Content marketing: a key tool in B2B models

Content Marketing
August 1, 2022

Only 11% of companies think their content marketing strategy is excellent. Given this fact, why should companies give greater importance to content? How can they get the most out of these digital assets for their B2B marketing strategies?

The digital transformation has substantially changed corporate dynamics, hence the importance that content marketing has gained in digital strategies. In 2020, 84% of a sample of 1,500 companies surveyed worldwide developed B2C and B2B content marketing strategies. However, concerning their scope, only a small percentage considered their strategy advanced (6%) or mature (6%).

Companies should pay greater attention to how they manage their content, as the importance of these digital assets in B2B marketing strategies is unquestionable. They help companies build stronger business relationships with their clients, enhance lead generation and sales, position brands as industry experts, increase process and resource efficiency, and promote customer loyalty, among other benefits.

Below we will explain the key elements of B2B content marketing and the advantages it offers, in the medium and long term, to B2B marketing strategies.

The key elements of B2B content marketing strategies

B2B content marketing is a strategy focused on producing and distributing valuable content regularly to engage a target audience, from a specific company or industry, organically. These contents are intended to provide knowledge on specific topics, position a brand digitally, and promote the purchasing of particular goods and services.

B2B content marketing strategies involve three main elements: identification of the buyer persona, brand positioning, and lead generation.

Identifying the buyer persona

Identifying the buyer persona involves profiling customers based on their preferences, motivations, and values. This process goes hand in hand with exhaustive analysis and research of the target audience. In the case of enterprise customers, the buyer persona represents those responsible for making purchasing decisions.

Content marketing seeks to solve the questions or "pain points" of the buyer persona in the different sales funnel stages. In this process, three factors predominate:

  • Building a regular audience, based on your buyer persona, willing to consume the content.
  • Promoting the audience's interaction with the content to adequately answer their questions and information needs.
  • Demonstrating how the company's expertise and products or services contribute to solving the customer's pain points.

In the fintech sector, for example, a correct target audience segmentation requires identifying the buyer persona to create engaging content and distribute it through the channels where the audience is. Fintech companies can produce, for example, specialized content on digital finance. And by distributing it in the proper channels, they have a greater chance for their prospect clients to be transformed into concrete customers.

Brand positioning

The second element is enhancing brand positioning in the mind of the buyer persona. The objective is to keep your company's products or services at the top of mind of the decision-makers of the target companies, every time they manifest a buying intention. 

Through the constant generation and publication of valuable content – content that educates, informs, and captivates the interest of buyer personas – companies will be able to position themselves as experts in the minds of their target audience in the medium and long term.

For fintech, a good brand positioning consists of achieving, with the production and distribution of specialized content, recognition as experts in issues related to digital financial services.

Lead capture

The third element is the conversion of leads into concrete sales. Content reflecting a brand's value proposition can guide and move the customer through the sales funnel, motivating the buyer to make a purchase decision. In this sense:

  • 86% of B2B companies use their website to communicate with actual or potential customers.
  • 30% of B2B companies rank content marketing as their top lead creator.
  • 33% of B2B companies make their sales through social networks.
  • 9 out of 10 B2B buyers say digital content has a moderate or significant effect on purchasing decisions.

Concerning fintech, an editorial calendar with financial education content is helpful insofar as it provides valuable knowledge to the audience and makes calls to action to access financial goods or services with the company.

Valuable content: the basis of B2B marketing strategies

Content is essential for B2B models. But how can you maximize the potential of content and position it as a high-quality digital asset for B2B relationships? Contents need to offer advantages such as evergreen content, automation, and optimization for search engines:

Evergreen content

It refers to contents that retain their added value without an expiration date, becoming digital assets. They guarantee visits and relevance online for an indeterminate period. Evergreen contents:

Evergreen content


Automating involves using software to monitor and streamline tasks related to lead generation and sales cycles. In this sense, 55% of B2B companies use automation as an integral part of their marketing strategies. Automated content marketing has benefits related to:

Content marketing automation

Among the most innovative options on the market is Mindpath, a digital tool designed from data analytics, automation, and artificial intelligence that allows the positioning of your B2B brand with content. Its interface enables both: repurposing content and moving the audience through the sales funnel.

Search Engine Optimization

The core of B2B content marketing strategies comprehends online positioning techniques. That is, actions aimed at obtaining better visibility conditions for a website in the search engines of various browsers. 

Efficient search engine optimization (SEO) takes into account the following aspects:

SEO optimization


B2B content marketing strategies offer advantages to attract business customers and position a brand. Content creation must be mediated by the corporate and commercial objectives of the client companies. Once these needs are understood, content becomes a digital asset with enormous potential for business model transformation. 

For this reason, it is critical to have the advice of experts to guide the process of structuring content to maximize its benefits.

We invite you to change the course of your organization with a new perspective on business relationships. If you are interested in building your B2B content marketing strategy, register in this form, and you will soon receive our advice.

Most relevant points of the content:

  • Companies are increasingly allocating time and resources to developing B2B content marketing strategies. However, many are still in the early stages.
  • B2B marketing allows you to create content aimed at the buyer persona, position a brand, and capture leads.
  • Valuable content is the basis of B2B marketing strategies. It contemplates advantages such as evergreen content, content automation, and search engine optimization.


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