How to Create a B2B Content Marketing Strategy

How to Create a B2B Content Marketing Strategy in 7 Steps (with Examples)

In the realm of B2B marketing, content marketing has proven itself to be a powerful and effective strategy for engaging target audiences, driving lead generation, and establishing brand authority. A well-thought-out B2B content marketing strategy can position your business as an industry thought leader, guide prospects through the sales funnel, and ultimately drive conversions.

Whether you’re starting from scratch or refining your existing strategy, here are seven essential steps to create a successful B2B content marketing strategy. Complete with real-world examples and insights into current B2B content marketing trends.

What is a B2B content marketing strategy?

A B2B content marketing strategy aims to attract and engage a target audience in the business-to-business (B2B) space by creating and distributing valuable, educational, and industry-specific content.

This strategy costs 62% less and produces three times as many leads as conventional outbound marketing. In the B2B buyer’s journey, providing useful material is crucial because 47% of buyers see three to five pieces of content before engaging with a sales professional.

The primary content marketing goal of 80% of B2B marketers is to build brand awareness, and B2B buyers engage with an average of 13 pieces of content before making a purchase decision.

Finally, 92% of B2B buyers engage with content during the purchasing process, according to LinkedIn’s State of Sales Report.

Let’s explore the 7 steps to create a B2B content marketing strategy right now!

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Step 1: Define your B2B content marketing goals

Begin by outlining clear and measurable goals for your B2B content marketing strategy. Are you aiming to increase brand awareness, boost website traffic, generate leads, or drive sales? Having well-defined goals will provide focus and direction for your content creation efforts. It also ensures that your team is working towards the same objectives.

Take a B2B SaaS company for example, it may set a goal to increase free trial sign-ups for its software platform by 20% within the next quarter. To achieve this, the company may need to focus on creating content that highlights the benefits and unique value proposition of their software.

Step 2: Understand your B2B target audience

Identifying your B2B target audience is just the start. To gain a deep understanding of their pain points, needs, and challenges you need to conduct thorough market research. Read up on industry reports, browse websites and social media pages, and engage with customer feedback. Creating buyer personas is also a great way of getting to know your audience.

You may also think about conducting interviews or surveys to get a better understanding of your audience’s needs, as they will provide you with insightful information. Understanding your audience will enable you to better cater your content to their demands and boost the success of your content marketing initiatives.

Step 3: Develop a comprehensive B2B content marketing plan

The success of your content marketing activities depends on the creation of a thorough content marketing plan. Your strategy should be in line with your objectives and appeal to your intended audience. Starting with a list of the content formats you will create, such as blog posts, videos, infographics, or webinars, is a good place to start.

Think about the platforms you’ll use, including social media sites, email marketing, or the corporate website. The frequency of material publication, such as weekly or monthly, should also be included. You can efficiently generate and distribute content by establishing a budget for your content marketing initiatives and identifying any resources or tools you might require. This will eventually help you accomplish your business goals.

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Step 4: Leverage B2B content marketing trends

Stay updated with the latest B2B content marketing trends to remain competitive in the market. Try out emerging formats like interactive content, podcasts, and live streaming. You can also team up with influencers or other businesses to broaden your reach and make your content marketing campaigns even more effective. Good luck!

You’ll love the idea of incorporating interactive content like quizzes or assessments to capture audience attention and collect valuable data for lead nurturing. It’s an effective way to engage potential customers and keep them interested in your B2B content marketing agency.

Another great strategy you might want to try is using video content to showcase your B2B solution. This will help increase engagement and help potential customers better understand the benefits and unique value proposition of your product or service.

Step 5: Produce high-quality and valuable content

To effectively engage your B2B audience, create high-quality content that addresses their specific pain points and challenges. This can include informative blog posts, whitepapers, case studies, videos, and webinars.

When crafting content, it is important to emphasize your B2B solution’s unique value proposition and how it solves real-world problems. Doing so helps your audience understand why your product or service differs from the competition and why it is the best solution for their needs.

We also suggest that you could add some testimonials or case studies from your existing customers to highlight how effective and valuable your product or service is. It’s always helpful to hear from satisfied customers.

Step 6: Choose the right content formats

In this step, decide on the types of content that align with your audience’s preferences and your marketing goals. B2B content marketing encompasses various formats, including blog posts, whitepapers, eBooks, webinars, videos, infographics, and podcasts.

When you’re thinking about how to get your message across and connect with your audience, take some time to consider which formats will work best. It’s always a good idea to try out different content formats to see what your audience responds to the most. Have fun experimenting!

Step 7: Tailor content for B2B SaaS content marketing

If your business operates in the B2B SaaS industry, it’s important to keep in mind that your potential customers have unique challenges and interests that you need to address in your communication. This means that your content should be tailored to meet the specific needs of your target audience.

An effective way to showcase the value and effectiveness of your software solution is by providing in-depth guides, case studies, and testimonials.

It’s also important to highlight the security features or integrations of your software to address any concerns that potential customers may have. In order to accomplish this, you can provide content that focuses on these subjects.

Real-World B2B Content Marketing Examples

To illustrate the effectiveness of B2B content marketing, let’s explore a few real-world examples:


HubSpot is a leading inbound marketing and sales platform that offers a wide range of educational content to its audience. Its content includes blog articles, webinars, and downloadable resources that focus on solving B2B marketing challenges.

They also provide actionable insights to their target audience, which helps them to stay ahead of the competition and achieve their goals effectively. With a user-friendly interface, they allow businesses to easily navigate through their platform and access the information they need.

Their customer support is also very responsive, providing businesses with the necessary assistance when they encounter problems.


Leading software provider Adobe offers a variety of goods and services for marketing, design, and creativity. They provide extensive B2B content marketing resources, such as whitepapers, e-books, and webinars, that highlight their subject matter knowledge and give B2B professionals useful information.

Their content keeps businesses informed and motivated, which enables them to develop marketing campaigns that are more successful and to accomplish their objectives more quickly.

Additionally, organizations can easily access the tools they need to produce high-quality content thanks to Adobe’s user-friendly interface. They also provide businesses with rapid assistance when they encounter any problems thanks to their first-rate customer service.


A cloud-based team collaboration platform called Slack provides a number of features to improve communication and cooperation within enterprises. Their blog contains case studies, thought leadership articles, and guides that are unique to the corporate world’s demands for collaboration and productivity.

By offering such useful information, Slack positions itself as the go-to B2B communication platform, which aids in both gaining new clients and keeping hold of current ones. A versatile and effective option for enterprises of all kinds, Slack’s platform is also extremely customisable and can be linked with other business applications.

How Linkr can help you promote and monetize your content

With Linkr, you can take your B2B content marketing strategy to the next level. Linkr provides a range of income alternatives in addition to promoting your content. To make it simple for potential customers to learn more about your offers and make decisions about purchases, you may use the digital store builder to promote your goods, services, or software solutions.

But that’s not all. Linkr’s Link in Bio provides another way to drive traffic to your latest content, offers, or resources. By including a link in bio for your Instagram, TikTok, or other social profiles, you can encourage visitors to check out your website, sign up for your newsletter, or engage with your brand in other ways.

Let your B2B content marketing strategry work and convert

Follow these steps and learn from successful B2B content marketing examples to create a powerful strategy that resonates with your target audience, drives lead generation, and positions your brand as a trusted authority in the B2B space.

Remember, the key to success in B2B content marketing is understanding your audience, developing a strong content strategy, and leveraging trends. Stay focused, adapt to evolving trends, and make use of tools like Linkr to enhance your efforts.

Good luck!

Read more:

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I am an experienced professional with over 10 years of expertise in social media, influencer marketing, SEO content development, and e-commerce. I have a strong background in managing and executing successful campaigns for a variety of clients and am skilled at leveraging social media platforms and influencer partnerships to drive brand awareness and engagement.

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