B2B content strategy: creating value for every target audience

In a constantly evolving digital landscape, a B2B content strategy has become an essential lever for both customer acquisition and retention. Whilst content marketing is gaining importance for 71% of B2B marketers, only 40% have a formalised strategy in place, highlighting significant untapped potential. Structuring a dedicated B2B editorial approach enables businesses to address complex decision cycles, strengthen brand recognition and generate qualified leads sustainably. To master the fundamentals common to every editorial approach—data-driven methods, editorial calendars and KPIs—consult our comprehensive guide on editorial strategy.

What is a B2B content strategy?

A B2B content strategy encompasses all marketing actions and directions implemented by a business to reach, persuade and retain other businesses, rather than end consumers. Content forms the backbone of any B2B digital marketing strategy, covering all editorial formats designed to inform, inspire or convince professional audiences. Its purpose is to deliver value, address the challenges decision-makers face and support every stage of the buying journey.

83% of B2B marketers affirm that content marketing strengthens brand awareness, whilst 77% consider it vital for lead generation. This importance stems from the need to educate, reassure and engage all stakeholders throughout often lengthy buying cycles involving multiple decision-makers.

How B2B content differs from B2C

B2B content strategy differs fundamentally from B2C across several dimensions that shape the entire editorial approach.

Long and complex decision cycles

In B2B, the purchase cycle typically spans several months, or even years for major investments. Unlike B2C, where buying can be impulsive, B2B decisions involve thorough analysis, multiple validations and clear justification of ROI. Content must therefore guide prospects throughout their journey, providing the information they need at each stage to progress in their thinking.

Multi-stakeholder buying committees

On average, 6 to 10 people participate in a B2B purchasing decision. This committee brings together stakeholders with distinctly different concerns: the chief executive focuses on strategic vision, the finance director examines ROI and TCO (Total Cost of Ownership), the technical director evaluates integration and security, whilst the end user prioritises usability and productivity. Each piece of content should address the specific questions of these various audiences.

A requirement for depth and expertise

B2B buyers seek technical, well-documented and credible content. They expect prospective suppliers to demonstrate deep expertise in their sector and business challenges. Superficial or overly sales-focused content is quickly dismissed. This requirement means involving internal experts—engineers, consultants, management—in content creation.

The imperative of proof and ROI

Every B2B decision must be justified to senior management. The content that performs best in B2B provides concrete evidence: quantified data, customer case studies, testimonials and industry benchmarks. B2B buyers need tangible material to build their internal business case and persuade other members of the buying committee.

B2B personas: understanding different decision-makers

The success of a B2B content strategy depends on a thorough understanding of the different profiles involved in the buying decision. Each persona has their own concerns, vocabulary and decision criteria.

The economic decision-maker (C-level)

The CEO, managing director or executive board member focuses on strategic impact: competitive advantage, growth and digital transformation. With limited time available, they favour concise, high-value content such as executive summaries, sector trend reports and market analyses. Their time horizon is medium to long term.

The technical decision-maker (CIO, CTO, technical director)

This profile assesses technical feasibility, integration with existing systems, security and scalability. They seek detailed content including technical documentation, solution architectures, certifications and product roadmaps. They value industry standards and peer reviews.

The financial decision-maker (CFO)

The finance director analyses TCO, ROI, contractual terms and financial risks. Content that appeals to them includes ROI calculators, cost-benefit comparisons, data-driven case studies and white papers on cost optimisation.

The business influencer (marketing, HR or sales director)

This internal sponsor drives the project day-to-day. They seek content to help identify needs, structure specifications and convince stakeholders internally. Practical guides, checklists and templates are particularly valued.

The end user

The person who will use the solution daily focuses on ease of use, the learning curve and productivity gains. Tutorials, product demonstrations and user testimonials are their preferred content formats.

Content formats that perform in B2B

Each content format serves specific objectives and targets different personas depending on their stage in the buying journey.

The white paper

The king of B2B formats, the white paper (or ebook) explores a business issue in depth and demonstrates expertise. Spanning 10 to 30 pages, it covers a topic thoroughly and delivers genuine added value to the reader. It's an excellent lead generation tool: 76% of B2B buyers are willing to share their contact details in exchange for a quality white paper. Reserve this format for human teams to guarantee depth of analysis and authenticity.

The customer case study

The case study presents a successful client project, including context, challenges, deployed solution and measurable results. This format is particularly powerful at the decision stage, as it provides the social proof B2B buyers seek. A strong case study follows the "Situation – Problem – Solution – Results" structure and includes direct client quotes.

The webinar

Webinars combine expertise and real-time interaction. They enable you to present a topic, demonstrate a solution and answer participants' questions. This format is highly effective for lead qualification: a participant who stays for 45 minutes is demonstrating strong interest. Replays can subsequently be repurposed into shorter content such as video snippets and summary articles.

The expert blog article

The blog article remains the cornerstone of B2B content marketing for SEO and nurturing. In B2B, favour in-depth articles (1,500–3,000 words) that cover a subject comprehensively. 94% of B2B businesses use articles in their content strategy. Articles can be produced by combining human expertise for strategic topics and personalised AI for exhaustive keyword coverage.

Infographics and visual content

Infographics distil complex data into easily shareable visual formats. They're particularly effective on LinkedIn, where visual content generates 94% more views. Architecture diagrams, visual comparisons and timelines are highly valued by technical B2B audiences.

Demo videos and tutorials

Video is gaining ground in B2B: 70% of B2B buyers watch videos during their purchase journey. The most effective formats are product demonstrations (2–5 minutes), technical tutorials and customer testimonial videos. These formats reassure prospects about ease of use and accelerate the decision process.

The B2B content funnel: tailoring content for every stage

An effective B2B content strategy deploys content tailored to each phase of the buying journey, from first contact through to retention.

Awareness phase – TOFU

At this stage, prospects are identifying a problem or opportunity without yet knowing the available solutions. TOFU (Top of Funnel) content aims to attract attention and educate on the issue. Recommended formats include blog articles about industry trends, infographics on market challenges and reports on sector issues. The goal is to generate qualified traffic and begin positioning your brand as an expert.

Consideration phase – MOFU

The prospect has identified their need and is exploring different approaches to address it. MOFU (Middle of Funnel) content helps structure their thinking and compare options. Recommended formats include methodological white papers, themed webinars, best practice guides and approach comparisons. The aim is to demonstrate expertise and guide the prospect towards your type of solution.

Decision phase – BOFU

The prospect is ready to choose a supplier. BOFU (Bottom of Funnel) content should address final objections and prove your solution's value. Recommended formats include detailed customer case studies, personalised demonstrations, ROI calculators, technical specifications and client testimonials. These formats are often delivered by sales teams as part of sales enablement.

Retention phase

After signing, content continues to play a key role in maximising adoption, reducing churn and developing additional sales. Recommended formats include onboarding tutorials, client newsletters, advanced training content, invitations to VIP events and advocacy programmes.

Marketing and sales alignment: sales enablement

Alignment between marketing and sales teams is a key success factor in B2B. Aligned businesses convert 67% more effectively than others. Sales enablement consists of equipping sales teams with the content and tools they need to accelerate their deals.

Co-create content with sales teams

Sales teams are in daily contact with prospects and clients. They know the recurring objections, frequent questions and the arguments that resonate. Involving sales teams in defining content ensures its relevance and ability to address real barriers encountered in the field. Organise regular marketing-sales meetings to identify priority content needs.

Create a sales content library

Centralise all sales content in an easily accessible library: case studies by sector, product sheets, standard presentations, objection-handling documents and competitor battlecards. Every salesperson should be able to find the right content within a few clicks. Track usage to identify the materials that genuinely perform.

Train sales teams to use content

Content only has value if used at the right moment. Train your salespeople to integrate content into their sales cycle: which content to send after a first meeting? How to use a case study to persuade a finance director? When to offer a webinar? This training significantly increases the effectiveness of produced content.

The four types of B2B search intent

Every Google search is driven by a specific intent. Identifying this intent is essential for creating relevant content that precisely meets B2B users' expectations.

Navigational intent

The user is looking for a specific site or page: "Salesforce login", "HubSpot pricing". These queries mainly concern your brand and require clear, well-optimised pages.

Informational intent

The user wants to understand a topic without immediate buying intent: "How to choose a CRM?", "Difference between marketing automation and CRM". These queries represent 35–60% of B2B traffic and require in-depth educational content.

Commercial intent

The user is comparing options before deciding: "Best CRM for startups", "Marketing automation tool comparison". These queries (5–20% of traffic) are highly qualified and merit objective comparison content.

Transactional intent

The user is ready to take action: "ERP quote", "Buy accounting software". These queries (15–40% of traffic) should lead to optimised conversion pages with clear calls to action.

Account-based marketing (ABM) and content

ABM (account-based marketing) is a B2B strategy that concentrates marketing efforts on a targeted list of high-potential accounts. Content plays a central role in this approach by enabling personalised engagement with each priority account.

Personalise content by account

In an ABM approach, each strategic account receives content personalised to its sector, size and specific challenges. This can range from simple personalisation (prospect's logo in a presentation) to dedicated content creation (white paper on their industry's specific issues, case study of a direct competitor). Personalised AI makes large-scale variations possible.

Orchestrate content across multiple channels

ABM mobilises all channels to reach different decision-makers within the same account: targeted LinkedIn advertising for identified decision-makers, personalised emails and sponsored content in sector media. Message consistency across these channels is essential to reinforce impact.

Measure engagement by account

With ABM, traditional metrics (traffic, leads) give way to account-focused indicators: number of engaged contacts per account, progress through the buying journey and interactions with content. This data enables sales teams to prioritise actions on the most engaged accounts.

Key B2B metrics to monitor

Tracking performance is essential to optimise your B2B content strategy. Here are the key KPIs organised by objective.

Awareness and visibility metrics

Organic traffic: number of visitors via organic search (monthly sessions). Impressions: number of times content appears in SERPs. LinkedIn reach: number of professionals reached on the leading B2B network. Shares: the virality of your content within the B2B ecosystem.

Engagement metrics

Bounce rate: percentage of visitors leaving after one page (aim for below 60%). Time on page: an indicator of content quality and relevance. Pages per session: depth of navigation revealing interest. Downloads: number of white papers and case studies downloaded.

Lead generation metrics

Conversion rate: percentage of visitors becoming leads. Number of MQLs: marketing qualified leads generated by content. Cost per lead: content investment divided by number of leads. Lead quality: MQL/SQL ratio, measuring targeting relevance.

Pipeline and ROI metrics

Opportunities created: leads that become sales opportunities. Lead-to-client conversion rate: effectiveness of content nurturing. Sales cycle influence: reduction in conversion time thanks to content. Attributed revenue: turnover generated by content (multi-touch attribution).

SEO and authority metrics

B2B keyword rankings: ranking for targeted industry queries. Backlinks: inbound links from quality sector sites. Domain authority: evolution of domain authority. Featured snippets: presence in position zero for informational queries.

Best practices for B2B success

Segment and personalise by audience

Segmenting B2B audiences and personalising messages significantly increases conversion rates. Address each decision-maker—sponsor, influencer, end user—with content tailored to their challenges and maturity in the buying journey. The same topic may require several formats: an executive summary for C-level, a technical guide for the CIO and a user testimonial for operational teams.

Prioritise quality and expertise

In B2B more than anywhere else, quality trumps quantity. Superficial content undermines your brand's credibility in the eyes of expert decision-makers. Involve your internal experts—consultants, engineers, management—to provide the required depth. Don't hesitate to take a position on sector topics: opinion pieces generate more engagement than neutral content.

Support every claim with evidence

Every statement should be backed up with data, sources or concrete examples. B2B buyers are naturally sceptical and demand proof. Systematically include sourced industry statistics, quantified client results, named testimonials, and certifications and awards.

Optimise for the B2B long tail

B2B queries are often long and specific: "project management software for SME marketing teams" rather than simply "project management software". These long-tail queries (10–15 words) generate 1.76 times more clicks in top position. Covering all these variants requires large-scale content production, made accessible by specialist SaaS solutions combining data and personalised AI.

Repurpose and adapt content

A core piece of content (white paper, webinar) can be repurposed into multiple formats: blog article extracts, summary infographics, LinkedIn posts, video snippets and podcasts. This approach maximises the ROI of every content piece produced and enables you to reach audiences on their preferred channels.

Real-world B2B examples with Incremys clients

Case study: strengthening brand authority for Giphar

Context: establishing leadership on B2B health topics

Giphar, a group of 1,300 pharmacies, wanted to assert its health expertise and increase brand recognition amid intense competition from major general media outlets and other pharmacy networks. The challenge was to become the B2B reference for health topics amongst pharmacists and professionals in the sector.

Strategy: industrialised production and expert validation

Giphar structured an industrial-scale SEO approach: in-depth competitor analysis, prioritising content based on SEO potential, rationalising existing pages and data-driven management. Over 100 articles per year were produced, each validated by an internal editorial committee composed of pharmacists to guarantee accuracy and credibility.

Results: established leadership and substantial savings

Giphar achieved a 227% increase in organic sessions within a year, with over 1,000 keywords ranked in Google's top 3 within 24 months. This organic visibility generated monthly savings of over €50,000 in SEA spend. The website gained strong authority, generated over 600,000 additional annual visits on certain topics and established itself as the go-to health expert.

Case study: Maison Berger Paris – SEO becomes the second acquisition channel

Context: developing organic acquisition in the luxury sector

Maison Berger Paris, a French brand of high-end home fragrances, sought to develop its SEO acquisition channel to reduce dependence on paid channels. The B2B challenge was to generate qualified leads amongst distributors and professional resellers whilst maintaining a premium positioning.

Strategy: 360° approach combining human expertise and AI

Maison Berger Paris deployed a comprehensive SEO strategy combining technical audit, in-depth semantic optimisation and content production. Strategic content (brand pages, flagship collections) was written by the marketing team, whilst personalised AI accelerated production across the entire product catalogue. All actions were guided by predictive data to maximise ROI.

Results: transforming the acquisition mix

In 2024, SEO became Maison Berger Paris's second acquisition channel, accounting for approximately 20% of the France site's turnover, with double-digit growth. Content creation time was reduced by a factor of five thanks to personalised AI, whilst maintaining premium editorial quality aligned with the brand's luxury positioning.

"Thanks to Incremys, SEO has become our second acquisition channel. In 2024, the France site generated double-digit growth: SEO represents approximately 20% of our turnover." – David Sérandour, Digital Director, Maison Berger Paris

FAQ: Frequently asked questions about B2B content strategy

B2B fundamentals and differentiation

What's the difference between a B2B and B2C content strategy?

B2B strategy is characterised by longer decision cycles (several months versus impulse purchases), involvement of multiple decision-makers (6–10 people on average) and a requirement for technical, ROI-focused content. Preferred formats include white papers, case studies and webinars, whereas B2C favours short, emotional content.

Why is content so important in B2B?

83% of B2B marketers affirm that content marketing strengthens brand awareness, and 77% consider it essential for lead generation. In lengthy buying cycles involving multiple decision-makers, content educates, reassures and guides each stakeholder towards a decision. It fuels both nurturing and sales enablement.

How do I adapt content for different B2B decision-makers?

Each persona has their own concerns: C-level focuses on strategic vision (executive summaries, trend reports), the CFO on ROI (calculators, data-driven studies), the CIO on technical matters (documentation, architectures) and end users on usability (tutorials, demonstrations). Produce specific content for each profile or adapt one topic into several versions.

Formats and content production

Which content formats work best in B2B?

The most effective formats vary by funnel stage. For awareness: expert blog articles, sector infographics. For consideration: white papers, webinars, methodological guides. For decision: case studies, demonstrations, ROI calculators. 94% of B2B organisations use articles in their strategy, and 76% of buyers will share their contact details for a quality white paper.

How much content should be published monthly in B2B?

Frequency depends on your resources and objectives. The minimum recommended is four blog articles per month (one per week) to maintain an active SEO presence. Ambitious B2B companies using personalised AI publish 20–50 pieces per month by combining pillar articles (human), product/service pages (AI) and sector content (AI). Consistency is more important than occasional volume.

Can AI genuinely produce quality B2B content?

Personalised AI (distinct from generic AI like ChatGPT) delivers high-performing B2B content by incorporating your brand identity, sector expertise and editorial guidelines. It excels at mass production (product pages, sector variants, updates). Strategic content (white papers, case studies, thought leadership) should remain human to guarantee depth and authenticity.

Organisation and resources

What budget should be allocated for a B2B content strategy?

Budget varies with ambition and resources. It should cover SEO tools licence, content production (human/AI mix), promotion (LinkedIn advertising, SEA) and internal team time. An effective strategy typically starts from £3,000–£10,000 per month, scalable as results grow. Personalised AI enables greater output for the same budget.

How can marketing and sales be aligned around B2B content?

Alignment requires regular marketing-sales meetings, co-creation of content based on field objections, shared KPIs (MQL→SQL→clients) and training salespeople to use content in their sales cycle. Create an easily accessible sales content library (battlecards, sector case studies, objection-handling documents). Aligned companies convert 67% more effectively.

Do I need a dedicated team for B2B content marketing?

76% of B2B firms have a dedicated content marketing team. However, effective tools and personalised AI can significantly reduce resourcing needs. An SME can start with a versatile marketing lead supported by tools and external expertise. The key is clear processes and a strategic vision.

Performance and measurement

How long does it take to see results in B2B?

According to SEO data, only 5.7% of pages reach Google's top 10 within a year of publication. Significant B2B results typically appear between 6 and 12 months, with notable acceleration after 18 months. Patience and ongoing optimisation are essential, but a structured, data-driven approach can significantly accelerate outcomes.

How do you measure the ROI of a B2B content strategy?

SEO ROI is calculated as (gains – costs) / costs. In B2B, also measure number of MQLs and SQLs generated, lead-to-client conversion rate, customer acquisition cost (CAC) and content's influence on sales cycle speed (via multi-touch attribution). Well-structured B2B firms see ROI five times higher than with traditional approaches.

Which KPIs should I prioritise for my B2B content?

Prioritise based on your objectives. For awareness: organic traffic, impressions, LinkedIn reach. For engagement: time on page, downloads. For leads: conversion rate, number of MQLs, cost per lead. For business: opportunities created, pipeline influence, attributed revenue. Track monthly progress and adjust your strategy accordingly.

Advanced strategies

How do you manage an international B2B content strategy?

For multilingual B2B, create strategic content in your main language (human), then use personalised AI to adapt (not simply translate) content to the cultural, regulatory and semantic specifics of each market. Some content (local case studies, sector references) should be produced specifically for each country. Clients using this approach see +130% impressions internationally.

What is account-based marketing (ABM), and what role does content play?

ABM concentrates marketing efforts on a targeted list of strategic accounts. Content plays a central role by enabling message personalisation for each priority account: sector-specific white papers, peer case studies and bespoke presentations. Personalised AI enables large-scale variations whilst maintaining quality.

How do I integrate my B2B content strategy with LinkedIn?

LinkedIn is the reference B2B channel. Integrate it by republishing articles as native posts, creating specific content (carousels, short videos) and activating employees as brand ambassadors. Visual and interactive formats are prioritised by the algorithm in 2025. Each blog article can be repurposed into 3–5 LinkedIn posts to maximise reach.

What mistakes should be avoided in a B2B content strategy?

Common mistakes include producing overly commercial content (B2B buyers avoid sales pitches), neglecting search intent (content misaligned with expectations), ignoring different personas (generic content that speaks to no one), failing to involve sales teams (content disconnected from real needs), underestimating quality (superficial content undermines credibility) and not measuring performance (making optimisation impossible without data).

Conclusion

The success of a B2B content strategy is based on a thorough understanding of the specifics of professional purchasing: long cycles, multiple decision-makers, a requirement for expertise and the need for proof. This understanding should guide your choice of formats (white papers, case studies, webinars), message adaptation for every persona and alignment with sales teams.

In 2025, high-performing B2B businesses will be those that intelligently combine human expertise and personalised AI: humans concentrate on high-value strategic content (thought leadership, case studies, white papers), whilst AI enables coverage of the entire semantic landscape and large-scale personalisation. This complementarity maximises impact whilst optimising resources.

To master the fundamentals of data-driven editorial approaches, editorial calendars and performance KPIs, read our comprehensive guide to editorial strategy. For an in-depth look at human/AI complementarity in content creation, discover our analysis of SEO next gen.

Source: https://nytlicensing.com/latest/trends/b2b-content-marketing-2021/

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