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Creating a B2B Content Strategy

Jason Freeman | 04 Jul, 2024 | Return|

Content Marketing

High-quality content is crucial for achieving brand awareness, customer engagement, website traffic, lead generation, and sales. However, the success of your content hinges on a well-thought-out strategy. An effective B2B content strategy ensures your content meets objectives and resonates with your target audience.

Why B2B Content Strategies Are Important

Not all content drives traffic, and not all content converts. To ensure your digital content achieves your goals and reaches the right audience, you must consider several key factors:

  • Target Audience: Who are you creating content for?
  • Content Format: Which formats will engage your audience the most?
  • Content Design: How should your content look?
  • Call-to-Actions (CTAs): Where should they be positioned?
  • Content Goals: What do you want your content to achieve?

A well-defined content strategy answers all these questions, providing a clear plan and structure for your content efforts. This ensures your content is successful and aligned with your business goals.

Create a B2B Content Strategy

Strategic Content Marketing

Before diving into content creation, follow these steps to develop an effective B2B content strategy:

Identify Your Target Audience

Understanding who will consume your content is the first step. Create detailed customer personas—semi-fictional characters representing your ideal prospects. Gather insights through demographic reports, user interviews, forums, social media, and surveys. This helps you tailor your content to resonate with your audience's pain points and decision-making processes.

Define Your Objectives

Determine the specific goals for your content. Different pieces of content may serve different purposes, such as building authority, increasing brand awareness, or generating leads. Use the SMART objective method to set goals that are Specific, Measurable, Achievable, Relevant, and Time-bound.

Choose the Right Content Formats

Select content formats that best suit your audience and objectives. Consider the buyer’s journey stages—awareness, consideration, and decision—when choosing formats:

  • Blog Posts: Versatile content for various purposes, including topical, comparison, search-led, and conversion-focused blogs.
  • Case Studies: Showcase how your product or service solved a client's challenge.
  • E-books: Provide detailed guides on specific topics.
  • Whitepapers: Offer in-depth content on specific issues, often used as gated content.
  • Infographics: Simplify complex information for quick understanding.
  • Interactive Content: Engage users with quizzes, checklists, animations, or calculators.
  • Social Media Posts: Boost brand awareness and reach a wider audience.
  • Video Content: Engage users with testimonials, explainer videos, or how-to guides.
  • Email Content: Nurture customer loyalty with newsletters and repurposed content.

Create a Content Calendar

Content Calendar

Organise your content plan for the year with a content calendar. Align your content with key industry events, seasonal trends, and upcoming changes. This helps you publish relevant and timely pieces that engage your audience.

Develop Detailed Content Frameworks

A content framework or copy brief guides the content creation process. It should include:

  • Content Format
  • Purpose and Objectives
  • Target Audience and Customer Personas
  • Tone of Voice
  • Key Products/Services
  • Content Structure
  • SEO Information
  • CTAs and Their Positioning
  • Key Images/Visuals
  • Competitor Examples
  • Distribution Plan
  • Design Elements

Plan Content Distribution

Different content performs best on different platforms. Determine where to distribute your content based on its purpose. For example, detailed guides may be best for your website, while brand awareness pieces can be promoted on social media.

Focus on Design and Layout

Effective content is not just about the text. Consider the overall design and layout to maximise engagement. Ensure:

  • Branding Consistency
  • Clear Messaging
  • Readability and Formatting
  • Visual Hierarchy
  • Use of Whitespace
  • Imagery and Data Visualisation
  • Responsive Design
  • Accessible Design
  • Strategic CTA Placement

Implement and Monitor Performance

Track your content’s performance against your objectives. Metrics like sessions, conversions, qualified leads, and search rankings are essential, but ensure they align with your goals. Regularly reviewing performance helps you refine your strategy and improve future content efforts.

Create your B2B content strategy today

Creating a B2B content strategy involves thorough planning and consistent effort. By following these steps, you can develop a strategy that aligns with your business goals, engages your target audience, and drives meaningful results. If you need assistance with content strategy and creation, our specialist team is here to help. Get in touch today to increase your content marketing efforts.

About the Author

Jason Freeman

Jason Freeman

As a hands-on company director, Jason inspires our team with his visionary approach to marketing coupled with his impressive technical expertise. A stickler for detail with an eye for design and a talent for writing, Jason is as adept at creating eye-catching marketing material as he is at planning the strategies behind goal-surpassing marketing campaigns.


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