Creating B2B content

Think lab

Stories and Science


Why it's important?

Gone are the days when marketing only meant buying and selling goods! The tides have changed now, and many B2B marketers are adopting new ways to promote their products and services. One among them is content marketing. 

Content marketing has been one of the most successful marketing techniques used by B2B marketers. The Content Marketing Institute estimates that 89 percent of B2B marketers use content marketing in their marketing strategy.

But that doesn’t mean that everyone has a great content marketing strategy. The truth is that less than 30 percent of B2B marketers have a good content marketing strategy in place.

As we go into 2023, B2B marketing teams need to start thinking beyond the standard blog post and content promotion on social media and focus on B2B marketing. About 71 percent buyers use the internet daily to make business purchase decisions.

B2B marketing benefit - man writting content

Business-to-business (B2B) marketing is a vital part of modern organizations. Business owners need innovative ways to interact with their audience. Buyers also need to know about the products that suppliers and competitors offer, and vendors need ways to grow their audience in today’s times, B2B content marketing emphasizes SEO and content creation. It means that business owners have to create blogs, web pages, articles, social media posts, videos – and many other types of content – all of which must connect with other businesses.

1. Rank higher in search engines

Content marketing has been proven to be one of the most effective ways of driving traffic to your website. Whether it’s through social media content, white papers, articles, or emails, the content you create shows what your business offers and who you are.

When potential customers search for answers to questions on search engines, your company will show up through keywords or phrases that match what they’re searching for. You need to create targeted content that answers those questions and regularly draws leads to your web pages.

Content marketing can be effective without a sales pitch as the driving force. It’s about creating content that answers your audience’s questions and gives them valuable information about how your products and services can meet their needs.

2. Powerful communication tool

Videos are powerful communication tools, and they have been effective for content marketing strategies. As you create content on your blog or website, consider other ways it can be used to generate new leads.

Successful B2B marketers use social media channels such as Instagram, LinkedIn, Facebook, and Twitter, to share meaningful content with their audience.

  • If you have an awesome infographic on your website, share it on platforms such as Pinterest or Instagram.

  • If you have a long “how-to” guide on your website, make it into a presentation format and post it to SlideShare.

Doing these over time will increase your social following and give you more avenues to have valuable conversations.

High-quality content can attract more people to follow your social media pages. People don’t follow brands that are constantly trying to sell. They follow brands that give value. That’s why most B2B marketers make social media a significant tool in their content marketing strategy.

B2B - infor graphic

3. Research to support the SEO ranking

Content and SEO are connected. Content marketing helps your B2B SEO by helping you rank for essential phrases and keywords, building links; adding more mentions and citations of your brand, and showing your thought leadership – so search engines rank you better.

4. Better ROI

Most times, your product or service is competing with other brands. Providing informative and detailed content can help you convince your audience to make your service their priority. This will improve your ROI.

You can use these approaches to generate awareness among your stakeholders:

  • For stakeholders: Paint a bigger picture and make them understand how your business will impact them.

  • Contrast and suggest: Compare and contrast the current business system with the new ones.

  • Case study: This is an effective way of telling what exactly the customers are looking for. To attract them, you need to provide detailed content about how your product will fix their problem(s).

5. Increases customer loyalty

By creating valuable content for the right audience at the right time, you’ll show them that you’re listening to their needs, which makes them happy. This regular production of quality content also helps keep your customers engaged with you, which inevitably increases your conversion rates.  If you want your audiences to have a strong brand affinity for you, they need more from your business than just products and services. They have to love what you provide and be willing to tell their friends, family, and coworkers about you Creating rich content is essential to building this kind of B2B customer loyalty where customers will gladly vouch for you

6. Fend off the competition

Creating high-quality content based on your business’s most competitive keywords can help you outrank the websites of your competitors on search engines. A well-planned content marketing strategy can help you create enough content that you can dominate the online space for your specific search phrases. For instance, if one of your products already ranks on the first page of organic search, you can take over the remaining page with blogs, white papers, and landing pages so that your competitors have little showing on the page.

7. Help customers to evaluate what you’re offering

Buyers quickly go through the websites to determine if they’ll patronize you or not. As they have a long list of sellers, they have so many reasons to eliminate you and focus on other brands. But if your contents are precise and relevant, it will convince B2B buyers to patronize your brand. 

Write a short description that resonates with their needs by:

  • Creating a brief value proposition about the main product followed by a problem that it solves.

  • Linking each criterion with product or service and how it matches the requirements of the buyer.

  • Offering an in-depth understanding of how your product/service fits each criterion.

8. Learn more about your customers

The more content you make, the more you’ll learn about your audience’s interests and find ways to serve them better. 

Although this depends on you creating time to look at your analytics and go into the data, the information here can be essential.

You can use the data to create more topics, find new keywords, explore when people want to get information, what they love sharing, and so on. But if you’re not creating, you won’t have access to ongoing data to use.


B2B marketing can seem daunting; however, it doesn’t have to be so different from B2C as long as you know your audience’s needs and the answers to their questions. 

Remaining at the top of recent content trends is one of the best ways to make the most of your B2B marketing in 2021. At Liwa, we provide B2B content marketing solutions to businesses.

Your remote working team can be educated with animated and infographics videos and help to introduce your brand. You can explain your brand image with different kinds of videos such as animated, infographics, stock footage, and live-action videos

Also, educational videos help explain complicated information by infographics. Your company’s corporate video shows the culture and image of the company. In less than two minutes, you can showcase all the services and image of the company. Do access Liwa’s eBook for additional information on how to make videos work harder for you in 2021.

Written by: Joshua Gyang & Vijay Kumar 

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