How to build a successful content marketing strategy for B2B business in 2022

How to Build a Successful Content Marketing Strategy for B2B Companies in 2022

Many industries constantly experience dynamic changes that disrupt conventional global processes, including content marketing. To build a successful content marketing strategy for B2B in 2022, you must follow the latest trends and do things differently than your competitors. 

WebFX research showed that 69 percent of B2B companies have a documented content marketing strategy for creating awareness and promoting their brand. Therefore, it is clear that having a well-defined content marketing strategy is crucial to getting results in business.

In this post, I’ll show you a failproof method for building an effective content marketing strategy for your B2B business in 2022.

Intro to content marketing strategy for B2B

Knowing your audience, their interests, and what makes them pay attention is vital before creating content for your business. That is, an effective content marketing strategy essentially revolves around your audience.

Content marketing for B2B businesses aims at promoting goods and services to other companies using written, graphical, or other forms of content. Content marketing also helps build brand reputation and awareness. Amazon is a prime example of a B2B corporation that acts as a bridge for vendors to sell to customers or other businesses. 

Why is content marketing important for B2B?

Content marketing has multiple benefits, including cost-effectiveness, traffic generation, brand awareness and reputation, and lead generation. 

According to a CBS News article, the world has moved from viewing between 500-1,600 advertisements daily in 1970 to more than 10,000 daily ad impressions in 2022. 

What this means is content marketing has become crucial for all businesses in 2022, making it necessary to develop an effective content marketing strategy that puts you in front of your audience and helps you get measurable results.

What is content marketing strategy for B2B? 

Content marketing focuses on creating, managing, and updating content across various channels to build brand awareness, attract qualified leads, boost website traffic, and drive CTAs that result in more sales for a company.

The content marketing strategy addresses the audience’s most pressing issues, so they will choose to do business with them over their competitors. The foundation of every successful content marketing strategy must be a thorough understanding of the target audience.

Tips on how to build a successful content marketing strategy for B2B

1. Define your content marketing goal

The strength of an effective content marketing strategy is the capacity to live up to your established expectations in a B2B space. Many companies often aim to amass traffic and generate qualified leads as a return on investment.

It would help to hire an analyst to assist you in defining a realistic content marketing goal based on accurate data and statistics. This decision can help you avoid spending a significant content marketing budget but getting little results.

A content marketing goal should typically spell out the market, content channels, content format, key objectives, and expected results.

For instance, a B2B business selling services to online vendors might want to focus on building brand awareness and reputation. Tailoring content marketing to social media, advertising platforms, etc. may be a more efficient strategy to achieve this goal. 

2. Understand your target audience

Understanding your audience’s demography is critical to building a successful marketing strategy because that’s the only way to ensure your efforts don’t go down the drain.

Many business owners often get carried away with meaningless engagement that does not lead to any significant result. Interestingly, some companies buy likes and engagements to look promising and successful. 

This behavior looks good in the short run but will eventually harm your business and stifle real growth. 

That said, understand your target market to the littlest detail. A simple rule to help you pin down your target customer is the “ask three times, top-to-bottom” rule.

For instance, if your business caters to accounting firms, you can ask the following questions:

  1. What kind of accounting firm do my products fit perfectly?
  2. What department in such an accounting firm needs my products/services?
  3. Who is the head of such a department in that accounting firm

With these questions, you’ll understand who to target more clearer. And then, you can decide the best way to target them by finding out the platform they are more likely to spend most of their time.

Their favorite platforms may be LinkedIn, Instagram, Facebook, or Twitter. On the other hand, they may simply be out of social life and more interested in emails, long-form blogs, newspapers, etc.

Once you have resolved that, you can hire a writer that can help you curate content on those platforms.

Related Post: Best Platforms to Hire Content Writers for Your B2B SaaS Business

3. Pay attention to SEO and keywords

Keywords and SEO are vital for online businesses as they leverage consumer behavior while making searches on the internet. After understanding your target audience, you need to find out how they behave on the internet.

If you are a talent marketplace for matching companies with software developers, for instance, your prospective audience (companies) will likely search “best platforms to hire software developers.”

It would help to use a keyword tool, such as Ahrefs, KWFinder, Moz, Semrush, Ubersuggest, etc. These tools have more valuable metrics to help you determine a unique set of keywords for reaching your audience.

Other SEO practices, including on-page and off-page SEO, can get you through the roof in reaching your audience.

4. Choose the correct content formats and channel

Your prospective clients have different interests and behavior online. First, learn the best channels to reach them. Do they lurk on social media groups, scroll through their feeds, or consume more complex materials? If you have discovered their favorite platforms or channel, you need to know what content they like.

For instance, businesses that are more active on Instagram may enjoy fun-like and graphical content. Other companies may hardly have a social media presence, and it would be best to reach these companies via blogs or emails.

5. Position your brand with a unique voice and feel

Every aspect of your content marketing should tell your prospects something about you. Your brand colors, tone, design, and packaging carry a message to your market. And so, you have to be conscious of the message you are passing across to your customers. 

One popular example is Nike. Using a Nike product, you’ll tend to feel motivated because of the brand’s slogan: “Just do it!”

It’s best to have a consistent style and tone to give your prospects an idea about you and help them quickly determine if they want to use your services.

6. Be creative

Content marketing for B2B strategy becomes successful when you mix thoroughness with creativity. If your content is uninviting, your audience will likely gloss over or ignore it. Therefore, you should take the time to create content that appeals to your audience.

To improve your creativity, try different content formats until you find the one that resonates more with your audience. Once you discover a more inviting content format, build on that and double your creativity in that area.

7. Be consistent

No company would take you seriously if you are inconsistent in your content campaign. Being consistent does not mean you are always saying something 24/7 but that you are regular with your campaigns. Your prospects know when you’ll show up, and they never get disappointed.

It’s vital to note that the more frequently you show up, the more you’ll win your prospects’ hearts. And that’s because consistency is proof that you are authoritative in your industry and can effortlessly solve their problems. 

Wrapping up: How to build a successful content marketing strategy for B2B companies in 2022

The world is changing quickly, and your content marketing strategy needs to be adaptable. To build an effective content marketing strategy in 2022, set a clear goal, identify your audience, use SEO, be creative, and be consistent.

Are you a business owner looking to grow your company with an effective content marketing strategy? You have come to the right place! Book a free consultation with me now, and let me teach you how to get 2-3X results for your company.


1. How do you create a B2B content strategy?

i. Set a clear goal

ii. Identify your target audience

iii. Define your content type

iv. Be creative

v. Be consistent

2. Does content marketing work for B2B?

Yes, content marketing helps B2B businesses build trust with customers. It also helps them establish an authority in their industry.

3. How do you attract a B2B customer?

i. Create new products/services or update existing ones regularly.

ii. Use content marketing and other digital marketing channels.

iii. Ask current clients to refer you.

iv. Facebook and SEO come in handy for local businesses.

v. Use direct emailing to stand out.

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