What is B2B Content Creation?
What is B2B Content Creation?
B2B Content Creation is the process of producing content specifically designed to attract, educate, engage and convert business decision makers.
It focuses on purposeful content that speaks directly to the needs, goals and pain points of your target audience and often leverages the use of data, value propositions, ROI and thought leadership. It includes a variety of content types like blog posts, whitepapers, eGuides, case studies, videos, infographics, eBooks, thought leadership info, sales enablement assets, directories, content libraries, or other buyer facing assets.
When done right, it is the single most effective way to build trust and authority while driving higher levels of engagement and lead generation.
B2B Content Marketing Creation
Our process to creating B2B Content
Each business has their own content needs. We audit, research and create based on a clear framework ensuring confident execution instead of scattered tactics.
Auditing
When it comes to content creation, we must first start by seeking clarity. Simply put, your lack of content effectiveness is probably due to one, some or all of 4 fundamental factors:
- Quantity – You’re not publishing enough content
- Quality – You’re not publishing the right content
- Audience – Your content is not reaching the right audience
- Attention – You’re not getting enough attention
We audit your current content marketing situation and performance to uncover what’s working, what’s not, and how aligned your content efforts are with business goals.
Research
Next, we don’t just jump in with content creation. We gather information about your business and industry, understand your audience’s challenges, their pain points, what are they buying, why, their vendor selection process and analyze your competitor’s content to uncover opportunities.
We then identify the keywords, phrases and topics that your audience is searching for when looking for the type of solutions you offer.
How are audiences searching or reacting to content on Ai engines, Search engines, Social engines, directories, email lists, newsletters, etc. This data is important to determine the most effective content to create.
Content Strategy
We take what we learned during the audit and research phase and identify the journey that buyers go through as they research for solutions AND the different types of content required to reach them AND the different channels of reaching your audience.
What types of content do we need?, What topics?, Video, Audio or Written? What channels do we use to reach our audience?, (there are 8 categories of channels we have identified).
These are just some of the questions we need answered. Without a strategy, teams often rely on guesswork, creating disconnected content that lacks purpose or fails to align with buyer needs and business goals.
Content Creation
We finally decide on content to fit the strategy. What categories of content? Do we need articles. whitepapers, quizzes, eGuides, infographics, webinars, video, posts, articles, social posts, etc?
What type of content do we need per channel we approach? Content for your email lists or social media followers is very different than content to attract traffic from search engines or Ai answer engines.
How best to optimize the content?, What topics will you focus on?, How much to publish?, What type of gated content?, Who will create the content?
The HEART Method
When it comes to producing content that engages, we follow what we call the HEART method. This is where we focus on providing educational content in generous amounts to audiences. The focus is on giving buyers everything they need to make the right buying decision. It’s about teaching your audience so well they’d feel foolish buying from anyone else.
When you create content that educates rather than sells, you establish yourself as trusted advisors, not just vendors. This approach builds a loyal, returning audience that views your brand as a go-to resource, resulting in stronger brand recall, faster sales cycles, more qualified leads and a massive competitive advantage.
The 8 Audience Channel Categories
We must determine what content is to be produced dependant on the audience channel targeted. What follows is an explanation of the 8 audience channels we investigate for clients.
1. Owned Channels
Channels fully controlled by the business, where it has direct access to contact information and can engage audiences directly. Sub-categories include email lists, newsletters, membership sites, private communities, and proprietary apps.
Customer Relationship Type: Direct, permission-based interactions.
Purpose: Build loyalty, nurture relationships, and drive long-term engagement.
Primary Metric: Subscriber engagement rates (open rates, clicks), membership retention.
2. Video & Audio Channels
Channels where the business owns the subscriber base but does not have direct contact information; includes YouTube, Vimeo, Spotify, and podcast networks.
Customer Relationship Type: Subscriber-based, one-to-many engagement (indirect contact).
Purpose: Build trust, educate audiences, and increase brand awareness through storytelling.
Primary Metric: Watch or listen time, subscriber growth, engagement (comments, shares).
3. Social & Interest Channels
Platforms like LinkedIn, Facebook, Instagram, Twitter (X), and Pinterest where businesses share content but do not own user contact data. Engagement depends on platform algorithms and community participation.
Customer Relationship Type: Indirect, platform-mediated engagement.
Purpose: Drive awareness, spark conversations, and amplify brand messages.
Primary Metric: Reach, engagement (likes, shares, comments), follower growth.
4. AI Engines & Browsers
AI-powered tools and platforms (e.g., OpenAI, Perplexity, Google Gemini) that source and synthesize content based on citations, structured data, and mentions across the web.
Customer Relationship Type: Indirect, algorithmically inferred authority.
Purpose: Earn visibility via algorithmic trust, boost topical authority and brand credibility.
Primary Metric: AI citation frequency, knowledge graph presence, entity mentions.
5. Search Engines
Traditional organic search platforms like Google & Bing, where businesses optimize websites and content to rank for relevant queries.
Customer Relationship Type: Indirect, inbound discovery.
Purpose: Achieve sustainable organic traffic and inbound lead generation.
Primary Metric: Organic search rankings, click-through rates (CTR), organic traffic volume.
6. Directories
Business listing platforms for general, niche, or local markets including Yelp, Google Business Profile, Clutch, and industry-specific directories.
Customer Relationship Type: Public validation and reputation with limited direct control.
Purpose: Enhance local or industry-specific credibility, improve discovery on third-party platforms.
Primary Metric: Listing views, customer reviews, click-to-contact actions.
7. Marketplaces
Transactional and vendor selection platforms (e.g., Amazon, G2, SaaS marketplaces) where businesses list and sell products or services directly.
Customer Relationship Type: Buyer-driven, transactional interactions.
Purpose: Convert interest into purchases or vendor selections within curated ecosystems.
Primary Metric: Sales/conversion volume, customer ratings, repeat purchase rate, visibility/PR.
8. Paid Media & Lead Generation
Paid channels used to acquire immediate visibility or leads including paid search (Google Ads), social ads (LinkedIn, Meta), programmatic display, retargeting, and paid lead-gen networks.
Customer Relationship Type: Paid access to targeted audiences; performance-based contact acquisition.
Purpose: Accelerate lead generation, drive targeted traffic, optimize conversion ROI.
Primary Metric: Cost per lead (CPL), return on ad spend (ROAS), conversion rates.
Want more Backlinks & Engagement?
Then stop wasting time on generic content. Instead, provide a generous amount of educational content.
We call it the HEART Method
B2B Content Creation
Different Types of Content
We leverage different types of content assets all designed to attract, engage or convert business audiences across the buyer’s journey. These assets serve different purposes, from driving traffic, attracting prospects to enabling qualified leads. We typically focus on producing foundational content first, such as Buyer Guides, eGuides, ebooks, whitepapers, reports, presentations, quizzes and infographics.
Buyer Guides
Resources that help prospects evaluate solutions and make informed decisions
Whitepapers
In-depth, authoritative reports that explore specific business challenges
Infographics
Visually digestible content that simplifies complex ideas or data
Blog Posts & Articles
Informative articles that address trends, pain points, opinions and how-tos
eGuides & eBooks
Educational guides that provide value worth downloading
Quizzes & Assessments
Interactive tools to engage users and gather insights and leads
Case Studies
Real-world success stories that highlight your solution in action
Email Newsletters
Regular emails that deliver curated content to subscribers
Brochure & Data Sheets
One-pagers that detail key features, benefits, and use cases
Checklists
Simple, actionable tools that help your audience complete specific tasks
Presentations & Decks
Visual presentations used as sales or audience facing assets
Templates
Reusable documents or tools that simplify workflows or planning for your audience
Landing Pages
Targeted pages optimized for conversion and lead capture
Pillar & Cluster pages
Comprehensive, SEO-optimized content hubs around a core topic
FAQs / Knowledge Base
Answering pre-sales questions your audience may have
Thought Leadership Articles
Expert insights and opinions that elevate brand authority
Industry Reports / Research Summaries
Condensed insights from third-party or in-house research
Get Started Materials
PDFs, how-to guides, user guides, and other bottom of funnel content to help close sales
Industry Directories
Building content and vendor directories to help drive industry traffic, build links, reviews & authority
Content Libraries
Producing large amounts of content in a structured format that is easy to navigate and consume
Content Websites
Vendors are looking to own industry websites, newsletters, etc. We help either build or buy.
B2B Content Creation
Don't Hire Us!
Given the fabulous amount of Content Creation tools available, there is no reason to hire an agency like ours for basic content production. It would add unnecessary cost. Below we describe some of these tools and how you can leverage them for Content Creation.
Hire for Strategy & Fundamental Content
Instead of hiring an agency or consultant for basic content production, hire them (us) for Content Marketing strategy, audits, training, Content SEO, Content web page optimization, Content ideation, creation of anchor content like whitepapers, infographics, Pillar Pages, Buyer Guides, Thought Leadership content, Quizzes & Assessments, etc.
You can then use tools like Ai or writing services to create additional content that aligns with your strategy.
Use Ai to Create Content
AI tools are no longer optional. They’re a go-to resource for content creation, especially as a starting point. We actively encourage businesses to use them to support tasks like brainstorming topics, drafting outlines and refining messaging across formats. When given clear, well-structured prompts, these tools can save time and help maintain a steady flow of content.
That said, while Ai excels at certain aspects of content production, it certainly lacks emotional nuance, cultural, industry, political or social context. Human oversight and editing ensures the final product aligns with your quality controls and strategy and avoids ethical pitfalls like plagiarism, robotic wording, flat engagement.
The Case for Using Writing Services
There are a number of online writing services you can use to scale your basic content production. As long as you have your strategy, your Content SEO, your content briefs ready, these services can deliver a blog or article in a fair amount of time. Some even provide SEO optimized articles.
Our experience with these services?
- Like other service industries, many are really good, most are not.
- Many use Ai as a starting point (as you could also) and writers edit the drafts and final deliverable.
- To be effective, you must already know what you want and how to write it. These services will not develop your strategy, your content SEO, your competitive analysis. They create content based on what you tell them.
- As Ai gets better and as more businesses use proper Ai prompts and workflows, these writing services will eventually become redundant.
- Much like using Ai, you must always ensure you edit their output for proper structure, your brand voice, for plagiarism and for usefulness.
- These services will be less expensive than having an agency create the same basic content. However, you will still need a layer of verification.
Our recommendation:
-Wish to produce fundamental content? Use a content marketing agency, consultant or internal expert.
-Know exactly what you want based on an existing strategy and want scale? Use the writing services if you want a human touch.
-If you use these services and evaluate the quality of their content, you will determine that you can almost replicate their output using Ai. As such, we recommend focusing your efforts on Ai instead and hiring editors and strategists to oversee the process.
-Would you like someone to oversee the entire process, from strategy to content SEO to content output and align everything to your audience’s intent, brand voice, etc? Then, have your internal resources provide this service or hire a content marketing agency or consultant.
Do it yourself
Our goal, if you hire us to work together, is not to provide our services in perpetuity. Instead, it is for you to develop the knowledge and skills to execute an effective B2B Content Marketing strategy with your own resources.
Once you understand the fundamentals and put a framework in place, the combination of internal strategy, knowledge and resources along with the ability of Ai tools will enable your team to execute at scale with more confidence.
You can always hire a content marketing consultant or agency like ours to provide audits, a new perspective or refine a current strategy. However, the important part is that you will have developed the knowledge, skills and resources to execute internally.
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Strategy Call
You’ll know if we’re a fit after just one call
Discovery & Fit
Speak directly with our principal consultant. You’ll talk through your current situation and how we can help.
Proposal
Every client is different. We’ll send you a proposal clearly outlining services, fees and agreed upon deliverables.
Fine tune
We will fine tune the proposal based on further discussions, decide on a start date and finalize our agreement.
FAQ
FAQ: B2B Content Creation
When reading about B2B Content Marketing Services, we often come across the statement “If it won’t rank, it doesn’t get built.” We believe this statement is rather dramatic and missing a significant point, frankly, it’s nonsense.
The goal of content is to get your audience to consume your content and engage with it. Creating content that only ranks on search engines is a limiting strategy. Meaning, how about all those contacts your company has in their email database? Creating content for your email marketing list is extremely valuable. This content may not rank, may be difficult to rank, but if of value, your audience will consume it, use it, and it will deliver more leads for you.
Content should be created based on the value it provides to your customers. There is content that helps with ranking and traffic and there is content that is only consumed by those in your mailing list or other private contact lists or on social networks like LinkedIN. As long as you focus on providing value across your buyer’s journey, you will be fine.
Where do we start?
There are 3 major reasons for bad content.
- It’s Google’s fault! That’s right. Google has put such an emphasis on content production, keywords, length of content, etc. Companies write 2000 word articles on topics that should take one paragraph. This has led to a massive amount of fluff content that is turning people off.
- Simply put, as great as Ai is, it’s a problem! It has brought a tidal wave of mediocre content. This has led to flimsy link bait and repetitive content.
- It’s marketers’ fault. Many companies and teams simply do not understand what content marketing truly is and how best to leverage it. Many erroneously believe that its simply about publishing blog posts or about their products/services. This leads to technical writing, or sales writing, or writing for search engines instead of writing for their audience. Making content not very relevant.
Despite advances in content strategy and understanding, the above 3 reasons have led to a serious lack of content quality, which all leads to poor traffic and engagement from potential buyers.
A reminder that about 96% of all content receives little to no traffic from search engines.
Content must provide value to your audience above all. Only then can their engagement turn into trust which turn into qualified leads.
We absolutely work with other marketing agencies. Marketing agencies and consulting firms that require a specialization in B2B Content Marketing ask us to work with them and their clients. Many marketing agencies do not focus on this specialization as deeply as we do. They are busy providing an entire range of other marketing services.
B2B Content Marketing comes in many forms. The goal of which is to provide value to your audience. This value will generate more authority and more trust, which will improve engagement and interest from your audience.
The skill is NOT only to focus on what type of content to provide, but rather, a combination of what is provided, why it’s provided, when is it provided and to whom is it provided.
Here are some examples of effective content pieces. As always, its the execution that counts.
- Educational Content
- Articles & Blog Posts
- Whitepapers
- eGuides, eBooks
- Reports & Checklists
- Pillar Content
- Infographics & Data Visualizations
- Spec Sheets
- Case Studies
- Web Copy
- Buyer Guides, Price Guides
- Surveys, Polls & Quizzes
- Online Learning
- Presentations & Webinars
- Interviews & FAQs
- Tools & Templates
- Press Releases
- Videos
- Training
- Books
