B2B content marketing: A practical guide

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A practical guide for how B2B brands can use content marketing to better engage audiences throughout the buyer journey

Content has become a critical tool in the marketing mix for almost every B2B brand. Nine out of ten B2B marketers are using content marketing strategies to pull in new customers. In 2019, the most successful marketers were already spending 40% or more of their budget on their content strategy.

But while content marketing offers great brand and business-building opportunities, many companies are finding that their campaigns simply aren’t working. These poorly-executed campaigns waste time and money. Worse still, this bad quality content actually damages rather than enhances your customers’ perception of your brand.
“The real power only comes to those who can create content that connects, engages, and moves through the network.”
Mark Schaefer

So why aren’t more marketers getting the content marketing ROI they are looking for? Let’s start with the basics.
What is B2B content marketing?
At its simplest, B2B content marketing is when a brand uses stories, ideas jamaica mobile phone numbers database and insights to engage and influence a business audience.

By telling powerful stories, the best content marketers ensure their companies get noticed by audiences that are tired of conventional product-led or salesy marketing.

Through sharing new ideas, these content marketers are able to inspire and inform their customers – helping them see their business problems in a new light, or to take a fresh perspective on the trends reshaping their market.

The best content marketing campaigns back up these stories and ideas with robust insights: interesting data points, original research and real-world examples that help their customers understand a new trend or challenge and equip them with the tools and best practices to respond and thrive.