Using Content Marketing in your B2B Marketing Plan

In 2016, content marketing continues to be an important component to the B2B marketing industry. In fact, according to reports by the Content Marketing Institute, 93% of B2B marketers use content marketing to distinguish their companies in highly cluttered markets. In the B2B marketing realm, ensure your content marketing addresses at least these two goals: You first need to catch your prospect’s attention, and then you need to show them that you are the industry expert they can trust. One of the most effective strategies for achieving these goals is consistent education, taking a targeted approach, having a customer-centric view, and aiming to build long-lasting relationships. Other goals of B2B content marketing are to use content for generating brand awareness, leads, and boosting engagements. Read this excellent post by Sujan Patel where he explains the B2B goals in relation to content marketing

3 Things to Make Sure you Cover in your B2B Content Marketing Plan


A lot of B2B marketing is guilty of focusing their content creation on themselves. Most of their content is centered around their own company and focuses on topics for applying their product, or why their service is the best to help your business. Use your content as a method for showcasing that you understand your target audience needs at more than just a sales-driven level. One of the first things a B2B company should get right when creating their content is to know their audience, their target market. Not only does this dictate what types of content to produce, but it also allows you to create content that speaks directly to someone, rather than to everyone, which is far more effective. By knowing your audience, you can get insights from your target market about the type of information/content they would find valuable. If you can prove that you know your audience, you’ll have more than enough opportunities to tell them all about your services and products later where they will appreciate it a lot more.


Education in content marketing refers to training and resources that your company provides to the market, either for free or it might require a simple registration. This could be in the form of articles, blog posts, white papers, videos, podcasts, infographics, or e-books. Whatever way you want to structure, the educational content needs to give something of true value to your audience. It should showcase your strong expertise in the field, provide up-to-date information, and contain actionable tips rather than self-promotion.


There are some differences in B2B and B2C marketing; however, at the end of the day we’re all looking to tell a story about our brand to develop relationships with our target audience and to sell to people. B2B marketing means being able to tell that story to different people at different levels of the business and having your content resonate with each of them. Digital technology has made that possible by allowing us to be targeted using personalization and tracking through analytics the response we’re receiving back from those visitors.

Always focus on the key area of B2B content marketing, which is to provide value. If you want users to engage with your content, you need to offer them something. The more answers you can provide to their questions the better; solve a problem and be a resource. This means more times they will continually return to your business, which as a result will build stronger ties and relationships.

After creating quality content, it needs to be consumed; otherwise, it’s of no use. This is when you can combine content marketing with other digital marketing areas such as SEO, email, and social media.