B2B Content Marketing Strategies That Dominated 2017

content marketing strategies

B2B companies need to be more strategic than ever about how they attempt to market to other companies.


Because in general, people are pretty fed up with paid advertisements. Many people find paid ads to be intrusive and annoying and will go the extra mile to have them blocked.

Luckily, B2B marketing doesn’t have to be done with paid ads. More and more B2B companies are realizing the importance of using content marketing in order to succeed. Compared to paid ads, content marketing is significantly less intrusive and oftentimes, way more effective.

In fact, 200 million people now use ad blockers. And, content marketing drives 6 times higher conversion rates than other forms of marketing.

But for your content marketing campaigns to be a success, you need to make sure you’re implementing the right content marketing strategies.

In this article, we’ll go over the top B2B content marketing strategies that dominated in 2017.

1. Visual Content Marketing

When businesses think of developing B2B content marketing strategies, they too often focus only on written content.

However, keep in mind that visual content should always be included in your strategies. Visual content boosts the written word by being compelling, engaging, and shareable.

And, including visual content on your site is fairly easy. You can create compelling, 360-degree videos, create informative infographics, and add images to your blogs and social media posts.

2. Create Content for Customer Retention

According to a survey conducted by Bain & Co., a 5 percent increase in customer retention will increase your profitability by 70 percent.

Yet, so many B2B marketers focus only on getting new leads and forget about retaining their current customers.

And while generating new leads is certainly important, 2017 has shown the importance of using content marketing to increase engagement and boost retention. This is evidenced by the increased emphasis on video tutorials, blog posts, and emails.

3. Content Marketing Automation

In 2017, more and more businesses have been placing an emphasis on converting their leads into customers through content marketing automation.

Content marketing automation involves sending automated, relevant content to leads in order to nurture them towards making a purchase. Oftentimes, this is done by capturing a lead’s email address and sending them relevant information about a specific service or product they may be interested in.

4. Personalized and Authentic Storytelling

B2B buyers appreciate content that speaks directly to their needs.

In 2017, more and more B2B marketers have caught on to this idea, and are now focusing on creating content that tells relevant stories in order to engage potential customers.

For example, if you have a beer e-commerce business like Master Cast, you could post video testimonials, customer quotes, and case studies throughout their site. Doing so helps companies engage customers and show their authenticity.

5. Content Upgrades

In 2017, more and more B2B content marketers have realized the importance of producing content upgrades.

A content upgrade is a piece of content that is attached to another existing, well-performing piece of content. For example, you could create a blog post with a PDF checklist or a training video attached to it.

But, the trick is, in order for the customer to have access to the content upgrade, they must provide you with their email address. These contacts can then be used for lead nurturing and distributing more content to targeted groups.

B2B Content Marketing Strategies Wrap Up

Using these B2B content marketing strategies will put you well on your way to retaining more customers and growing your business.

But as any good marketer knows, content marketing is only one part of bolstering your site and your business. We have the resources you need to achieve your goals.