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

B2B thought leadership PR – everything you need to know

Meet Skout’s new owners!

Browse more blog posts

Posted on
byRob Skinner
In B2B PR, thought leadership is one of those concepts that gets spoken about all the time. But do you actually know what thought leadership is? And do you have the right tools and skills in place to make it work effectively for you? In this post we aim to clarify what B2B thought leadership can do and help you gain greater benefit from it.
Posted on
bySkout team
If you haven’t heard by now, Skout is under new ownership! No, we haven’t been bought out – in fact it’s quite the opposite. As of last week, Skout officially became an employee-owned business. This was achieved by the founding shareholders, Rob and Claire, signing 100% ownership over to a newly established Employee Ownership Trust acting on behalf of the...
Posted on
byClaire Lamb
A few weeks ago, the entire Skout team visited the beautiful and historic city of Palma, Majorca for our annual kick off event. It’s been a long time in the planning (pre-pandemic to be precise) and the first time we’ve been abroad for a kick off to the new financial year. We’ve always found kick off meetings a great way...
Posted on
byHonor Williamson
TikTok is increasingly being used as a platform for B2B companies to implement their marketing strategy, aiding in brand exposure, lead generation and profile building. But, where does paid TikTok advertising come into play? Is it an effective tool to engage with B2B audiences, or is the ROI just not worth it?  If you’re the least bit social media savvy,...
Posted on
byClaire James
In May I was fortunate to be able to attend the recent UK Construction Week at Excel in London and see the strides forward an industry, that has become recognised as one of the biggest contributors to carbon emissions, is making in tackling the thorny issue of achieving Net Zero. In his keynote on day one, Lord Callanan, Under Secretary...
Posted on
byJames Weaver
In the world of B2B marketing, it is essential that you have a solid B2B marketing strategy in place to effectively connect with your target audience.
Posted on
byHonor Williamson
Why was PR your chosen career?  PR is all about storytelling, with so much opportunity for creativity and content creation. Since I’ve always loved writing and always had a big imagination, I thought that PR would be the ideal career to channel my creativity. I’m all about communication, and PR really allows you to foster meaningful relationships. I’m already learning...
Posted on
byJack Doyle
As a smaller business, it can be hard to know where to start when it comes to sustainability. Sure, we all do our best to use the right recycling bin at home, and bring our re-usable coffee cups to work. But with serious pressures now mounting from the government – which pledged to reach net-zero carbon emissions by 2050 –...
Posted on
byLee Simpson
Another week, another round of mass layoffs in the tech sector. With Amazon (AWS) and Meta cutting thousands of jobs, and further layoffs at Salesforce and of course Twitter, it has felt a bit like the tech world has been imploding of late. This is of course concerning for us working in B2B tech PR, but more importantly for the...
Posted on
byJack Doyle
2023 is off to a strong start here at Skout.  Our business has continued to grow with the addition of some exciting new clients. With new clients, has come new hires, who we’ve also been excited to welcome on board the team. And if our recent win for Best Marketing and PR Consultancy at the PR Brilliance Awards is anything...

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.