B2B content marketing: a comprehensive guide [2022 updated]

B2B content marketing

B2B content marketing is the creation and distribution of content like blog posts, infographics, videos, and webinars to market your business. It’s a marketing strategy that helps you educate your customers about the value of your products or services and convince them that you’re a go-to expert in your industry.

The goal of B2B content marketing is to build relationships with potential buyers, nurture them through their buyer’s journey and convert them into loyal customers.

What is b2b content marketing?

B2B content marketing is a marketing strategy used to promote your company’s products or services. It’s the main source of information for B2B customers, so you need to create a B2B content marketing strategy first.

This is different from B2C (business-to-consumer) content, which involves promoting products or services directly to consumers. With this type of marketing, you can easily identify your target audience and tailor your product offering accordingly.

The goal of b2b content marketing is not just to sell but also build trust between you and your customers through genuine interactions with them over time.

Why Do You Need a B2B Content Marketing Strategy?

If you want to succeed in the B2B market, you need a content marketing strategy.

Here are some reasons why:

1. You need to educate your customers about the value of your products or services. If they don’t know what you offer, they won’t be persuaded to buy it. The best way to do this is by creating content that explains everything from the basics (like how a particular product works) to more complex topics (why your company is the best choice for a given task).

2. You need to build relationships with potential customers and nurture them through their buyer’s journey. If they don’t know who you are or what you stand for, they won’t be interested in your products or services. And even if they do buy from you, they might not stay loyal because there are so many other options out there.

content marketing can help you create lasting connections with your buyers by providing valuable information, answering their questions, and providing support along the way.

3. You need to identify your target audience and tailor your content accordingly. If you offer software that helps small businesses manage their finances, you might want to focus on topics like starting a business or budgeting tips.

If you’re a retailer selling products online, you might want to write about how Amazon has changed the game (for better or worse) in B2B marketing. The key is to figure out what interests your target audience and to provide content that helps them learn more about what you have to offer.

B2B Content Marketing vs B2C Content Marketing

There’s a big difference between B2C and B2B content marketing, which is why it’s important to have a strategy for each.

In B2B content marketing, the goal is to build relationships with potential customers and nurture them through their buyer’s journey. If they don’t know who you are or what you stand for, they won’t be interested in your products or services. And even if they do buy from you, they might not stay loyal because there are so many other options out there.

With B2C content marketing, your focus is on selling your products or services to customers. This means creating content that is directly related to the needs and interests of your target audience. For example, if you sell software to small businesses, you might write articles that discuss how best to use the software and how it can help grow their business.

If you’re a retailer selling clothing online, you might create blog posts about fashion trends that will interest potential customers. The key here is to stay ahead of the curve and provide content that is interesting and useful to your target audience.

How to get started with b2b content marketing.

There’s no one right way to begin engaging in b2b content marketing, but there are some key things you can do to get started.

Before you get started, here are some basics to consider:

  • Define your target audience. Know who you’re trying to reach and what they need from the content you create. What are their pain points? How can your company help them?
  • Set goals for your content marketing. Establishing measurable goals will help measure the success of your efforts and keep things on track.
  • Create a content marketing plan, including how much time, money and effort will be put into each project; what kind of content is needed; who’s responsible for creating it (and when); where it will be produced; how it will be promoted; etc.

This should also include any metrics that show how successful each project has been so far.- For example: is there an increase in website traffic since implementing these changes? Are there requests for more information about our services? Have we gotten any new leads due to this initiative?

  • Measure and analyze the results. This will help you determine whether your content marketing strategy is delivering the results you want and how you can continue to improve it.
  • Consider using social media as part of your content marketing strategy. Using platforms like Twitter, LinkedIn and Facebook, businesses can share their stories with a wider audience than just those who visit their website.

With a little creativity and effort, b2b companies can also use these networks to create strong relationships with potential customers.- For example, we partnered with Twitter to create a series of blog posts about using social media for small businesses.

  • Be sure to regularly check your website analytics (i.e.: visits, pages viewed, time on site) to see if there are any changes that might suggest you need to modify your content marketing plan or strategy.

For example: if you have been seeing an increase in visits from outside the U.S., it may be a good time invest some extra resources into creating localized content.– Just make sure that you are also measuring the effectiveness of this localized content as well.


The most popular types of content for b2b companies.

B2B companies need to create content that not only speaks to their target audiences but also helps them do their jobs better. The most popular types of b2b content include:

Articles about industry trends.

Articles that help readers understand the nuances of a certain topic or how it affects their business. This content can be written by experts in the field, or by company representatives who want to share their knowledge and help others do the same.

Tips for improving your workflow.

These articles can be short and to-the-point (for example: “How To Remove A Widget From Your Website In Five Simple Steps”), or they can be longer and more in-depth (“How To Maximize Your Website’s Visibility On Search Engines Through Optimization Techniques”).

Case studies.

This type of article tells the story of a business or individual who has gone through a particular challenge, and then uses that story to illustrate a point or lesson.


Product demonstrations/how-tos.

White papers about new technologies/methodologies .

Videos about how to use a product or do a specific task.

social media

Social media is another great tool for creating engaging content for b2b businesses because it allows you to reach your audience where they already spend time online—on Facebook or Twitter! You can post regular updates with useful information about events happening at your company or write short posts on LinkedIn Pulse which are shared with followers’ news feeds automatically when posted online by authors themselves on LinkedIn’s site.

insightful comment

And if someone leaves an insightful comment on one of these posts encouraging others to learn more about something we’ve written about before then we might include a link back into our website so readers can find out more information too!”

How to create and promote your content.

Creating content for your website or blog can be a time-consuming task, but with the right tools and tips it can be easy and fun. Here are some helpful advice to help you get started:

You can create and promote your content in a variety of ways.

  • Use a content management system (CMS) to manage your blog and ensure that new posts go up on time. This will also help you keep track of what’s been posted and what hasn’t, which is important for staying consistent with the schedule you’ve established.
  • If you’re active on social media, posting links to your website will help drive traffic back to it as well as increase brand awareness among followers. Influencers who have large followings could also be interested in promoting your work through their channels if you reach out with an offer (and a nice compensation package).
  • Email marketing campaigns are another tactic for increasing traffic to an existing piece of content: send email updates about upcoming posts or links directly from the CMS platform itself so readers don’t even need to leave their inboxes! If that isn’t enough, paid advertising—both traditional banners as well as sponsored posts—can get results too!

Where to host your b2b content.

You probably don’t want to host your content on a social media platform, such as LinkedIn or Facebook. This is because by doing so, you lose control of how your audience discovers and interacts with your content. You also won’t be able to track how people use it and what they think of it.

So where should you host? There are a few options:

  • A blog (your own domain) – this is the most common way for marketers to publish content online. Blogs allow for greater control over how people find and engage with your content, but they can be more time-consuming than other options since they require authoring posts before publishing them and updating them regularly in order to build traffic over time.
  • Content management systems (CMS) – these provide an alternative way of publishing articles directly onto your website; they typically offer more features than blogs but less flexibility regarding visual design or layout decisions on each page.
  • Social media platforms – while not ideal from a branding perspective because users may see different things across different platforms (and might even get confused), nevertheless they do offer some advantages such as lower setup costs when compared against building out custom CMS functionality within existing websites

B2B Content Marketing Trends You Shouldn’t Ignore.

While there’s no magic formula for creating the perfect content, there are some trends that you’ll want to keep in mind as you’re strategizing your campaign.

  • B2B companies don’t want boring content. This may seem obvious, but many businesses still struggle with what makes good B2B content stand out from the crowd.

If your company is looking to create truly engaging content that will resonate with your target audience? You’ll need to avoid falling into the trap of producing dry, technical writing and focus instead on articles that educate readers about real-world problems and solutions.

  • Keep in mind that everyone has heard most of the buzzwords before; this doesn’t mean they aren’t interested in hearing more about them—but just make sure it’s still relevant to them personally (and not just something they might find interesting).
  • Don’t forget how important visual storytelling is when it comes down to making an emotional connection with readers!

Frequently asked questions

1. Why is b2b content marketing important?

B2B content marketing is important because it can help you build trust with potential customers.

It’s not enough to have an amazing product or service—your target audience also needs to see that you know what you’re talking about, and that your brand is credible. You need to show them that your product will do exactly what they want it to do, and that it will make their lives easier in some way.

B2B content marketing gives you a chance to showcase your expertise as an industry leader by sharing expert tips, insights and strategies on topics related to business productivity, sales growth strategies and more (and if these topics seem too technical for you, don’t worry—we’ll cover them in depth later).

By sharing these helpful resources throughout the year at different times when businesses are most likely looking for them (for example: during tax season or around the holidays), we make sure people keep coming back for more!

2. Why does most B2B content marketing suck?

While content marketing undoubtedly has its benefits, most B2B content marketing is ineffective because it’s difficult to engage and convert visitors into customers.

The problem? Most companies write article after article that offers little value or amusement for their subscribers. In fact, a study by Content Marketing Institute found that only 17% of articles are read in full length.

Instead of writing meaningless drivel, focus on providing useful insights (including case studies) that help your readers take a specific action. Make sure to include images and video if possible so that your readers can see what you’re talking about in real life.

3. What is the challenge in B2B Content Marketing?

The challenge in B2B content marketing is to create content that is highly engaging and useful for your target audience.

This can be a difficult task, as different businesses have different needs and preferences. In order to ensure that your content is effective, you need to first understand your customer base better than anyone else does. By conducting market research, you can learn what topics are important to them and which solutions they would most likely find helpful.

Once you have an understanding of what attracts customers to your business, it’s easy to write interesting and informative articles that address their concerns. Additionally, make sure to engage with readers by responding directly to comments and questions on your content pieces.

4. Which tools should you use for b2b content marketing?

There are many different tools that you can use for b2b content marketing, but some of the most popular include Google Docs, Hootsuite, and Dropbox. These platforms make it easy to create and share high-quality documents with your team or clients.

Additionally, Hootsuite offers social media management capabilities so that you can manage all of your social media accounts in one place.

Dropbox also allows you to easily store PDFs and images so that you have a reliable source of documentation on hand. And lastly, Google Sheets is perfect for tracking statistics such as page views or engagement rates across different channels.


Now that you’ve learned more about b2b content marketing, its importance and how to get started with it, I want to mention a few trends in b2b content marketing that could help you grow your business. As with any type of marketing strategy, it’s important to keep up with what’s new so you can stay relevant and never fall behind the competition.

By the way, do you have more tips to share? Let us know in the comments down below!

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Amazon.com, Inc. is an American multinational technology company based in Seattle, Washington that focuses in e-commerce, cloud computing, and artificial intelligence.

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