{"id":2934,"date":"2024-11-13T07:32:10","date_gmt":"2024-11-13T07:32:10","guid":{"rendered":"https:\/\/diib.com\/learn\/?p=2934"},"modified":"2026-09-23T15:27:14","modified_gmt":"2026-09-23T15:27:14","slug":"b2b-content-marketing","status":"publish","type":"post","link":"https:\/\/diib.com\/learn\/b2b-content-marketing\/","title":{"rendered":"How Can I Do B2B Content Marketing?"},"content":{"rendered":"

The business-to-business (B2B) marketing model focuses on selling or targeting other businesses. The model describes a business that offers goods, products, and services to other businesses. B2B companies exist in every industry, field, and part of the supply chain.<\/p>\n

Sometimes, a company or brand traditionally known as business-to-consumer (B2C) can also sell on a B2B channel. For example, a paper towel retailer might sell to the general population while also selling to businesses that need huge supplies of napkins, like a catering company.<\/p>\n

B2B Marketing is inherently different from that of B2C. This makes sense considering the direction is towards completely different entities. The first thing every marketing specialist needs to know is who their audience is to tailor marketing to them. Know your customer – the golden rule of business. So when it comes to selling and marketing to consumers versus to other businesses, the goals, time length, and thus, require completely different strategies.<\/p>\n

Particularly when it comes to B2B marketing, which is about building trust and authority with high-quality content all across the internet. But what is B2B content marketing exactly?<\/p>\n

What is B2B Content Marketing?<\/b><\/h2>\n

Content marketing is all about creating pieces of collateral in various digital (or print) formats as a way to draw in leads and tighten customer relationships. With that in mind, it makes sense why content marketing is especially significant in the context of B2B sales.<\/p>\n

For one, drawing in leads as a B2B company is much for higher stakes. B2B companies tend to have a much smaller base of prospects than B2C. Hence, when attempting to draw in leads, the content marketing strategy should employ focused language. It should be incredibly specific, tailored, and cut out all the fluff.<\/p>\n

Secondly, content marketing helps bridge the gaps between a business and already existing customers. In B2B marketing, content is vital to their close, long-term relationships with other businesses. That means every piece of content a B2B business creates must be high-quality to align with its brand image. As a fellow business, B2B companies have a reputation to upkeep – and content provides the face of the brand.<\/p>\n

FACT<\/b>: Most B2B buyers are already 57% of the way<\/b> through the buying process before the first meeting with a representative. (Accenture, 2018)<\/p><\/blockquote>\n

Types of Content Marketing<\/b><\/h2>\n

Blogs<\/b><\/h3>\n

A B2B company’s site blog is a great foundation for long-term organic traffic, and 80% of B2B marketers use it to their benefit. A blog is the centerpiece of search engine optimization. Additionally, blog posts offer opportunities for calls-to-action, promoting services, building an email list, and providing valuable B2B companies must publish blog posts on a regular basis to maintain search ranking, and have a keyword strategy in place to maximize their visibility. Here is an example of a B2B Blog site:<\/p>\n

\"B2B<\/p>\n

Ebook<\/b><\/h3>\n

Exactly as it sounds, an e-book is a PDF or digital book filled with long-form content about an exhaustive topic related to a B2B company’s industry or product. Downloading ebooks requires entering personal information into a form, providing a way to generate leads. Furthermore, ebooks establish a company as an authority. A good example of a website that does content marketing on self-publishing can be found by visiting artichokepress.com<\/a>.<\/p>\n

Infographic<\/b><\/h3>\n

A more design-based form of content, an infographic is a collaboration of data, useful information, and visuals (images, graphs, charts). Infographics are readable, engaging, and easy to share across channels.<\/p>\n

Video marketing<\/b><\/h3>\n

One of the most popular forms of content today, videos can be anything from explainers, quick informative videos, long how-to videos, introduction videos, and testimonials. People love videos because it makes companies feel more personable and they are visually easy to digest. For example:<\/p>\n

\"B2B<\/p>\n

(Image Credit: Neil Patel<\/a>)<\/p>\n

Case study<\/b><\/h3>\n

A case study is a way for B2B companies to show real proof of success as a result of their product or service while showing it in action.<\/p>\n

White paper<\/b><\/h3>\n

With research-based, highly informative content, a whitepaper is a hallmark of B2B marketing, especially among industry professionals. A whitepaper is practically an academic report that shows the logical need for a solution to an issue. It helps customers see the technical, in-depth case (or use cases) for a company’s product.
\n[post_cta_content_marketing]<\/p>\n

Email marketing content<\/b><\/h3>\n

Email campaigns and newsletters are a fantastic way for B2B companies to generate leads. Building an email list helps promote deals, events, or other content (blogs, social media, videos), provides informational content, and it offers a chance to get leads familiar with a brand. For instance:<\/p>\n

\"B2B<\/p>\n

(Image Credit: Super Office<\/a>)<\/p>\n

Social media content<\/b><\/h3>\n

Media, posts, and stories on various social media sites (Twitter, Facebook, Instagram, etc.) are important for B2B to connect with potential and existing customers. What type of platform makes the most sense will depend on the B2B company’s industry, brand image, and of course, their desired audience.<\/p>\n

Webinar<\/b><\/h3>\n

Growing more popular in an age of mass remote work, webinars are online events or live videos that a B2B company can orchestrate. Usually, a webinar provides useful, valuable content related to their industry or product, but it doesn’t directly promote the brand. Rather, it feels much like an interactive online course.<\/p>\n

The list goes on. Furthermore, different types of content can complement each other, either by fusing or playing off of each other in an omnichannel strategy. For instance, companies can publish a blog post that includes a video from their Youtube channel, and an infographic that they may share on their social media.<\/p>\n

What content type is right for you? Well, it depends on your goals.<\/p>\n

B2B Content Marketing Goals<\/b><\/h2>\n

Earlier we mentioned that one of the differences in B2B and B2C content marketing is the goals. Because they are geared to two very different audiences, the goals are also somewhat different. The main goal remains the same for both business models: acquire more customers. But it’s not that simple. This broad goal can further be broken down depending on a specific company or industry needs. Particularly, a B2B company needs to know exactly what they want to achieve, to measure results.<\/p>\n

To create an efficient content marketing strategy, a defined business goal comes first. A more modern concept in marketing, content strategy<\/a> is the process of creating a system of planning, creating, and publishing certain types of content – all according to specific business goals.<\/p>\n

According to the Content Marketing Institute<\/a>, several B2B content marketing goals can drive an exceptional marketing campaign. Here are some main goals, but these are not comprehensive.<\/p>\n