B content marketing strategy will help you get more value from your efforts and increase ROI.

Let’s get started.

How to Build an Effective B2B Content Strategy

If you have any experience in B2B content marketing, you can skip this section and move on or refresh your skills and stay here. But if you’re a newbie in this game, you may wonder how it works and what it means for your business.

Some things you should consider while developing the overall B2B content marketing strategy:

1. Identify Buyer Persona

A buyer persona is an abstract representation of a target audience based on real people’s behaviors, needs, and goals. They give you an edge over competitors who don’t have them because they allow you to speak directly to your target audience in a way that resonates with their needs rather than guessing what they want or need based on assumptions.

2. Choose Main Content Channels and Formats

Another thing you should do is to choose your main content formats and the channels you’ll use to promote this content. You can create video tutorials, ebooks, podcasts, or long-form blog posts, depending on your target audience.

Look at how each channel fits into your overall marketing plan, what kind of content resonates with businesses on each platform, and how much time you spend creating content for each channel. Once you clearly understand your target customers, you will quickly pick the right content formats and channels.

3. Determine Content Goals

You need to know what type of message you want to convey. If you have multiple audiences, ensure you have goals for each group. That will help you organize your content strategy and identify gaps in your messaging. Before you create any new content, determine your goals for that piece.

4. Systemize Content Process

The first step to successful content marketing is to systemize your overall process, especially if you’re new to it. Start by defining the roles and responsibilities of every person involved in creating and sharing content. Then develop a workflow that includes:

  • Content creation and curation
  • Social media promotion and amplification
  • Measurement, analysis, and optimization

Instead of managing things with docs and emails, you can use unique collaboration platforms like ClickUp to make the content process much more manageable in one place.

(Video) 7 Essential B2B Marketing Strategies for 2022

9 B2B Content Marketing Practices that Work (2)

5. Define Leads and Micro-metrics

Before you start producing any content, defining a lead for your business is essential. If a lead isn’t defined clearly, there’s no way to know if someone has become one or not.

To ensure you’re on point with this definition, consider creating a micro-metric that can be tracked easily in Google Analytics or any other tool. This way, once someone becomes a lead (for example, fill out a form on your website), they’ll automatically get added to the list of people your company has contacted about potential business opportunities.

That can help drive conversions further down the line because people will see how much time and effort went into getting them interested in doing business with you.

B2B Content Marketing Tactics to Improve Your Strategy

A solid content marketing strategy can help your business thrive in this competitive landscape. But when it comes to B2B content marketing, what does success look like? And how do you know if you’re on track?

Here are nine B2B content marketing practices that can work for you:

1. Create Highly Personalized Nurturing Journeys

Setting up a personalized nurture journey is the best way to succeed in your content marketing efforts. That will help your audience move through the sales funnel. You can create automated personalized emails or live chat prompts to easily customize particular assets and pages downloaded and viewed on your website.

9 B2B Content Marketing Practices that Work (3)


With the right email marketing tools, you can automatically send emails at specific times during the sales cycle based on what stage customers are at in the buying process. For example, if they’re starting as a prospect and haven’t been educated, you might email them with resources to get created. If they’re further in their research, you could send them a whitepaper or case study related to the product or service they’re interested in.

2. Use SEO Practices

You can’t get results without good SEO practices. Make sure your content is search engine friendly by using keywords in title tags, headings, paragraphs, and URLs. You can use WebCEO which is used by many welll known link building agencies to conduct a website audit and check your website performance in search engines. You spy on your competitors’ content, find their best content and detect their pain points.

9 B2B Content Marketing Practices that Work (4)

Ensure each page has unique content and internal links to direct readers to other relevant pages on your website or blog. Lastly, ensure that you optimize all images using alt text descriptions and titles so that they appear when someone searches for them online. Double-check your content for grammar mistakes, plagiarism, and readability.

(Video) Content Strategy Alignment - Founder's Guide to B2B SaaS Content Marketing #9

3. Add a Problem-solving Approach to Your Content

B2B buyers are looking for solutions to their problems — not just information about products or services. Content aimed at customers’ issues will attract more conversions and satisfy their needs.

If you want your prospects to engage with your content, make sure it speaks directly to their pain points and gives them actionable advice on solving them. That will help them understand how your product or service can be valuable and encourage them to take steps toward becoming a customer (like downloading an ebook or filling out a form).

9 B2B Content Marketing Practices that Work (5)


4. Create Content Marketing Partnerships

Content marketing partnerships can be a great way to grow your reach and expand your knowledge base. It is an underused way, but it can help you reach new heights. You can partner with other brands and companies that share your values or target audience.

9 B2B Content Marketing Practices that Work (6)

For example, if you’re a B2B financial services provider and want to create helpful resources for small business owners, consider partnering with other brands that serve the same client base — such as banks or insurance companies.

Partnerships with influencers in your industry are very effective as they can include your content on their social media posts or marketing newsletters.

5. Use the Power of Cross-Pollination

In a recent study of B2B content marketers, we found that the most effective practices were those that cross-pollinate with each other. According to the report, marketers should focus on creating ‘content that brings together the best insights across their marketing channels and brands.’

Hence, you use the power of cross-pollination by taking your best content and sharing it with others in your industry. For example, if you have an article about why your product is better than another one, share it on LinkedIn Pulse and put the link in an email newsletter. The goal is to make people aware of your content and encourage them to read it. That way, they can see how your company compares to others in their field.

Guest posting and expert roundup posts are among the most effective ways to boost your authority and promote your product in your field. In your article, you can ask other industry thought leaders to share their opinions and discuss your products or services. That will make your audience trust your business and clearly understand the product value.

9 B2B Content Marketing Practices that Work (7)

6. Build Multi-Layered Content

By building multi-layered content, we mean creating a high-value resource that can be consumed in multiple ways. You should consider different aspects like images (screenshots, infographics, diagrams, etc.), text, and video.

(Video) 5 Principles of Successful B2B Content Marketing

For example, if you want to create an eBook, don’t just write it and put it on your website. Instead, consider these options:

  • Add an audio version of the eBook with additional commentary and insights by the author.
  • Create a video version of the book; this could also be turned into a webinar or recorded training session.
  • Create a slide deck based on the book so people can easily share it on SlideShare or other platforms. You could even turn it into a presentation for live events or conferences.

7. Maximize Paid Ads

Paid ads on Google and other search engines can be expensive, but they’re also one of the most effective ways to reach your target audience, boost brand awareness, and increase sales. If you’re targeting specific keywords, you might even find that you don’t need to pay much per click.

You can run ads on multiple paid promotion channels like LinkedIn, Instagram, and Facebook. Using their targeting options, you can earn on Reddit and Quora to promote your content to your target customers. The key is to keep testing and optimizing your ads until you find what works best for you — and then keep doing it!

9 B2B Content Marketing Practices that Work (8)

8. Conduct Competitive Research

Competitive research is essential to any B2B marketing strategy because it helps you understand how your brand stacks up against the competition. It is a great way to identify industry trends and gaps in the market that you can fill with new products or services.

You need to understand your competitors’ content marketing strategies and how they differ from yours. If a competitor offers free webinars or eBooks on their website, then maybe you should do the same thing — but with one key difference: Yours needs to be better than theirs!

9. Create SEO-driven Glossaries and Libraries

As you know, Google prefers well-organized content. Creating a glossary of terms and libraries for B2B audiences is an excellent way to group your content based on related keyword clusters.

You can include technical terms or industry-specific words and phrases that may not be familiar to all employees or clients. That will help ensure that your audience understands exactly what you mean when you use these terms in future communications. Glossaries and libraries allow you to rank high-volume keywords that would be too competitive.

9 B2B Content Marketing Practices that Work (9)

Wrapping Up

You may have noticed a theme running through this list: consistency. Creating and consistently publishing content is significant in B2B marketing success. And with the right approach, it doesn’t take much time or money to create quality content that can be continually published and republished, driving traffic and conversions to your website.

(Video) B2B Content Marketing Advice

Rate this post:9 B2B Content Marketing Practices that Work (10)9 B2B Content Marketing Practices that Work (11)9 B2B Content Marketing Practices that Work (12)9 B2B Content Marketing Practices that Work (13)9 B2B Content Marketing Practices that Work (14) (No Ratings Yet)

9 B2B Content Marketing Practices that Work (15)Loading...


What type of content is the most effective for B2B marketing? ›

Emails are still one of the best forms of content that B2B companies can leverage for lead generation. In fact, in a survey by CMI, 93% of B2B marketers reported that they use email newsletters to distribute content.

What makes a good B2B content strategy? ›

Elements of a great B2B content marketing strategy

What makes content marketing truly advanced is the ability to target potential customers directly, generate leads in a cost-effective way, and maximize the reach and revenue-generating capabilities of each piece of content.

What are some content marketing best practices? ›

Best Practices for Content Marketing in 2021
  • Put Your Audience First. ...
  • Leverage Data to Understand Your Audience. ...
  • Consider Livestreaming. ...
  • Share Outside Value. ...
  • Focus on Values. ...
  • Use Multi-Channel Marketing for Content.
3 Feb 2021

How do you use content marketing for B2B? ›

How to Create a B2B Content Marketing Strategy
  1. Identify Your Audience and Their Needs.
  2. Use Micro-Targeting to Narrow Down Your Focus.
  3. Research Competitors in Your Niche.
  4. Define Your Goals.
  5. Create Multi-Layered Content.
  6. Measure Your Results.
  7. Prioritize Link Building and Collaboration.

What are the best practices in B2B sales? ›

The 10 Best B2B Sales Strategies For 2022
  • Remember Sales and Marketing Win Together. ...
  • Prepare Before You Approach Your Audience. ...
  • Create a Follow-Up Plan. ...
  • Develop a Lead-Nurturing Plan. ...
  • Leverage Account-Based Marketing. ...
  • Go Social. ...
  • Identify Opportunities for Repeat Business. ...
  • Ask for Referrals.

What are the 4 types of B2B? ›

To help you get a better idea of the different types of business customers in B2B markets, we've put them into four basic categories: producers, resellers, governments, and institutions.

Why is B2B content marketing important? ›

Content marketing allows B2B companies to show they care about the same things as their customers. Building a relationship is important in B2B because you're rarely selling at volume in the way B2C companies can.

What are the 5 rules of content marketing? ›

Telling Your Story: 5 Rules for 'Content Marketing'
  • Invest time in understanding your audience's needs. ...
  • Dedicate resources to your content marketing strategy. ...
  • Set high editorial standards. ...
  • Build a presence on social channels. ...
  • Be consistent.
21 Jun 2012

What are the 3 most important qualities of a successful B2B sales person? ›

All-Star B2B Sales Rep Traits
  • Compassionate. Loyal customers are gained when they confidently place their trust in your company. ...
  • Optimistic. ...
  • Detail-oriented. ...
  • Coachability. ...
  • Communication. ...
  • Driven. ...
  • Passionate. ...
  • Curious.
9 Oct 2018

What are the 4 main categories of content marketing? ›

There are four content categories used in content creation and marketing—attraction, authority, affinity, and action. It's important to note that the four content categories are not mutually exclusive, and a single piece of content will often fit in multiple categories.

What is B2B Marketing example? ›

It's any marketing strategy or content used by one business to target and sell to another business. For instance, companies that sell services, products, or SaaS to other companies or organizations typically use B2B marketing. Two good examples of B2B marketing are Monday.com's B2B brand strategy on LinkedIn.

What is B2B content creation? ›

B2B content creation is the process of creating content that will be used by businesses to promote their products or services to other businesses. This can include anything from blog posts and articles to eBooks and whitepapers.

What are the 10 essential good business practices? ›

10 Best Practices In Business Management
  • Engage Your Employees. Studies have found that 68% of employees are disengaged in their work. ...
  • Adopt Flexible Work Policies. ...
  • Lead by Example. ...
  • Develop an Open Management Style. ...
  • Reward Achievement. ...
  • Focus on Alignment. ...
  • Communicate a Clear Mission and Strategy. ...
  • Hold Regular Check-In Meetings.
17 Feb 2020

What are the 10 ways to improve business practices? ›

  1. Identify your critical success factors. ...
  2. Keep score. ...
  3. Learn from the best. ...
  4. Create the future. ...
  5. Involve your people. ...
  6. Set goals. ...
  7. Make a plan.
  8. Develop systems.

What is the best example of B2B? ›

Manufacturing materials, clothing, car parts and semiconductors are B2B examples. These materials are a part of the transactions between two businesses.

What is B2B process? ›

The B2B, or business-to-business, sales process simply refers to the series of events, phases, or steps that occur when one business sells (or attempts to sell) a product or service to another business, hence the name. The B2B sales process applies to most fields.

What are the types of B2B marketing? ›

Types of B2B Markets
  • Producers.
  • Resellers.
  • Government.
  • Institutions.

What are the main characteristics of B2B marketing? ›

B2B marketing is promoting products and services to other businesses, typically: (1) at large volumes, (2) with lengthy sales cycles, (3) to multiple decision-makers, and (4) with more complexity than consumer products.

How effective is content marketing in B2B? ›

54% of B2B organizations most successful at content marketing say they do an excellent/very good job of aligning metrics with content marketing goals (source). 60% of B2B marketers measure success with web traffic, while 51% use sales lead quality, and 45% use social media sharing (source).

What content do B2B customers want? ›

The best B2B content will educate users, provide answers to the question they have, or solve their challenges. The most successful B2B marketers have three specific goals in mind when creating content: Prioritize user informational needs above company sales and promotional messaging.

What are the 4 steps of content strategy? ›

Content Marketing Strategies: The Four-Step Approach for Success
  • Step one: Identify your goals. ...
  • Step Two: Customer research. ...
  • Step 3: Leveraging the right content management system. ...
  • Step 4: Identifying what form your content should take. ...
  • Key takeaways.
15 Apr 2019

What are the 7 marketing core functions? ›

Marketing's seven functions are distribution, market research, pricing, finance, product management, promotional channels, and consumer matching.

What is the 10 rule in marketing? ›

That's where the 90/10 rule comes in. Spend 90 percent of your marketing efforts doing something remarkably well and 10 percent experimenting. By focusing most of your efforts on one thing and doing it well, you'll grow much faster than you would have before, and leave yourself time to try new tactics, as well.

What are 8/10 qualities of an effective business leader? ›

The Top 10 Qualities of a Great Leader
  • Vision. ...
  • Inspiration. ...
  • Strategic & Critical Thinking. ...
  • Interpersonal Communication. ...
  • Authenticity & Self-Awareness. ...
  • Open-Mindedness & Creativity. ...
  • Flexibility. ...
  • Responsibility & Dependability.

What are 5 of the 9 characteristics of a successful salesperson? ›

  • Respectful. ...
  • Good Listener. ...
  • Passionate. ...
  • Resourceful. ...
  • Subtle. ...
  • Competitive. ...
  • Optimistic. ...
  • Empathetic.
11 Nov 2016

What are the 8 steps of marketing? ›

Guide to using the marketing plan template
  • Conduct market research.
  • Profile your target markets.
  • Identify your unique selling proposition (USP)
  • Develop your business brand.
  • Choose your marketing avenues.
  • Set your goals and budget.
  • Nurture your loyal customers.
  • Monitor and review.

What are the 10 steps of the marketing process? ›

10 steps to create a marketing plan for your company
  1. Make a diagnosis of the company. ...
  2. Analyzes the business environment. ...
  3. Do a competitive analysis. ...
  4. Define your audience and your ideal customer. ...
  5. Define your positioning. ...
  6. Set your goals. ...
  7. Define KPIs. ...
  8. Define your strategies.
8 Sept 2022

What are the seven 7 factors to consider in producing a good content? ›

7 Factors You Need to Create Great Website Content Readers Will...
  • It's Actionable. ...
  • It's Credible. ...
  • It's Original. ...
  • It's Thought-Provoking. ...
  • It's Easy to Read. ...
  • It Provides Value. ...
  • It Has a Purpose. ...
2 Feb 2018

What are the 7 different kinds of social media content? ›

The 7 different kinds of social media content are:
  • Educational.
  • Inspirational.
  • Interactive.
  • Connecting.
  • Promotional.
  • Newsworthy.
  • Entertaining.
3 Nov 2022

What are the six characteristics of perfect content marketing? ›

There are many elements to consider, such as social media, your website, videos, and more. However, at the heart of every focus is one thing: great content.
The 6 Essential Characteristics of Compelling Content
  • Clear and Coherent. ...
  • Human. ...
  • Relevant Knowledge. ...
  • A Memorable Hook. ...
  • Purpose. ...
  • Believable and Trustworthy.
2 Apr 2018

What are the 3 components of content strategy? ›

Industry experts will tell you that an effective content strategy must have three core elements to be successful: brand focus, user experience, and content distribution.

What are the 3 types of content? ›

Developing a Content Approach

The best way to look at the kind of content you're using across your digital landscape, including social media and email marketing, as well as social media and your blog, is to divide it into three types. They are: Creation, Curation, and Creative Curation.

What are the six types of content? ›

In order to effectively reach your ideal audience, make sure these six types of content are included in your toolkit.
  • Blog posts. ...
  • Guest-contributed articles. ...
  • Press mentions. ...
  • Email marketing. ...
  • Gated content. ...
  • Video content.
19 Nov 2019

What is content marketing explain 8 types of content? ›

Content Marketing is developing and distributing — usually through the web — relevant and useful content to your audience. That content can be blog posts, newsletters, white papers, social media posts and much more. Understanding these content formats will help improve your long-term decision making for your brand.

What does B2B marketing stand for? ›

B2B marketing, short for business-to-business marketing, refers to marketing products or services to other businesses rather than individual consumers. Marketing to the end consumer is known as B2C marketing, and B2C brands include companies like Walmart, Starbucks, or Apple.

What is called B2B marketing? ›

As the name suggests, business-to-business marketing refers to the marketing of products or services to other businesses and organizations. It holds several key distinctions from B2C marketing, which is oriented toward consumers.

What is B2B short answer? ›

B2B (business-to-business), a type of electronic commerce (e-commerce), is the exchange of products, services or information between businesses, rather than between businesses and consumers (B2C). A B2B transaction is conducted between two companies, such as wholesalers and online retailers.

What are the 7 benefits of marketing? ›

The 7 Biggest Benefits of Sales and Marketing Working Together
  • Better Qualified Leads.
  • Better Engagement and Stronger Relationships.
  • Accurate Buyer Personas.
  • Better and Clearer Feedback.
  • Stay Ahead of the Competition.
  • Increased Revenue.
  • Better Marketing Materials.

What are the four main purposes of content? ›

This diagram represents the four main purposes of content, which include to entertain, to inspire, to educate and to convince. Failure to create content that aligns with these criteria could result in missing out on attracting your potential audiences.

What is most important content marketing? ›

"The top three goals marketers achieve through successful content marketing are generating brand awareness, building credibility and trust, and educating audiences." "The top technologies B2B organizations use to supplement content marketing are analytics tools, social media publishing, and email marketing software."

What is #1 example of successful B2B content marketing? ›

Common B2B content marketing examples include company blogs, e-books, webinars, and research reports. Content marketing can help B2B marketers attract and nurture potential buyers inside of a sales funnel.

What type of content is the most effective? ›

According to Hubspot, videos are actually the most popular content type in 2021, overtaking blogs and infographics.

Why is content important in B2B marketing? ›

Increased sales potential

Businesses purchase from authoritative, trustworthy and reliable companies. Implementing an effective content strategy for your B2B audience increases authority and trust in your brand and offerings, thus increasing the potential of converting a prospect into a customer.

Which 2 channels are most appropriate for B2B marketing? ›

The 7 Best B2B Marketing Channels to Use
  1. Email Marketing. Email marketing is effective because people read it at a time that's convenient to them. ...
  2. Content Marketing. ...
  3. Search Engine Optimization (SEO) ...
  4. Webinars. ...
  5. Referrals. ...
  6. Conversion Rate Optimization (CRO) ...
  7. Podcasts.
11 Apr 2022

What is the most popular form of content marketing for business? ›

Blogging is one of the most popular types of content marketing for small businesses. And for good reason! Blogs are one of the best ways to improve SEO and drive more organic traffic to your site from search engines.

What makes a successful content? ›

Defining content success

Most Aware: Your prospect knows your product, and only needs to know “the deal.” Product-Aware: Your prospect knows what you sell, but isn't sure it's right for them. Solution-Aware: Your prospect knows the result she wants, but not that your product provides it.

What are three of the most important elements of a content strategy? ›

And while there's no one-size-fits all, content strategy essentially begins by combining three key elements — brand focus, user experience, and content distribution — that will serve the requirements of a business and its customers.

What is B2B marketing example? ›

It's any marketing strategy or content used by one business to target and sell to another business. For instance, companies that sell services, products, or SaaS to other companies or organizations typically use B2B marketing. Two good examples of B2B marketing are Monday.com's B2B brand strategy on LinkedIn.

How do you attract customers with content? ›

10 tips for attracting customers with great online content
  1. Watch and learn. ...
  2. Figure out what your customers like. ...
  3. Do an inventory. ...
  4. Be strategic. ...
  5. Find a content champion. ...
  6. Avoid hard sales messages. ...
  7. Encourage audience contributions and feedback. ...
  8. Build a fan base.


1. B2B Content Marketing: Lauren Kress shares best practices to grow your brand
(Lauren Kress, The Business Scientist)
2. B2B Content Marketing: What Works
(Ayelet Weisz)
3. A Content Marketing Masterclass for B2B Tech Marketers with Rand Fishkin
(Market Recruitment)
4. The Content Strategy Framework of the Top 1% of B2B Companies
(Orbit Media Studios)
5. Create an Effective B2B Content Marketing Strategy
6. 9 Profitable B2B Marketing Strategies for 2023
(Ben Brown B2B)
Top Articles
Latest Posts
Article information

Author: Velia Krajcik

Last Updated: 31/05/2023

Views: 5823

Rating: 4.3 / 5 (54 voted)

Reviews: 85% of readers found this page helpful

Author information

Name: Velia Krajcik

Birthday: 1996-07-27

Address: 520 Balistreri Mount, South Armand, OR 60528

Phone: +466880739437

Job: Future Retail Associate

Hobby: Polo, Scouting, Worldbuilding, Cosplaying, Photography, Rowing, Nordic skating

Introduction: My name is Velia Krajcik, I am a handsome, clean, lucky, gleaming, magnificent, proud, glorious person who loves writing and wants to share my knowledge and understanding with you.