The Ultimate Guide to B2B Content Marketing

  1. What is content marketing?
  2. Different types of B2B content marketing
  3. Examples of great B2B content marketing
  4. Creating a B2B content marketing strategy
  5. Writing great content that attracts
  6. The key tools to use

Different Types of B2B Content Marketing

The Content Marketing Sales Funnel

Know — B2B Content Marketing Funnel

Like — B2B Content Marketing Funnel

Trust — B2B Content Marketing Funnel

Overview of B2B Content Marketing Types

Blog Posts

  • Look to your competitors — They key here is to keep an eye on your competitors content but not to copy it. See what they’re ranking for and which pages but always remember, in order for a new piece of content to rank it has to be 10x better than the number one ranking page.
  • Use Google Keyword Planner — Google keyword planner allows you to see how many people are looking for a certain keyword. It will also provide you with alternatives and their search volumes.
  • What is your target market interested in — Not every blog post has to revolve around your business. You should be creating content around what your target market is interested in outside of your business.


  • Your companies 1-page overview
  • Your companies products
  • The problems you’re solving
  • FAQs
  • Client case studies

Email Marketing

  • Engagement emails — Once you’ve started to build up an email list, you’ll want to start sending engagement emails. The point of an engagement email is to keep a potential lead in constant contact with your brand. These emails can include blog posts, features, special offerings or company updates. Be sure to use these wisely as it’s been reported that some companies have experienced up to 25% of their email list unsubscribing from an engagement email.
  • Nurture emails — Nurture emails are really important to SaaS businesses. They help a user through their trial period and ultimately aim to convert them to a paying customer.
  • Breakup emails — You’ve gotten a lead’s email, you’ve sent them engagement emails, tried to convert them and they haven’t responded. That’s where the ‘breakup email’ comes in. It’s one last contact to a lead before you give up.

Social Media


Creating a B2B Content Marketing Strategy

1. Identify Your Goals

  • Increase traffic to website to 10,000 monthly visits
  • Increase organic leads to 200 per month
  • Have 2,000 paying clients in 12 months

2. Identify Your Ideal Client

  • Name
  • Age
  • Gender
  • Job Title
  • Company — size and industry
  • The challenges your ideal client has
  • How you can help them solve their challenges

3. Define Your Voice

3. Select 2–3 Content Marketing Channels

4. Identify The Topics You Will Focus Your Content on

5. Plan Out The Next Month of Content

6. Repeat Step 5

Writing Great Content That Attracts

  • Headlines matter — The first thing anyone is going to see is the headline. Whether it’s on social media, the subject line of an email or a blog post. It’s the most important part of getting people to engage. So make sure you put a lot of time into it and if you need help you can use CoSchedules Headline Analyzer tool to get you started.
  • Play with the words in your headline — Try shaking things up when it comes to headlines. Use words like ‘skyrocket’ instead of ‘grow’ or use emotive words like ‘make you’.
  • Some types of content perform best — When it comes to blog posts, there’s a select few that perform the best. To find out which ones, you can see Buzzsumo’s research on over 100 million headlines.
  • Keep your sentences short — Long sentence bore people. Take out any words that aren’t needed — especially ‘filler’ words like actually and just.
  • Keep your paragraphs short — same as the above, no one wants to see huge paragraphs of text. Try to keep them to 3 sentences long.
  • Prove your knowledge with research — Try to include stats or research about your topics. This shows people you know what you’re talking about.

The key tools to use

  • CoScheduled — Plan out you content on an easy to view the calendar.
  • Google Keyword Planner — Find alternatives to the keywords that you want to focus on.
  • Ubbersuggest — See topic ranking pages of your competitors.
  • Feedly — Set up words you want to follow and get notified about content that’s posted relating to the words.



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