B2B buyers, particularly in professional services, have long, complex decision-making processes—sales cycles can span multiple years. And, unlike B2C consumers, who tend to make purchase decisions based on more immediate needs, emotions, and convenience, B2B buyers are looking for depth, expertise, and value in their content consumption, expecting brands to educate them before they even consider a purchase.
So, a well-crafted content marketing strategy is invaluable for B2B success. It aligns with prospects’ expectations and builds trust by delivering valuable information throughout the buyer’s journey.
Understanding the Marketing Funnel in B2B Content Marketing
Now, let’s revisit the funnel for a bit and see how content marketing fits into the model.
The marketing funnel is a visual representation of the customer journey, from awareness to conversion, and each stage requires different types of content and engagement strategies to guide potential clients towards making a purchase.
In recent years, countless marketers have added, modified, and kept renaming stages (to make it their own and introduce uniqueness, I guess). But let’s keep it simple and stick with the fundamentals. The funnel typically has three main stages:
- Awareness: Top of the Funnel (TOFU): Prospects first become aware of your business. The goal is to attract their attention through educational and informative content.
- Consideration: Middle of the Funnel (MOFU): At this stage, prospects are evaluating their options. They know they have a need and are considering solutions, including your services.
- Conversion: Bottom of the Funnel (BOFU): Prospects are ready to purchase. They need content that reassures them that your solution is the best fit.
Core Elements of a Successful B2B Content Marketing Strategy
While digital marketing has evolved a lot over the years, the fundamentals (and we love fundamentals here at Prodigy) of how to market B2B services remain the same: creating value through content tailored to the needs and challenges of your target audience. Based on our years of experience, the following are the most impactful strategies you need to implement.
1. Blogging and SEO
Lumping these two together because, within the context of content marketing, they’re like fish and chips. Integrated with a strong SEO strategy, blogs are still THE cornerstone of B2B marketing. Blogging boosts organic traffic, improves brand authority, and provides a platform for addressing industry challenges. High-value content, such as how-tos, case studies, and industry insights, positions your firm as an expert, capturing the attention of decision-makers.
Key Practices for Blogging and SEO in 2024:
- Focus on long-tail keywords that reflect specific client pain points.
- Conduct thorough keyword research using tools like Ahrefs, SEMrush, or Google’s Keyword Planner to identify long-tail keywords with lower competition but high relevance to your target audience.
- Create a content calendar around these keywords, ensuring each piece addresses a specific pain point or question your B2B clients are likely to have.
- Implement keyword clustering to group related long-tail keywords and create comprehensive content that covers multiple related queries in a single, authoritative piece.
- Write comprehensive, data-backed articles to earn high-quality backlinks.
- Aim for in-depth, “skyscraper” content that surpasses existing articles on the topic in depth, accuracy, and usefulness.
- Include original research, surveys, or data analysis in your content. This not only adds value but also increases the likelihood of earning backlinks from other industry publications.
- Use data visualisation tools to create unique infographics or charts that summarise key findings, making your content more shareable and link-worthy.
- Implement a strategic outreach program to promote your best content to relevant industry influencers and publications, increasing the chances of earning high-quality backlinks.
- Optimise for mobile and voice search, as these channels continue to rise.
- Ensure your website is fully responsive and loads quickly on mobile devices. Use Google’s Mobile-Friendly Test tool to identify and fix any issues.
- Structure your content with clear headings (H1, H2, H3) and use schema markup to help search engines understand your content better, which is particularly important for voice search optimisation.
- Focus on natural language and question-based queries in your content, as these are more common in voice searches. Include an FAQ section in your articles to address common questions directly.
- Optimise for featured snippets by providing clear, concise answers to common questions at the beginning of your articles. This can improve your chances of appearing in voice search results.
Impact on Funnel Stages:
- Top of the Funnel (TOFU): Blogging is perfect for building awareness by answering common questions and solving industry-specific problems. High-ranking, SEO-optimised blog posts introduce your business to potential clients searching for information.
- Middle of the Funnel (MOFU): Once you’ve established your authority, your audience will keep coming back to your blog for expert advice and new insights. Paired with case studies scattered throughout your website, blogs can help nurture and warm up leads.
- Bottom of the Funnel (BOFU): Once these leads are warm enough, well-crafted blog posts can push decision-makers closer to conversion by offering detailed solutions to their challenges.
2. Email Newsletters
81% of B2B marketers use email newsletters as their primary form of content distribution. This widespread adoption is no surprise, given that email marketing boasts an impressive ROI of 4,200%, generating approximately $40 for every dollar spent.
Newsletters are effective because 77% of B2B buyers prefer to be contacted via email over other channels, and 99% of email users check their inbox daily, providing a consistent touchpoint for your brand.
As you can see, email marketing continues to be a powerhouse for nurturing leads in the B2B space. A well-crafted newsletter strategy allows you to deliver personalised content directly to your prospects’ inboxes, keeping your business top of mind and driving engagement.
Best Practices for Email Newsletters in 2024:
- Implement authentication protocols. Adhere to authentication standards like DMARC to improve deliverability and maintain sender reputation.
- Google and Yahoo announced new email authentication requirements in October 2023, set to take effect in February 2024. These requirements primarily affect bulk senders—those who send more than 5,000 emails per day.
- The main components of these new requirements include:
- Implementing email authentication protocols: SPF, DKIM, and DMARC.
- Keeping spam complaint rates below 0.3%.
- Providing an easy one-click unsubscribe option.
- Ensuring RFC 5322 compliance and proper PTR records.
- These changes aim to reduce spam, protect recipients from malicious messages, and improve email security.
- Personalise emails based on the recipient’s position in the sales funnel. It’s not just about using the recipient’s name—it’s about tailoring the entire email experience to their specific journey.
- Segment your audience: Create detailed segments based on multiple factors such as industry, job title, company size, and engagement level.
- Leverage behavioural data: Utilise data from website visits, previous email interactions, and purchase history to create highly targeted content.
- Implement AI-driven personalisation: Use AI tools to analyse vast amounts of data and predict which content will resonate best with each subscriber.
- Include clear calls to action (CTAs) to drive engagement.
- Use action-oriented language: Incorporate strong verbs that clearly communicate the desired action, such as “Discover,” “Explore,” or “Secure your spot”.
- Create a sense of urgency: Use phrases like “Limited time offer” or “Don’t miss out” to encourage immediate action.
- Optimise for mobile: Ensure CTAs are easily clickable on mobile devices, with sufficient white space around them.
- Use contrasting colours: Make your CTA buttons stand out visually from the rest of the email content.
- Limit the number of CTAs: Stick to one primary CTA per email to avoid overwhelming subscribers and diluting your message.
- Use A/B testing to optimise subject lines, content format, and timing.
- Test subject lines: Experiment with different lengths, personalisation techniques, and emotional appeals to improve open rates.
- Optimise send times: Use AI-powered tools to determine the best time to send emails for each subscriber.
- Test content formats: Compare the performance of different content types, such as long-form articles vs. short snippets with links.
- Experiment with interactive elements: Test the impact of including interactive features like polls, surveys, or animated GIFs on engagement rates.
- Analyse multiple metrics: Look beyond open rates and click-through rates to consider metrics like conversion rate and revenue generated.
Impact on Funnel Stages:
- Middle of the Funnel (MOFU): I believe newsletters are the most effective tool for nurturing B2B prospects. Once someone is aware of your business, newsletters provide regular updates, thought leadership articles, and insights that keep you top of mind.
- Bottom of the Funnel (BOFU): For hot prospects, newsletters can provide the final push with offers, exclusive insights, or testimonials that build trust and urgency. According to Josh Nelson, author of The Seven Figure Agency Roadmap: How to Build a Million Dollar Digital Marketing Agency: ‘As you’re giving this information and as you’re positioning yourself as the expert, you need to tell them, “Look, if you need some help with this, if you want our team to implement these strategies for you, we’d love to jump on a one-on-one.” If all you do is put out value-added content and expect them to connect the dots, sometimes they will, but most of the time they won’t.’
3. Webinars and Events
Webinars and in-person events give you a platform to engage your ICPs in discussions, deep dives into complex topics, and real-time Q&A. This helps you build authority and foster trust with prospects.
Why Webinars Work:
- They offer real-time interaction and personalised engagement.
- They help showcase your firm’s expertise and unique solutions.
- They help you grow and nurture your mailing list.
- Growing your list:
- You can repurpose the content across multiple channels. For example, a webinar on change management or website design can be shared on YouTube and LinkedIn. Post the recordings on your site, extract the audio for a podcast, and transcribe it for a blog. By syndicating your content, you’re ensuring that it reaches potential leads through different touchpoints, pulling them into your funnel consistently every month.
- Nurturing your list:
- You have multiple reasons to email your audience without overwhelming them. You can send:
- The initial invite to the event
- A reminder right before it starts
- A follow-up with the replay: “In case you missed it…”
- Keeps your database engaged with valuable content. If you’re consistently offering something of worth, you can email regularly without annoying your audience. The key is ensuring every touchpoint adds value, keeping your contacts warm and active.
- You have multiple reasons to email your audience without overwhelming them. You can send:
- Growing your list:
Impact on Funnel Stages:
- Top of the Funnel (TOFU): You can attract an audience that’s looking to learn and engage with industry experts, making them an excellent awareness-building tool.
- Middle of the Funnel (MOFU): You deliver deeper value and knowledge to prospects, helping them consider your offerings more seriously. The interactive nature also builds a direct relationship with potential buyers.
- Bottom of the Funnel (BOFU): You can seal the deal by addressing final concerns and showcasing case studies, real-time demos, and Q&As that clear up any doubts. You can even encourage them to book a discovery call at the end of your presentation.
4. Podcasting
Podcasts are a rapidly growing medium in the B2B sector. As busy executives look for digestible, on-the-go content, podcasts offer an opportunity to share insights, interviews with industry experts, and behind-the-scenes looks at successful case studies.
Tips for Successful Podcasting in 2024:
- Keep your episodes concise, focusing on actionable insights.
- Optimal episode length: Aim for episodes between 20-40 minutes. This duration aligns well with average commute times and allows for depth without overwhelming listeners.
- Start strong: Capture attention in the first 60 seconds with a compelling hook or intriguing question.
- Use a clear structure: Implement a consistent format for each episode, such as a brief intro, main content, and actionable takeaways.
- Focus on ‘snackable’ content: Break down complex topics into digestible segments, making it easier for listeners to absorb and implement your insights.
- Incorporate timestamps: Add chapter markers or timestamps in your show notes, allowing listeners to jump to specific sections of interest.
- Invite industry leaders or influential clients to participate in episodes.
- Strategic guest selection: Choose guests whose expertise aligns with your audience’s interests and challenges.
- Prepare thoroughly: Research your guests extensively and craft questions that elicit unique insights.
- Promote collaboratively: Leverage your guest’s network by creating shareable content for them to post on their platforms.
- Create evergreen content: Focus on timeless topics that will remain relevant long after the episode’s release.
- Repurpose guest content: Turn key quotes or insights from guest episodes into social media posts, blog articles, or short video clips.
- Leverage podcast episodes to drive engagement on other platforms, such as LinkedIn.
- Create multimedia content: Develop audiograms, short video clips, or infographics from each episode to share across platforms.
- Write LinkedIn articles: Expand on key points from your episodes in long-form LinkedIn posts, linking back to the full episode.
- Host live Q&A sessions: Use LinkedIn Live or Twitter Spaces to host follow-up discussions on popular episode topics.
- Engage in relevant LinkedIn groups: Share episode insights in industry-specific groups to spark discussions and attract new listeners.
Impact on Funnel Stages:
- Top of the Funnel (TOFU): Podcasts help raise awareness by offering industry insights, interviews, and discussions that prospects can consume on the go. It introduces your business and services in a non-intrusive way.
- Middle of the Funnel (MOFU): If your podcast is any good, listeners will keep coming back for insights, positioning your brand as an expert and trusted voice. With strategic CTAs, you can lead them to a landing page (see number 6) where you can capture their information and nurture them via newsletter (see number 2).
5. Video
The power of video in B2B marketing is undeniable, with 86% of businesses using video as a marketing tool in 2023, up from 61% in 2016. This trend shows no signs of slowing down.
Recent data underscores the effectiveness of video in B2B marketing:
- 95% of video marketers report that video has helped increase user understanding of their product or service.
- 87% of video marketers say video has increased traffic to their website.
- 80% of video marketers claim that video has directly helped increase sales.
Video Strategies for 2024:
- Focus on explainer videos to demystify complex services.
- Keep them short, ideally between 60-90 seconds.
- Use animation to simplify complex concepts and maintain viewer engagement.
- Include a clear call-to-action (CTA) at the end of each explainer video.
- Optimise your explainer videos for search by including relevant keywords in titles, descriptions, and tags.
- Use short-form video content on platforms like LinkedIn and YouTube for quick engagement. LinkedIn, in particular, has seen a 54% year-over-year increase in conversations around short-form video.
- Create 15- to 30-second video snippets highlighting key industry insights or product features.
- Use LinkedIn’s native video feature for better organic reach.
- Experiment with different video formats like how-to’s, thought leadership pieces, and behind-the-scenes content.
- Leverage LinkedIn Live for real-time engagement with your audience.
- Embed videos in blogs and email newsletters (increases click-through rates by 65%) to drive traffic.
- Use video thumbnails in emails to entice clicks rather than embedding full videos, which may not be supported by all email clients.
- Place videos strategically in blog posts, ideally near the top, to capture immediate attention.
- Optimise video titles and descriptions for SEO when embedding in blogs.
Impact on Funnel Stages:
- Top of the Funnel (TOFU): Videos, especially short-form content like explainer videos, are great for catching attention and increasing visibility.
- Middle of the Funnel (MOFU): Longer-form video content, such as tutorials or case studies, helps educate prospects and showcase your business’s expertise.
- Bottom of the Funnel (BOFU): Customer testimonials and product demos in video format help reassure prospects that your solution works, helping them finalise their decision.
6. Lead Magnets
Lead magnets—valuable pieces of content such as whitepapers, templates, and eBooks offered in exchange for contact information—are crucial for generating leads. They’re a win-win: valuable insights for the prospect and contact details for your business, allowing you to nurture these leads further.
Effective Lead Magnet Ideas for B2B Professional Services Firms:
- Industry-specific eBooks that solve niche problems
- Provide solutions to complex industry challenges and give actionable insights.
- Example: “The Ultimate Guide to Navigating GDPR Compliance for SaaS Companies”
- Customisable templates or tools relevant to your services
- Offer practical resources that prospects can immediately use in their work.
- Example: A project management template tailored for IT consultancy projects
- Gated case studies highlighting successful client outcomes
- Showcase your expertise through detailed, data-driven success stories.
- Example: “How We Increased Client X’s ROI by 300% in 6 Months: A Detailed Analysis”
- Exclusive webinars or video series
- As mentioned above, you can host expert-led sessions on trending industry topics or advanced strategies to grow your database.
- Example: “5-Part Webinar Series: Mastering Digital Transformation in Financial Services”
- Comprehensive industry reports or whitepapers
- Provide in-depth analysis of industry trends, backed by original research.
- Example: “The State of Cybersecurity in Healthcare: 2024 Trends and Predictions”
- Interactive assessment tools or calculators
- Create tools that help prospects evaluate their current situation or potential ROI.
- Example: A “Digital Maturity Assessment” for companies considering digital transformation services
- Exclusive access to a professional community or forum
- Offer entry to a curated network of industry peers and experts.
- Example: “Join Our Exclusive Network of 500+ CFOs in Tech”
- Free consultation or strategy session
- Provide a no-obligation opportunity for prospects to experience your expertise firsthand.
- Example: “Book Your Free 30-Minute Marketing Audit”
- Checklists or playbooks for complex processes
- Simplify intricate procedures into step-by-step guides.
- Example: “The Ultimate M&A Due Diligence Checklist for Tech Companies”
- Curated content collections or resource libraries
- Compile your best content or industry resources into a comprehensive package.
- Example: “The Complete Risk Management Resource Library: 50+ Guides, Templates, and Tools”
- Exclusive podcast episodes or interview series
- Offer insider access to conversations with industry leaders or deep dives into niche topics.
- Example: “The Future of FinTech: Exclusive Interviews with 10 Industry Pioneers”
- Predictive models or scenario planning tools
- Provide tools that help prospects forecast outcomes or plan for various scenarios.
- Example: A “Market Entry Strategy Simulator” for management consultancy clients
- Virtual workshops or bootcamps
- Offer intensive, hands-on learning experiences on specific skills or strategies.
- Example: “3-Day Virtual Bootcamp: Mastering Agile Project Management for Consultants”
- Benchmarking reports
- Allow prospects to compare their performance against industry standards or competitors.
- Example: “2024 Professional Services Pricing Benchmark Report”
- Early access to new research or beta features
- Provide a sneak peek into upcoming innovations or findings.
- Example: “Get Exclusive Early Access to Our AI-Powered Risk Assessment Tool”
Impact on Funnel Stages:
- Top of the Funnel (TOFU): Lead magnets help capture email addresses and convert website visitors into leads.
- Middle of the Funnel (MOFU): These assets provide in-depth information that positions your business as a thought leader, guiding leads further through the funnel by offering valuable, actionable insights.
- Bottom of the Funnel (BOFU): Case studies, pricing guides, and solution-based whitepapers help prospects compare options and move closer to making a final purchase decision. Strategically place CTAs throughout your lead magnet to encourage booking meetings.
7. Social Media
With reach and engagement dropping every year, social media is no longer a reliable channel to generate leads. It is, however, a reliable channel to distribute all the content discussed above. LinkedIn, in particular, is invaluable for reaching decision-makers in professional services. Repurposing the content mentioned above and regularly sharing it on social media can build your brand’s credibility.
Best Practices for Social Media in 2024:
- Post consistently, repurposing from other high-impact content activities.
- Use LinkedIn to engage directly with prospects and influencers.
Impact on Funnel Stages:
- Top of the Funnel (TOFU): Social media still has its place in creating brand awareness. Posts that highlight educational content, industry trends, and company culture introduce your business to a wider audience.
- Middle of the Funnel (MOFU): Through regular updates, engagement, and thought leadership content, social media can help nurture relationships with potential clients.
If all of this sounds like a lot to juggle, that’s because it is. Creating and executing a robust content marketing strategy can feel overwhelming, especially when you’re managing a business.
Whether you need help building a plan from the ground up or simply executing strategies like webinars, podcasts, and SEO, our B2B content marketing services are available. Reach out today, and let’s build a plan that works for you.