Redesign your B2B Content Marketing Strategy-Best Practices You Must Follow in 2024

What is a B2B Content Marketing Strategy?

B2B content marketing strategy refers to developing and syndicating content tailored to the B2B market. It involves producing and distributing content to build brand awareness, increase traffic, and, eventually, sales for B2B companies. There are various forms of B2B content marketing, such as blogs, articles, videos, infographics, newsletters, etc. According to Hubspot, 83% of marketers prioritize quality over quantity, even if it means posting less often! So quality matters more than quantity. 

B2B marketing content will differ at different customer journey stages. For instance, when customers are in the awareness stage, they want to become familiar with the company’s products and services. The business can share blogs and articles to acquaint them with the company’s brand voice, products, and work culture and give them a glimpse of their overall business. On the contrary, if the buyer is at the consideration stage, the business can share testimonials and success stories to build trust and inspire the prospect to do business with the company. 


According to Manifest, 51% of businesses investing in content marketing publish content daily. 

81% of marketers consider content as a core business strategy! It’s time to revamp your B2B content marketing strategy and prioritize content quality to generate high-quality leads and increase sales. Let’s discuss the best practices for content marketing strategy for the B2B market. 


Best Practices in B2B Content Marketing Strategy


Target Audience Research: Understanding the target audience and curating a content marketing strategy to address their pain points is critical. The content should evoke interest in the business, its products, and services and persuade the prospect to contact it. 

Define Your Objectives: What is the goal of your B2B content creation strategy? Whether you want to create content to build brand awareness or increase sales, you can rely on different forms of B2B content. Companies can use email newsletters, blogs, articles, infographics, videos, podcasts, etc., to connect with the target audience. Creating such content aims to educate the target audience and encourage/motivate them to explore the business’s offerings. 

Keyword Research: It’s essential to research and identify relevant keywords and suitable topics to reach the target audience. According to CMI, 78% of B2B marketers employ keyword research for SEO. Optimizing the keyword is as essential as creating unique and relevant content to inform, educate, and persuade prospects to do business with another company. Optimizing the content with the appropriate keywords will make the content discoverable and accessible for users. For instance, if a company is looking for a prospect list or website development services, the B2B marketing content must be optimized with such keywords. 

Create valuable content for each customer journey stage: Your content marketing strategy should align with the stage at which the customer is in the sales journey. The Top-of-funnel (ToFu) stage is where people become aware of the solutions to the problem they seek; the Middle-of-funnel (MoFu) stage is where prospects want the products/services offered and are likely to consider the options. In the bottom-of-the-funnel (BoFu) stage, leads decide to do business with the company and become customers. Companies must curate content that addresses the prospects’ particular requirements.

Keep pace with the latest trends: Companies must monitor the latest trends and ensure they align their B2B content marketing strategy with them. For instance, podcasting has become a massive favorite of businesses. Similarly, webinars have become famous for lead generation and brand awareness. So experimentation is the name of the game. Blog posts, articles, social question-and-answer websites, video marketing, infographics, e-books, case studies, user-generated content, and research papers are ideal platforms for attracting customers. According to CMI, the top 3 performing B2B content in 2023 were case studies, customer stories, videos, and thought leadership e-books/white papers.

Content Syndication: One of the most critical factors for creating a B2B content marketing strategy is syndication. Publishing blogs on your website and blogging sites boosts organic search, and publishing on third-party websites builds thought leadership. Another content syndication method is social media marketing, in which businesses can publish images, videos, and infographics to educate and inform customers about their company and engage them. 

Content Promotion: The B2B marketing content can succeed only when promoted via different channels. Promoting content by participating in online forums and, as previously mentioned, actively publishing content on social media is the best way to promote content. However, paid advertising is another option companies must consider to leverage the reach of paid ads.  PPC-pay-per-click campaigns involve cost-efficient strategic advertising that lets businesses spread the word loud and clear to their target audience.

Analysis: Measuring the results obtained from the B2B content marketing strategy is vital. Various metrics help gauge the performance of the B2B content marketing campaign. Metrics such as engagement on social media profiles, increase in followers, shares, comments, and user-generated content, define the success of the B2B content marketing campaign. Other KPIs include article and blog views. Google Analytics gives in-depth insights into content performance, traffic sources, and bounce rate, and it helps you understand the quality of your content. Similarly, click-through rates, conversion rate, cost of acquisition, and improved SEO rankings are other factors that determine the success of your content. 

Implement the learnings: Continuous improvement and feedback should be integral to a B2B content marketing campaign. Performance measurement will ensure which content distribution channels are performing the best, and they should be leveraged further to maximize reach. Similarly, the business needs to identify the weak-performing platforms and analyze them to get the best ROI with improved strategies. After analyzing the content performance and measuring the effectiveness of different platforms, you can redesign your B2B content marketing strategy and poised it for success. 



 Source : SocialPilot


From the above discussion, it is conclusive that content is the key to communicating your brand value and your mission and educating prospects about your products and services and the value you can offer them. So, your businesses must focus on high-quality and original content that addresses your customers’ pain points and communicates that you can provide the best solution. Create content that drives value for your business, continuously measure content performance, and improve to maximize its reach and engagement.  You need to develop the right B2B content marketing strategy to attract clients. It would be best to hire a B2B marketing company that understands the target audience and analyzes your product market fit and your competition in the market. It will develop high-quality content and implement the best content syndication practices to connect with your target audience and attract them to your business. 


About Markable Solutions

If you need assistance with B2B content marketing strategy, you can rely on an expert to help you craft a content marketing plan to get you high-quality leads. Markable Solutions is a leading B2B marketing company that helps businesses generate high-quality leads with the right B2B content marketing strategy. We offer email marketing services, social media marketing, content syndication, prospect list development, lead scoring & nurturing, and allied services. Ensure a seamless inflow of high-quality leads into the pipeline with a result-oriented B2B lead generation strategy.