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As a savvy marketer, you may be aware that creating a B2B content marketing strategy is important. You may have even been encouraged to do things like start blogging and post on social media. But will doing these things really help your bottom line?  

The short answer? Yes. But not just any content will do.

If your perception of content marketing is all funny memes and goat videos, then you’ve “goat” it all wrong.

Your success hinges on having a thoughtful B2B content marketing strategy. A good content strategy anticipates the needs of your key audiences throughout the buying process, and serves their goals and solves their tasks better than anyone else.

Still not convinced? Consider this: according to DemandMetric, content marketing generates 3x more leads vs. traditional marketing.

Use Content to Drive Engagement and Conversion

With more than half of all B2B buyers viewing at least eight pieces of content during the purchase process and an additional 30% viewing five to seven pieces (BCG), it’s safe to say that having a content marketing strategy is important.  

According to research by The Boston Consulting Group (BCG), the new generation of B2B customers not only don’t expect to deal with a salesperson, but they don’t want to either. If your customers aren’t talking to you, they’re getting their information in other ways, including your web presence.

This is why creating content with your audiences in mind will move them along in the buying process. Instead of selling them, create content that will help them.

Here are five ideas for your B2B content marketing strategy that can help your audiences at every stage of the funnel and turn strangers into customers and, eventually, promoters of your business:

1. Showcase your thought leadership.

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As an expert in your product or service, you possess a wealth of information that can be of value to your audiences.

Use your knowledge to develop a content plan geared toward delivering information to your audiences to help them along the buying process. For example, develop buying guides, provide tips on what to look for or questions to ask, and offer insight into trends for the coming year.

Thought leadership is not about your product or service explicitly, but rather, providing information that will help your audiences, establish trust, and ultimately help drive conversion.

2. Highlight case studies.

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Don’t just tell your audiences about how you’ve helped your customers – show them. According to HubSpot, case studies help convert and accelerate the most B2B leads.

Case studies are a great way to demonstrate the value of your business. Create a practice of regularly developing case studies to share in your content marketing and with prospects.

Case studies help convert and accelerate the most B2B leads.

HubSpot (Marketing Charts, 2018) 

Share about the challenges your customer came to you with, how your team came up with solutions, and what the outcome was. You could even add testimony from the customer and key members of your team to make them even more impactful.

3. Answer customer questions.

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Be sure to make this information available in a variety of ways that will be most helpful for your audiences, including web pages, blog articles, ebooks, and other resources.  

Google defines a micro-moment as “an intent-rich moment when a person turns to a device to act on a need – to know, go, do, or buy.”

When planning content, anticipate “micro-moments” for your target audiences and develop content that answers their burning questions.

4. Work with industry influencers.

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According to HubSpot, 96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016) By identifying industry influencers to partner with, you can expand the reach and impact of your business.

By identifying industry influencers to partner with, you can expand the reach and impact of your business.

For example, call upon industry influencers to be guest bloggers who weigh in on trends, to collaborate on an ebook or white paper, or even to provide reviews of your products or services.

Just remember: in whatever capacity you partner with influencers, don’t lose sight of the WIIFM (“What’s In It For Me?”) for your key audiences.

5. Leverage online content offline, too.

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Sure, a solid B2B content marketing strategy will enhance your digital experience. But what if we told you that it could also help your salespeople offline, too?

To nurture leads and help them along in the buying process, salespeople often have many tools in their arsenal – brochures, fact sheets, and other print media. Don’t overlook the opportunity to use your online content marketing efforts offline.

Remember: all the case studies, white papers, videos, and even blogs can and should be regularly sent to your salespeople to share with prospects.   

Content marketing not only boosts your web presence but also equips your sales force with even more powerful resources to help close leads.

Content marketing not only boosts your web presence but also equips your sales force with even more powerful resources to help close leads.

Your B2B Content Marketing Strategy: Go Beyond “Selling” 

The audiences you’re targeting are looking for information about your product or service online. Does your web presence have what they need to take the next step?

With a plan to regularly develop and share great content, you can transform your customer experience from merely selling something to truly helping.

Are you looking to take your B2B content marketing to the next level? Tuna Traffic’s Discovery Workshops can help! Identify your Buyer Personas, map out your greatest digital opportunities, and get a personalized plan to boost your online presence!


Here at Tuna Traffic, we have one goal - to provide collaborative marketing services, agile web design and development, and strategic business enhancement that drive results.