B2B Content Marketing: What It Is & How to Do It

B2B content marketing is creating and distributing content to earn the attention of other businesses. And ultimately convert them into loyal customers (or clients).

Some of the most popular types of B2B content are blog posts, white papers, templates, case studies, videos, webinars, and podcasts.

The most successful B2B content addresses the target companies’ needs and goals. Which may include professional challenges employees face.

For example, Xero publishes small business guides. To attract audiences that might be interested in its accounting software.

Some companies have an in-house marketing team or specialist to manage their B2B content marketing. Others work with external freelancers or content agencies.

Why Content Marketing Is Important for B2B Businesses

Content marketing is important for B2B businesses because it can deliver a high return on investment (ROI). This is partly because it’s a relatively low-cost channel.

You need to account for labor costs. And potentially budget for content creation tools . But content marketing rarely incurs large financial investments (like those you can face with advertising and events).

Plus, content often has a long life span. It can continue to deliver value for months or even years after it’s published.

B2B content marketing is an inbound marketing channel that aims to pull in leads naturally. It attempts to earn audiences’ attention (and business) by delivering genuine value.

Best Practices for B2B Content Marketing

1. Conduct Audience Research

Audience research is the number one factor that marketers and business owners say leads to success in content marketing, according to Semrush’s State of Content Marketing 2023 report .

Only by understanding your target audience can you create content that appeals to them. And distribute it effectively.

In B2B content marketing, your target audience encompasses businesses that might buy your products or services. More specifically, the relevant decision-makers who work at those companies.

Go to “ Reports ” > “ User ” > “ User Attributes ” > “ Overview .”

Choose a location, enter the domains of up to five rivals, then click “ Analyze .”

The “Employment Status” and “Education Level” charts can help you learn more about the audience’s professional status. Which is particularly useful in B2B content marketing, because it helps you understand their job roles.

In the “ Behavior ” tab, you can see which social media channels your competitors’ audiences use most.

Whatever audience research methods you use, try compiling your findings into buyer personas . These are profiles that represent different segments of your target audience.

Then, reference your personas throughout the B2B content marketing process. The information will help you decide what content to create for different audiences and where to share it.

2. Perform a Content Audit

A content audit is an analysis of your existing content. This helps you spot opportunities for improvement. And gain insights to guide your B2B content strategy .

Go to “ Reports ” > “ Life cycle ” > “ Engagement ” > “ Pages and screens ” to see the pages on your site alongside key engagement metrics. (The report shows data for the past 28 days by default.)

Depending on the nature of the page, a comparatively low number of views, users, or conversions could indicate that there’s room for improvement.

Also pay attention to the average engagement time. A low number suggests that the content may not provide what your audience wants.

Go to “ Performance ,” choose the “ Search results ” report, and check all the boxes.

Click any page URL and then “ QUERIES ” to see the search queries (keywords) it ranks for. And each query’s individual metrics.

After setting up your project, go to the “ Optimization Ideas ” tab to access suggestions by page.

For example, “Focus on creating more informative content” suggests that your rivals have more comprehensive content on their pages. And you could benefit from increasing your word count to cover the topic more extensively.

3. Create Content for All Phases of the Marketing Funnel

Understanding the customer journey is crucial to creating content that supports it. But B2B journeys are complex and varied.

That’s where the content marketing funnel comes in. It’s a simplified model of the customer journey that can guide your B2B content strategy.

The funnel shape represents the audience narrowing as their journey moves toward purchase (and beyond). It’s typically split into three sections:

By creating content for users at each stage, you can reduce the risk that they’ll drop out of the funnel. And ultimately turn more prospects into loyal customers.

ToFu content should generate brand awareness. Typically, the main goal is attracting more visitors to your website.

For example, online payments provider Stripe has a guide to corporate structures . It’s not designed to sell Stripe’s services directly. It’s designed to attract early-stage prospects. Specifically, people starting a new business.

The page gets around 12,400 organic visits per month from Google users in the U.S. alone, according to Semrush’s Organic Research tool.

MoFu content is aimed at people who are researching your solution. It should educate and guide them through the decision-making process.

Product overviews, customer reviews, and success stories (also called case studies) are the most popular content formats at this stage, according to a Semrush survey .

Notice how this Stripe case study features a “Contact sales” button. This call to action nudges leads toward the all-important contact page.

Effective aftercare can create loyal customers—people who purchase again and advocate for your brand. It can also reduce strain on your customer support team.

Stripe has a support center full of useful content. But it also publishes industry news, product updates, and other content to keep customers happy and engaged.

4. Experiment with Content Types

For example, creating podcasts allows you to engage audiences on platforms like Apple Podcasts and Spotify. While videos can help you tap into YouTube’s user base.

Let’s look at some of the most popular types of content marketing in the B2B sector:

Perform keyword research to find the most-searched questions and queries in your niche. Success stories Also known as case studies. These are detailed accounts of customers’ success with your business and solution.

Lots of people look for their peers’ approval (called “social proof”) before doing business with a brand. Or testing a new solution. Research reports Publishing original research can help establish your brand as a thought leader in its niche.

Plus, interesting findings can generate press coverage and links. Which help drive traffic to your site. Podcasts Long-form audio recordings distributed on platforms like Apple Podcasts and Spotify allow you to cover topics in depth and in a conversational way.

Podcasts are popular among busy professionals because they can be consumed on the go. Videos Marketers and business owners say video is the best-performing content format, according to Semrush’s State of Content Marketing report .

Videos can help users absorb a large amount of information in a relatively short amount of time. Webinars Webinar hosting is a popular lead generation strategy because it allows you to collect attendees’ contact details.

Webinars provide a low-cost alternative to in-person events. Whatever content types you choose, it’s a good idea to repurpose content —i.e., convert it into different formats.

This can help you maximize your investment in content creation. Because it’s generally quicker and easier than creating from scratch.

Instead of jumping right in with a webinar, write a LinkedIn post about the topic first. This will help you gauge interest. And potentially gather useful feedback.

5. Build Topical Authority

When you build topical authority in your niche, you become a go-to source of information. This helps increase brand awareness and trust. And it can lead to higher Google rankings.

One of the best ways to build topical authority is to publish a variety of helpful content related to a particular subject.

In other words, accurate, comprehensive, and insightful content that delivers genuine value to users. And showcases your expertise.

Some of these pieces may take the form of thought leadership . This is content that demonstrates a unique insight or opinion on a topic. With the goal of influencing others.

Keyword difficulty : A measure of how hard it will be to rank on Google’s first page

Click the “ Show more ” button to see headlines, questions, and search queries related to each subtopic.

When you’re ready to proceed with an idea, click “…” and then “ Create SEO template .”

The tool will provide content recommendations based on the top 10 results for your target keywords. This includes readability and text length suggestions.

The SEO Writing Assistant provides real-time recommendations related to SEO, readability, originality, and tone of voice.

6. Distribute Your Content Effectively

You can optimize your content for search using on-page SEO tactics. Try using our on-page SEO checklist . Email marketing Email marketing is a great way to maintain contact with leads.

You can link out to your content from your emails. But you may improve engagement by placing content directly within the email. Social media LinkedIn is a professional networking site, so it’s one of the most popular social media platforms among B2B businesses.

You can publish articles and posts, share videos and images, and much more. Check out our dedicated guide to learn more about LinkedIn marketing . Content syndication Content syndication is the process of getting your content republished on other sites or platforms.

The publisher should always credit you with a mention and a link. Paid channels If you have an advertising budget, you may wish to promote your content through paid channels.

PPC can be a great way to generate search traffic while you’re working on organic rankings. Whatever distribution channels you use, track metrics that align with your B2B content marketinggoals.

This allows you to see what’s working. So you can make adjustments as necessary. And use resources more effectively in the future.

7. Document Your B2B Content Strategy

A B2B content marketing strategy is a long-term plan that outlines how a business will attract their business customers through content.

Referencing this strategy helps keep your B2B content marketing efforts focused. And ensures everyone on your team is on the same page.

For more advice, check out our content strategy guide and use our content strategy template .

B2B Content Marketing Examples

American Express

The Business Class hub on the American Express website features a variety of content for prospective and existing business customers.

Slack

Slack also has an events page , where users can sign up for live events. Or view on-demand webinars.

Canva

Canva is a graphic design platform that provides a wide range of online business resources , including design templates.

For example, the “/business-cards/templates/” subfolder gets an estimated 46,100 organic visits from Google users in the U.S. per month. According to Semrush’s Organic Research tool.

Canva’s Design School also attracts and engages professionals who need help with graphic design. And introduces them to the value of the product.

The website offers a wide range of case studies , too. Which users can filter according to their region and industry.

Semrush

At Semrush, we don’t just talk about content marketing for B2B businesses. We have vast experience creating useful content that businesses love.

Keep exploring our resources to learn more about digital marketing. And get B2B content marketing inspiration for your own site.

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