The Best B2B Content Marketing Strategy: The Complete Guide to Creating Content That Converts

We bet you’ve been hearing about content marketing a lot these days, and that is because everyone is doing it! From eCommerce businesses to healthcare institutions, all businesses are working on creating valuable content and sharing it online to reach their target audience and convert them into paying customers. 

Everywhere from Websites and YouTube channels to Instagram and TikTok, businesses are regularly pumping out content to their target audience and their customers.  

So, this is a full guide for the best B2B content marketing strategy that you can start working on today!  

What’s Content Marketing and Why Should B2B Companies Use It?

Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and to drive profitable customer action. 

It is especially important for B2B companies because businesses are tougher clients than customers, one ad will not cut it with businesses buyers. That said, creating valuable content establishes their brand as a thought leader in their industry, drives qualified traffic to their website, and generates leads and sales. By creating valuable content that addresses the needs and interests of their target audience, B2B companies build trust and credibility with potential businesses and differentiate themselves from their competitors.  

In the B2B world, content marketing can take many forms which we will address later in this guide, such as blog posts, eBooks, white papers, infographics, webinars, and more. By creating and distributing a variety of content types, B2B companies reach their target businesses through multiple channels and appeal to different learning styles and preferences. 

B2B content marketing strategy

Why Choose Content Marketing VS. Traditional Marketing for B2B?

Businesses are increasingly using content marketing over other forms of marketing, and the reason is that there are several benefits of content marketing for B2B companies compared to traditional marketing. Here are a few: 

1.It’s cost-effective: Using a B2B content marketing strategy can be more cost-effective than traditional marketing because it involves creating and distributing content that is relevant to your target audience for free on social platforms, rather than paying for advertising. For example, email marketing costs you almost zero dollars, and it can convert more leads if done with the right skill! 

2.It yields long-term results: A content marketing strategy can help drive long-term results because it is focused on building trust and relationships with potential customers over time, rather than relying on one-time sales or promotions. That’s why it’s vital for you to have a B2B content marketing strategy in place, not just post a video every coupl of weeks!  

 3.It has a greater reach: By creating and distributing valuable content, B2B companies can reach a wider audience through multiple channels, such as their website, social media, email newsletters, and more. 

 4.It helps increase lead generation: By providing valuable information and solutions that address the needs and interests of their target audience, B2B companies can generate more qualified leads and drive sales. 

 5.It improved search engine rankings: B2B companies can improve their search engine rankings and drive more qualified traffic to their website by creating high-quality, keyword-rich content.  

Content marketing is in fact embedded in many other marketing strategies. The best marketing strategy for content marketing is inbound marketing. Read more about: What’s inbound marketing? 

How to Create a B2B Content Marketing Strategy 

As a B2B content marketing agency or business, it’s important to have a solid strategy in place to effectively promote your products and services to other businesses. Here’s how to create a B2B content marketing strategy: 

Identify your target audience 

In this essential first step, you need to ask yourself: Who are you trying to reach with your content?  


Identifying and researching your target audience helps you understand their needs, behaviors, and preferences which will help you create relevant and valuable content that speaks to their specific challenges and interests. Here’s a step-by-step process to start researching your target audience: 

B2B content marketing strategy

Market research 

To identify your target audience, it is important to conduct thorough market research. Your research should include gathering data through: 

  • Surveys and questionnaires: Conducted online, over the phone, or in person, they aim to gather information about your target audience’s demographics, preferences, and behaviors. 
  • Focus groups: A focus group is a small, representative group of people who are brought together to discuss and provide feedback on a particular product or service. 
  • Online analytics: Websites and social media platforms often have built-in analytics tools that allow businesses to see who is visiting their site and interacting with their content. This provides insights into a target audience’s interests and behavior. 
  • Customer interviews and observations: Conducting one-on-one interviews or observing customers in their natural environment helps gather insights into their needs, wants, and behaviors. 
  • Industry and competitor research: Researching industry trends and studying the strategies and target audiences of competitors provides valuable insights into a target audience’s preferences and what they might be missing. 

Buyer Personas 

Once you have a better understanding of your target audience, you should create buyer personas to represent different segments of your audience. Buyer personas include information about the needs, behaviors, and preferences of your target audience. 

Using buyer personas as a reference can help guide your content creation process and ensure that you are creating content that resonates with your target audience. It can also help you determine the most effective distribution channels and marketing tactics to reach your target audience. 

Here is an example of a buyer persona:  

B2B content marketing strategy


Name: Sara  

Age: 32  

Gender: Female 

Location: New York City  

Occupation: Marketing Manager 

 Income: $90,000 

Goals: Sara is a busy marketing manager at a mid-size company in NYC. She is looking for a marketing agency that can help her team develop and execute effective campaigns that will increase brand recognition and drive sales. She is looking for an agency that understands her specific needs and can offer personalized, creative solutions that will help her reach her goals.  

Challenges: Sara is constantly under pressure to meet tight deadlines and deliver results. She needs an agency that is reliable and can deliver high-quality work on time and within the budget.  

Values: Sara values transparency and open communication. She wants to be able to trust her agency and have a close working relationship with them. She also values creativity and innovation and looks for an agency that can think outside the box and deliver unique solutions. 

Behaviors: Sara is an active researcher and spends a lot of time comparing different agencies to find the best fit for her team. She often visits review sites and checks out agency websites to get a better understanding of their services and capabilities. 

Define your content marketing goals 

What do you want to achieve with your B2B content marketing strategy?  

Set specific, measurable, achievable, relevant, and time-bound (SMART) goals to help guide your strategy and measure success. 

Defining your content marketing goals is a crucial step in creating a successful content marketing strategy. By setting specific goals, you can ensure that your efforts are focused and effective, and that you have a way to track your progress. 

Here are some specific steps to help you define your content marketing goals: 

  • Put your buyer persona in the center: 

Make sure your goals stem from your previous market research and buyer person. This will help you determine the types of goals that are most relevant and achievable. 

  • Determine your business objectives:  

What do you want to achieve with your content marketing efforts? Consider your overall business objectives and how content marketing can help support those goals. 

  • Set specific goals:  

Be specific about what you want to achieve with your content marketing efforts. For example, instead of setting a goal to “increase website traffic,” set a goal to “increase website traffic by 10% over the next quarter.” 

  • Make your goals measurable and time-bound: 

 Use metrics and data to measure the success of your content marketing efforts. This could include metrics such as website traffic, engagement, leads generated, or conversions. Also make sure to set a specific timeline for achieving your goals to ensure you stay on track and that you are making progress towards your objectives. 


Develop a content plan 

Business executives often believe that creating and posting content can happen haphazardly, but that is not the case. To achieve an effective content plan, you need to create a content calendar and plan out the types of content you will create and publish, as well as the frequency and distribution channels.  

Content calendars allow you to stay organized and ensure that you are consistently sharing valuable information with your audience. They are also a great way to track your deadlines!  

Here’s how you can start:  

  • Conduct a content audit:  

Take stock of the content you already have, including blog posts, social media posts, and any other relevant materials to identify gaps in your content and determine what types of content you need to create to achieve your goals.  

For a truly effective audit, reach out to a marketing agency or consultancy to receive unbiased and professional input. Contact us to get started!  

  • Choose your distribution channels: 

Will you be publishing your content on your website, social media, email newsletters, or other channels? Use your market research’s results to cater to the specific preferences and habits of your target audience when deciding on the best distribution channels for your content. 

If your audience is spending a considerable time on TikTok, you cannot miss out on posting there!  

  • Blog Posts 
  • Videos 
  • Social Media Posts
  • Infographics 
  • Case Studies 
  • Podcasts 
  • eBooks 
  • Whitepapers
  • Guides 
  •  Email Newsletters 
  • User Generated Content 
  • Online Courses 
  • Checklists 
  • Research Reports 
  • Press Releases 
  • Interviews 
  • Reviews
  • Webinars
  • Plan out your content:  

Use a spreadsheet or project management tool to create a calendar that outlines the types of content you will create and publish, as well as the frequency and distribution channels. It is especially important to consider factors such as holidays, industry events, and product launches when planning out your content. 

  • Create a workflow for content creation:  

Develop a process for creating, reviewing, and publishing your content. This might involve assigning tasks to specific team members, setting deadlines, and incorporating feedback from stakeholders. 

You can manage your processes by using Click Up, or You can also plan out and schedule your content through online tools such as Vbout! 

Optimize for search engines 

Search engine optimization (SEO) is crucial for driving traffic to your website. It helps your website to rank first in your target audience’s searches. In other words, it makes you the first choice!  

To start with SEO, here’s what you can do: 

  • Conduct keyword research:  

Identify the keywords and phrases that your target audience is using to search for products or services like yours. You can use tools such as Google’s Keyword Planner or Ahrefs to help with this. 

  • Optimize your website’s content:  

Use the keywords you identified before to optimize your website’s pages and blog posts. This might include incorporating the keywords into your page titles, headings, and body content. Use the keywords naturally to avoid keyword stuffing, as this can hurt your SEO!  

  • Optimize your website’s technical aspects:  

There are several technical factors that affect your website’s SEO. These include things like your website’s loading speed, mobile-friendliness, and the presence of broken links. Use tools such as Google’s PageSpeed Insights and the Mobile-Friendly Test to identify and fix any issues. 

  • Build high-quality backlinks:  

Backlinks are links from other websites that point to your website. Google uses backlinks to measure the quality and relevance of your website. To improve your SEO, start adding high-quality backlinks from reputable websites in your industry. 

Utilize social media 

Social media is a powerful tool for reaching and engaging with your target audience. Choose the platforms that make the most sense for your business and create a content strategy to consistently post updates and interact with followers. 

Use social media to  

  • Promote your services or products 
  • Post educational posts and videos   
  • Share your blog posts and encourage others to share it 
  • Follow trends and connect them to your offerings 
  • Engage with your followers through comments and messages  
  • Update your followers on your latest offers and company updates  


Check out these 10 Foolproof Content Ideas to Grow Your Account! 

Measure and analyze your results 

Regularly review the performance of your content marketing efforts to see what is working and what can be improved upon. Use data and analytics tools to track the success of your campaigns and adjust as needed.  

Use tools such as Google Analytics to track your website’s traffic and search rankings. This will help you understand what is working well and what improvements you can implement to rank better in terms of SEO. 

For social media content, make use of the existing social media analytics on each platform to track the performance of your content and identify what is working well and what could be improved then use this information to refine your content. 


By following these bullet-proof steps and learning from your performance at each stage, you can create a successful B2B content marketing strategy that helps you reach your target audience and achieve your marketing goals!  

Top Businesses with a B2B Content Marketing Strategy  

Still second-guessing content marketing?  

Here are a few examples of successful content marketing for B2B companies: 

  1. HubSpot: HubSpot is a marketing and sales software company that has built a powerful reputation in the B2B world through its content marketing efforts. The company regularly publishes valuable blog posts, eBooks, webinars, and other content that provides valuable insights and solutions for its target audience. They also use email campaigns, SEO, and pay-per-click advertising to reach their target audience. Try searching for anything related to marketing, we are sure HubSpot will appear on the first page of your search results!  


Read more about becoming a HubSpot Agency Partner: Everything You Need to Know 


  1. LinkedIn: LinkedIn is a social media networking platform that is popular among B2B professionals. The company has a robust content marketing strategy that includes publishing content that helps people in their networking efforts and professional life in general. They regularly publish articles, videos, and other content on their platform and promote it to their target audience on other platforms as well. 


  1. Adobe: Adobe is a software company that has a strong presence in the B2B market. The company’s content marketing strategy includes creating high-quality and informative blog posts, videos, and webinars. They also engage with customers and prospects on social media platforms and host live events, such as Adobe Experience Days. They also leverage influencers to spread the word about Adobe products. Finally, they are known to develop interactive content, such as quizzes, assessments, webinars, and tutorials.  



Final Thoughts  

People are getting increasingly annoyed by pop-up ads and other traditional marketing tactics, and that’s why content marketing is in fact the present and future of marketing. While there are still many disbelievers in content marketing for B2B companies, there are businesses that are thriving in their marketing efforts through creating valuable content.  

We are ready to discuss these issues further, book a call with us and let us talk about content marketing for your business!  


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