B2B Content Marketing: What is it? 2023

Business Content Marketing

Dive straight into the pulsating heart of B2B content marketing in 2023, where strategic storytelling and data-driven decisions continue to shape the narrative. Content, consistently king, reigns supreme, driving the wheels of B2B marketing ?. In our journey through diverse landscapes – tech startups, financial consultancies, manufacturing giants – we reveal how personalized, impactful content lights the path for customer engagement and lead generation.

Consider these vital elements:

  • Storytelling that echoes the client’s voice,
  • Empathetic messaging targeting pain points,
  • Engaging infographics breaking down complex concepts,
  • Video content conveying authenticity and thought leadership.

At the helm of our ship is the Plerdy tool for CRO & UX, taking the guesswork out of conversion and user experience. Championing the shift from mere traffic to focused engagement, Plerdy navigates your voyage through the ever-evolving B2B content marketing landscape, brimming with opportunities ?.

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Embrace the innovation, harness the power of content and ride the tide of change with Plerdy. Turn the page, let’s unleash the potential together ?. Our journey promises an enlightening exploration of 2023’s most promising B2B content marketing strategies. No more delays – it’s time to take the leap and swim in the vast ocean of B2B content marketing.

What is B2B Content Marketing?

B2B content marketing in 2023 is an exhilarating fusion of creativity, technology, and keen market insights. Business-to-business communication now centers around crafting enthralling content that resonates deeply with the audience. For instance, the manufacturing sector has transitioned from monotonous specs sheets to compelling visuals and case studies. Likewise, the HealthTech industry now employs gripping webinars and live demos that unveil groundbreaking technologies. Let’s spotlight the three cornerstones that shape the B2B content panorama of 2023:

  • Engaging Storytelling: B2B marketing campaigns now harness the power of stories to forge connections. For example, logistics companies are not just offering services – they’re weaving narratives around efficiency and seamless global connections.
  • Technological Integration: Content creation is supercharged with AI-driven tools. Plus, companies are now latching on to the rising trend of voice searches and molding their content accordingly.
  • Hyper-Segmentation: Content in 2023 is ultra-tailored. EdTech, for example, deploys content specifically designed for educators, administrators, and students, addressing the distinct needs and aspirations of each segment.

In the 2023 B2B content marketing landscape, businesses are shifting gears to foster relationships, leveraging technological prowess and focusing on niched-down, razor-sharp content. In essence, it’s a captivating mosaic of engagement, innovation, and precision.

Understanding the 2023 B2B Buyer

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1. Research and understand your target audience

Navigating the stormy seas of B2B content marketing necessitates a well-charted map – and knowing your target audience is the cardinal compass point. Fathom the depths of your audience’s psyche and you’ll unearth a treasure trove of insights to sculpt content that strikes a chord.

Consider the case of a cybersecurity firm targeting small businesses. Crafting engaging content means diving into what keeps a small business owner awake at night – data breaches, ransomware attacks, and phishing scams. Once you grasp their pain points, tailor the content to address these head-on.

Or take an AgriTech company eyeing farmers as its clientele. Knowing the ins and outs of a farmer’s day, their struggles with weather conditions and crop yields lays the foundation for resonant content.

Critical steps to chart your course include:

  • Eavesdrop on Social Media: See what’s trending amongst your audience – what they rave about and what irks them.
  • Customer Interviews and Surveys: First-hand insights are gold. Fetch feedback, take notes.
  • Analyze Competitor Content: Pinpoint what they’re doing right and where they’re veering off course. Then, do it better.

Sailing the B2B content marketing waters is no small feat. But with your audience as your North Star, you’ll bypass the squalls and steer straight into engagement harbor.

2. Align your content with the buyer’s journey

Synchronizing your B2B content with the buyer’s journey is akin to composing a symphony – each piece meticulously arranged to elicit emotions at the right moment. The opus of content marketing in the B2B domain requires finesse, guiding potential clients through awareness, consideration, and decision stages with grace.

Take a cloud storage provider targeting other businesses. In the awareness phase, they might deploy attention-grabbing infographics highlighting data loss horror stories. Moving to the consideration stage, whitepapers and webinars comparing various storage solutions could take center stage. Finally, when it’s time to make decisions, a series of gripping case studies that showcase real-life success stories might seal the deal.

To masterfully orchestrate your content:

  • Map Out the Journey: Identify key touchpoints and emotions in each stage.
  • Create Tailored Content: Craft pieces designed to engage, educate, or persuade based on where your audience stands in their journey.
  • Optimize Distribution Channels: Ensure your content reaches the audience when they’re most receptive.

In essence, the art of aligning your content with the buyer’s journey lies in knowing which notes to play and when. Your content becomes a harmonious symphony that guides, enlightens, and converts with rhythm and finesse.

Content Types Trending in 2023

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1. Utilize interactive content to engage your audience

Interactive content is the perfect antidote to the sea of static B2B content. This magnetic marketing tool actively involves the audience, transforming passive readers into engaged participants. No longer are they just consuming information – they’re part of the conversation.

Consider a virtual event platform as an example. You can use interactive elements to drive audience engagement:

  • Polls and Quizzes: Gauge the pulse of your audience, solicit feedback, or inject some fun into your sessions.
  • Virtual Reality Tours: Showcase your venue or product in a stunning, immersive way.
  • Interactive Infographics: Present data in a visually engaging and easily digestible manner.
  • Calculators: Help customers understand your services’ value or their investment’s ROI.

Imagine using an ROI calculator to help attendees understand the value of your platform. They input their business data, and the calculator spits out the potential return on their investment. This interaction not only informs but also convinces them of your platform’s worth.

Interactive content is the spark that ignites the B2B marketing landscape. It adds life to your content, enticing your audience to engage and delve deeper into what you offer. Interactive content is not just a trend – it’s a dynamic revolution that’s redefining the B2B marketing playbook.

2. Explore the potential of podcasts and audio content

Podcasts and audio content are a tour de force in the B2B content marketing. Offering a unique blend of accessibility and personal touch, they provide the power to build deeper connections with your audience.

Consider a software company producing a podcast. They could:

  • Share Success Stories: Discuss how a client leveraged their software to boost efficiency.
  • Deep-Dive Interviews: Bring industry experts to shed light on evolving trends and strategies.
  • Product Updates: Announce and explain updates in an easy-to-understand format.

Imagine the impact of hearing a success story straight from a satisfied client or an expert’s take on upcoming market trends – it’s a whole different ballgame compared to just reading about it.

Audio content offers the chance to showcase your brand’s personality, making it an incredible tool for building authenticity and trust. With the ability to plug in and play anywhere, anytime, it fits seamlessly into the busy lives of B2B customers.

So, harness the power of audio, and let your brand’s voice echo in the ears of your audience. In the realm of B2B marketing, podcasts and audio content can indeed be your symphony for success.

3. Integrate virtual and augmented reality in your content

Virtual and augmented reality (VR/AR) are not just flashy tech buzzwords. In B2B content marketing, they’re transformative tools driving engagement and enhancing customer experiences.

Imagine the possibilities. A machinery manufacturer could leverage VR/AR to:

  • Demonstrate Products: Virtual walkthroughs allow clients to examine machinery in a 360-degree view – no travel required.
  • Train Users: Augmented reality can provide step-by-step instructions, turning a complex manual into an interactive, easy-to-follow guide.
  • Exhibit at Virtual Trade Shows: In a post-pandemic world, virtual trade shows are gaining traction. Engage customers in a 3D booth environment, offering an experience beyond flat screens.

Harnessing the power of VR/AR, companies can literally bring their products to life, breaking down barriers of geographical distance and communication. They transform content from something you view, into something you interact with.

While the upfront investment might seem daunting, remember that high-quality, engaging content is an investment in your brand’s future. As your audience explores your products in an immersive environment, they’re also developing a deeper connection with your brand. So, step into the future, and explore the possibilities that VR and AR can unfold in B2B content marketing. They might be the tools that lift your content from ordinary to extraordinary.

Personalization and AI in B2B Content Marketing

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1. Employ AI-driven tools for content creation

Artificial Intelligence (AI) is revolutionizing B2B content marketing with tools that streamline creation, amplify reach, and sharpen precision. With the deployment of AI in content marketing, businesses are experiencing a sea change in how they interact with customers and prospects.

Let’s delve into a few ways AI is transforming content:

  • Automated Content Generation: AI can generate short-form content such as social media posts or goods descriptions, speeding up the content creation process.
  • Predictive Analytics: AI helps predict what kind of content will perform well based on historical data, reducing guesswork and driving content strategy with data-backed insights.
  • Personalization: AI tools analyze customer behavior and preferences, enabling marketers to tailor content to individual customers, increasing engagement and boosting conversions.

Incorporating AI in your B2B content marketing strategy is akin to hiring a super-powered assistant that never sleeps. It sifts through data faster than any human ever could, identifies opportunities, and provides insights for content optimization.

AI tools are the bedrock of future marketing – they’re here to stay. By embracing this technology, businesses can unlock unprecedented potential for their content marketing efforts, moving beyond generic strategies to deliver precise, personalized content that hits the mark every time.

2. Use predictive analytics to personalize content

In the B2B content marketing landscape, predictive analytics is the powerhouse behind personalized content. It leverages historical data and machine learning to forecast future trends and customer behavior, helping marketers craft hyper-targeted content.

Three primary ways to employ predictive analytics in personalizing content are:

  • Customer Segmentation: Predictive analytics can categorize customers based on shared traits and past behavior. These insights allow marketers to create content tailored to each segment’s preferences and pain points.
  • Content Recommendations: Predictive algorithms can analyze past user interactions to suggest content that a customer is likely to find engaging. This could mean recommending relevant whitepapers, blog posts, or webinars.
  • Sentiment Analysis: Predictive tools can monitor social media and online discussions to gauge public sentiment towards your brand or products. It helps marketers anticipate customer needs and create resonant content.

For example, a cybersecurity firm could use predictive analytics to identify which topics are trending in their industry. They can then craft personalized content around these trends for specific customer segments, ensuring it resonates.

The benefit is twofold – marketers deliver content that the audience finds valuable, and the audience feels understood and valued. By leveraging predictive analytics, businesses can take personalization to the next level, turning their content marketing strategy into a potent tool for engaging and converting prospects.

3. Explore chatbots for customer interaction

B2B marketing is undergoing a digital transformation with the integration of chatbots in customer interaction and data gathering. By offering round-the-clock communication and personalized service, chatbots have proven to be a game-changer in enhancing customer engagement.

The potential of chatbots in B2B marketing includes:

  • Customer Support: Chatbots handle routine queries swiftly, freeing up your team to tackle more complex issues.
  • Lead Qualification: Chatbots can qualify leads through initial interaction, streamlining the sales funnel.
  • Data Collection: Chatbots gather data about customer preferences and behaviors, providing insights to refine marketing strategies.

Imagine a B2B software provider utilizing a chatbot. As prospective clients visit their site, the chatbot initiates a conversation, responding to inquiries about product features or pricing. The chatbot also collects information – such as what the visitor is looking for and their business size – that helps the sales team follow up effectively. This strategy allows the software provider to provide tailored service while gaining vital insights for their content marketing.

In essence, chatbots empower businesses to gather data, personalize customer interaction, and enhance their marketing strategy. As a part of your digital toolbox, they pave the way for efficient service delivery and meaningful engagement, transforming the way you connect with your customers in the B2B space.

Building a Successful B2B Content Marketing Strategy

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1. Clearly define your content marketing goals

Content marketing, a cornerstone in B2B strategies, pivots around clearly defined goals. Solid targets anchor your tactics, focus your efforts, and drive measurable outcomes.

Consider a cloud storage provider aiming to strengthen its position in the B2B market. It formulates objectives such as enhancing brand awareness, fostering customer loyalty, and increasing market share.

The content marketing goals might include:

  • Brand Awareness: Create engaging articles, infographics, and webinars that enlighten potential clients about the benefits of cloud storage, positioning their brand as a thought-leader.
  • Customer Loyalty: Develop helpful tutorials, FAQs, and user guides that enrich user experience, cultivate trust, and promote loyalty.
  • Market Share: Generate case studies, whitepapers, and customer testimonials demonstrating success stories to attract new clients and increase market share.

Mapping out these goals gives direction to their content creation, ensuring every piece serves a purpose – whether it’s a blog post aimed at informing potential clients or a tutorial for current users. By aligning their content with these specific goals, the cloud storage provider can measure the impact of each strategy and adjust accordingly, optimizing their approach over time.

In sum, clear goals are the compass guiding your B2B content marketing journey. By setting and pursuing defined objectives, you can focus your efforts and maximize your return, driving success in the competitive B2B landscape.

2. Develop a content calendar

A well-structured content calendar holds immense value in B2B content marketing, keeping your strategy on track and ensuring consistency.

Take the example of a B2B financial consulting firm. They want to maintain a regular content output to engage their audience and stay top-of-miss. To achieve this, they develop a content calendar with the following elements:

  • Content Type: Diversified content – blog posts, whitepapers, podcasts, or video tutorials – keeps the audience engaged.
  • Publication Dates: A schedule helps maintain consistency, which in turn helps retain the audience’s attention.
  • Themes/Topics: Pre-planned topics for each month allow for effective brainstorming and quality content.
  • Content Creators: Assigning responsibilities ensures smooth operation and timely output.

Armed with this roadmap, the firm sets out on its content marketing journey. Regular blog posts educate their audience about financial best practices, whitepapers delve into more complex issues, and podcasts invite industry experts to share insights.

Sticking to this calendar keeps the firm’s content marketing machine running smoothly, prevents last-minute rushes, and ensures they continually offer fresh, relevant content to their audience. Consistency builds trust with the audience and positions the firm as a reliable source of information in the financial realm.

In essence, developing and sticking to a content calendar isn’t just good practice – it’s a B2B marketing imperative.

3. Encourage thought leadership within your company

Promoting thought leadership within your B2B organization is an effective way to foster innovation, create brand authority, and pave the path for impactful content marketing. Here’s an illustration from a cybersecurity company:

Realizing the value of thought leadership, the organization encourages its employees to share their expertise. The strategy encompasses:

  • Brainstorming Sessions: Employees are encouraged to pitch innovative solutions or improvements to existing processes.
  • Knowledge Sharing Forums: In-house seminars provide a platform for team members to share insights on industry trends and technological advances.
  • Employee-Authored Content: Staff members pen down blog posts or contribute to whitepapers, leveraging their unique knowledge and perspective.

This initiative sets off a ripple of positive effects. Employees feel valued, fostering a motivated work environment. The company becomes a hotbed of fresh, insightful ideas, translating into superior solutions for their clients.

When these insights are shared through the company’s content marketing channels, it enhances the brand’s credibility, providing potential clients with substantial evidence of the company’s expertise. This, in turn, builds trust, persuades decision-makers, and attracts high-value clients.

Thought leadership goes beyond excellent business practices. It’s a strategic move that significantly impacts your B2B content marketing efforts and overall business success.

4. Diversify content formats to cater to different preferences

Diversifying your content formats can revolutionize your B2B content marketing strategy. Let’s consider a SaaS company venturing into diverse content types:

Recognizing the different preferences of their audience, they curate an array of content formats, including:

  • Webinars: Virtual, interactive sessions enlighten clients on the software’s features and updates.
  • Podcasts: Conversations with industry experts offer listeners an insightful experience while on-the-go.
  • Infographics: Visual data representation makes complex analytics easy to digest and share.
  • E-books: Detailed, comprehensive guides for users wanting to delve deeper into the software’s functionality.

The impact is significant. The audience engaged through their preferred format, feels catered to. Webinars and podcasts foster an active community around the brand. Infographics, with their shareability, attract potential clients. E-books offer value that reinforces the brand’s authority.

By casting a wider net with diverse content, you’re bound to reel in an engaged audience, driving your B2B content marketing strategy toward success. Diversification isn’t about catering to the masses – it’s about understanding and addressing the unique preferences of your audience. Tailoring content to your audience’s needs can make a striking difference in the efficiency of your marketing strategy.

Measuring Content Marketing ROI in 2023

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1. Set up measurable KPIs for your content marketing efforts

Establishing measurable KPIs forms the backbone of any successful B2B content marketing strategy. Say, for instance, an e-commerce platform endeavors to outline their KPIs. They might focus on:

  • Traffic: Monitoring the number of visitors to their blogs and product pages gives a direct measure of their content’s reach.
  • Engagement Rate: Metrics like shares, comments, and likes offer insight into how the audience interacts with the content.
  • Lead Generation: The quantity and quality of leads generated provide an indication of how effective the content is in attracting potential clients.
  • Conversion Rate: Tracking the percentage of visitors who become customers enables the measurement of the content’s ultimate goal – sales.
  • Customer Retention: Measuring the rate at which customers return and engage with the brand gives insight into the content’s ability to foster loyalty.

Armed with these KPIs, the e-commerce platform can fine-tune its content, optimizing what works and discarding what doesn’t. They create a feedback loop of continuous improvement, driven by concrete, measurable data. Measurable KPIs are beacons that guide your B2B content marketing strategy to success. Establishing these KPIs brings clarity to your objectives and progress, shaping a results-driven approach to content marketing.

2. Use analytics tools to track content performance

Harnessing analytics tools provides a solid foundation for an effective B2B content marketing strategy. Consider a finance industry player endeavoring to keep a keen eye on their content performance. They may choose to exploit a robust suite of analytics tools such as:

  • Google Analytics: Delivers insights into traffic patterns, user behavior, and content engagement.
  • HubSpot: Provides data on lead generation, conversion rates, and overall content performance.
  • SEMRush: Offers comprehensive data on backlinks, keyword rankings, and competitor analysis.
  • Ahrefs: Helps identify top-performing content, broken links, and organic search visibility.

Analytics tools bring the benefit of objectivity to your content marketing strategy. They reveal what your audience is gravitating towards and the content that’s failing to hit the mark. For the finance company, these insights become the cornerstone of their content creation process, shaping the development of articles, blogs, and reports that resonate with their audience. In essence, utilizing analytics tools is not about mere number-crunching; it’s a forward-thinking approach that places data at the heart of B2B content marketing strategy, thereby enhancing performance and delivering results.

3. Continuously optimize your content based on data insights

In the dynamic landscape of B2B content marketing, the mantra of continuous optimization based on data insights rings truer than ever. Take an e-commerce solutions provider, for instance. Armed with a clear understanding of their audience, they lean into analytics to make informed adjustments to their content strategy.

  • Identify High-Performing Content: Data insights illuminate which articles, blog posts, or social media updates have resonated the most. This knowledge informs future content creation, shaping more impactful narratives.
  • Refine Targeting: Understanding who engages with content and why allows for fine-tuning audience segmentation. Consequently, content becomes more tailored to suit each segment’s preferences and needs.
  • Improve Timing and Frequency: Analytics tools yield insights into the most effective times to post and the optimal frequency. Thus, the e-commerce solutions provider can ensure they’re consistently hitting their audience’s sweet spot.

The journey doesn’t stop once a piece of content is live. It’s a continuous process of measurement, learning, and optimization. Armed with data insights, businesses like e-commerce solutions can tweak their approach, enhancing their content marketing efficacy over time. Data-driven insights serve as the compass, guiding B2B content marketers to reach the desired destination – improved engagement, increased conversions, and heightened customer loyalty.

The Future of B2B Content Marketing Beyond 2023

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1. Stay updated with emerging technologies and trends

In the fast-paced world of B2B content marketing, staying ahead implies staying informed. Emerging technologies and trends consistently reshape the content landscape. For example, a cybersecurity solutions provider must remain vigilant, ready to adapt their content marketing strategy to the ever-evolving digital environment.

  • Embrace Modern Technologies: Embracing technological advancements such as artificial intelligence and machine learning helps businesses like cybersecurity solutions providers in creating more personalized, predictive, and proactive content.
  • Spotting Trends: Trends pop up and fade away. However, those with potential for longevity – think content formats like interactive videos or podcasts – should be integrated into the marketing strategy to ensure relevance and audience engagement.
  • Adjusting Tactics: Keep an ear to the ground for shifting social media algorithms or SEO guidelines, adjusting content tactics accordingly to maintain visibility and reach.

B2B content marketers, like our cybersecurity solutions provider, must maintain an insatiable curiosity for fresh trends and innovative technologies. This vigilance enables them to tweak their content strategies in real-time, ensuring their messages resonate with their target audience. In the end, remaining conversant with the shifting currents of technology and trends isn’t merely about survival – it’s about thriving, excelling, and leaving an indelible mark in the B2B content marketing landscape.

2. Focus on building a sustainable content marketing strategy

In B2B content marketing, creating a sustainable and ethical strategy isn’t just good business – it’s a necessity. For instance, a firm providing sustainable energy solutions must navigate their content marketing with transparency, authenticity, and a clear focus on sustainability.

  • Transparency: Disclose all essential details about your products or services. Our sustainable energy solutions provider should consistently make clear the potential impact of their solutions on the environment.
  • Authenticity: Ensure your actions align with your messages. If the energy firm promotes clean energy, their operations should align with these principles.
  • Sustainability: Develop content that supports long-term business goals while also promoting sustainability. This includes tackling energy efficiency, conservation, and the use of renewable resources in their content.
  • Respect for Stakeholders: Respect your audience’s intelligence and refrain from overselling or exaggerating the benefits of your offerings.
  • Ethical SEO Practices: While you should avoid over-emphasizing SEO, it’s crucial to follow ethical guidelines, avoiding black-hat tactics.

In sum, a sustainable content marketing strategy involves upholding transparency, demonstrating authenticity, and promoting sustainability, all while respecting stakeholders and following ethical practices. Our sustainable solutions provider, and indeed all B2B marketers, should strive for such an approach – it guarantees not only business growth but also contributes positively to a larger, global good.


Gather your energy and raise the flag – we’ve just navigated the exhilarating straits of B2B content marketing in 2023. As we reach the finale, it’s clear that a strategic, data-driven and audience-centric approach remains paramount to success ?.

Our journey exposed us to the intriguing undercurrents of the B2B landscape – from tech startups to financial consultancies and beyond. We’ve discovered how a fusion of personalized storytelling, empathetic messaging, engaging infographics, and authentic video content serves as the lifeblood of effective marketing.

Plerdy’s SEO & UX analysis tool has been our steadfast compass, seamlessly guiding us through this intricate labyrinth of customer engagement. It’s not just about traffic – it’s about cultivating meaningful, impactful connections that fuel business growth ?.

Embrace Plerdy to thrive amidst rapid digital evolution, customize your strategies and drive unprecedented results. Consider the Plerdy tool as your most persistent partner in B2B content marketing ?.

Our exploration may come to a halt, but the endless sea of opportunities doesn’t. It’s time to embed the learning and take your B2B content marketing strategies to uncharted territories. Let’s leave a high watermark on 2023 together! ⚡

Andrew Chornyy - 001
Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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