Content marketing was made for the B2B world. Don’t believe me? Ask yourself, when you’re interested in a new product or service to help your company, how do you begin the buying process? Online research.

And what information are you soaking up during this search? Content. Content that has been planted to provide you, the buyer, with information you need to purchase.

B2B content marketing should be implemented as a primary source for lead generation. Your goal should be to promote your website, highlight your product, and educate leads that visit your website. Make sure that you choose a variety of content marketing platforms to post from:

  1. Webinar content: Have your CMO or another customer-facing executive lead a webinar promoting your product, detailing company updates, or educating leads about industry.
    • Once the webinar is over, you can post the content to your website as an embedded slide deck or screenshots.
  2. Graphics content: This will be easiest for companies with an in-house design team to implement. Turn text-heavy, long winded white papers into infographics or even cartoons.
    • Website visitors love graphics because the content is easy to digest and presents often dry and stuffy material in an innovative way.
  3. Blog content: If you haven’t already, add a blog to your corporate site. Here, you can write weekly articles, post images, and feature guest bloggers.
    • Blogs are excellent for repurposed content. Articles can be transformed into infographics, surveys into customer case studies, and one-off posts into a series.

Give your blog content extra care, as this will be a primary source of information for your leads, customers, new employees, and even competitors.

Before you even start your own blog writing process, read as many others as you can. Consuming content that’s already available will teach you which niches still need to be filled and the difference between how to write blog content versus how to write good blog content.