September 22, 2023

What Is B2B Content material Advertising?

B2B content material advertising and marketing is creating and distributing content material to earn the eye of different companies. And in the end convert them into loyal clients (or shoppers).

Among the hottest forms of B2B content material are weblog posts, white papers, templates, case research, movies, webinars, and podcasts.

Probably the most profitable B2B content material addresses the goal corporations’ wants and objectives. Which can embrace skilled challenges workers face.

(This differs from B2C content material advertising and marketing, which focuses on customers’ private pursuits.)

For instance, Xero publishes small enterprise guides. To draw audiences that could be interested by its accounting software program.

A business's web page listing multiple guides on how to start and grow a business.

Some corporations have an in-house advertising and marketing staff or specialist to handle their B2B content material advertising and marketing. Others work with exterior freelancers or content material businesses.

However even solopreneurs can profit from B2B content material advertising and marketing.

Why Content material Advertising Is Essential for B2B Companies

Content material advertising and marketing is necessary for B2B companies as a result of it might probably ship a excessive return on funding (ROI). That is partly as a result of it’s a comparatively low-cost channel.

It’s good to account for labor prices. And doubtlessly price range for content material creation instruments. However content material advertising and marketing not often incurs giant monetary investments (like these you possibly can face with promoting and occasions).

Plus, content material typically has an extended life span. It might probably proceed to ship worth for months and even years after it’s printed.

By creating content material your target market values, you possibly can:

  • Earn search engine rankings that drive helpful visitors to your website
  • Generate social media shares that enhance model consciousness
  • Earn backlinks that drive visitors and profit your search engine optimization
  • Set up your model as an business authority
  • Construct belief with prospects and clients
  • Educate prospects about your model and answer
  • Achieve a aggressive edge over your rivals

B2B content material advertising and marketing is an inbound advertising and marketing channel that goals to drag in leads naturally. It makes an attempt to earn audiences’ consideration (and enterprise) by delivering real worth.

Finest Practices for B2B Content material Advertising

Interact enterprise prospects with these finest practices for B2B content material advertising and marketing.

1. Conduct Viewers Analysis

Viewers analysis is the primary issue that entrepreneurs and enterprise homeowners say results in success in content material advertising and marketing, in keeping with Semrush’s State of Content material Advertising 2023 report.

Solely by understanding your target market are you able to create content material that appeals to them. And distribute it successfully.

In B2B content material advertising and marketing, your target market encompasses companies which may purchase your services or products. Extra particularly, the related decision-makers who work at these corporations.

For instance, a business financial institution would possibly goal monetary administrators at manufacturing companies.

You’ll be able to study your present web site customers in Google Analytics.

Go to “Stories” > “Consumer” > “Consumer Attributes” > “Overview.”

Then take a look at the breakdown of customers by nation, age group, gender, language, and extra.

Google Analytics dashboard showing user attributes or audience data.

For additional insights, examine your opponents’ audiences in Semrush’s One2Target instrument.

Select a location, enter the domains of as much as 5 rivals, then click on “Analyze.”

List of multiple competitors for audience analysis.

You’ll see the “Demographics” report first. Which supplies demographic knowledge like age and placement.

Audience demographics report showing members' ages, sex, and location by country.

Subsequent, head to the “Socioeconomics” tab.

The “Employment Standing” and “Schooling Degree” charts will help you be taught extra concerning the viewers’s skilled standing. Which is especially helpful in B2B content material advertising and marketing, as a result of it helps you perceive their job roles.

These charts seem like this:

Socioeconomics report showing audience members' employment status and education levels.

Within the “Habits” tab, you possibly can see which social media channels your opponents’ audiences use most. 

Behavior report showing audience members' social media usage by platform.

These channels may be nice locations to distribute your content.

No matter viewers analysis strategies you utilize, strive compiling your findings into purchaser personas. These are profiles that symbolize totally different segments of your target market.

With Semrush’s Persona instrument, you possibly can construct B2B purchaser personas step-by-step.

Comply with the directions to create profiles like this:

Semrush's Persona Tool with a completed buyer persona.

Then, reference your personas all through the B2B content material advertising and marketing course of. The knowledge will enable you resolve what content material to create for various audiences and the place to share it.

2. Carry out a Content material Audit

A content material audit is an evaluation of your present content material. This helps you see alternatives for enchancment. And acquire insights to information your B2B content strategy.

Usually, it’s a good suggestion to enhance present content material earlier than creating new content material. As a result of:

  • Present content material might have untapped potential
  • Updating content material is usually faster and simpler than creating from scratch
  • Poor-quality content material can hurt your model’s status
  • Massive quantities of unhelpful content material can harm your website’s efficiency in Google Search

You’ll be able to analyze your web site content material without cost utilizing Google Analytics.

Go to “Stories” > “Life cycle” > “Engagement” > “Pages and screens” to see the pages in your website alongside key engagement metrics. (The report reveals knowledge for the previous 28 days by default.)

Like this:

oogle Analytics pages and screens dashboard showing content data.

Relying on the character of the web page, a relatively low variety of views, customers, or conversions may point out that there’s room for enchancment.

Additionally take note of the common engagement time. A low quantity means that the content material might not present what your viewers desires.

You’ll be able to see these metrics within the desk on the backside of the web page:

Pages and screens report showing number of views, conversions, and average engagement time for content.

To see how your pages carry out in Google Search, use Google Search Console.

Go to “Efficiency,” select the “Search outcomes” report, and test all of the packing containers.

Google Search Console dashboard for search results performance.

Then, scroll down and click on the “PAGES” tab.

You’ll see the next knowledge for every web page in your website:

  • Clicks: The variety of natural (unpaid) clicks from Google Search
  • Impressions: The variety of instances the web page appeared in seen search outcomes
  • CTR: Click on-through price—the proportion of impressions that resulted in clicks to the web page
  • Place: The common place of the web page’s natural rankings
Google Search Console Pages report breaking down top pages by clicks, impressions, ctr, and position

Click on any web page URL after which “QUERIES” to see the search queries (key phrases) it ranks for. And every question’s particular person metrics.

Google Search Console queries report that shows the top keyword searches for a particular URL.

Alternatively, use Semrush’s On Web page search engine optimization Checker.

The instrument analyzes your touchdown pages and goal key phrases to supply tailor-made recommendations.

These suggestions might relate to content material, consumer expertise, and extra.

After organising your venture, go to the “Optimization Concepts” tab to entry recommendations by web page.

Semrush's On Page SEO Checker completes a content audit and shows optimization ideas.

To deal with pages that want content material enhancements, choose the arrow subsequent to “All Concepts.”

Then, select “Content material” from the drop-down menu.

Sorting optimization ideas to show only content related ideas to help pages perform better.

The instrument prioritizes pages for you. Primarily based on the potential visitors beneficial properties.

Click on “# concepts” to see detailed suggestions for any URL.

Arrow pointing to the number of content ideas per page.

For instance, “Give attention to creating extra informative content material” means that your rivals have extra complete content material on their pages. And you may gain advantage from growing your phrase rely to cowl the subject extra extensively.

Content suggestions and based on your top 10 ranking rivals' data during the content audit

3. Create Content material for All Phases of the Advertising Funnel

Understanding the shopper journey is essential to creating content material that helps it. However B2B journeys are advanced and various.

That’s the place the content material advertising and marketing funnel is available in. It’s a simplified mannequin of the shopper journey that may information your B2B content material technique.

The funnel form represents the viewers narrowing as their journey strikes towards buy (and past). It’s sometimes break up into three sections:

  • High of the funnel (ToFu): Individuals grow to be conscious of the issue you possibly can remedy
  • Center of the funnel (MoFu): Prospects need a answer and think about their choices
  • Backside of the funnel (BoFu): Prospects resolve on an answer and grow to be clients
B2B content marketing funnel showing top of the funnel, middle of the funnel, and bottom of the funnel

By creating content material for customers at every stage, you possibly can scale back the chance that they’ll drop out of the funnel. And in the end flip extra prospects into loyal clients.

ToFu content material ought to generate model consciousness. Sometimes, the principle objective is attracting extra guests to your web site.

For instance, on-line funds supplier Stripe has a guide to corporate structures. It’s not designed to promote Stripe’s providers immediately. It’s designed to draw early-stage prospects. Particularly, folks beginning a brand new enterprise.

Stripe's article on how to choose the best structure for your business.

The web page will get round 12,400 natural visits monthly from Google customers within the U.S. alone, in keeping with Semrush’s Natural Analysis instrument.

Semrush's Organic Research tool showing the amount of organic traffic for Stripe's business resource.

MoFu content material is aimed toward people who find themselves researching your answer. It ought to educate and information them by way of the decision-making course of.

At this stage, Stripe affords extra product-focused content material. Like this information to monetizing funds:

Stripe's article called introduction to monetizing payments for SaaS platforms.

BoFu content material ought to propel conversions.

Product overviews, buyer critiques, and success tales (additionally referred to as case research) are the preferred content material codecs at this stage, in keeping with a Semrush survey.

Discover how this Stripe case research includes a “Contact gross sales” button. This name to motion nudges leads towards the all-important contact web page.

Stripe article with a contact sales button in blue in the web page's left side bar

The underside of the funnel also needs to embody post-purchase content material

Efficient aftercare can create loyal clients—individuals who buy once more and advocate in your model. It might probably additionally scale back pressure in your buyer help staff.

Stripe has a help heart stuffed with helpful content material. However it additionally publishes business information, product updates, and different content material to maintain clients glad and engaged.

Stripe's product news article on improving instant payouts.

4. Experiment with Content material Varieties

Publishing various kinds of B2B content material helps you have interaction folks with numerous wants and preferences. 

Plus, new codecs can provide you entry to new distribution channels.

For instance, creating podcasts means that you can have interaction audiences on platforms like Apple Podcasts and Spotify. Whereas movies will help you faucet into YouTube’s consumer base.

Let’s take a look at among the hottest forms of content material advertising and marketing within the B2B sector:

Content material Kind


Weblog posts

With the fitting weblog subjects, you possibly can set up your model as an authority within the area. And nurture leads by way of the advertising and marketing funnel.


Carry out key phrase analysis to seek out the most-searched questions and queries in your area of interest. 

Success tales

Also called case research. These are detailed accounts of shoppers’ success with your small business and answer.


A lot of folks search for their friends’ approval (referred to as “social proof”) earlier than doing enterprise with a model. Or testing a brand new answer.

Analysis experiences

Publishing unique analysis will help set up your model as a thought chief in its area of interest.


Plus, attention-grabbing findings can generate press protection and hyperlinks. Which assist drive visitors to your website.


Lengthy-form audio recordings distributed on platforms like Apple Podcasts and Spotify will let you cowl subjects in depth and in a conversational means. 


Podcasts are widespread amongst busy professionals as a result of they are often consumed on the go.


Entrepreneurs and enterprise homeowners say video is the best-performing content material format, in keeping with Semrush’s State of Content material Advertising report. 


Movies will help customers take up a considerable amount of data in a comparatively quick period of time.


Webinar internet hosting is a well-liked lead technology technique as a result of it means that you can acquire attendees’ contact particulars.


Webinars present a low-cost different to in-person occasions. 

No matter content material sorts you select, it’s a good suggestion to repurpose content material—i.e., convert it into totally different codecs. 

This will help you maximize your funding in content material creation. As a result of it’s typically faster and simpler than creating from scratch.

Strive beginning out with easier codecs so you possibly can cost-effectively take a look at and develop ideas.

Let’s say you’re interested by internet hosting a webinar on tendencies impacting your business. 

As a substitute of leaping proper in with a webinar, write a LinkedIn publish concerning the subject first. It will enable you gauge curiosity. And doubtlessly collect helpful suggestions.

5. Construct Topical Authority

Whenever you construct topical authority in your area of interest, you grow to be a go-to supply of knowledge. This helps enhance model consciousness and belief. And it might probably result in increased Google rankings.

Top-of-the-line methods to construct topical authority is to publish a wide range of useful content material associated to a selected topic.

In different phrases, correct, complete, and insightful content material that delivers real worth to customers. And showcases your experience.

A few of these items might take the type of thought management. That is content material that demonstrates a novel perception or opinion on a subject. With the objective of influencing others.

To provide you with sturdy content material concepts, it’s best to:

  • Maintain updated with business information and tendencies
  • Carry out key phrase analysis to see what folks seek for
  • Monitor related conversations on Reddit, Quora, and social media channels
  • Communicate to different influencers in your area of interest

For a data-driven strategy to concept technology, use Semrush’s Subject Analysis instrument.

Enter a subject, select a rustic, then click on “Get content material concepts.”

Semrush's Topic Research tool getting content ideas for online payments in the United States

By default, the instrument prioritizes subtopic concepts by “Subject Effectivity.”

This can be a measure of search alternative, which considers:

Click on the “Present extra” button to see headlines, questions, and search queries associated to every subtopic.

Content ideas broken down by headlines, questions, and related searches.

Whenever you’re able to proceed with an concept, click on “…” after which “Create search engine optimization template.”

Selecting create SEO template from the topic ideas within the Topic Research tool.

It will import your key phrases to Semrush’s search engine optimization Content material Template instrument.

Modify your settings if you need. Then click on “Create content material template.”

Semrush's SEO Content Template creating a template based on the keywords apple pay and online payments for desktop in the US.

The instrument will present content material suggestions based mostly on the highest 10 outcomes in your goal key phrases. This consists of readability and textual content size recommendations.

A list of key recommendations to create authoritative content based on your Google top 10 rivals, such as backlinks, readability, and text length.

Whenever you’re prepared to start out writing, go to the “Actual-time Content material Verify” tab.

Right here, you possibly can open the search engine optimization Writing Assistant.

Open in SEO Writing Assistant button to start writing content based on the template.

The search engine optimization Writing Assistant supplies real-time suggestions associated to search engine optimization, readability, originality, and tone of voice.

In case you get caught, you possibly can compose or rephrase content material utilizing AI.

6. Distribute Your Content material Successfully

An efficient content material distribution technique helps be certain that your target market discovers your content material.

Let’s take a look at among the hottest distribution channels in B2B content material advertising and marketing:

Distribution Channel



Publishing high-quality weblog posts may be an effective way to generate natural visitors (unpaid search engine visitors).


You’ll be able to optimize your content material for search utilizing on-page SEOtactics. Strive utilizing our on-page search engine optimization guidelines.

E mail advertising and marketing

E mail advertising and marketing is an effective way to take care of contact with leads. 


You’ll be able to hyperlink out to your content material out of your emails. However chances are you’ll enhance engagement by putting content material immediately inside the electronic mail.

Social media

LinkedIn is an expert networking website, so it’s one of the crucial widespread social media platforms amongst B2B companies.


You’ll be able to publish articles and posts, share movies and pictures, and way more. Try our devoted information to be taught extra about LinkedIn advertising and marketing.

Content material syndication

Content material syndication is the method of getting your content material republished on different websites or platforms.


The writer ought to at all times credit score you with a point out and a hyperlink.

Paid channels

You probably have an promoting price range, chances are you’ll want to promote your content material by way of paid channels.


PPC may be an effective way to generate search visitors when you’re engaged on natural rankings.

No matter distribution channels you utilize, monitor metrics that align together with your B2B content material marketinggoals.

This lets you see what’s working. So you may make changes as mandatory. And use sources extra successfully sooner or later.

For instance, Semrush’s Place Monitoring instrument makes it straightforward to trace your Google rankings.

After configuring the instrument, head to the “Overview” tab.

The “Visibility” graph reveals your search visibility over time.

Semrush's Position Tracking tool showing search visibility with a line graph.

Scroll all the way down to see the way you’re performing for every goal key phrase you’re monitoring.

Rankings Overview report showing keyword performance for tracked keywords in Semrush

To be taught extra about content material advertising and marketing metrics, take a look at our information.

7. Doc Your B2B Content material Technique

A B2B content material advertising and marketing technique is a long-term plan that outlines how a enterprise will entice their enterprise clients by way of content material.

When making a B2B content material technique, it’s worthwhile to outline your objectives and think about:

  • What content material you’ll create
  • Why you’ll create it
  • When, the place, and the way you’ll distribute it

Referencing this technique helps hold your B2B content material advertising and marketing efforts centered. And ensures everybody in your staff is on the identical web page.

For extra recommendation, take a look at our content material technique information and use our content material technique template.

B2B Content material Advertising Examples

Want extra inspiration? Try these B2B content material advertising and marketing examples:

American Categorical

The Business Class hub on the American Categorical web site options a wide range of content material for potential and present enterprise clients.

Traits and insights are unfold throughout 4 foremost subjects:

  • Managing Cash
  • Getting Prospects
  • Constructing Your Workforce
  • Planning for Development

Customers can discover in-depth articles written by topical consultants. 

American Express B2B content marketing example showing the author's listed credentials

Movies which are hosted on YouTube.

American Express B2B content marketing example showing videos hosted on YouTube

And podcast episodes. That are additionally accessible by way of podcast platforms like Spotify and Apple Podcasts.

American Express B2B content marketing example showing podcast episodes.


The Slack Resources Library consists of guides, ebooks, and experiences. 

Customers can simply filter in keeping with their sector and job function.

Slack's Resource Library content filters based on industry and audience persona

Slack additionally has an events page, the place customers can join dwell occasions. Or view on-demand webinars.

Slack's B2B events page showing on-demand and virtual webinars

The web site has a weblog and assist heart, too.


Canva is a graphic design platform that gives a variety of online business resources, together with design templates.

These assist entice a variety of potential enterprise clients by way of search. (And different channels.)

For instance, the “/business-cards/templates/” subfolder will get an estimated 46,100 natural visits from Google customers within the U.S. monthly. In line with Semrush’s Natural Analysis instrument.

Organic Research tool showing organic traffic for Canva's business card templates subfolder

Canva’s Design School additionally attracts and engages professionals who need assistance with graphic design. And introduces them to the worth of the product.

Canva's Design School page showing a B2B video content example of how to create a logo

The web site affords a variety of case studies, too. Which customers can filter in keeping with their area and business.

Canva's case studies page with filters by region and industry to target B2B customers


At Semrush, we don’t simply discuss content material advertising and marketing for B2B companies. We now have huge expertise creating helpful content material that companies love.

Maintain exploring our sources to be taught extra about digital advertising and marketing. And get B2B content material advertising and marketing inspiration in your personal website.

Or be taught extra about our content material advertising and marketing instruments.