The 5 Keys to Creating Effective B2B Content

Content marketing is a strategy for raising your online visibility and driving search traffic by providing helpful, informative blog posts, e-books, whitepapers, and videos. Done consistently, it provides a steady stream of prospects you can develop into qualified leads.

B2B content marketing is one of the most effective long-term strategies for lead generation. Over time, it strengthens into a competitive advantage that turns your website into your most effective marketing asset. But most companies get it wrong by being inconsistent or producing poor content.

The keys to effective B2B content are:

Specific Audiences

All content is written for someone. You must understand your buyers, including demographics, firmographics, and use cases for your solution. It helps to crystallize your knowledge about your audiences into buyer personas, then tailor each piece of content for one main persona.

Deep Understanding of the Buyer Journey

Once you know your buyers, you must incorporate insights into where they stand in the buying process. As a general rule, buyers become more sophisticated as they do more research, driving them to seek more detailed content. Each piece of content should align with the top, middle, or bottom of the funnel.


SMART goals share these traits:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

You cannot predict how a piece of content will perform, so goals around how much traffic you’ll get or links you’ll receive aren’t actionable. But you can use SMART to build attainable goals for content production, define KPIs, and use measurement to ensure you’re moving in the right direction.

Connecting Goals to Buyer Journey

All content you create is connected to conversion goals. Content at the top of the funnel generally moves visitors to become email subscribers; near the bottom of the funnel, detailed reports and whitepapers are intended to inspire a call. Define a clear purpose and CTA for each content piece.

Making It Scalable

In-house content marketing efforts may reach your early goals and yield results, but they can plateau. Leverage marketing automation technology to empower your team to create content more efficiently. If your goals grow to outstrip your capacity, consider partnering with a B2B marketing agency.

AIMG can take you to the next level with B2B content marketing that works.

To learn more, contact us today.