Content is critical for any B2B company since it increases traffic and persuades leads to become clients. It’s no surprise that most B2B companies are raising their content marketing expenses year after year.

Do they, however, make full use of content marketing? How can you develop material that accomplishes many objectives, such as increasing traffic and ranking?

B2B content is a significant difficulty.

B2B content is incredibly vital to a company’s success, but it’s also extremely difficult for marketers to execute successfully. The issue is two-fold: Targeting.

Unlike B2C content, which is frequently targeted at a single person, B2B content must consider the entire group of decision-makers. This group is known as a DMU (decision-making unit) and might comprise the head of marketing, CEO, IT representative, CTO, and others, depending on your platform and target businesses.

In other words, B2B content is designed for a specific group of decision-makers and takes longer (and more processes) to convert.

It’s nearly impossible to provide persuasive content that appeals to everyone in a DMU:

It’s possible that CEOs will want to hear how your product will save them money. The head of marketing must ensure that your product solves a problem while not rendering their department obsolete. In this scenario, the CEO’s best interests may collide with the marketing team’s best interests, but the latter is likely to be the final decision maker, so you’ll need to consider their demands and concerns.

Your IT team must ensure that your platform is technically feasible (it is possible to integrate into their technical environment). You need to know your decision-makers and be able to organise your content around potential conflicts before you start designing your B2B content strategy for traffic development.

To put it another way, plan out your valuable content pieces first, and then pick which keywords to target.

Knowing who makes the decisions in your company

So, how do you figure out who you’re going after? You already have a list of your target companies in mind (the ones for whom you produced that B2B product), but how do you obtain a better understanding of their internal decision-makers?

B2B audience research differs from B2C audience research in the following ways: You can’t really use your web analytics demographics data because you have to consider all of the internal levels and politics.

Try a few of these alternatives to learn more about your chosen DMU:

Consult your sales and customer service departments. On a daily basis, they communicate with your potential and current consumers. Allow them to talk about their contacts and to who they report. Get all the information you can from them, including their most commonly asked questions and issues.

Customers should be polled. On-site and on-registration surveys will allow you to collect more information about the size of the organizations you’re dealing with, as well as the roles of your actual users inside those companies. You may incorporate surveys with your content using a variety of plugins.

Inbox Insight also includes a useful checklist to help you manage your data and better identify your target DMUs.

Begin by making a list of problems that each person in a DMU would have, and how your product could address all of them. This is where the next step is to match those difficulties to searchable keywords.

Developing a keyword approach

It’s not always easy to figure out how individuals are looking for solutions and answers to difficulties. While there isn’t an ideal word count that will work in every niche, strive to produce a resource that will address multiple relevant inquiries.

Because Google has matured to the point where it can now push your search to a more popular route, I recommend beginning your keyword research by just Googling Google. Type the search words just as you would if you were doing it yourself, paying special attention to:

In the search box, Google Autocomplete suggests

Featured excerpts and “People Also Ask” boxes

Words that Google highlights in search snippets are bolded (on desktop)

“Related Searches” and (on a mobile device) Google categories that appear underneath organic search results:

Exceptional outcomes

All of these will aid in the collection of key terms used by your target B2B customers when looking for answers to their difficulties.

Then, using keyword research tools, you may expand on your core terms and find even more related terms.

Keyword clustering is a useful tool for organizing your terms by intent and detecting common search patterns. Here’s a fantastic method for creating a content strategy that works for both B2B and B2C using those detected keyword clusters.

Promote and repurpose your business-to-business material.

Publishing your content is an excellent way to begin gaining an organic search presence. However, you will not achieve much unless you advertise your material, as search engines want more signals than just useful copy.

Promoting your work is a completely new topic that has already been extensively discussed. Many content promotion methods, such as social media sharing and email marketing, are applicable to both B2B and B2C material.

Some of the most effective content and link acquisition tactics for the B2B niche include:

Email communications are used to promote organically. Most B2B organizations communicate by email, thus incorporating your most recent or significant content assets in your email signature will gain you some clicks and potentially even backlinks. Wisestamp can assist your staff in creating a stylish signature that includes links to your most recent publications. They provide you with some great email signature samples to get you started.

Repurposing content is a term that refers to the process of repurposing With so many complex DMUs (Decision Making Unit)in mind, you’ll need a variety of content formats to accommodate them all. The first step is to make your information available for download as a PDF file (so that it may be shared inside a firm). Using Google Docs, you can accomplish this. Another option is to convert your content to a video format, which is simple to do with Movavi.

This would broaden your audience to include video-only platforms such as Youtube. Consider repurposing your visuals (graphs and screenshots) in a PowerPoint presentation to create content for Slideshare and Linkedin. It’s very simple with Venngage. To put it another way, convert your content into lead magnets!

Because they can be used at every stage of the sales funnel, webinars make excellent B2B content. You can live to stream them, make multiple films out of them, transcribe them for written content, and use lead generation forms to engage your prospects. All of this is possible with a variety of platforms.

Use email marketing to your advantage. Any B2B pipeline would be incomplete without email automation. Here are a few email marketing campaign examples to get you started on your own.

Creating optimal content that targets various roles and is available in various formats would necessitate a significant amount of organizational effort.


Because content preparation and creation require so much time, it’s a good idea to create a content marketing strategy that achieves many objectives, such as organic traffic and sales generation. Hopefully, the tools and processes listed above will point you in the right direction.