How To Create A B2B Content Marketing Strategy [+5 Bonus Tips]

Nov, 21 | 01 min read
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Do you know why you need to use B2B Content Marketing Strategy in 2021 for your business?

Because it essentially puts you in front of your ideal customers and helps solve their needs. Your content should inspire a feeling of reciprocity so that your audience wants to do business with you, and not your competitors.

typing content in a laptop
Image from Pexels

However, all too often, B2B content marketing is assumed to be dull, boring, and massively uninteresting when compared with B2C.

But it doesn’t have to be. For many B2B brands, content marketing provides the backbone of their customer acquisition strategy. And, when a solid strategy is in place, it can be a phenomenal growth engine.

Table of Contents

B2B Content Marketing Strategy: What Is It?

Content marketing is an approach in which businesses use content i.e. blogs, eBooks, case studies, market research, videos, podcasts, and so on. The goal here is to attract, engage and convert website visitors.

It's the most cost-effective marketing strategy and can help support a business' long-term objectives, be they brand awareness, lead generation, revenue, or growth.

A B2B content marketing strategy is essentially the plan of attack; how to brainstorm, create, publish, and promote these content assets to meet a particular objective.

Elements Of A Great B2B Content Marketing Strategy

What are the world’s best B2B content marketing companies doing that others aren’t?

They are targeting potential customers directly, generating leads in a cost-effective way, and maximizing the reach and revenue-generating capabilities of each piece of content.

An effective B2B content marketing strategy looks like this:

  • Complete alignment between the target customer and the actual target audience of the content.
  • Involvement in content from senior leaders, product team, and sales team as needed, to provide strategic guidance and subject matter expertise.
  • Feedback loop from customers and target audience in terms of content engagement measurement, comments, surveys, and focus groups.
  • Monthly, quarterly, and annual KPIs and goal tracking.

Why B2B Content Marketing Strategy Is Important For Your Business

In today’s age, B2B content marketing strategy is important because it will help you:

  • Build trust with your readers or customers.
  • Build a significant brand for your business.
  • Increase your conversion rates.
  • Connect with the right customers who will help you in referral marketing.
  • Make your customer journey more engaging.
  • Increase your social media traffic.
  • Generate quality backlinks.
  • Generate more business sales.
  • Build a loyal fan base.
  • Reduce your marketing expenses.

How To Build An Effective B2B Content Marketing Strategy

Here are 10 steps to help you develop a winning content marketing plan that’ll help you grow your B2B business.

1. Define Your Goals

When developing a foolproof content marketing plan you need to define clear goals that’ll help you achieve your desired objectives.

So how do you set clear and achievable goals?

Simple Answer: Use SMART goals.

SMART stands for:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound

You can use third-party templates, documents, Excel, or Google sheets to walk you through setting a SMART goal step by step.

2. Establish Your KPIs

KPI stands for Key Performance Indicator (KPI). It’s a measurable value that demonstrates how effectively a company is achieving key business objectives.

Big organizations and B2B businesses, use KPIs to evaluate their success at reaching targets. If you want to measure the success of your marketing strategy, you need to factor the right KPIs into your plan.

3. Define Your Content’s Target Audience

To create a successful strategy, you need to establish your target audience. Without the right audience, your marketing plan will fail miserably.

By identifying the right audience, you’ll be able to create engaging content. Then people will be able to read, share wildly, and this will eventually help you convert more leads into sales.

Use social media sites and Google analytics to get demographic data and collect feedback from your customers.

4. Start A Blog

At this point, you need to set up a blog to host your content. There are many options for setting up a blog.

Below are a few steps to help you set up your blog:

  • Choose a blog name for your business.
  • Choose a web hosting to host your blog.
  • Design your blog.
  • Create your first content.
  • Promote your blog.
  • Create an editorial calendar.
  • Use email marketing software to build an effective email list.

5. Decide On Content Types To Create

Not all content formats have their place in content strategy. You need to decide which format will match your audience. Then test and find out which type will relate to your audience. You can use different content frameworks to bring in more qualified traffic from search.

Here are a few types of content for you to get started:

  • Alternative post: These are posts that summarize the most well-known brands in your niche.
  • Comparison post: These are posts that talk about two or more brands side-by-side. To generate more revenue for your small business, comparison posts are the best content to create.
  • Best tools post: These are roundup posts that focus on various tools to solve a particular problem.
  • Industry Trends post: These are editorial-style reports based on current or future trends in your industry.

6. Create A Content Calendar

It’s time to plan and optimize your marketing content with an editorial calendar. You’ll need to create an editorial calendar that will help you schedule your work on a daily, weekly, or monthly basis.

Editorial calendars are super important because they can help you track:

  • Publishing date.
  • Promotional channels.
  • Content campaigns.

7. Create Content

Based on the above steps, it’s time to create the right content that can attract the right audience. So how do you create engaging content?

  • Find a proven topic.
  • Create an awesome headline.
  • Craft a compelling Intro.
  • Write your post.
  • Add a summary.
  • Add a conclusion.
  • Optimize it for SEO.

8. Strategically Distribute And Market Your Content

To get the results you want, you need to promote your content to the right audience. Below are some tactics you can use to promote your content.

  • Create Infographics: It gathers all the information and shows it in a way that is incredibly simple to consume, visualize, and organize. They bring recurring traffic to your site by easily being shared throughout numerous social media platforms.
  • Videos: Video platforms such as YouTube, Snapchat, Facebook Live, Facebook Videos, Instagram Live, Instagram Stories, and Virtual Reality are lucrative. Nearly 81% of people were successfully convinced to purchase a product after watching the video of the company.
  • Pictures: Images are easily shareable on sites such as Pinterest. This, in turn, will link back successfully to your own site. The strategy is to utilize minimal writing but in a way that still permits you to showcase your content and work that uniquely connects to your audience. It is a known fact that pages with pictures get about 94% more views. They are also easily processed.
  • Influencer Marketing: You can always hire influencers in your niche to get the job done. Before you hire one, you have to target the right niche, research the rate of engagement, research the count of followers, and understand how the marketing world of social media works.
  • Case Studies: Facts and analytics are always a great way to attract an audience. You can exemplify real-life happenings to show how the grievances of your customers were solved by your company.
  • Guest Blogging: This is suited for individuals who can’t manage the time to blog consistently. You can write well-established blogs for others. It is a smart marketing tactic as it garners SEO benefits, visibility, and credibility.

9. Measure Results

Finally, it’s time to measure the success of your work. With the help of the KPIs that you’ve decided earlier, you can measure the performance of your content and compare it with your goals.

Tools like Google Analytics make it very easy to keep track of your basic KPIs in real-time.

google analytics dashboard

10. Run A Content Audit

You have to consistently try to improve the quality of your content. Running an effective content audit on your website will help you identify which areas to improve.

Here’s how you can run an audit efficiently:

  • Decide which content you will audit.
  • Think of your goals.
  • Categorize your content using spreadsheets.
  • Once you’ve categorized them on spreadsheets, analyze the data critically by identifying which content is outdated, missing content, and under-performing content.
  • Complete your audit by creating action items.

5 Tips To Step Up Your B2B Content Marketing Strategy In 2021

1. Create In-depth Content Upgrades

Content should only be created for real people, and not for search engines. In 2021, instead of aiming for quick SEO success, you should invest in in-depth content because longer copy ranks and converts well.

An effective method for publishing in-depth copy that does not take ages to produce is to craft content upgrades. Often, upgrades contain bonus tips, a PDF version of the post, kits, checklists, worksheets, useful templates, and training videos, among others.

hubspot templates
Source: HubSpot

Besides providing valuable information to your readers, content upgrades are a great opportunity to collect prospects’ contacts. These leads have shown an interest in the topics you are talking about, so their contacts can be used for lead nurturing and for distributing your content to targeted groups.

2. Embrace Multimedia Content Creation

You can’t improve your B2B content marketing strategy in 2021 if you don’t dedicate time to multimedia. You should bravely go beyond written content to engage your B2B customers.

Tutorials, FAQs, product videos, and explainers should all be an indispensable part of your content marketing mix. B2B brands are also experimenting with live broadcasting, which can be used for streaming from industry events and workshop sessions, among others.

Slideshare presentations, podcasts, webinars, visual content, infographics, and appealing visuals within written content also can be valuable additions to your strategy.

3. Boost Your Traffic With User-generated Content

Who do your customers trust? Most likely, the answer is their peers. That’s why the most persuasive content today is not created by brands, but by other users just like your prospects.

Besides this, user-generated content (UGC) is also a real content hack, as it requires very little direct contribution from your marketing team.

B2B companies are starting to make use of the UGC opportunity. Since everybody is equipped with a mobile device today, if you give enough reasons to your customers, they can easily turn into your most powerful brand advocates with their own comments, images, and other contributions.

In fact, most users are creating relevant content online anyway; you only have to gently direct it toward your brand’s interest.

4. Invest In Micro-targeting And Hyper-personalization

Another important trend that can boost your content strategy is micro-targeting. In essence, it means segmenting your target customers into smaller units based on their consumer data and demographics.

Based on this segmentation, you can employ personalization, which includes communicating with smaller audiences by producing highly focused messages specifically targeted at them. This approach allows for creating deeper relationships with your prospects.

5. Implement The Rule Of Seven

Last but not least, you can employ a concept that has already gained wide popularity in B2B marketing but is evolving even today. It’s called the “Rule of Seven”, according to which your prospects need seven interactions with your brand before they get introduced to your paid product or service.

7 written with metal
Image from Pexels by @padrinan

The idea behind it is that over these initial contacts, you can educate your leads with high-quality and engaging content to gain their trust. This is quite relevant in the case of email marketing.

Instead of rushing to bombard prospects with your product offers, it’s more useful to be patient and gradually send them useful and educational content. In time, they would get used to the presence of your brand, plus they would have learned from your content.

To apply the Rule of Seven, you should create a workflow for your marketing team that’s based on the principle of seven points of contact with leads. These interactions can be done via email, your own website, or social media. It’s especially handy to use marketing automation for this purpose, as it’d save you time and resources.


B2B content marketing presents all sorts of unique challenges when it comes to both promotion and creation. There’s no getting around the fact that you’re in for a difficult road ahead. Developing and applying a powerful B2B content marketing strategy often takes considerable effort.

Fortunately, there are a few things you can do to make the process as easy as possible. While there are steps you simply can’t skip, there are also proven hacks that can give you a competitive advantage — and that are not overly complicated to experiment with.

RankToday can help you kickstart your content marketing efforts. Get started today and get better rankings, more sales, and higher conversions!

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