Definitive Guide to B2B Content Marketing


In both the online and offline space, content is central to building brand identity, awareness, and authority by establishing the value an organization brings to its target market and specific industry.

As such, developing a B2B content marketing strategy has become essential for creating marketing campaigns that reach and resonate with target audiences—particularly given the rise and dominance of digital marketing in B2B.

Crafting original, high-quality, and valuable content, rather than generating content for its own sake is key to securing competitive positioning, enhancing the buyer’s journey, and ultimately, aiding sales processes.

Click on the buttons below to navigate to the four main areas this guide covers:


B2B content marketing is a powerful strategy centered on creating and distributing valuable, relevant, and informative content across various marketing channels to drive sales opportunities by attracting and engaging leads, as well as clients post-conversion. Successful content marketing is built to address specific audience needs, pain points, and goals to contribute to a personalized client experience (CX) and B2B buyer’s journey.

Effective B2B content marketing can also boost brand awareness, authority, and equity. The purpose of content can range from thought leadership to educational materials and even sales collateral to support demand generation and lead generation initiatives (such as lead nurturing), contributing to growth.

In short, B2B content marketing is a dynamic and impactful tool that has the potential to shape and support critical strategies to drive desired business outcomes.

Content audit

Once you have identified your goals, start by performing an audit of your existing content (skip this step if you do not have content). This can be incredibly beneficial for maximizing the ROI and performance of your content library and preventing your new content efforts from cannibalizing the potential of your older pieces.

The aim of your audit should be to identify the gaps you currently have in your content strategies, and how these can be improved upon while investing resources effectively.

Therefore, to guide your content audit process, be sure to leverage the data analytics you have available to you to measure B2B content marketing performance by:

As part of this assessment, consider also analyzing competitor content. This can focus on a few key areas to inform your auditing (and content creation):

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    The topics covered and how they are explored

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    The topics covered and how they are explored

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    How information is presented to support a strong user experience

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    Lead magnets/free tools

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    Interlinking strategies

Combining this process with your content goals will help you determine the priorities for your content marketing strategies. In the case that you are yet to build out a library of B2B content marketing, many of the variables above still serve as great points of research to inform your planning.

Content audits also represent the perfect opportunity to repurpose key pieces of content. This can range from rewrites of varying degrees, and include adapting content to suit another format to meet the preferences of a target audience, or account (if part of an ABM or ABX strategy).

Repurposing can also help the performance of content across a broader selection of marketing channels and target audiences.

Content map

The last element of your content planning process should be mapping out the content that you aim to produce and distribute to each segment of your target audience.

Given the range of functions that your content is likely to serve in your marketing strategies, long-term planning can help to manage production expectations and ensure a broader range of goals are met on a timely basis.

Your content map also serves as a useful resource for supporting sales and marketing alignment, as it allows sales leaders and their teams to gain oversight into upcoming content and collaborate on how to best leverage it in their outreach strategies.

Here are some considerations for building out your content map:

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    Difficulty (in terms of the subject matter expertise required)

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    Strategies the content supports (the focus of the content)

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    Strategic content needs (ABM/ABX initiatives or time-sensitive content)

While you are unlikely to be able to anticipate all of these variables, planning for them in advance will be critical for guiding the trajectory of your content marketing strategies. Depending on your in-house capabilities and goals, consider mapping out content on a quarterly or monthly basis.

Below is an example of a cybersecurity provider’s content map for a month:

For optimal results, be sure to align your content map with the needs of buyers as they progress through the B2B buyer’s journey.

This involves developing a range of content formats and types to suit the different decision makers at target accounts and the role they play in the buying process. Ensuring a balance of these content needs across your content map will enable your sales teams to drive demand generation with the entirety of the buying group.

How to align content with the B2B buying group

Source: INFUSE Insights Voice of the Buyer Report 2024