B2B Content Marketing Guide: Strategies, Examples & Trends

Do you know that more than 600 million devices, which is 11% of the world’s internet population, are using ad-blocking software? The reason is simple, there are too many annoying advertisements. But if consumers won’t prefer ads and commercials, how are you going to get leads, sales, revenue, and most importantly, make your name in the market? That’s where content marketing serves you as a boon. With the help of B2B content marketing, you can stand out as a small fish in a large pond.

What is B2B Content Marketing?

B2B means business-to-business, where a company sells products or services to another company. In B2B content marketing, one business makes engaging content like blogs, tutorials, guides, or social media posts to attract audiences to help other businesses. Unlike B2C, which targets regular individual customers.

For example, Salesforce, a CRM company, publishes helpful and informative content like ‘7 Steps to Build Credibility and Trust with Customers.’ Now this content will automatically promote Salesforce and its services without any pushy advertisements. And businesses or individuals needing the CRM services will be directed to Salesforce.

9 Steps To a Robust B2B Content Marketing Strategy

1. Set Goals

This is the foundation of your planning, where you need to answer all the ‘whys’ behind your marketing efforts. Decide on a reason, whether it is getting leads, creating brand awareness, or generating conversions and sales.

2. Understand Your Target Audience

Learn what your targeted consumers demand, understand their needs, challenges, and what is the best solution you can offer. Know which businesses or decision-makers to target.

3. Craft Content to Satisfy Buyer Journey

There is a set of stages through which a customer travels before purchasing a product/service. It includes three funnel stages, namely, awareness (top funnel), consideration (middle funnel), and conversion (bottom funnel). A blog can build awareness, whereas a case study can push decision-making.

4. Post Analysis of Content

Run an audit or quality check to understand how your content is performing and where it lacks. This helps you keep improving and enhancing your strategy.

5. Decide Content Format

Choose the type of content according to your target audience, and which can fulfil your goals. The content can be a blog, video, whitepaper, case studies, etc. Keep your content informative, engaging, and sales-driven.

6. Make a Content Calendar

Schedule your postings, which and where your content will be published. It will help keep you organized, consistent, and ahead of your competitors.

7. Promote Your Content

You don’t just post your content, but share it to a wider reach. For instance, if you posted a blog on a website, share it on social media sites. A post on LinkedIn about the same topic as your blog with a link to the blog.

8. Track & Report

Use analytical tools to measure traffic, likes, shares, and conversions. This will help you understand what is working as your content strategy and where improvement is needed. You can plan your upcoming moves and improve ROI.

9. Re-Purpose & Re-Promote

There is no rule in content marketing that you can’t revamp your content. You can use an old report or article as a script for video content. It will save you time and help you optimize your content in a diversified manner.

Importance Of Content Marketing B2B

Content marketing educates the audience, and educational content is the fastest way to build trust and impact among your potential customers. The world relies on digital channels for information, and when you share content on your website, it gives you an edge over competitors who don’t.
Content marketing is a great tool to build your brand awareness and a consistent impression in the eyes of buyers. A wide net of content can give you a range of customers and help you understand the pain points of a large & different set of audiences.
Unlike traditional billboards or TV commercials, you can target multiple categories of audiences by cross-platform content marketing.
Content marketing is cost-effective marketing. Unlike traditional marketing, for instance, a print ad, which is usable and fresh only for a day or two, content keeps you visible and works for a long period of time after publication.
Informative content like case studies, blogs, annual reports, etc, helps sales teams to answer buyer questions.
Content marketing also builds trust and credibility as it depicts a company’s knowledge, expertise, and experience in the service or product it provides. 95% of buyers choose a provider that can offer relevant information through thoughtful content at every stage.

B2B Content Marketing Examples

These case studies will highlight the importance of content marketing for B2B. Let’s learn how many big and well-known brands are leveraging this technique of marketing.

1. Creativity for All by Adobe

Adobe launched a storytelling campaign that featured influencers, webinars, and data-driven ads. They targeted digital marketing leaders. And the campaign worked with flying colors, displaying a 33% rise in B2B sales inquiries within 90 days. Additionally, there was a 180%YoY increase in searches about Adobe Experience Cloud.

2. Big Little Breakthroughs Campaign by Slack

Slack, getting a tough fight from its competitors like Microsoft Teams and Google Workspace, needed to highlight its integration, automation, and enterprise-level capabilities. To do this, they launched a campaign where Real Slack users demonstrated how Slack’s automation and integration make work easy for them. The campaign was a storytelling contest containing short films, documentaries, and testimonies by the users. Slack improved its brand sentiments by 25% among IT buyers, with many other B2B benefits.

3. Guess Less, Sell More Campaign by Mailchimp

Traditionally, an email marketing tool for SMEs, Mailchimp targets marketing leaders needing actionable data to grow their business faster with scalability. Humour was used to show data-driven marketing vs guesswork chaos in the campaign. This B2B content marketing strategy resulted in a 40% uprise in usage of Mailchimp’s automation tool, and Standard & Premium subscribers increased by 27%. And the campaign landing page received 3.7 million visits in 6 weeks.

4. Buy Smarter, Dream Bigger Campaign by Amazon Business

From traditional shopping websites for consumer shopping, Amazon Business wanted to strengthen its image as a corporate procurement, but it lacked brand awareness due to its traditional image. Then they launched the named campaign and spotlighted the idea of Smart Business Buying (SBB) with the help of machine learning. The campaign’s bold and colorful choices and visuals carried the message in a modern, humorous, yet relatable manner, making the campaign stand out from traditional B2B marketing. The business.amazon.com gained 7.7 million unique visitors with 12.9 million pageviews. Also, there were 3.5 million impressions across channels. Among ad recallers, it gained 590 points in brand consideration.

5 Most Important B2B Content Marketing Trends

1. Use of Artificial Intelligence

Content marketing incorporates and leverages AI in every possible way to write, edit, and personalize content in a faster, smarter, and efficient way.

2. Video Content

Visuals with storytelling and showcasing real-time experiences of users are the easiest way to gain trust and keep audiences engaged.

3. Leadership

Promoting expertise in your content by insights from industry professionals, data, and opinions from company leaders leaves an impact and gives your business visibility in the crowded market.

4. SEO optimized & Value Content

No matter how good your content is, if it does not reach the people in need, the purpose of content marketing is barren. Produce content that ranks well. Use SEO tools to understand keywords, search intent, and competition, and produce content that ranks well and delivers real value

5. Cross-Platform Presence

Make content across all channels, broaden reach, and keep your brand in people’s minds everywhere. Make multimodal content.

Dumping It Down

B2B content marketing is way beyond writing blogs, as it is how you speak to your audience in a digital landscape where communication has just become noise rather than a warm word of trust and growth. In 2023, 71% of the B2B marketers said in the survey that content marketing has become an important part of growth in their organization in the last year.

A B2B content marketing strategy is not just a roadmap to generate leads, sales, or revenues but a way of gaining and retaining trust and credibility. Modern trends like AI creativity, personalization, and video storytelling are transforming traditional marketing techniques for B2B companies.

Shalley Ahirwar

Shalley Ahirwar is a writer with a background in journalism and experience across various sectors, in both long-form and short-form formats. She brings a storytelling approach to her work, ensuring that even technical writing is presented with clarity and human connection. Her focus lies in delivering content that informs, engages, and resonates with diverse audiences.