How to Leverage content marketing for a B2B business? - Strategy to generate profitable leads

Here in this article, you will read about how to create a content strategy, how to create a content distribution strategy, and how to measure and analyze the content marketing strategies to increase ROI.

Do you know, B2B content marketing is all about pleasing your past, present, and future customers with great content? You can easily leverage content marketing for a B2B business if you create great content that is mass appealing. There are various ways through which you can lure your customers, but content marketing is the most profitable one, it can be a game-changer for your marketing strategies. The only difference between B2B content marketing and B2C content marketing is that business for a business creates the former.


There are various ways through which you can present your content in front of them; you can either invite them to visit your website content or web blogs. You can send them an email or your app link. If you fill all your business portals with good content, it sure will bring business to you.


Here in this article, you will read about how to create a content strategy, how to create a content distribution strategy, and how to measure and analyze the content marketing strategies to increase ROI.


There is a lot to talk about; hence let's get started.


How to create a content marketing strategy?

Before we proceed further, it is advisable to learn that don't make your content strategy complex, keep it simple so that you can easily complete it. The following steps will help you understand better how to build a content strategy?


Step1- Know your audience well

Before you start creating a strategy, it is necessary to learn that who your audience is, for whom you are creating the content, because what matters here is what they are looking for and not what you are thinking. You need to understand their issues, their struggles, and how you can create content that meets their requirements.


Step2- Know what are they looking for and why

Your content strategy must not ignore the most crucial part of content marketing, which is "the intent of customers." You must know the intention of customers, why they are looking for certain things in the search engine. They can either be looking for a transactional content, informational or navigational. Hence create a content matching their intent. Track down what they are searching for and how it is relevant for them.


Step3- Monitor your competitors' move

You must keep a close eye to what your competitors are doing and which content marketing strategy is working for them. Learn about how they are promoting their content, where they are posting it, whom they are engaging as an influencer, what kind of content they are curating. If you have these answers, the path becomes easier for you.


Step4- Learn how to get personal with the audience

You can segment your audience and micro-target them. You can get closer and personal to them and create content knowing their requirements. For example, you plan to send a targeted email to your B2B buyers; you can get a targeted mailing list from experts in professions such as AverickMedia. You can further get the email content created by them; now, you can add their names while sending the email or use their info to create it. Studies show that the people who receive emails addressing their name, the chances of opening the email increases. Therefore try and get personal with them.


You can further create compelling content to lure your B2B clients.


How to create a content distribution strategy?

After you have learned how to develop a content strategy, you must learn to create a content distribution strategy.


A content distribution strategy is all about making your content visible to the people for whom you have created the content. You need a strong content distribution strategy because the statistics of brands creating a content marketing strategy is overwhelming. In a nutshell, there is a whole lot of B2B content being created every day, and you need to stand out among all of them with your content distribution strategy.


Step1- Understand your target audience

Learn about your buyers' persona, understand what are their likes and dislikes, gain knowledge about their needs and behaviors.


Step2- Research the platform where they are most active

Some of your B2B clients might be more on LinkedIn, while some may be on Facebook. So you can distribute your content to a platform where they are most active.


Step3- Create a customized copy

Different platforms demand differently created content. Also, have a different distribution strategy for each platform. Learn the language of each channel and customize your content and distribution copy accordingly.


Step4- Receive B2B clients feedback

Send your B2B clients a survey via permission-based email lists or using email marketing and receive their feedback. This way, you can build a deeper relationship with them, you get a better understanding of their preferences, needs, and issues, you can create a tailor-made content distribution strategy.


Step5- Evaluate, rinse and repeat your strategy

This is the final step of a content distribution strategy. Learn here how your content distribution strategy is working. Know which content is driving more traffic and which distribution channel is more profitable.


To know which content marketing and distribution strategy are working well, you need to measure and analyze your content marketing strategy.


How to measure and analyze content marketing to increase ROI?

When you have done something to improve your business, you surely would want to know how the same is performing for you. To know this answer, you need to fully use the analytics to measure the success of your content marketing strategy effectively. The following metrics will help you measure and analyze the success of your content marketing strategy.


  • Website traffic- track your website traffic every day. Look for the correlation between how the traffic fluctuates when content is posted. If the traffic increases on posting certain content, learn that it is a success for you.
  • Subscriber growth- you send subscriber links via emails. If your number of subscribers increases after sending an email to your target audience, then this distribution strategy is beneficial for you.
  • Average time on page- you can track the average time people spend on your page of content with the help of Google analytics. If the analysis indicates that people are spending more time on your webpage, that content is profitable for you.
  • Click through rate- it tells you how many page visitors clicked through your content and navigate to other pages of your website. If the CTR rate is high, your content is driving more business for you.
  • Social shares- if your content is getting a good number of likes and sharing, you have created good content and distributed it well.



Content marketing can be a tedious task and might require a lot of effort and expertise. If you are well versed with all the content marketing strategies, you are good to start. But if you lack the skills and expertise, you might need the help of experts. So if you want to learn how to make a content plan and a strategy you can talk to experts.