B2B Content Creation

“B2B content marketing is about promoting content your audience will value, share and establishes your business as an industry authority.” It’s time to think </Digitally>

Here to help with B2B search engine optimization

What is B2B content marketing?

B2B content marketing is promoting content to an information hungry B2B audience and supporting sales journey. Your content strategy produces content that meets the needs of an audience, and it’s the job of content marketing to ensure your audience knows that content exists. Content marketing is a tool that helps businesses build relationships with their audience. Through your content marketing efforts, your audience will start to know, like and trust you.  B2B content marketing is not about repeatedly selling your products but has a clear focus on providing content of genuine value, at relevant parts of the sales journey.

B2B content marketing a core component of all digital marketing executions.  Without content of genuine value, tactics such as social media marketing, search marketing, and even email marketing would generate a poor return on investment.

Getting started with B2B Content Marketing

B2B content marketing starts with knowing your audience, not just knowing their names and email addresses but knowing what the typical customer journey looks like from initial awareness, through to being a customer who is willing to advocate for your products.  It’s important to know the customer and their journey because content marketing depends on your prospects encountering the content they need, at the right time and in a format they expect.

As a business-to-business organization you probably believe that you’re already doing B2B content marketing,  and indeed you might be,  but so is every other B2B. What sets successful content marketing apart, is having a clear content strategy.  The typical scenario for business-to-business organizations is producing as much content as possible and sticking it on the website.  Your audience is already lost in the noise of everyone on their shortlist producing large volumes of content, you can’t stand out by producing more. B2B content marketing ROI is unlocked with having a B2B content strategy.

Our latest B2B content marketing content

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How could B2B content marketing  help your business?

  • checkB2B content marketing is important for business to business organizations because their target audience is actively seeking content.
  • checkB2B content marketing is a great way of engaging with an audience and educating them about their challenges, not just pushing products.
  • checkB2B content marketing is about taking content and sharing it on the right channels to reach your audience.
  • checkBusiness buyers are looking for vendors that they know, like and trust. B2B content marketing allows vendors to start building these relationships even before the customer has identified a need.
  • checkB2B content marketing can deliver measurable improvements including website traffic and greater engagement on social channels.

B2B content marketing is a collective term for the various tactics that businesses use to promote content in an effort to attract and convert their target audience. Content marketing is of particular value to business-to-business organizations with information hungry buyers.B2B content marketing can help position your solution even before the buyer has realized what they need. B2B buyers often start their buying journey with research around their challenge. Content marketing can help you develop and promote content that goes beyond your product and relates directly to business challenges.B2B content marketing is as much about the channel as it is about the content itself. Your future buyers aren’t likely to be visiting your website on a daily basis but they probably are going to LinkedIn and Twitter, reading blogs and listening to podcasts. There are dozens of channels that you can reach your audience through and B2B content marketing allows you to take your content and distribute where your audience will see it. Business buyers are looking for vendors that they know, like and trust. Such a relationships aren’t built with advertising, they are built over time by publishing content that positions your business as a thought leader. Content marketing helps you create value before you ask for anything back, establishing brand awareness and trust through authenticity.Although awareness is really valuable it’s almost impossible to measure. Luckily B2B content marketing also delivers measurable benefits. A great piece of content promoted through the right channels can help increase website traffic, downloads, engagement and grow your community.


B2B content marketing costs 62% less than outbound marketing(source)

88%use content marketing

88% of B2B marketers use content marketing (source)

47%of B2B buyers

47% of B2B buyers consume 3 – 5 pieces of content before contacting a sales person.(source)

No idea where to start or need more help?

B2B content marketing is growing in importance as B2B buyers demand an increasing amount of information before contacting vendors. B2B buyers won’t visit vendor sites until the latter parts of the buying journey, so the B2B marketer needs to distribute content across multiple channels to reach their audience. This is B2B content marketing and it’s something all B2B organizations need to be thinking about. Need help?  Book a free 30 minute call where we can discuss your B2B content marketing activity in an informal digital marketing coaching session.

Book a free B2B digital marketing coaching session