About this article

Read time:

4 minutes

Category:

SEO

B2B content marketing: what you need to know

What is B2B content marketing?

B2B content marketing is the creation of content that attracts, engages, and resonates with your key audiences. A vital part of any effective B2B marketing strategy, useful and insightful content is a great way to help your business stand out from competitors and encourage your audience to engage and interact with you. Content marketing can take many forms, including blogs, newsletters, case studies, infographics, e-guides, or whitepapers. Consider a range of different formats and ideas to give your audience variety and find out what works best for you.

Why should I do B2B content marketing?

An effective B2B content marketing strategy can help you meet some of your key marketing and wider business goals, including:

  • Raising brand awareness.
  • Positioning your business and spokespeople as knowledgeable, thought leaders, making your audience more likely to turn to you for consultation, services, or products.
  • Increasing web traffic and engagement.
  • Boosting your SEO, increasing your chances of being discovered and selected in search results.
  • Driving prospects further through the sales funnel.
  • Generating leads and conversions.

Best practice tips for B2B content marketing

  • Know your audience – learning who makes up your audience can help you to create highly relevant content that engages and resonates with them. Take time to understand the different job titles, sectors and personas you’re trying to appeal to.  
  • Content should be genuinely useful – make sure that you’re covering topics that are relevant to your business and audience, and offer the reader insights, useful information, or advice. Give your readers a reason to want to read your content.
  • Think more broadly and creatively – although you want your content to be somewhat connected to your business, don’t be afraid to explore new and different topics. You could consider hooking your content on topical industry news or highlight great new ideas or examples of best practice from others.
  • Don’t be overly promotional – avoid the hard sell! That’s a sure-fire way to turn your audience off.
  • Think wider than words – can you share or create any picture, videos, diagrams, or infographics to bring your content to life?
  • Signpost readers to other relevant information and resources. Link out to relevant pages on your website and from third parties (although make sure these sites have a high domain authority and set them to open in a new tab so not to direct your readers away from your content!).
  • Create a calendar – plan your B2B content marketing strategy in advance so you have clear direction and can ensure that your content complements and integrates with the rest of your marketing activity. A schedule can also help momentum and ensure you’re creating new content regularly that covers a good range of topics and messages to appeal to the different levels of the sales funnel.  
  • Include a call to action – what do you want your readers to do next? Spell it out and point them in the right direction.
  • Don’t forget to share your content far and wide – include it in your newsletter and share it via your social channels to help reach a wider audience.

About this article

Read time:

4 minutes

Category:

SEO

How B2B PR can help your fintech business connect with a UK audience

Navigating a new horizon: the impact of the UK 2024 general election on B2B PR and marketing

Browse more blog posts

Posted on
byJames Weaver
The fintech industry is renowned for its innovation. In a highly competitive and fiercely contested landscape, connecting with your target audience is crucial, especially when aiming to penetrate a market as dynamic as the UK’s. Therefore, leveraging the power of PR can be a game-changer for your fintech business. Here, we detail how B2B PR can help your fintech brand...
Posted on
byJames Weaver
Times of change are afoot. With the UK general election poised for July 4th, the population of the UK will make a collective decision and if early polls are to be believed, it’s highly likely that we’ll witness a change in government. Experts and political analysts are anticipating that this election will bring a wind of change, and whoever celebrates...
Posted on
byClaire Lamb
OK I admit it, I’m a secret Swifty. I can’t help but admire her. Not only is she a prolific song writer, incredible businesswomen, a true artist and performer, but she can tell a story like no other. I was lucky enough to witness her amazing performance at Wembley on Friday night. (Actually, there was no luck involved in getting...
Posted on
byJames Weaver
HR technology is moving at relentless speed. According to research, the HR tech market is projected to grow from $40.45 billion this year to a staggering $81.84 billion by 2032. With the HR tech landscape becoming increasingly competitive, businesses operating within this industry should prioritise tactics that will help them stand out from the crowd and attract new customers and...
Posted on
byJames Bentley
We recently hosted another LinkedIn Live event in which we learned from experts in their field. Named ‘Look into the tea leaves and find your HR tech story’ in honour of International Tea Day which shared its date, our head of technology practice Lee Simpson spoke to two guests who told us about their B2B HR founders’ stories. This is...
Posted on
byJames Bentley
As a content manager, much of my focus is on the written word. I grew up devouring newspapers, magazines and books and writing everything that happened to me in my primary school ‘news’ book each Monday. As putting pen to paper or finger to keyboard became my career, I evolved into quite the perfectionist, taking the often-quoted approach of spending...
Posted on
byJames Bentley
Richard Benson is the founder and managing director of PR reporting and measurement platform Releasd. He used his agency background to develop an intuitive platform designed to address the reporting challenges faced by today’s PR professionals. Releasd hasn’t been developed with the sole intention of measuring coverage of PR campaigns. Its next iteration will measure their impact too and the...
Posted on
byHonor Williamson
In the world of B2B PR, breaking away from the day-to-day routine can bring fresh perspectives and a change of pace to the work we do here at Skout. So, for our eagerly anticipated annual business offsite last week, Skout traded the office walls for the grand fortress of Peckforton Castle, in the heart of the Cheshire countryside.   The grounds...
Posted on
byJack Doyle
Has the conversation around tech always been so negative? Maybe it’s just me, but it seems that every second headline I read about tech today is just doom and gloom. The excitement around AI has been drowned out by the fear of it. “Is it going to steal my job?” “Is it going to destroy the education system?” “Is it...
Posted on
byJames Bentley
The world in that we live is unpredictable, to say the least. Businesses, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations and livelihoods on the line....

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.