B2B Content Marketing: A Comprehensive Guide

Part 1:
What Is B2B?

Types of B2B companies

Part 2:
Understanding the B2B Buyer Journey

Deep Dive

5 Persona Examples You Can Use in Any Industry [+ Free Persona Template]

Find out the best practices when it comes to developing personas and download a free template while you’re here.

A Content Marketer’s Guide to Creating Personas

What happens if your buyer personas don’t actually see your content? Here’s how to define and delight your content marketing personas for a more targeted content strategy.

B2B Buyer Roles

Deep Dive

The Essential B2B Digital Marketing Guide

B2B digital marketing refers to the practice of marketing products and services to other organizations via online channels.

How to create a user journey map that helps your brand.

User Journey Maps for Content Marketing: What You Need to Know

Aside from personas, user journey maps are some of the most powerful marketing tools at your disposal. Here, we’ll talk about how to create a map and tie it to your content strategy.

B2B Content Throughout the Sales Funnel

Deep Dive

Marketing Assets for Every Stage of the Sales Funnel (Examples + Infographic)

Let’s look at each marketing asset’s role in the sales funnel, and unpack its value in the digital marketing hierarchy.

The Ideal Content Marketing Funnel Template

Learn how to set up your content marketing funnel to generate leads, assist your sales team and achieve your commercial goals. It’s easier than you think.

Part 3:
B2B vs. B2C
Content Marketing

Features of B2C Content Marketing

Features of B2b Content Marketing

Deep Dive

Business-to-Business (B2B) Marketing

B2B marketing refers to the techniques and best practices used by companies that sell directly to other businesses.

Business-to-Consumer (B2C) Marketing

B2C marketing is a very different animal compared with B2B strategies.

Part 4:
10 Benefits of B2B Content Marketing

1. Allows Businesses To Speak Directly to Audience Members

2. Builds Brand Awareness for the Organization

3. Establishes the Company as a Thought Leader

4. Supports Prospects at Every Stage of the Sales Funnel

5. Empowers Influencers To Present the Company to Decision-Makers

6. Generates Qualified Leads That Can Be Nurtured

7. Gives Sales Reps Valuable Resources They Can Share With Prospects

8. Ensures Businesses Appear Ahead of Their Competitors in Search

9. Drives More Online Traffic and Engagement

10. Allows Businesses To Seize Earned Media Attention and Widen Their Reach

Deep Dive

99 Benefits of Content Marketing (and You Need Each One)

Let’s talk about what exactly content marketing is, and why it’s so darn loveable. Here are 99 reasons to increase next year’s marketing budget.

Inbound Marketing for B2B Brands: The Complete Guide

Inbound marketing is the most reliable lead generation technique for B2B brands. Here’s everything to know about B2B inbound marketing strategy.

Part 5:
Characteristics of
Great B2B Content


On Brand






Deep Dive

10 Content Writing Tips To Help You Get the Most Impact Out of Every Word

Get the creative juices flowing in all the right ways with our best content writing tips. Consider this your recipe for freshly squeezed, pulp-free writing!

email content best practices

How to Create Great Email Content

Spice up your email marketing content by following these tips.

14 Tips for Generating Results as a Social Media Content Creator (Infographic)

So you’re a social media content creator. Here’s how to turn “posting with a purpose” into a results-driven digital marketing strategy to grow your business.

Part 6:
Best Types of Content For
B2B Audiences

Deep Dive

5 Awesome LinkedIn Content Strategy Examples

Take a page from some of the world’s top brands on social media with these LinkedIn content strategy examples.

case study examples

7 B2B and B2C Case Study Examples to Model Your Content After

Take a page from these B2B and B2C case study examples when writing your next success story or testimonial.

Part 7:
Where To Promote B2B Content

Search Engine Marketing

Deep Dive

What is SEO Content Writing? The Complete Guide to Writing For Search [Video + Infographic]

Conquer SERPs with effective SEO, one word at a time.

Digital Presence: What It Is and How To Expand Yours

Digital Presence: What It Is and How To Expand Yours (Infographic)

A strong digital presence makes your brand visible, accessible and engaging. Learn more about how to build your company’s digital presence.

Email Marketing

Deep Dive

20 Cold Email Subject Line Examples — That Actually Get Responses (Infographic)

Want to improve your cold email subject lines? Discover best practices plus 20 examples to inspire you here.

Best Font for Email: Navigating the Good, the Bad and the Ugly (Infographic + Video)

Your email font selection means more than you think. Read on to learn the best and worst style choices for email.

social media Marketing

Deep Dive

6 Social Media KPIs for Social Media Marketing Mastery (Infographic + SlideShare)

There are numerous social media key performance indicators that you can track when evaluating your campaigns. Let’s look at six that really work, and some that aren’t worth monitoring.

14 Tips for Generating Results as a Social Media Content Creator (Infographic)

So you’re a social media content creator. Here’s how to turn “posting with a purpose” into a results-driven digital marketing strategy to grow your business.

12 Benefits of Social Media, and All the Ways It Can Impact Your Business for Good (Infographic)

Using your social channels strategically can enable you to better support your brand messaging and image, connect with your audience and tell a meaningful story.

Influencer Marketing

Deep Dive

8 Influencer Marketing Statistics To Guide Your Strategy

Influencer marketing helps you build and convert audiences. Here’s what to know as you formulate your influencer strategy.

influencer marketing

6 Experts Share the Positives and Negatives of Influencer Marketing

We tap into some industry expertise to get a sense of the perks and potential drawbacks of influencer marketing.

Part 8:
How to Craft a B2B Content
Marketing Strategy

Create Buyer Personas

Map Key Business Goals to Content Marketing Campaigns

Develop Research-Driven Content Ideas

Create a Plan for Content Production

Determine Your Content Distribution Approach

Deep Dive

How to Build an Effective B2B Content Marketing Strategy

Ace your B2B content marketing strategy and shine in the spotlight with these tips. Here’s how.

B2B Marketing Trends

Exciting B2B Marketing Trends You Need To Know in 2024 (Infographic)

Want to know what’s on the rise in the advertising world this year? Here are some B2B marketing trends to pay attention to.

Part 9:
Measuring the Success of a
B2B Content Marketing Strategy

Define What Success Means to You

B2B Content Marketing Metrics

Deep Dive

How to Measure SEO’s Impact on B2B Revenue

By the time you finish this guide, you’ll have the tools to calculate SEO’s impact on your business.

Content Marketing Metrics That Matter, And Those That Don’t (Infographic)

Explore the content marketing metrics that should matter to your organization and beware the KPIs that don’t translate to real value.