B2B Content Marketing – What it is and Why it’s Important

February 5, 2020   |   Share:     |  

B2B Content Marketing- What is it and why its important.

B2B stands for business to business, while content marketing is any kind of content you use to help promote your company. Put together, B2B content marketing is used to help promote and market your products and services to other businesses, companies, or organizations. In comparison, B2C content marketing is oriented toward consumers instead. B2B content marketing can achieve those major goals like brand awareness, audience education, and strong promotional engagement of your company’s value. No single business will buy products or services for pure indulgence, they want to know they are getting the best of the best. 

That’s where B2B content marketing comes in. It’s an important tool to growing your business and maintaining and sustaining relations with other companies. They also help in generating more leads, trusts and sales. With B2B content marketing you will be able to nail the art of using content to expand your business’s audience. This will help you develop and strengthen brand affinity and drive sales and leads by deriving to other businesses. The only thing that sets B2B apart from other content marketing is that it’s used specifically by businesses, exclusively for businesses. This isn’t your average consumer content- but why is it so important?  INDIRAP has gathered some reasons for why your company needs to include B2B content marketing as well as provide you with some different ways of marketing B2B. 

Common B2B Marketing Content

Social Media

The first and most obvious type of b2b content– social media. B2B buyers have increasingly used these channels to research potential vendors about purchase decisions as well as allowing you to engage with prospects where and when they’re active. With social media posts it’s important to include both organic and paid content. 

Search Engines

Search engines play a vital role in B2B content marketing. Practices for the best SEO are changing constantly along with google’s algorithm. This is one of the trickier types of B2B content marketing but it proves to be an essential one. Hence why you should account for it. Keep in mind that the focus has been shifting from keywords and metadata and more towards searcher intent signals. So, being aware of what those other businesses are looking for is key to successful search engine marketing. 


Blogs are another important type of B2B content marketing. According to Hubspot, B2B brands with blogs generate 67% more leads than B2B marketers without blogs. Keeping a blog that is regularly updated provides a sense of natural visibility, in addition to driving inbound traffic to your site. Be creative with your posts, consider including tutorials, explanations, videos, case studies, or even infographics. Updating this with new content regularly will help you to devise trust with other businesses.


Besides those three types of B2B marketing content there are many others like email, whitepapers or ebooks, as well as our personal favorite at INDIRAP, videos. Videos can be applied to almost any type of B2B marketing content. Whether it’s blogs, emails, social media, it’s all an important part to growing B2B strategies.

Generating Leads

B2B content marketing generates an unbelievable range of leads for any type of company or business. To stay relevant and generate growth in an increasingly digitized world your brand and business must embrace a digital strategy. Research shows that buyers are two-thirds of the way through the decision process before talking to vendors. The internet and access to information helps buyers to decide who they want to work with. That’s where B2B content marketing becomes so essential. Without its use leads would be lacking, which means sales and profit lack too. Make a change by re-vamping your B2B content with the help of INDIRAP.

Loyalty and Trust

96% of the most successful content marketers agree their audience views their organization as a credible and trusted resource. When you put your clients needs first and create content that aligns with those needs you are providing valuable information. This content is more likely to be shared, viewed, and appreciated. Being successful in this doesn’t mean you have to be the best of the best but all content marketers who make notable B2B content are always trying to generate actions from their audience. 68% of all B2B marketers say they’ve used content marketing successfully to build credibility with their audience, so what’s stopping you?

If you’re ready to take your video content strategy seriously, hit us up and reserve a free strategy session at the link below. 

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