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September 6, 2023

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content marketing b2b


  • Effective B2B content marketing boosts brand trust and leads to increased lead acquisition and sales growth.
  • There are various types of B2B content, which include articles, videos, case studies, podcasts, and more.
  • Businesses are more likely to convert potential leads when they deliver quality content that is relevant to the target audience.

What is Content Marketing?

Content marketing is a strategic business growth approach that involves distributing various types of B2B content relevant to your brand and audience. It aims to inform, engage, persuade, attract, and retain a clearly defined target audience to drive actions that influence business growth.

In today’s digitally driven world, it has become important more than ever to constantly engage with audiences to maintain relevance and build niche authority. Since quality content strategy and delivery are part of every effective marketing effort, businesses looking to thrive online must innovatively incorporate various content marketing tactics. Here, we will discuss the reasons why content marketing matters and answer frequently asked questions on why content marketing is important for B2B.

What is B2B Content Marketing, and Does It Matter?

B2B content marketing is the act of using various content formats to expand your reach and connect with the target audience to boost brand awareness, affinity, and revenue. Businesses can use various types of B2B content to engage with their audience to drive conversions and growth. These include the following:

  • Blog posts and long-form articles
  • White papers
  • Downloadable templates
  • Case studies
  • Videos 
  • Webinars
  • Podcasts

Additionally, content marketing strategies are also incorporated into other marketing efforts, such as email marketing, social media marketing, PPC, and digital PR  to achieve maximum results. In fact, 73% of B2B marketers see these types of content marketing as indispensable tactics for marketing growth and success. This is why content marketing matters. It powers almost every aspect of business digital marketing, allowing you to remain competitive and grow your bottom line.

How Content Marketing Influences Business Growth

As a brand, it is beneficial to have your audience looking forward to receiving your content. Whether it is via email, social media, blog, or podcast, content marketing drives B2B engagement, which can translate to greater sales and revenue. However, for this to happen, the content you deliver has to be genuine, valuable, and relevant to your audience and their needs. Furthermore, having a well-developed B2B content strategy can help your business build trust and domain authority, which influences your customer loyalty and content-driven revenue.

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Why is content marketing important for B2B?

As B2B content marketers, we understand how valuable B2B content is for businesses trying to engage with the target audience in order to fill their pipeline with quality leads and generate sales. Well-implemented B2B content strategy always has a significant effect on the bottom line. 48% of business decision-makers say they’ve done business with a partner after engaging with their thought-leadership content. Therefore, there is a valuable reason why content marketing is important for B2B, especially for businesses looking to grow sales revenue. Here are a few points to consider when deciding whether or not your business needs to implement B2B content marketing.

Importance of content marketing for B2B growth:

  • Educate Your Audience and Boost Brand Awareness

No business can thrive without brand awareness. This is why even the biggest brands in the world, such as Apple and Microsoft, still share relevant content on different channels and have a strategy in place to stay connected with their audience. Informing and educating your target audience through B2B content is one effective way of building loyalty. Plus, loyal customers have a 90% more chance of purchasing your product or subscribing to your service.

  • Hasten Buyer Decision Making

Publishing quality B2B content is a great way to help buyers feel positive about purchasing your product or subscribing to your service. By creating content that educates your buyers about your product’s benefits and features, you can influence their purchasing decisions. This can be done using How-To Guides, Infographics, and Instructional Videos, to name a few. 

  • Build Credibility and Strengthen Customer Relationships

Content marketing is how businesses can communicate with their audience and establish meaningful relationships. Additionally, businesses can build a credible reputation online by publishing thought leadership content that is important for B2B relationships. This is one way of letting your target audience know you are experienced and knowledgeable in your field of expertise.

  • Online Visibility and Search Ranking

Using content marketing, B2B companies can share success stories with their audience and increase search ranking through SEO. A B2B content strategy with SEO at its core can help you boost your brand authority on search engines, making your business more visible to prospects. Furthermore, increased visibility results in brand awareness and recognition, which in turn drives conversion.

  • Capture Leads and Boost Conversion Rate

Content is vital to any successful digital marketing campaign. To generate quality leads that can become paying customers, businesses need to have a content marketing strategy that aligns with their sales KPI. Furthermore, generating B2B content that speaks to customers’ pain points and promotes your business solutions can be a game changer for your lead conversion rate.


Final Thoughts

No matter how your business plans to approach internet marketing, quality content has to be a major in order to drive organic growth and revenue. Start by deciding what types of B2B content are relevant to your target audience, and then contact our content marketing specialists to develop a detailed strategy that will work for your business. As content marketing experts, Marketesia is uniquely positioned to help you generate qualified leads and increase sales through effective Internet marketing.



  • Does content marketing include social media?

Although content marketing outputs live on websites and other content management systems, it also extends to social media. Video, infographics, and other visual forms of content are shared on social media platforms, so the two work together.

  • Is content marketing effective?

Marketing experts consider content marketing to be effective. Multiple studies show that positive results from content marketing constantly outpace other conventional forms of marketing in cost savings and ROI.

  • What does content marketing include?

Content marketing involves creating and sharing various forms of media and written materials online to engage an audience and drive revenue. The forms of content can include articles, videos, blogs, eBooks, white papers, podcasts, and more.

  • What are the four main purposes of content marketing?

The main purpose of content marketing is to entertain, inspire, educate, and convince the target audience to generate leads and drive conversions.

  • How does content marketing grow your business?

Content marketing is cost-effective and sustainable, allowing businesses to grow their bottom line through content that entertains, informs, and persuades their audience. Effective content marketing strategy ultimately leads to increased conversion rate and sales.

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