Content Marketing for B2B…Is it Important? 

I wrote this post as part of a project I did recently on content marketing. And with this in mind, I want to point out that I am by no means an expert – but instead, very curious and learning. Anyhow, I hope you enjoy this post and do let me know your thoughts in the comments below!

You might think you don’t need to utilise content marketing if you’re Business-to-Business – but the truth is, by not using it, you’re missing out on leads and growth. There are effective and proven strategies out there that will help growth, and by that, I mean increased traffic, leads and sales. Sounds good, right?

Show Businesses That You Care

An important thing to remember is that the people you are trying to sell your products or services to aren’t robots or AI behind a screen – they’re humans. Demonstrating an understanding of what exactly it is that you can offer will not only lead to potential revenue but will also help to build a relationship between your business and customers. 

It may also be worth putting yourself in your potential target buyer’s shoes too. Your marketing strategy should be focused on solving the business challenges faced by your customer – that’s the reason they’re reaching out for a product or service in the first place, right? In this way, content can be used to show that your company cares about the same things as your customers.

Know Your Audience

The more you know about your customers, the more information you have to create content they will engage with. This is where looking at demographics comes in useful, so you can make data-driven decisions that are impactful and ensure you are creating content that your target customer base is much more likely to engage with. 

A great way to find out information and establish your audience is through creating a buyer persona, which is essentially a character profile. You can establish one of these through different market research techniques such as conducting interviews, surveys, and polls on social media. Looking at your site analytics will also allow you to gain insightful information such as keywords used to find you, where your visitors came from, and how long they spent on your site and on each page. 

By taking the time to do your research and create a key buyer persona for your company, you’ll be able to create winning content that reflects what your buyers are looking for and make you stand out amongst competitors. 

Your Content Has Unlimited Potential

A big draw to utilising content marketing is that it’s very cost-effective and affordable. Although it may appear at first to be more expensive than more traditional marketing methods such as paid Ads, in the long run, the price of content marketing well and truly pays off. 

And this has a lot to do with reusing and recycling your content. Content has unlimited potential once created. This means that a blog post could be turned into several social media posts, or a video for YouTube could be optimised for LinkedIn and your website. The more content is repurposed, the cheaper it costs long-term. But it is important to remember not to neglect creativity if you plan to reuse your content.

The Power of SEO

Another benefit of using content marketing is that it allows your business to build organic traffic from search engines. This is also why keeping a blog full of informative content comes in useful. Creating lots of useful blog articles that are informative and effective, and which can be found by keywords, gives search engines such as Google more to index. This means your articles will then appear in search results when potential customers search for keywords that are relevant to your product or service. Your article can be found repeatedly over time on search engines too, demonstrating another reason why content marketing is cost-effective in the long run. 

When buyers are doing online research, and they come across your website or blog multiple times, they will also be more inclined to stay on your website and find out more instead of looking at your competitors.

Choosing the Right Platform For You

The number of digital media channels is ever-increasing, meaning the number of potential avenues that can be utilised to connect with buyers is also increasing. Choosing which digital platforms to use is something that you should consider when trying to connect with potential buyers. It’s also something that you will likely need to diversify at times as trends and platforms evolve. 

The fact that there are a multitude of different platforms is something you can use to your advantage. The more potential buyers are exposed to your content and your brand name, the more they’re being surrounded by the idea of your business, and the more they are likely to trust and connect with your brand. 

The Bottom Line…

From the reading I’ve done as well as my own opinion, it seems content marketing works for B2B. It’s reliable, cost-effective and vitally important in growing your business reach, leading to increased traffic, leads and sales. Content marketing is key for B2B survival and is an effective strategy to attract other businesses to your business, converting them into long-term customers.

B2B = Business-to-Business – this is basically a transaction between two businesses, for example, this might include a wholesaler and a retailer or a manufacturer and a retailer.


Is Technology Changing The Way We Think?

Our relationships with technology in the information age is something extraordinary. It is something which would have been incomprehensible in the minds of human beings 50 years ago. We are essentially walking around with supercomputers in our pockets. But these tiny devices that can give us information from all over the world are so much more than coding and hardware. As astonishing and advanced as I’m sure the physical making of smartphones are, it is much more the content that is flowing through our devices that is interesting to think about. They are an outlet through which we perceive anything and everything, from our best friends birthday party we unfortunately couldn’t attend via pictures on social media, to the biography of some wise old prodigy from the 16th century, or how to bake the perfect cheesecake, to name a few examples. We can get the information to anything at the click of a button and time and space limitations are superseded by the immediacy of it all.  With all this, it can be questioned as to whether our increased access to information in the digital age is making us as a population smarter, or lazier? Think about it, we are having to use less energy and effort to go about finding things. Public libraries were often the only way to find resources and you’d have to travel at least some distance to get that information. It’s actually quite hard to imagine as someone who’s practically grown up with the internet. Moreover, has our ability to comprehend and navigate through information become more efficient? Flicking through social media feeds and search engines is something we do every day. Wading through reams of content which is either done with intent or often mindlessly. But the significant thing is that we’re at both the receiving and the giving end of an abundance of information all the time. With this in mind, are we overwhelming our brains with content? Or as a consequence, are our brains adapting to suit the demand of living in a ubiquitous technological environment?

Exploring New Words

Widening my vocabulary is something I am often in pursuit of, as a means to aid me in my writing, both academically and in general. After all, there are so many words in existence: why not make a conscious effort to use more of them? So, I set myself a little bit of a task and chose five words that were unfamiliar to me, and composed an example sentence in which they could be used in.


[uh-buhb-uh l], adjective.

Definition:  characterised by intense enthusiasm or activity, or bubbling, as while cooking or boiling.

Example Sentence: Abubble with pride, the young athlete stepped onto the podium.


[in-staw-rey-shuh n], noun.

Definition: renewal; restoration; renovation; repair or, an act of instituting something i.e an establishment.

Example Sentence: The instauration of the printing press by Gutenberg in the 15th -century can be seen as revolutionary, as it enabled books to be produced on a much wider scale.


[im-byoo], verb.

(used with object), imbued, imbuing.

Definition: to impregnate or inspire, as with feelings, opinions, etc or, to saturate or impregnate with moisture, colour, etc.

Example Sentence: You would think a mystery of such complexity would imbue the detective with motivation to begin solving the crime, but something else was evidently of higher importance.


[in-ef-uh-buh l], adjective.

Definition: incapable of being expressed or described in words or, not to be spoken because of its sacredness.

Example Sentence: As it was ineffable in nature, The Book of Eastwatch was kept securely hidden.


[kon-stuh-leyt], verb.

(used with or without object), constellated, constellating.

Definition: to cluster together, as stars in a constellation.

Example: Suddenly all her thoughts constellated together like the greatest epiphany she could have ever imagined.


 Thank you for reading!


All definitions were taken from, however, all example sentences are of my own creation.