Content marketing is one of the most important aspects of a successful B2B marketing strategy. It can help to build trust with potential customers and establish your company as a thought leader in your industry. By 2023, content marketing will only become more important, so here are some tips on how to build a successful content marketing strategy for your business.

What is content marketing, and why is it important?

Content marketing is the practice of creating content (in the form of written or visual content) to promote your products or services. It’s an effective way to engage with potential customers, build trust and loyalty, and establish yourself as an authority in your industry.

Research by the Content Marketing Institute shows that 86% of marketers report successfully creating more brand awareness with content marketing. However, it also showed that only 53% of content marketers credit content marketing for increasing sales and revenue.

What this means is that while content marketing is essential, it’s also important to ensure that your content reaches the right people.

What is B2B content marketing?

B2B content marketing is content created specifically for business-to-business (B2B) customers. B2B content can be used to educate potential customers about your product or service, as well as create awareness and trust in your brand. It’s a great way to establish yourself as an expert in the industry and build relationships with potential customers.

How is B2B content marketing different from B2C content marketing?

While it can be reasoned that all content – whether B2B or B2C – is essentially created for people and, therefore, the tactics applied to create it should be the same, it is not entirely true.

B2B content marketing is typically more targeted and focused on the needs of business customers. It’s also often more technical, as it’s designed to inform potential customers about your product or service in detail. B2C content marketing is usually broader and geared towards a wider audience. Also, while B2C consumption is (generally) motivated by desire and emotion, B2B consumption is mainly driven by data and logic – which makes the content marketing strategy for each quite different.

Different types of content for a B2B content marketing strategy

When it comes to content marketing, there are many different content types you can use to reach your B2B customers. Here are some content types that work well for B2B content marketing:


Publishing blogs on your site is a great way to engage potential customers and provide them with valuable content about topics relevant to your business.


Whitepapers are longer content pieces that provide in-depth information about a particular topic or product. They can be used to establish yourself as an authority in the industry and are great for generating leads.


Ebooks offer an even more comprehensive look at a topic than whitepapers. They can be used to provide potential customers with a comprehensive look at your product or service, as well as establish yourself as an industry expert.


Infographics are visual content pieces that help explain complex topics in an easy-to-understand manner. They’re great for grabbing attention and providing valuable content quickly.


Videos are a great way to engage potential customers and provide them with content quickly. They’re also great for building trust and creating an emotional connection with your audience.


Events such as conferences, workshops, and webinars are great ways to connect with potential customers and provide content in an interactive environment. Webinars and webcasts are extensively used by B2B content marketers, as they are an effective way to reach potential customers and generate interest in them about a product or a service.


Podcasts are great content pieces for engaging with potential customers in a more personal manner. They can be used to build relationships, as well as provide valuable content quickly and easily.

Email marketing

Email marketing is also a great content type for reaching potential customers. It can be used to provide content, as well as generate leads and build relationships with your audience.

Social media content

Social media content is a great way to engage with potential customers, as well as build awareness and trust in your brand. LinkedIn is often a great platform for B2B content marketing, as it is focused on connecting with other businesses.

Case studies

Case studies are content pieces that focus on how your product or service has benefited customers. They’re great for providing potential customers with evidence of the success of your product, as well as building trust in your brand.

Tips for creating a successful B2B content marketing strategy

Creating a content marketing strategy for your B2B company can be a daunting task, but there are some tips that can help make it easier. Here are some tips to help you create a successful content marketing strategy:

7 B2B marketing tips

Set content goals

Define what you want your content to achieve, and set clear content goals that align with those objectives.

Develop an audience profile

Knowing the demographics, interests, and needs of your target audience is key to creating content that resonates with them.

Define content types, and topics

Decide what content types (e.g., blogs, whitepapers, videos) you want to create and which topics are most relevant for your audience.

Outline content creation processes

Document the content creation process from content ideation to content promotion.

Track content performance

Use analytics tools to track content performance and identify which content pieces are working well and which could use improvement.

Optimise content for SEO

Use search engine optimisation (SEO) best practices when creating content, such as keyword research, meta tags, etc.

Share content on social media

Use social media to promote content and reach a larger audience.

By following these tips, you can create an effective B2B content marketing strategy that will help your business generate leads

Best practices for B2B content marketing in 2023

As content marketing continues to evolve, content creators must stay up to date with the latest trends and best practices. Here are some of the best practices for content marketing in 2023:

Focus on content curation

Quality content is key when it comes to content marketing, as readers will be more likely to engage and share content that they find valuable. Content curation is a great way to save time and resources when creating content. Leveraging content curation can help reduce the amount of content you need to create while still providing valuable content for your readers.

Create content for multiple platforms

It is important to create content that can be consumed across various channels and devices, such as mobile devices, desktops, and tablets. Make note of the difference in audience and format across various platforms and optimise your content accordingly. What may work on Instagram may not work on LinkedIn and website Blogs – so keep your content tailored for each platform.

Invest in content marketing tools

Utilize content marketing tools for content analytics (Google Analytics, Microsoft Clarity), content planning (Notion, Trello), content optimisation (SEMRush, Yoast), and even content writing (Copy.AI) to make content creation easier and more efficient.

Voice search is becoming increasingly popular, and content creators must optimise content for voice search in 2023 in order to stay competitive. Optimising content for voice search allows content to be more easily discoverable and provides a better user experience for those who use voice search. Optimising content for voice search involves making content more conversational, as users of voice search usually pose questions in natural language. Content should also be structured using headings, content chunks, and bulleted lists to make it easier for voice assistants to read content out loud.

Monitor content performance

It is important to track content performance and make data-driven decisions when it comes to content marketing. Monitor content performance metrics such as engagement rates, visits, leads, and conversions in order to identify content pieces that are working well and those that need improvement. This will help you determine which content types and topics are most successful for your audience and help you improve the direction of your content marketing strategy.

By following these content marketing best practices, you can ensure that your content is reaching its full potential in 2023.


Content marketing is a key component of any successful B2B marketing strategy. By leveraging content curation, investing in content marketing tools, and focusing on quality content, content creators can create content that resonates with their target audience and achieves their content goals. Furthermore, content creators must stay up to date with the latest content marketing best practices in order to ensure that their content reaches its full potential in 2023. By following these tips and best practices, content marketers can create a successful content marketing strategy for their businesses.

Need help with content marketing? Get in touch with us today for content marketing strategy creation, content writing services and content optimisation. We are a creative digital marketing agency that can help you create content that drives results.

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