{"id":151191,"date":"2023-12-20T10:47:19","date_gmt":"2023-12-20T15:47:19","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=151191"},"modified":"2024-09-17T06:05:26","modified_gmt":"2024-09-17T11:05:26","slug":"b2b-content-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/b2b-content-marketing\/","title":{"rendered":"B2B Content Marketing Explained: Tactics From Real&nbsp;Teams"},"content":{"rendered":"\n<div class=\"intro-txt\">B2B content marketing is creating content\u2014blog posts, ebooks, videos, case studies\u2014to attract and persuade all the people involved in buying something for a business. That means the person that will use your product or service, but also decision-makers and potential blockers, like the CEO or the legal&nbsp;team.<\/div>\n\n\n\n<p>B2B content marketing is a bit like selling toys to a kid. Your first job is to get the kid excited, using flashy adverts to show them all the fun they can have, and the different ways they can use the&nbsp;toy.<\/p>\n\n\n\n<p>But kids have no money, so you also need to persuade their parents to open their wallets. Parents care less about fun, and more about boring things like pricing, safety, and durability. Adverts alone won\u2019t work: you need guarantees and safety manuals too.<\/p>\n\n\n\n<p>To make the sale, you need to persuade on two fronts\u2014but take too long, and the kid will forget all about you and buy something else instead.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Types of B2B content marketing\" data-section=\"types\">\n\n\n\n<h2 class=\"wp-block-heading\">Types of B2B content marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Here are the types of content we create for our B2B content marketing strategy, here at Ahrefs:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Blog articles<\/h3>\n\n\n\n<p>At Ahrefs, SEO content (like the blog post you\u2019re reading) forms the backbone of our B2B marketing efforts. These are long-form written articles, targeted at specific business-relevant keywords, and written to help the searcher and match their search intent:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2283\" height=\"1653\" class=\"wp-image-179689\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-8.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-8.jpg 2283w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-8-587x425.jpg 587w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-8-768x556.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-8-1536x1112.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-8-2048x1483.jpg 2048w\" sizes=\"auto, (max-width: 2283px) 100vw, 2283px\"><\/figure>\n\n\n\n<p>If that sounds complicated, don\u2019t worry. Read our full guide to creating amazing SEO content: <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO Content: The Beginner\u2019s Guide<\/a>.<\/p>\n\n\n\n<p>We also create a lot of thought leadership content, like opinion pieces, essays, and original research:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2119\" height=\"1573\" class=\"wp-image-179690\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-9.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-9.jpg 2119w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-9-573x425.jpg 573w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-9-768x570.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-9-1536x1140.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-9-2048x1520.jpg 2048w\" sizes=\"auto, (max-width: 2119px) 100vw, 2119px\"><\/figure>\n\n\n\n<p>These articles don\u2019t target keywords, but they do help us communicate important messages to potential customers, generate discussion and debate on social media, and land much-sought-after backlinks.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Educational videos<\/h3>\n\n\n\n<p>Our <a href=\"https:\/\/www.youtube.com\/c\/ahrefscom\">YouTube channel<\/a> is another crucial part of our marketing strategy. Our video team create a mixture of educational content, entertaining (we hope) experiments and stunts, and product updates:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2414\" height=\"1278\" class=\"wp-image-179691\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-10.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-10.jpg 2414w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-10-680x360.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-10-768x407.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-10-1536x813.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-10-2048x1084.jpg 2048w\" sizes=\"auto, (max-width: 2414px) 100vw, 2414px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Industry reports<\/h3>\n\n\n\n<p>We also create regular industry reports: surveys or data analysis that help answer important questions in our industry, like \u201c<a class href=\"https:\/\/ahrefs.com\/blog\/how-long-does-it-take-to-rank\/\" target=\"_blank\" rel=\"noreferrer noopener\">How long does it take to rank in Google?<\/a>\u201d or \u201c<a class href=\"https:\/\/ahrefs.com\/blog\/also-rank-for-study\/\" target=\"_blank\" rel=\"noreferrer noopener\">How many keywords can you rank for with one page?<\/a>\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2091\" height=\"1325\" class=\"wp-image-179692\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-11.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-11.jpg 2091w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-11-671x425.jpg 671w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-11-260x166.jpg 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-11-768x487.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-11-1536x973.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-11-2048x1298.jpg 2048w\" sizes=\"auto, (max-width: 2091px) 100vw, 2091px\"><\/figure>\n\n\n\n<p>These studies are great for generating backlinks, and they provide tons of data and statistics to include in all our other content.<\/p>\n\n\n\n<p>Some companies also offer these research reports as downloadable PDFs, as a way to generate emails for their sales team to nurture.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Podcasts<\/h3>\n\n\n\n<p>Podcasts are popular because they\u2019re so easy to create: just get onto a Zoom call with someone smart, ask a bunch of questions, and publish the conversation.<\/p>\n<p>But increasingly, companies are investing more and more effort into making their podcasts stand out, like the <a href=\"https:\/\/www.linkedin.com\/posts\/timsoulo_we-do-a-pretty-ridiculous-amount-of-prep-activity-7236650735197683712-foxG?utm_source=share&amp;utm_medium=member_desktop\">hours of research<\/a> our CMO Tim puts into the Ahrefs podcast:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1633\" class=\"wp-image-179693\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-12-scaled.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-12-scaled.jpg 2560w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-12-666x425.jpg 666w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-12-260x166.jpg 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-12-768x490.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-12-1536x980.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-12-2048x1306.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\"><\/figure>\n\n\n\n<p>There\u2019s also a blurred line between podcasts and video content, as it\u2019s become very easy to post video versions of podcasts on YouTube and social media, like we&nbsp;do:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2067\" height=\"1181\" class=\"wp-image-179694\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-13.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-13.jpg 2067w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-13-680x389.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-13-768x439.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-13-1536x878.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-13-2048x1170.jpg 2048w\" sizes=\"auto, (max-width: 2067px) 100vw, 2067px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Infographics<\/h3>\n\n\n\n<p>At Ahrefs, we usually create infographics\u2014visual representations of key ideas and data\u2014to help promote our blog posts on social media:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"879\" height=\"1376\" class=\"wp-image-179697\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-16.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-16.jpg 879w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-16-271x425.jpg 271w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-16-768x1202.jpg 768w\" sizes=\"auto, (max-width: 879px) 100vw, 879px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Case studies<\/h3>\n\n\n\n<p>Case studies are short, persuasive documents that highlight the benefits companies have earned from buying your product:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2033\" height=\"1232\" class=\"wp-image-179696\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-15.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-15.jpg 2033w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-15-680x412.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-15-768x465.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-15-1536x931.jpg 1536w\" sizes=\"auto, (max-width: 2033px) 100vw, 2033px\"><\/figure>\n\n\n\n<p>Case studies also act as powerful social proof (\u201cIf our competitors bought this, we should too!\u201d).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Courses &amp; webinars<\/h3>\n\n\n\n<p>We also turn many of our blog articles and research reports into educational courses and webinars: interactive, online presentations that offer a different way to engage with information:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2314\" height=\"1430\" class=\"wp-image-179695\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-14.jpg\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-14.jpg 2314w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-14-680x420.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-14-768x475.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-14-1536x949.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-15-14-2048x1266.jpg 2048w\" sizes=\"auto, (max-width: 2314px) 100vw, 2314px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Unique challenges of B2B content marketing\" data-section=\"unique-challenges\">\n\n\n\n<h2 class=\"wp-block-heading\">The unique challenges of B2B content marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Many of the <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">core rules of content marketing<\/a> still apply, but in B2B, there are extra challenges your content will need to solve. (We\u2019ll explain exactly how in the next section.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Multiple people involved in every purchase<\/h3>\n\n\n\n<p>This is the core difference between regular content marketing and B2B content marketing. In regular content marketing, you need to persuade just one person: get them excited enough and they\u2019ll open their wallet and purchase.<\/p>\n\n\n\n<p>Selling to businesses is different. Most purchases require input and approval from multiple people:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The people who use your product aren\u2019t always the same people who will buy it. <\/strong>Maybe graphic designers use your product, but their CMO is the one with the budget.<\/li>\n\n\n\n<li><strong>Different departments and decision-makers are involved in the purchase. <\/strong>If your product or service will get used by the design team, <em>and <\/em>the content team, <em>and<\/em> the website team, you\u2019ll need everyone to come to an agreement on the purchase.<\/li>\n\n\n\n<li><strong>You might need to work with procurement, legal, and compliance teams. <\/strong>Depending on what you\u2019re selling, you might need to persuade a bunch of different \u201cblockers\u201d that you\u2019re low risk, or good value, or compliant with any relevant legislation. (Fun!)<\/li>\n<\/ul>\n\n\n\n<p>Each of the people involved care about different things, and each has the potential to stop the sale dead in its tracks. Your content will need to appeal to and persuade all of&nbsp;them.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1710\" class=\"wp-image-170217\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/2-b2b-content-marketing.png\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/2-b2b-content-marketing.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/2-b2b-content-marketing-398x425.png 398w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/2-b2b-content-marketing-768x821.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/2-b2b-content-marketing-1437x1536.png 1437w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. Big deal sizes mean increased scrutiny<\/h3>\n\n\n\n<p>One of the perks of selling to a big business: you can charge lots of money. But that brings a downside, in the form of increased scrutiny. You\u2019ll need to persuade would-be customers that your product works; that you have a track record of solving problems for similar companies; even that you\u2019re better value than building something similar in-house.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Long, drawn-out sales cycles<\/h3>\n\n\n\n<p>Expensive purchases and involvement from tons of different people all cause the same problem: sales processes that take months, or even <em>years<\/em>, to finally close.<\/p>\n\n\n\n<p>This adds extra complexity. You need to stay front-of-mind, keeping everyone involved in the purchase excited and engaged for months on end. You need to ensure good information hand-off between everyone involved\u2014including when people leave the company or move into new&nbsp;roles.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Complicated products<\/h3>\n\n\n\n<p>Many businesses rely on free trials to persuade potential customers: they can check out the app, for free, and easily upgrade if they think it\u2019s valuable.<\/p>\n\n\n\n<p>But many B2B products are too complex for this tactic (imagine having a free trial of a workspace management platform, designed to integrate with dozens of apps). In these cases, your content needs to step into the breach, showing all the different ways your product or service can be used and bring value to customers.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Small target market<\/h3>\n\n\n\n<p>Some B2B products are extremely niche, and the total audience of people that can buy them may be as small as a few thousand, or even a few hundred. These buyers can be difficult to reach through conventional content channels too (how many post-IPO SaaS CFOs are there in the world, and how many routinely Google \u201csaas metrics\u201d?). You may need to get creative with distribution.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to do B2B content marketing\" data-section=\"how-to-do-b2b-content-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\">How to do B2B content marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>I interviewed experienced B2B content marketers to find out exactly how they solve these problems through their content. I talked to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.linkedin.com\/in\/elianacameira\/\">Eliana Cameira<\/a>, Content Marketing Manager at <a href=\"https:\/\/www.persefoni.com\/\">Persefoni<\/a>, a carbon accounting platform<\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/markrogers88\/\">Mark Rogers<\/a>, Director of Content Marketing at <a href=\"https:\/\/www.freshpaint.io\/\">Freshpaint<\/a>, a healthcare marketing compliance tool<\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/josephmichalowski\/\">Joe Michaloswki<\/a>, Director of Content at <a href=\"https:\/\/www.mosaic.tech\/\">Mosaic.tech<\/a>, a financial analytics platform<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Identify the different people involved\" data-section=\"identify-the-people-involved\">\n\n\n\n<h3 class=\"wp-block-heading\">1. Identify the different people involved<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Start by mapping out all the different people involved in your buying process, and the role they play. Are they the end user, someone that needs to be excited about the features and functionality? Or are they a blocker, someone who can derail the sale if your product feels too expensive or&nbsp;risky?<\/p>\n\n\n\n<p>For Mark and Freshpaint, every sale has the potential to involve half a dozen people, with very different motivations:<\/p>\n\n\n\n<table id=\"tablepress-256\" class=\"tablepress tablepress-id-256 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Persona<\/th><th class=\"column-2\">Role<\/th><th class=\"column-3\">Pain points<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Healthcare marketers<\/td><td class=\"column-2\">User<\/td><td class=\"column-3\">Want to use analytics and retargeting in their marketing<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Marketing lead<\/td><td class=\"column-2\">Buyer<\/td><td class=\"column-3\">Need to make their marketing analytics HIPPA compliant as soon as possible, without spending too&nbsp;much<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Legal teams<\/td><td class=\"column-2\">Blocker<\/td><td class=\"column-3\">Worried about being sued for non-compliant marketing<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Compliance teams<\/td><td class=\"column-2\">Blocker<\/td><td class=\"column-3\">Need to ensure the product is thoroughly compliant<\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\">IT teams<\/td><td class=\"column-2\">Blocker<\/td><td class=\"column-3\">Would prefer to build the solution themselves<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-256 from cache -->\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Create content across the whole funnel\" data-section=\"create-content-across-the-funnel\">\n\n\n\n<h3 class=\"wp-block-heading\">2. Create content across the whole funnel<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The point of content marketing is to make sales easier. In B2B content marketing, that means creating content for each of the people involved in the sales process, solving their problems, or addressing their concerns.<\/p>\n\n\n\n<p>This is where the idea of the <a href=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\">marketing funnel<\/a> can be helpful.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Top of the funnel content<\/h4>\n\n\n\n<p>Top of the funnel (ToFu) content is designed to attract the attention of people who might want to buy your product: usually end-users. ToFu content can include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Solving their problems<\/strong>, like helping <a href=\"https:\/\/ahrefs.com\/blog\/healthcare-seo\/\">healthcare marketers<\/a> understand which web trackers do\u2014and don\u2019t\u2014<a href=\"https:\/\/www.freshpaint.io\/blog\/web-trackers-that-jeopardize-hipaa-compliance\">jeopardize HIPAA compliance<\/a>.<\/li>\n\n\n\n<li><strong>Explaining useful concepts<\/strong>, like helping startup finance teams brush up on their knowledge of arcane financial metrics, like <a href=\"https:\/\/www.mosaic.tech\/financial-metrics\">committed ARR or burn multiples<\/a>.<\/li>\n\n\n\n<li><strong>Sharing opinions about their industry<\/strong>, like helping sustainability executives understand why <a href=\"https:\/\/www.persefoni.com\/learn\/sec-climate-disclosure-risks-non-compliance\">non-compliance with the SEC\u2019s climate disclosure rule<\/a> is not a good&nbsp;idea.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Middle of the funnel content<\/h4>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/mid-funnel-content\/\">Middle of the funnel (MoFu) content<\/a> helps your company stay front-of-mind with those people, even if they\u2019re not quite ready to purchase, and introduces your product in measured, helpful ways. MoFu content might entail:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Hosting events and webinars<\/strong>, like Mosiac\u2019s webinar exploring the different tools in the <a href=\"https:\/\/www.mosaic.tech\/webinars\/the-modern-finance-tech-stack-answers-to-your-toughest-questions\">modern finance tech stack<\/a>.<\/li>\n\n\n\n<li><strong>Sharing motivating use cases<\/strong>, like explaining how Freshpaint can be used to <a href=\"https:\/\/www.freshpaint.io\/hipaa-compliant-embedded-video?87a81329_page=3\">embed YouTube videos on your website in a HIPPA-compliant way<\/a>.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Bottom of the funnel content<\/h4>\n\n\n\n<p>Bottom of funnel (BoFu) content is designed to persuade decision-makers and reassure potential blockers. It provides documented answers to the biggest questions that might derail a sale (Is this good value? Does it work? Does this company have a good track record?), in the form&nbsp;of:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Publishing case studies,<\/strong> like Mosaic explaining how they <a href=\"https:\/\/www.mosaic.tech\/customers\/emerge\">helped one customer save $1.2MM<\/a>.<\/li>\n\n\n\n<li><strong>Writing detailed FAQS,<\/strong> like Freshpaint exploring the minutiae of how their product <a href=\"https:\/\/www.freshpaint.io\/blog\/marketing-in-a-hipaa-world\">integrates with GA4<\/a>.<\/li>\n\n\n\n<li><strong>Creating competitor comparison pages<\/strong>, like Persefoni showing how they <a href=\"https:\/\/www.persefoni.com\/learn\/best-carbon-accounting-software\">stack up with similar platforms<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>If funnel stages are confusing (they are to me), the key point is simple: create content to motivate or persuade every person involved in the sales process.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Distribute via search, social, sales\" data-section=\"distribute-via-search-sales-social\">\n\n\n\n<h3 class=\"wp-block-heading\">3. Distribute via search, social, sales<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>To get your content in front of the right people, at the right time, use the three S\u2019s: search, social, and&nbsp;sales.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Search optimization<\/h4>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/seo\">Search optimization<\/a> is crucial for B2B content marketing, for one simple reason: a single search-optimized article can lead to more and more traffic each&nbsp;month.<\/p>\n\n\n\n<p>Many of Mosaic.tech\u2019s customers discover the company through its glossary of financial metrics and terms. The glossary ranks for over 20,000 keywords and generates an estimated 43,000 monthly organic pageviews.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/DW0vBG-QUpZEbo0Je0Qjg-_I0GmE_xddAOMbeU5vUPIwX7KwllNFWCyNQhRmHSajcO2xPqWucuLl4NVBCWObsE0pwnzqCMTkIvIqdAwqyO6Jz8eGDOv5u4w8MyRE_b5k9blCLTthKcLKmLf1qIjvNjo\" alt><\/figure>\n\n\n\n<p>Basic metrics (like <em>annual contract value<\/em>) help put the company on the radar of thousands of junior and aspiring finance pros; advanced metrics (like <em>burn multiple<\/em> or<em> remaining performance obligations<\/em>) often attract the attention of their SaaS CFOs themselves.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cThe glossary is a strong driver of pipeline for us. And you just wouldn\u2019t expect that. It\u2019s like, hey, I sold a $30,000 software product by telling a VP of Finance the definition of a metric that they absolutely know already. But it&nbsp;works.\u201d<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Joe Michalowski\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/1648654353806-425x425.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Joe Michalowski,<\/span> <span class=\"quote-author-job\">Director of Content at <a href=\"https:\/\/www.mosaic.tech\/\" target=\"_blank\">Mosaic.tech<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Tip<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Ahrefs makes it easy to brainstorm relevant keywords in your own industry. Just head to <strong>Keywords Explorer<\/strong> and use one of AI presets to magically create a list of seed keywords related to your industry.<\/p>\n\n\n\n<p>Here, I asked for \u201ctechnical and specialized terms\u201d relating to financial metrics. A few seconds later, we have two dozen seed keywords. Click \u201cSearch\u201d and we can see how much search volume these keywords have:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1012\" height=\"864\" class=\"wp-image-170171\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image.gif\" alt><\/figure>\n\n\n\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Social media<\/h4>\n\n\n\n<p>Social media is useful for reaching personas that are harder to find through search alone. Persefoni use LinkedIn to connect with their target buyers, and share their thought leadership and expert perspectives.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cFor our buyers, LinkedIn is the primary social platform. Some of our industry experts at Persephone have networks of 20k plus people. We get them to share our content through their networks and trigger a multiplying effect.\u201d<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Eliana Cameira\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/1679027259056-425x425.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Eliana Cameira,<\/span> <span class=\"quote-author-job\">Content Marketing Manager at <a href=\"https:\/\/www.persefoni.com\/\" target=\"_blank\">Persefoni<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<h4 class=\"wp-block-heading\">Sales teams<\/h4>\n\n\n\n<p>If the goal of B2B content marketing is to make sales easier, don\u2019t overlook the most obvious distribution channel: sharing content with your sales team. Most of the content created by Mark at Freshpaint is given to the sales team to share directly with potential customers or use as follow-up material afterward.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cI spent a lot of time talking to the sales team, figuring out what was missing in their arsenal. If I\u2019m helping them close more business, then I\u2019m doing my&nbsp;job.\u201d<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Mark Rogers\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/1516504031798.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Mark Rogers,<\/span> <span class=\"quote-author-job\">Director of Content Marketing at <a href=\"https:\/\/www.freshpaint.io\/\" target=\"_blank\">Freshpaint<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Use gated content to turn visitors into leads\" data-section=\"use-gated-content\">\n\n\n\n<h3 class=\"wp-block-heading\">4. Use gated content to turn visitors into&nbsp;leads<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>It can take months (or even years) for a new visitor to be ready and willing to make a purchase. To stay front of mind, B2B companies use gated content to turn anonymous visitors into contactable leads: offering access to books, whitepapers, or events in exchange for an email address.<\/p>\n\n\n\n<p>Eliana and the Persefoni team created the <a href=\"https:\/\/www.persefoni.com\/insights\/persefoni-academy\">Persefoni Academy<\/a>, a series of free educational courses about carbon accounting and decarbonization. Joe at Mosaic.tech published a <a href=\"https:\/\/www.mosaic.tech\/ebooks\">library of 17 ebooks<\/a>, ranging from a SaaS metrics cheatsheet to a financial planning blueprint.<\/p>\n\n\n\n<p>Joe thinks about ebooks as part of the bigger content strategy: a persona\u2019s pain point is explored in an ebook, which is then repurposed into search-targeted blog posts, each with the ebook offered as gated content:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2137\" height=\"1330\" class=\"wp-image-170218\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/1-b2b-content-marketing.png\" alt srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/1-b2b-content-marketing.png 2137w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/1-b2b-content-marketing-680x423.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/1-b2b-content-marketing-768x478.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/1-b2b-content-marketing-1536x956.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/1-b2b-content-marketing-2048x1275.png 2048w\" sizes=\"auto, (max-width: 2137px) 100vw, 2137px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Nurture your leads\" data-section=\"nurture-your-leads\">\n\n\n\n<h3 class=\"wp-block-heading\">5. Nurture your&nbsp;leads<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>With an email address, you can keep in touch with leads: <a href=\"https:\/\/ahrefs.com\/blog\/seo-newsletters\/\">sending a regular newsletter<\/a>, promoting your latest content; offering an email course, designed to teach a useful concept; or just sharing regular product updates.<\/p>\n\n\n\n<p>There are also ways to stay front of mind without relying on email. Persefoni, Freshpaint, and Mosaic.tech all use retargeting: showing adverts to visitors once they\u2019ve left the website. Eliana at Persefoni is also a big fan of content repurposing: taking an article, content download, or webinar, and sharing snippets from it across all the other channels a visitor might&nbsp;use:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cWhat surprised me the most is the number of touch points required to influence a successful sales opportunity. It was\u2014spoiler alert\u2014much more than I was imagining. It required more than just one content download, or one webinar registration: it was multiple touchpoints, across multiple channels, which really reinforced the importance of us having a sound holistic distribution strategy.\u201d<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Eliana Cameira\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/1679027259056-425x425.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Eliana Cameira,<\/span> <span class=\"quote-author-job\">Content Marketing Manager at <a href=\"https:\/\/www.persefoni.com\/\" target=\"_blank\">Persefoni<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Measure performance\" data-section=\"measure-your-performance\">\n\n\n\n<h3 class=\"wp-block-heading\">6. Measure performance<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Finally: track your performance to do more of what works (and less of what doesn\u2019t). Across the companies we talked to, content <a href=\"https:\/\/ahrefs.com\/blog\/marketing-kpis\/\">marketing KPIs<\/a> commonly fell into a handful of core categories:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Website traffic <\/strong>(more traffic generally means more potential customers)<\/li>\n\n\n\n<li><strong>Lead volume<\/strong> (the number of leads generated in a given period)<\/li>\n\n\n\n<li><strong>Lead quality<\/strong> (leads become \u201csales-qualified\u201d if the sales team believe a sale is possible)<\/li>\n\n\n\n<li><strong>Weekly touchpoints<\/strong> (how frequently a lead is interacted with)<\/li>\n\n\n\n<li><strong>Demo requests <\/strong>(more demos should mean more customers)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>B2B content marketing can sound complicated, but the core difference is a simple one: there are multiple people that can make (or break) a sale. Your content marketing needs to attract and persuade multiple people, each with different motivations and interests, and keep them interested over long periods of&nbsp;time.<\/p>\n\n\n\n<p>It isn\u2019t always easy, but the payoff is worthwhile: many B2B deals can run to hundreds of thousands (even <em>millions<\/em>) of dollars.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>B2B content marketing is a bit like selling toys to a kid. Your first job is to get the kid excited, using flashy adverts to show them all the fun they can have, and the different ways they can use<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":194,"featured_media":170325,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[],"coauthors":[457],"class_list":["post-151191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2B Content Marketing Explained: Tactics From Real Teams<\/title>\n<meta name=\"description\" content=\"Discover how 3 B2B businesses close big deals with content marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/b2b-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B Content Marketing Explained: Tactics From Real Teams\" \/>\n<meta property=\"og:description\" content=\"How 3 B2B businesses close big deals with content marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/b2b-content-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-12-20T15:47:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-17T11:05:26+00:00\" \/>\n<meta property=\"og:image\" 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