How to Use Content Marketing for B2B Success: Step-by-Step Guide

Navigating the world of content marketing for B2B success can seem intimidating. Successful B2B marketers allocate 40% of their marketing budget to content marketing alone. Our comprehensive step-by-step guide deconstructs this complex landscape, simplifying it into easy-to-follow stages from inception to execution.

Table of Contents

Key Takeaways of How to Use Content Marketing for B2B

  • B2B content marketing lets businesses reach other firms. It uses blogs and digital tools to show your brand and what you sell.
  • To win at B2B content marketing, it’s key to know your audience well so you can make content they will enjoy.
  • A good plan for creating content is vital to attract more business customers with relevant topics.
  • Using SEO, digital PR, and advertising can boost your B2B marketing strategy by getting your business in front of the right people.

What is B2B Content Marketing?

B2B content marketing is a strategic approach focused on creating, distributing and promoting valuable, relevant content to attract and engage a defined target audience of business customers.

It seeks to build strong relationships, generate leads, improve brand engagement and ultimately drive profitable customer action within the business-to-business market. The benefits include increased visibility, stronger customer relationships, enhanced credibility among peers, higher conversion rates and greater ROI from marketing efforts.


B2B content marketing is a smart way for businesses to reach other firms. It uses a mix of digital tools like blog posts. The goal is to get the attention of those who make buying choices in companies.

These methods help boost how people know your brand and show off what your business sells or does. Along each step that a buyer might take, B2B content marketing plays an active role in engaging them with useful info.


B2B content marketing brings many perks to business owners and leaders.

  1. Brand recognition: Shows your brand to new faces.
  2. Customer interaction: You get to talk with clients and learn about their wants.
  3. Lead acquisition: Find people interested in what you offer.
  4. Boosted brand visibility: More eyes mean more people know your brand.
  5. Customer involvement: Allows people to take part in your story, making them feel valued.
  6. Lead conversion: Turn interest into real cash by getting leads to buy.
  7. Greater brand exposure: More people see and know your name, boosting mindshare.
  8. Customer participation: They get a say in how things go, making them loyal fans.
  9. Lead qualification: Help sort out the best leads for easier sales work.
  10. Expanded brand reach: Get your name out there beyond where you’re based.

Why a B2B Content Marketing Strategy is Essential for Success

A robust B2B content marketing strategy is vital for success as it helps companies understand their audience, strategically choose core content formats and channels, generate impactful topics, streamline the content creation process, and measure lead generation and other critical micro-metrics.

Understanding your audience

To win at B2B content marketing, you need to know your audience well. This means learning about their likes, dislikes, needs and wants. Use tools like LinkedIn for clues about their habits and interests.

Such insights will guide you in making content they will love. This way, your message hits home every time leading to more engagement in the buyer journey. Craft each piece of your content with this knowledge so your hard work won’t go to waste as it gets into the hands of people who truly value it.

Choosing core content formats & channels

Picking the right core content formats and channels is a key step in your B2B content marketing plan.

  1. Know your audience well. Their needs and interests dictate what kind of content they like.
  2. Choose the right format for your content. This might be blogs, videos, podcasts, or webinars.
  3. Pick the channels through which you’ll share this content. Social media, email newsletters, and your own website are all good choices.
  4. Test out different formats and channels to see what works best for your audience.
  5. Keep tabs on trends in B2B marketing to stay ahead of your competitors.
  6. Use tools like Google analytics to know how well each format and channel is working for you.

Generating effective topics

Making a list of strong topics is key to a good B2B content marketing strategy. Here are some steps to do it:

  1. Know your audience: Learn who they are and what they need.
  2. Solve their problems: Make sure your content helps solve their issues.
  3. Keep an eye on trends: Be aware of what is hot in your industry.
  4. Use tools: Tools like Google Trends can help find popular topics.
  5. Be original: Don’t just copy what others are doing.
  6. Plan ahead: Make a schedule for your content.
  7. Revisit old themes: Update past content with new info or insights.

Systematizing content creation process

Making a plan for making content is very important. It helps businesses attract other businesses. This plan is also called a B2B content marketing strategy. Below are some steps to help you make this plan.

  1. Start with an idea: Think of what you want to talk about in your content.
  2. Make a blueprint: This should list all of your goals and ideas for the content.
  3. Plan your workflow: This means planning all the steps from start to end.
  4. Work on the plan: Begin creating the content based on your plans.
  5. Check traffic and brand visibility: After sharing your content, see how many people view it and if it improves how people see your brand.
  6. Use the feedback to improve: Based on what works and what doesn’t, make changes to do better next time.

Measuring leads and micro-metrics

Counting leads and small details matters to know if your content gets results. You look at how much people use, share, and react to your posts or emails. With this, you see which ones work best and change the ones that do not do well.

You can’t fix it if you don’t know what’s broken. Use this info to make better plans for your content in the future.

Implementing a B2B Content Marketing Strategy

To ensure the success of your B2B business, a content marketing strategy must be implemented in a way that encourages personalized nurture journeys, promotes quick lead transitions to sales, advocates for employee participation, provides problem-solving content for various audience segments and utilizes SEO, digital PR, and advertising strategies for maximum promotion.

Personalized nurture journeys

Personalized nurture journeys help in making your B2B content marketing strategy work better. They deal with how you engage leads at different steps of the buyer’s journey. This needs a plan and smart efforts.

You aim to solve the pain points of potential buyers by using content marketing. Personal touch is very important here as it helps make these nurturing efforts more powerful. In this way, you can turn leads into real sales easier and faster than before.

Fast hand-off of leads to sales

Quick lead hand-off to sales plays a key role in successful B2B content marketing. You want leads who show interest in your content to connect with your sales team fast. Drift for B2B can make this process faster and easier.

It helps you give the leads to the sales team quickly. This method is part of advanced B2B content marketing tactics. Trust builds when customers see you know what they need and act fast.

Also, great content draws more qualified leads making this step even more effective.

Employee advocacy

Your employees can help your business a lot. With employee advocacy, workers can tell others good things about your company. Other people will hear this and may start to like your company as well.

This helps get more buyers and makes the business stronger. Plus, it does not cost much money but brings many good results. This is an easy way to use social media for success in B2B marketing.

Problem-solving content for different audience segments

Creating unique content for each group is key. Not everyone has the same needs or problems so this means you have to know your groups well. Think about what they need help with and answer it in your writing, videos, and images.

For example, a tech startup may need tips on raising funds. A small business might want advice on saving money with cost-effective marketing tools. By doing this, you show that you understand and care for them all as separate groups of people who are looking for real solutions to their problems.

Utilizing SEO, digital PR, and advertising for promotion

Utilizing SEO, digital PR, and advertising is a strong way to boost your B2B marketing strategy.

Beef up your SEO game by using the right keywords in your web content to help you get found by search engines like Google. Next, use digital PR to build strong relationships. You can reach out to online media or influencers in your field.

Don’t forget to use pay-per-click (PPC) campaigns as they bring your business in front of the right people. You can also use email marketing by sending useful content to people who sign up for your emails. Lastly, take pointers from B2C strategies that work well, like YouTube videos.

Best Practices for B2B Content Creation

Effective B2B content creation involves crafting engaging, bite-sized pieces of information that draw readers in. The use of data visualization tools can enhance the presentation of complex details, making them easily digestible and visually appealing.

Virtual events not only provide a platform for interaction but also offer valuable insights when effectively planned and executed. Collaboration with other brands extends your reach and lends credibility to your content marketing efforts.

Undertaking proprietary research can attract media attention, setting you apart as an industry thought-leader. These robust strategies form the core best practices for successful B2B content creation.

Creating engaging snackable content

Snackable content is great for busy B2B owners. It’s short and catchy yet, it grabs your attention and gives you helpful ideas. To make this type of content, keep it quick and exciting. Use clear words that tell a simple story. Make sure the piece has value so people want to come back for more. Add images or videos if possible to draw people in even more.

Using data visualization to present information

Data visuals engage your readers by showing facts in a clear way. Infographics make hard data easy to understand. This helps people see how your business can solve their problems.

Planning and executing virtual events with valuable content

Virtual events are a big win for B2B firms. They help share information that buyers find worth their time. Planning these events well is key. Start by finding topics your audience cares about most; this is where data analysis becomes handy.

Next, move to the action phase. Make sure you have a good team ready to run the event smoothly online. Use interactive tools to keep your viewers hooked and engaged in the event. Taking feedback once it’s over can also lead to better future planning.

Partnering with other brands for content marketing

Joining forces with other brands makes your content marketing stronger. This is a smart move many B2B businesses are making as it lets you reach new people and increase your brand’s value.

You can share each other’s resources, ideas, and audience so you both win. Just make sure to choose partners who have the same target audience as you do. Also, their values should line up with your company values so that everything goes well for everyone involved.

Conducting proprietary research for media attention

Doing your own research can give you a big win. Some call it proprietary research and it means studying something important in detail. You find new facts and ideas that no one else has yet.

Semrush says this is vital for good content marketing. But, only 32% of B2B marketers set their work apart like this, the Content Marketing Institute reports. When you do your own study, you get in front of the right people with fresh solutions to their issues.

Also, loyal customers love original data and insights. So take some time out and conduct an independent analysis on a subject that matters to your target audience.

Creating a Content Plan

A successful B2B content marketing strategy necessitates the creation of a detailed content plan. This involves identifying your target audience and understanding their buyer personas to tailor meaningful messages that resonate.

Utilizing thought leadership can establish your business as an industry authority, while integrating various types of planned and spontaneous content keeps your strategy versatile.

The most effective content types should be chosen based on what best fits your brand’s objectives, whether it’s engaging infographics or insightful blog posts.

Identifying your target audience and buyer personas

Knowing your target audience is a key step and you should create buyer personas for this. These are detailed profiles of your ideal customers. They show things such as their age, job, and what they like or don’t like. Having many buyer personas can help you understand different customer needs.

When you have these profiles, plan your content to match them. For each persona, think about what problems they face and how you can solve them with your product or service. Use language that speaks directly to them in all of the content that you make, be it blog posts, eBooks or videos.

By knowing who will buy from you, creating useful content becomes easy.

Choosing the most effective content types

To have success in B2B content marketing, it helps to pick the most effective types of content. Here are some good choices:

  1. Case Studies: Show real examples of how your product or service helped other businesses. This wins trust and gets more clients.
  2. Blog Posts: Share useful information on your blog. This brings more people to your website.
  3. Webinars: Teach things online that your customers want to learn about.
  4. E-books: Write a short book with lots of good information in it. Offer it for free to anyone who signs up for your email list.
  5. White Papers: These are like e-books but shorter and more focused on facts and data.

Utilizing thought leadership and informative content

Thought leadership brings a lot to your business and is great for your content plan. When you share smart thoughts and useful data, people see you as an expert. This way, you build trust with them. When customers start to think of your brand as a leader in the industry, more leads come your way.

Incorporating different types of content planning and production

You can make your business grow with a good plan for content. Here’s how to use different types of content planning and production:

  1. Set Goals: Begin by deciding what you want to achieve. Your goals might include getting more website traffic or new leads.
  2. Know Your Audience: Learn about the people you want to reach. What do they need? What do they like?
  3. Choose Useful Content Types: You could write blog posts, make videos, or create infographics. Pick the types that fit your audience best.
  4. Make a Schedule: Plan when you will create and share your content. Stick to this schedule.
  5. Use SEO Tactics: These can help your content get seen on search engines.
  6. Get Feedback: See what works and what doesn’t work in your plan, then fix it.

Promoting Your Content

Promotion is a crucial step in ensuring your carefully crafted content gets the attention it deserves. This section delves into effective content activation strategies, how digital PR can expand your reach, and how to measure success with thought leadership impact.

Importance of content activation

Content activation is a must for your brand to make sure people see and use your content. It helps boost brand awareness and keeps people engaged with what you offer. B2B groups find success in marketing when they give importance to content activation.

Utilizing digital PR for expanding reach

Digital PR can power up your content by making more people know about your content pieces. Digital PR is like a loud speaker for your business news, blog posts, or case studies. It helps them reach even further online.

This tool can get you in front of big names and hard-to-reach leads on the web.

Measuring ROI and success through thought leadership impact

To do well in your content marketing strategy, you need to track content marketing. There are tools for this job. Marketing leaders use them to see if their money spends bring good results.

Content Creation: In-house or Outsourcing?

Making an informed decision about whether to create content in-house or outsource it involves understanding the pros and cons of each option. It’s crucial to know what to look for in a content marketing agency and grasp the benefits that come with collaborating with experienced agencies, such as FT Longitude.

Pros and cons of each option

Choosing whether to keep content creation in-house or to outsource it is a crucial decision for B2B businesses. There are pros and cons to each option, which depend on factors such as risk tolerance, budget, and brand ambitions.

In-house content creation allows for more control over the content and brand messaging. It also ensures that the content aligns with the company’s brand voice and style guidelines. Another advantage is that in-house teams have a better understanding of the company’s products and services, which can lead to more nuanced and detailed content.

On the downside, in-house content creation can be costly and time-consuming. It requires hiring and training a team of content creators, and also calls for ongoing resources to manage and maintain the team.

It may also limit the variety and creativity of the content, as the in-house team may be less exposed to different styles and trends.

Outsourcing content creation can be a cost-saving measure for businesses. It allows for access to a vast pool of talent, with expertise in creating various types of content including blogs, videos, social media posts, and infographics.

Outsourcing also saves time, as the outsourced team takes care of the entire content creation process, allowing the business to focus on other core tasks.

The downside of outsourcing content creation is that it may lead to less control over the brand message and tone. The business might also face challenges in finding an agency that truly understands their brand, products or services. Additionally, it may require an investment of time and resources in searching for, vetting, and managing the relationship with the content marketing agency.

Each of these options has its unique benefits and drawbacks. The choice depends largely on the specific needs, resources, and goals of the business.

What to look for in a content marketing agency

Picking the right content marketing agency is key to your business sales. There are a few things you need to keep in mind:

  • You want an agency with good communication skills. They should listen to your ideas and goals.
  • Think about pricing. It should fit within your budget.
  • The agency’s past work says a lot about them. Make sure they have a track record of success.
  • Find out if the folks at the agency know your industry well.
  • Look at examples of their work in their portfolio.
  • If you’re thinking about hiring a freelance writer, pay close attention to the quality of their work.
  • Ask many questions before you pick an agency or freelancer. This way, you can make sure they meet your goals.

Utilizing LinkedIn for B2B Content Marketing Success

LinkedIn, a robust platform for professional networking, serves as an invaluable tool in implementing a successful B2B content marketing strategy. With its unique features designed specifically to boost B2B content strategies, LinkedIn can effectively magnify your brand’s reach and engagement.

Important features for boosting B2B LinkedIn content strategy

A LinkedIn content strategy plays a big part in reaching business goals. These are the key points to boost your B2B content strategy on LinkedIn:

  1. Understand your audience: Know who you’re writing for. This will help shape your content and make it more effective.
  2. Set clear targets: Decide what you want to achieve with your content, like gaining leads or building brand trust.
  3. Use LinkedIn: It’s a great platform for B2B marketing. Many businesses use it, so it’s perfect for reaching out to other firms.
  4. Study the competition: Figure out what they do right and wrong in their own strategies, and learn from them.
  5. Plan well: Make sure you have everything thought out before diving into the creation process.
  6. Track progress: Keep close tabs on how well your strategy is working with goal tracking and checking lead generation.
  7. Be flexible: If something doesn’t work, don’t be afraid to change up your tactics.
  8. Make quality content: Content that helps solve problems or gives useful information is always best.

Benefits and usage tips for LinkedIn Page features

LinkedIn page features play a big part in B2B content marketing success. Here are some benefits and usage tips:

  1. Find new leads: LinkedIn makes it easier to find potential clients.
  2. Get fresh ideas: Use this platform to get new ideas for content.
  3. Check your work: LinkedIn provides tools to see how your content is doing.
  4. Always make fresh content: Unique content will set you apart from others on LinkedIn.
  5. Use LinkedIn for social selling: It’s a great place to find buyers and sellers.
  6. Share news of your brand: Increase people’s knowledge of your company on LinkedIn.
  7. Build a good name for yourself: On LinkedIn, you can show that your company is reliable and good at what it does.
  8. Be seen as a leader in what you do: Show that you are an expert in your field on LinkedIn.
  9. Grow trust in your brand: People will think well of your company when they see other professionals connect with you on LinkedIn.
  10. Learn about the market: You can gather important data about the market from other companies on LinkedIn.

Finding the Right Content Marketing Ideas

Creating a successful content marketing strategy requires thoughtful research and planning. Before developing content, it is crucial to gain key insights into your audience and potential customers.

Use keyword research to uncover topics and content ideas that will resonate with your targets. Analyze competitor content and conduct audience research surveys to identify pain points and content needs. With this knowledge, you can build an informed, documented content marketing strategy centered around creating helpful content that provides real value.

Once you know the types of content that align to your business goals, focus on developing blog posts, long form content like eBooks, videos, research reports and more. Distribute this content across multiple channels like your website, social media, YouTube channel and in person events to generate brand awareness.

Leverage existing valuable blog content and repurpose it into new formats. Create engaging content like infographics, case studies or video tutorials to showcase your expertise.

The most successful marketers have a clear content calendar and strategy for developing and distributing content through the right channels to reach their target customers at each stage of the marketing funnel.

With a content marketing budget devoted to creating meaningful relationships with potential customers, you can build brand awareness and make a significant difference in how your target companies view your brand.

Frequently Asked Questions about How to Use Content Marketing for B2B

1. What is B2B content marketing?

B2B content marketing is when businesses share useful information to attract other businesses as customers.

2. How can we use B2B content marketing for success?

To succeed in B2B content marketing, create valuable and relevant materials to engage your target business audience and build credibility.

3. What type of content works best in B2B marketing?

Blog posts, case studies, videos, webinars, and white papers work well in B2B marketing because they provide helpful information to potential business customers.

4. Is social media important for B2B Content Marketing?

Yes, social media platforms are key tools for sharing your business’s valuable content and connecting with potential business clients.

5. Can I measure the success of my B2B content marketing strategies?

Yes, you can measure the success of your strategies by tracking metrics like website traffic, lead generation rates, customer engagement levels or sales conversion rates.

Conclusion and Summary of How to Use Content Marketing for B2B Success: Step-by-Step Guide

Using content marketing for B2B success is easy if you follow the steps. It all starts with knowing your audience and setting clear goals. Take time to pick the right types of content and ways to share it. Don’t forget, a good strategy helps you build strong relationships with your customers.

An effective content marketing strategy is crucial for any business aiming to build strong brand awareness and meaningful relationships with its target audience.

The journey starts with audience research and keyword analysis to shape a documented strategy for content creation and distribution. Keep the buyer persona in mind, developing helpful, engaging content that provides true value.

Blog posts, eBooks, case studies, and videos should all support your goals, shared across multiple channels from your website to social media. Track metrics to optimize your approach. With a solid content plan and calendar, a commitment to creating relevant, high-quality content, and leveraging tools like SEO, success is within reach.

Stay nimble, leveraging existing content while testing new formats and ideas. With persistence and a customer-centric focus, your content marketing efforts will pay dividends through stronger brand positioning and increased sales.

Marty Stewart