Content is a key part of modern B2B marketing.
Today’s buyers don’t respond well to pushy sales tactics. Instead, they prefer to research, learn, and build trust before making a decision.
That’s why B2B content marketing is so important. With the right approach, it can bring in traffic, create leads, and help businesses stand out as leaders in their industry.
In this article, we’ll talk about different content formats that work best for B2B and explore the strategies that can help you convert decision-makers into clients.
Let’s start!
What Is B2B Content Marketing?
B2B (business-to-business) content marketing is the process of creating and distributing valuable content to attract, educate, and engage other businesses.
Unlike B2C content, which often focuses on quick purchases and emotional triggers, B2B content is designed for a longer decision-making process.
Example: A company like HubSpot produces eBooks that help marketing professionals solve problems. This positions them as an authority and builds trust long before a sales conversation happens.
So, B2B content marketing is about sharing knowledge and insights that guide potential customers through their buyer’s journey, from awareness to decision.
Now, let’s see why this strategy matters!
Why Is B2B Content Marketing Important?
Understanding the value of B2B content marketing becomes clearer when looking at its key benefits.
Here they are:
1. It Delivers Strong ROI (Return on Investment)
B2B content marketing can generate measurable results over time. Good content attracts valuable leads, nurtures them through the buyer’s journey, and in the end drives sales. Also, it continues to provide value long after it’s published.
Example: Salesforce uses ebooks, downloadable guides, and research reports to capture leads from professionals actively searching for solutions in sales, customer relationship management, and business operations. By providing these resources, Salesforce captures leads who are already interested in its solutions. Over time, these leads can be nurtured into paying customers, which directly contributes to revenue.
Here’s a link to an example ebook.
2. It Builds Trust and Enhances Brand Reputation
Trust is a critical factor in B2B decision-making. Business buyers want to feel confident that they are partnering with experts. By consistently publishing good content, brands demonstrate expertise and credibility.
Example: IBM regularly releases in-depth industry reports and technology insights that position the company as a leader in innovation and enterprise solutions. When businesses recognize your content as informative, reliable, and actionable, they are more likely to choose your products or services over competitors.
3. Improves SEO and Organic Visibility
Good content improves search engine rankings, making it easier for decision-makers to find your business when they’re searching for solutions.
4. Positions Your Brand as a Leader
Publishing insights, research, and expert opinions helps establish your company as a leader in the industry, giving it an advantage over competitors.
5. Educates Customers and Simplifies Complex Products
B2B products are often complex. Content marketing, such as guides, tutorials, and webinars, helps prospects understand your offerings and make informed decisions.
Content Formats That Work for B2B
There’s no single approach that works for every business.
The key is to mix different content types and see what resonates best with your B2B audience.
However, here are some of the most popular and effective content formats:
1. Email Marketing
Email marketing remains one of the best-performing B2B channels. Companies like Mailchimp and HubSpot nurture leads with regular newsletters that share industry insights, new features, and helpful guides.
These emails help people remember your brand while they decide on making a purchase.
2. Blog Posts
Blogs are the foundation of most B2B strategies. They provide SEO value, educate readers, and demonstrate expertise.
For example, Ahrefs’ blog is filled with tutorials that not only bring in massive organic traffic but also showcase the company’s tools in action.
A screenshot of the Ahrefs tutorial blog
3. Case Studies
Case studies prove that your solution works in real-world scenarios. They show actual results and help potential customers visualize their future success.
For instance, Slack often publishes case studies, highlighting how large companies use their platform to improve collaboration, which makes their product more relatable to new prospects.
A screenshot of the Slack case studies
4. Webinars
Webinars are live online events where a company presents information, teaches a topic, or demonstrates a product to an audience in real time.
They let participants watch, listen, and sometimes interact through Q&A sessions or polls.
Webinars are powerful because they allow genuine, real-time interaction and provide an educational experience for attendees. They also give businesses a platform to showcase their expertise.
For instance, LinkedIn regularly hosts webinars to teach marketing and sales teams how to use their platform more effectively. In the screenshot below, you can see a webinar registration page specifically for those who want to master LinkedIn recruitment.
Here’s a screenshot of a LinkedIn webinar example
5. Podcasts
Podcasts provide a convenient, conversational way to share knowledge.
Many potential customers can listen to podcasts during commutes or just as a free-time activity.
A good example is “The Growth Show” by HubSpot, which features stories from business leaders and entrepreneurs.
Here’s a screenshot of the HubSpot podcast The Growth Show
6. Whitepapers and PDFs
Whitepapers are detailed reports that explain a specific topic, problem, or solution in depth. They’re designed to educate readers, share insights, and show that a company knows its field. PDFs are simply the format used to share these documents online.
These resources are ideal for sharing industry research, reports, or technical guides.
They not only provide valuable information but also work well as lead magnets, as businesses often offer them in exchange for contact details like an email address.
A good example is Gartner, which regularly publishes research reports covering technology and business trends. Many of these are available after filling out a form, allowing Gartner to collect leads while giving readers valuable insights.
7. Video Content
Videos make complex ideas easier to understand and more engaging.
Product demos, customer success stories, or explainer videos can be shared on YouTube, LinkedIn, or company websites.
For example, Adobe uses short video tutorials to show how businesses can get the most out of their software. Here’s a link to the source, if you want to check it out.
8. Customer Testimonials and Reviews
Social proof plays a huge role in B2B.
Hearing from satisfied customers reassures potential buyers.
Companies like G2 and Capterra thrive on customer reviews, and many B2B brands repurpose these testimonials into videos, blog quotes, or social media posts.
Now that we know what content formats are preferred for B2B content marketing, let’s move on to exploring the best strategies to get more sales!
Strategies to Convert B2B Customers
Here are the most effective techniques to focus on if you want to actually move potential customers toward conversion:
1. Focus on Keywords That Matter
B2B buyers usually start their journey with research. That’s why optimizing content for the right keywords ensures your business appears when decision-makers are searching for solutions.
Example: Ahrefs targets high-intent keywords with detailed guides, capturing readers who are already interested in SEO tools.
To do proper keyword research using Ahrefs, follow these steps:
- Start with a primary keyword: Enter a broad topic related to your business into Ahrefs’ Keywords Explorer. For example, if your business offers CRM software, you could start with “CRM software” or “sales automation.”
Here’s a screenshot of the Ahrefs keywords explorer tool
- Analyze keyword metrics: Look at search volume and keyword difficulty. High search volume with moderate difficulty is usually ideal for B2B content.
- Identify buyer intent: Focus on keywords that indicate a clear intent to research, compare, or purchase solutions. Terms like “best CRM for small business” or “CRM implementation guide” show strong buyer intent.
- Explore Related Keywords: Use the “Related Terms” and “Match Terms” sections to find variations and long-tail keywords that capture more specific search queries.
- Plan Content: Select keywords based on a mix of search volume, difficulty, and relevance to your audience. Then, create content optimized around these keywords.
By following these steps, your content can attract qualified leads actively searching for solutions, increasing the chances of conversion.
2. Find Relevant Topics
Don’t just write about anything. It’s better to focus on the problems your audience is actually facing.
If your content directly addresses their pain points, you’ll stand out as a helpful resource.
You can use Google Trends to discover what topics are trending in your industry. In the screenshot below, for example, I searched for “marketing,” and you can see what related topics and queries it showed.
Here is a screenshot of the Google Trends topics
Next point!
3. Create Informative Content
Vague and repetitive content marketing won’t help your B2B business grow.
People in this field are looking for more depth and relevant insights.
Most valued types are:
- Industry Studies: Research-based reports that highlight trends, challenges, or opportunities within a specific industry.
- Leadership Content: Insights and opinions from industry or company leaders that position the brand as knowledgeable.
- Comprehensive Guides: In-depth tutorials or how-to articles that help readers solve specific problems.
HubSpot’s annual “State of Marketing Report” is a great example of content that’s informative as well as drives authority and trust.
Moving on!
4. Publish a Weekly Newsletter
Consistency is key in B2B content marketing.
And a weekly newsletter provides exactly that. It keeps your brand in front of potential customers while giving them ongoing value.
This could include blog recaps, various news, or exclusive tips. Over time, this builds loyalty and increases the chances of conversion.
Next strategy!
5. Invest in Video Content
Video is no longer optional.
Businesses are consuming more video content than ever, whether it’s explainer videos, product demos, or even podcasts with video elements.
Most popular video platforms for B2B content are:
- YouTube
Dropbox, for instance, makes explainer videos on YouTube to show its product benefits clearly within minutes.
6. Create LinkedIn Content
As I already mentioned, LinkedIn is one of the most popular and powerful platforms for B2B marketing.
Sharing thought leadership posts, engaging in conversations, and promoting case studies here directly connects you with decision-makers.
Microsoft and Deloitte frequently publish industry insights on LinkedIn to stay visible to professionals.
Last but not least!
7. Repurpose Content Across Channels
Maximize your efforts by turning one piece of content into many.
For example, a webinar can become a blog post, a series of LinkedIn posts, and a YouTube video.
This not only saves time but also ensures you reach different audiences in the format they prefer.
Now that wraps up our guide on B2B content marketing!
Concluding Thoughts
As you can see, B2B content marketing is more than just publishing blog posts or sending emails; it’s about building trust, providing value, and guiding decision-makers toward choosing your business.
By using different content formats and effective strategies like the right keywords and engaging video content, businesses can generate traffic, leads, and long-term customers.
Start small, focus on delivering value, and remember: the goal is not just to attract attention but to convert attention into action.
