B2B Content Marketing Statistics and Insights for 2024

Your B2B social media marketing strategy should prioritize distributing content natively — sharing the key insights directly in social posts rather than simply linking to blog posts. This is why content strategy and SEO strategy must be integrated — every piece of content should target a specific keyword opportunity identified through research. When your content ranks for keywords your audience searches, it generates leads on autopilot for months or years after publication. These tools drive consistent organic traffic because they provide ongoing utility — people bookmark them, share them, and return to them repeatedly.

According to Contentsquare’s 2024 SaaS funnel research, the highest-performing SaaS companies treat post-sale marketing as equal to pre-sale marketing. But if you activate customers in 14 days, drive adoption of three key features, and expand them 30% in year two, suddenly your unit economics start to work. If you’re using last-click attribution or optimizing for demo bookings alone, you’re missing 90% of what actually influenced the deal. Most companies get only one of these right and wonder why growth stalls. If your marketing program isn’t generating predictable ARR with improving unit economics, you’re building on the wrong foundation.

If it’s not, Content marketing for B2B you risk losing even potential customers before they ever reach out. If that picture is positive, they’re much more likely to buy. Online reputation is your marketing, PR and branding all rolled into one—it’s everything your customers see about you online.

Publish High-Value Content And Educate Your Market

Many successful B2B companies plan content quarterly, allowing flexibility for timely topics while maintaining strategic focus. This approach is important because B2B buying cycles are long, as multiple people need to be convinced moving forward in the funnel. But in reality, a single purchase decision at a mid-size or enterprise company typically involves five to ten people across different roles. By following these steps, you will have a structured strategy to ensure every piece serves specific business objectives and guides prospects toward conversion. Now that you know all about the basics of B2B content marketing, let’s discuss the top 9 steps to create and implement an effective B2B content marketing strategy. As discussed throughout this guide, content marketing strategies involve creating valuable resources that attract and engage target audiences.

Optimize Your YouTube Channel

This content was basically a mashup of different strategies from my blog posts. For example, I published this beginner’s guide to SEO video on my YouTube channel. You don’t have to create your B2B videos completely from scratch. Specifically, I started posting videos about SEO and how to get more traffic on YouTube. But you may also want to add video to your content marketing strategy. There’s still a place for traditional blog posts and reports.

This process helps you identify the employees genuinely interested in creating, publishing, and engaging with content relevant to your brand on LinkedIn. TopRank Marketing's full-funnel influence and SEO/GEO solutions help B2B companies become the best answer for their customers. Content like blog posts, whitepapers, videos, and podcasts can set you up for success on social media. Before you start posting, define why you’re doing it, where you’re doing it — and who you’re doing it for. Fully 70% say their organizations integrate content strategy into the overall marketing sales/communication/strategy, and 2% say it's integrated into another strategy. Test multiple channels for outreach that may appeal to your customer segments (blogs, email campaigns, webinars).

What you'll learn

• In B2B, a lot of distribution channels (like Pinterest and Instagram) simply don’t work.
• Next, we asked the 95% of B2B marketers who have a content strategy to rate its effectiveness.
• Over 55% of B2B buyers consider video the most helpful content type, and organizations using video report 27% higher marketing qualified lead rates and 23% shorter sales cycles.

It also includes creating content for specific B2B content marketing channels so you can reach the right people and offer them content that aligns with their customer journey. A B2B content marketing strategy is a structured plan for creating and distributing content that supports business goals. It is not about publishing constantly or covering every topic.

To Dalamangas, that’s an opening for content writers to market themselves to content marketing departments that need people with updated skills. “For all the buzz around AI, it doesn’t mean it’s the end all and be all of the future of content,” she said. It’s an especially good strategy “if tech is your niche or you’re looking to add a new niche,” Dalamangas said. Even though AI is now doing some content creation and strategy work that people used to do, people continue to be integral to the success of any content marketing program, Sheng said. In many ways, it’s a return to good old-fashioned reporting, including higher touch pieces that require access, discernment, and ability to connect the dots in ways that AI can’t yet.” Despite embracing AI, companies are still hiring writers for content work.

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Engaging hidden buyers through thought leadership not only informs them but also empowers them to advocate for your brand within their organizations. Notably, 95% of hidden buyers say that strong thought leadership makes them more receptive to sales and marketing outreach. If you’re looking to become a commercial marketer, check out our technology report which outlines the 40+ tools to invest in - all in an effort to enhance your insights and analytical skills. If you’re a client-side marketer looking for an agency, we have given you the perfect benchmarking tool to narrow down your search. Whether you’re searching for digital, creative, advertising services or simply benchmarking the largest B2B marketing agencies in the US, this report delivers the data and insights you need for smarter decision-making.

The 2X Effect:Agility, stability, scale, and results

It’s the strategic decision about which problem you solve, for whom, and why you’re the best answer. SMB buyers don’t want to sit through discovery calls. Enterprise buyers don’t want to “try before you buy” with a credit card. Account-based marketing (ABM) works when you’re targeting 500-2,000 named accounts with multi-stakeholder buying committees.

Over the years, I’ve published several studies. And when you publish a high-quality industry study, YOU can be the source that other blogs in your niche reference. For example, we published this organic click-through rate study on our blog. Some time ago I partnered with BuzzSumo to analyze 912 million blog posts. Common forms of content marketing in B2B include blogging, podcasting, email newsletters and infographics. As managing director of Informa Connect’s martech group, I lead our marketing, insights, and innovation portfolios, which includes the Content Marketing Institute.

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