B2B businesses often refuse to share knowledge in content marketing because they fear giving away the intellectual property. The fear is rarely borne out — most prospects who solve the problem themselves were never going to pay you, and the rest convert at higher rates. Here's a tour of the main content types (blogs, whitepapers, webinars and more) and where each fits in the buyer's journey.
Pouring hours into a deeply technical blog post and watching it get two views in two months is its own special demoralisation. The fix isn't writing easier content; it's writing technical content the way Google rewards. Here are seven steps to technical blogging that ranks — starting with long-tail keyword research and ending with the structure search results actually pick up.
Most B2B marketing blogs are SEO bait dressed as advice. A small handful are genuinely useful — they ship tactics that work and back them with data. Here are the best of the B2B marketing blogs we actually read in 2023 (MarketingProfs, Ahrefs, Albacross, HubSpot, Backlinko and a few others), with what each one is good for and where the catches are.
Inbound marketing has been driving traffic and leads for over a decade, but converting an outbound-shaped marketing team into an inbound-shaped one isn't a switch — it's a gradual rebuild. Here's how to make the conversion: start with the buyer persona, chart the buyer's journey, map it to a funnel, then build the blog and gated content that feeds it.
B2B tech SEO is its own discipline — more specific, trickier, and easier to get wrong than general B2B search. Misname your product against what Google actually calls it and you're invisible to the people searching. Here's a step-by-step walk-through, from separating products and services through buyer persona mapping to building a content plan that captures the right traffic.
Churning out blog posts isn't enough any more — Google rewards longer, deeper, well-planned content, and a serious content plan takes four to six months to show results. Here are the B2B content marketing tips that have worked for our clients: keyword discipline, pillar posts, the characteristics of Google-friendly content, and the do's and don'ts of downloadables.