What is B2B Content Marketing?

B2B content marketing involves promoting and using content to promote your business to another business. The main goal of B2B content is to educate other companies about what your business offers and how it can benefit them, hopefully generating more sales.

How to Create a Solid B2B Content Marketing Strategy

  1. Know Your Customers
    • Once you can identify a detailed picture of who your customer will be, it will become easier to create content that will resonate with them. Some information to keep in mind when learning about your customers includes their buying preferences, motivations, values, and communication preferences.
  2. Define Your Brand Positioning
    • Establishing what you want your customers to think about your brand needs to come before you begin selling anything. One way to do this is to determine what issues they have and conclude how your product or service will help them.
  3. Focus on Your Customer Value
    • Focusing on how you can serve your customers is a great way to create content ideas and resonate with your audience. Conducting interviews is one way to help you understand them better and help with creating content ideas.
  4. Experiment With Different Content
    • Conducting research is a great way to learn more about what types of content will work best for your business. Looking at competitors and analyzing what keywords or formats work best for them is a smart way to begin your research.
  5. Set Clear Business Goals
    • With B2B marketing, creating content with a clear purpose is crucial. Establishing business goals for each piece of content is essential to track success.

8 Effective B2B Content Marketing Practices

  1. Use SEO Practices
    • SEO is crucial in B2B content marketing. Utilizing SEO strategies effectively will help your business rank higher in search engines and increase organic traffic. 
  2. Use Email Marketing
    • Email marketing is one of the most effective channels for B2B marketing. This tactic allows you to control the audience your content is reaching and also add a personal touch to each email. 
  3. Craft Multi-Layered Content
    • Multi-layered content is anything that has multiple aspects included in one push. These aspects include images, videos, or copy. Implementing multi-layered content into your strategy will help your content be more engaging for the audience. 
  4. Choose The Right Channel
    • Experimenting with different channels is important to establish where your audience spends most of their time. It is essential to focus on data during this step and establish yourself on one to two channels before progressing to more. The best channels to promote B2B content marketing include:
      • Email – 91%
      • LinkedIn – 71%
      • Print – 58%
      • YouTube – 56%
      • Twitter – 55%
      • SlideShare – 40%
      • Facebook – 38%
      • Instagram – 30%
      • Google+ – 16%
  5. Use Cross-Pollination
    • Every industry has a great supply of valuable tools and information available. Some of this information comes from field experts or other businesses. Allowing space for guest posting or expert roundup posts is one way to establish credibility.
  6. Audit Your Existing Content
    • Analyzing the content you have already created for your business is crucial. This analysis must include determining how the content is ranking in search, if it’s performing successfully, or if it is resonating with your audience.
  7. Deliver Personalized Experience
    • In B2B marketing, it is important to focus on personalized content for your customer to feel valued and satisfied. Producing personalized content helps people understand how your business can help solve their problems.
  8. Get More Out of Your Paid Ads
    • It is common to think of B2B marketing mainly as an organic marketing channel when paid advertising will open your business up to new customers while also increasing your brand awareness. LinkedIn is a great place to promote paid advertisements.

Read more about B2B Content Marketing at readwrite.com

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.