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  • Writer's pictureSteffan Willis

Mastering B2B Content Marketing: Best Practices for Success

Updated: May 2, 2023

There are a wide range of possible B2B content marketing strategies. The right one will depend on your business, your target audience and the marketing resources you have available. However, at their core a content marketing strategy involves creating informative, educational, and engaging content to attract and retain a specific group of customers. This type of marketing helps B2B companies establish thought leadership, build brand awareness, and generate more leads. In this blog post, we will discuss the best practices for B2B content marketing to help you enhance your strategy and achieve your business goals.


Stones balancing representing the importance of balance to content marketing

Define Your Target Audience

Create buyer personas to tailor your messaging and content to their needs and pain points.

Defining your target audience is the foundation of any successful B2B content marketing strategy. The more you know about your audience, the better you can tailor your messaging and content to their needs and pain points. To define your target audience, start with creating buyer personas, which are semi-fictional representations of your ideal customers. These personas should include demographics, job titles, responsibilities, goals, and pain points of your target audience.


Different industries have varied buyer personas.

  • Across Financial services there are multiple buyer personas including retail investors, small business owners, and professional investors and institutional clients.

  • Fintech companies also have a varied focus. Some focus on tech-savvy millennials who are receptive to new technologies. Others are building the next-generation of financial infrastructure and so need to build their reputations amongst major industry players.

  • Commercial real estate companies have to vary their offering, and marketing materials, to cater to property investors, developers, and brokers.

  • Professional services firms have to target specific industries that require their services.

  • Software-as-a-service companies also have varied customer bases. Some maybe selling niche, relatively low cost products to SMBs, others sell to major organizations undertaking full enterprise wide digital transformation.

In addition to working out the market segments you are targeting, it is important to differentiate between buyers, decision makers and influencers within your target organizations.



A windy road sign - content marketing strategies need to be dynamic

Develop a Content Strategy

Outline the types of content, how you will publish and distribute that content, and how you will measure its effectiveness.


A well-defined content strategy is crucial to the success of your B2B content marketing. This strategy should outline the types of content you will create to reach and engage your target audience, how you will publish and distribute that content, and how you will measure its effectiveness.


To develop a content strategy, start by defining your business goals, researching your competitors, and analyzing your buyer personas. This should yield a list of topics. Generative AI tools such as ChatGPT can streamline this process, allowing you to create a long-list of potential content ideas related to your niche and your audiences interest.


With this list, create a content calendar that includes all the topics that your audience is interested in, and that align with your business objectives. Make sure that your content output is varied in format and is platform-native.


HubSpot, a marketing software company, is a great example. They position themselves as thought leaders in inbound marketing and make use of an extensive blog covering all aspects of inbound marketing. They also create educational content such as eBooks, webinars, templates and checklists to attract and retain their customers.


Even if your marketing budget doesn't stretch that far there is still a lot you can do to create high-value content assets that generate a significant return on investment. Start-ups and scale-ups should look at producing one item of thought leadership that relates to their specific niche. This can be used for lead generation by putting it behind a sign-up sheet on a landing page, help to build brand credibility and establish thought leadership credentials. It can also be repurposed at relatively low cost into a variety of other content assets - from blog posts and infographics to webinars and social media posts.


Create High-Quality Content

Informative, educational, engaging, and visually appealing content that addresses your target audience’s pain points.


Creating high-quality content is key to the success of your B2B content marketing strategy. You should aim to produce content that is informative, educational, engaging, and visually appealing. Your content should address the pain points of your target audience, provide value, and establish your thought leadership in your industry.


Tips for creating high-quality content include conducting thorough research, using data, and statistics to support your claims, and telling stories that resonate with your audience. Infographics and videos are also effective tools to present complex information in a more engaging way.


Two in five B2B marketers said original graphics such as infographics and illustrations helped them reach their marketing goals

Source: Vennage



Leverage Various Content Formats

Use different content formats to reach a wider audience, engage your existing customers, and complement your existing content.

It is important to vary the content you produce. Different platforms are biased to certain types of content, as are different types of buyers can help you reach a wider audience, engage your existing customers, and complement your existing content. Popular content formats:


  • Blogs: Informative and educational articles that showcase your industry knowledge and thought leadership.

  • Whitepapers: In-depth reports that provide a comprehensive overview of a particular topic, establishing your credibility and value to potential customers.

  • eBooks: Lengthy content pieces that dive deeper into specific subjects, offering expert insights and information.

  • Infographics: Visually stunning graphics that can convey complex information in an engaging and easily digestible manner.

  • Videos: Compelling visual content that brings your product or service to life, offers tutorials, or explains complex concepts in a fun and engaging way.

  • Webinars: Interactive online events that provide valuable insights and connect businesses with their audience in real-time.

  • Podcasts: Audio content that offers a wealth of knowledge through interviews, discussions, and expert opinions. 80% of marketers who leverage audio content and podcasts plan to invest the same amount or more budget in the future.

  • Case studies: Examples of how your product or service has helped a customer solve a problem or achieve a goal, showcasing your value and results. A 2021 DemandGen study revealed 62% of those making B2B purchase decisions said they relied more on practical content like case studies to guide their buying decisions.

  • Testimonials: Short quotes or videos from satisfied customers that build trust and credibility.

  • Social media posts: Short-form content that engages your audience, promotes your products or services, and builds brand awareness. According to CMI, LinkedIn is the most common and top-performing organic social media distribution channel for B2B marketers.

  • Newsletters: Regular updates on industry news, company updates, and product releases that keep your audience informed and engaged.

  • Video interviews: In-depth discussions with industry experts that offer insights into the latest trends and developments.

  • Animations: Engaging and interactive graphics that convey complex concepts in a visually appealing way.

  • Executive explainers: High-level summaries of complex topics that offer a concise overview for busy executives.

  • Surveys: Data-driven content that offers valuable insights into your audience and their needs.

  • Educational content: Valuable resources such as guides, tutorials, and how-to videos that offer practical information and knowledge to your audience.

According to a survey by the Content Marketing Institute, the top five formats most used to distribute B2B marketing content are email (93%), social media (92%), blogs (79%), in-person events (56%), and webcasts/webinars/virtual events (55%). (Content Marketing Institute). However, by leveraging a full range of diverse content formats, businesses can create a comprehensive and engaging B2B content marketing strategy that attracts and retains customers, establishes credibility, and achieves business goals.


Utilize SEO Tactics

Optimize your content for search engines, use relevant and descriptive meta tags, and aim for high-quality content.

Search engine optimization (SEO) plays an essential role in B2B content marketing. SEO tactics can help you increase your visibility on search engines, drive more traffic to your website, and generate new leads.


To optimize your content for search engines, make sure to conduct keyword research, use relevant and descriptive meta tags, and optimize your website's structure and navigation. Also, aim to create content that is user-friendly and engaging since search engines rank high-quality content higher.


The rapid advances in generative AI are fundamentally changing how SEO content is produced. It is now virtually costless to generate large amounts of high-quality content related to your specific niche. The problem with that is that your competitors are able to do the same thing. Not only that but Google penalizes websites that contain low-quality AI content.


What we have is in an arms-race. To stand out companies need to invest in creating high-quality, unique content - this could include data-driven research, surveys or interviews with thought leaders. Marketing strategies need to evolve to focus on thought leadership and brand development, all the while keeping pace with your competitors in the SEO arms race.


Measure and Analyze Results

Identify what works and what doesn’t, so you can optimize your future efforts.

Measuring and analyzing your B2B content marketing results help you identify what works and what doesn't, so you can optimize your future efforts. Some metrics to track include website traffic, lead generation, engagement rates, and conversion rates. Data provides valuable insights which allows businesses to refine their content marketing efforts and continually improve their ROI. over time.


Follow these best practices to enhance your B2B content marketing efforts and achieve your business goals.

B2B content marketing is an essential strategy for businesses looking to establish thought leadership, build brand awareness, and generate more leads. To be successful in B2B content marketing, you need to define your target audience, develop a content strategy, create high-quality content, use different content formats, implement SEO tactics, and measure and analyze results. By following these best practices, you will be able to enhance your B2B content marketing efforts and achieve your business goals.

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