When done correctly, B2B content marketing can provide a number of benefits for businesses. By definition, content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and retain a target audience of business customers. Content can take many forms — including blog posts, articles, infographics, videos, etc. — but the overall goal is to create content that helps your target audience make better decisions about their business. In this blog post, we’ll discuss five key benefits of B2B content marketing and how you can use it when engaging with other businesses!

What is content marketing?

Content marketing as “the process of creating and distributing valuable, relevant, and consistent content to attract and retain a target audience of business customers.” The goal is to educate customers so they can make better decisions about their business.

Content marketing for B2B organisations is different than B2C because the products and services B2Bs offer are usually more expensive and the sales cycles are much longer.

This is why B2B marketers must create a variety of content types to address the specific needs of each decision maker along the path to purchase.

What are the top five benefits of content marketing?


The first step in any B2B sales process is getting noticed by potential customers. Content marketing can help you increase brand awareness and put your company on the radar of decision makers who are looking for products or services like yours.

Lead Generation

Content marketing can also be used to generate leads. By creating valuable content and making it easy for your target audience to find, you can attract new prospects and encourage them to contact your company.


Content marketing can help you build relationships with potential and current customers. By providing relevant and useful information, you can engage your audience and keep them coming back for more.

Thought Leadership

Content marketing can help you establish yourself as a thought leader in your industry. By sharing your expertise and insights, you can position yourself as an authority on the topics that matter most to your target audience.

Sales Enablement

Content marketing can also be used to support the sales process. By providing your sales team with helpful resources, you can help them close more deals and drive more revenue for your business.

How to Use content marketing

Now that we’ve discussed the top five benefits of B2B content marketing, let’s take a look at how you can use it when engaging with other businesses.

The first step is to identify your target audience. Who are you trying to reach with your content? What needs do they have that your content can help address? Once you’ve answered these questions, you can start creating content that will resonate with your target audience.

Next, you’ll need to promote your content. B2B content marketing is not a “set it and forget it” proposition. You’ll need to put some effort into promoting your content to make sure it reaches your target audience. There are a number of ways you can do this, including social media, email marketing, and paid advertising.

Finally, you’ll need to measure your results. Content marketing is not an exact science, but there are a number of metrics you can use to track your progress and determine whether or not your content is having the desired effect. These metrics include website traffic, leads generated, sales closed, and social media engagement.

By following these steps, you can use B2B content marketing to engage with other businesses and achieve your desired results.

Ready to find out more about content marketing?

Skout are experts in B2B Content marketing, get in touch with us today to find out how we can help you.

Our B2B content marketing work

Raising awareness of an industry leader

100% Group is an award-winning international retail display and graphics installation specialist working for leading global brands in more than 60 countries across the world. 

Global e-commerce thought leadership

E-commerce software provider Sana Commerce briefed Skout to devise and deliver content marketing campaigns to position it as market and thought leader on B2B e-commerce, and drive demand for its solutions.

Helping a legal ‘accident helpline’ provider achieve growth

Customer acquisition specialist mmadigital was looking to position itself as a disruptive technology business in the legal sector, and approached Skout to help build B2B brand awareness, educate law firms around the benefits of its innovative services, and boost its employer brand to support future recruitment.

'Immer besser’ B2B marketing

The commercial division of renowned German white goods manufacturer, Miele, was keen to boost awareness and sales of its products within the key commercial sectors of care, hotels, and veterinary practices.

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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.

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