Content marketing strategy for B2B companies: a step-by-step plan
B2B buyers research long before they talk to anyone. A content strategy is simply a plan to be the most useful, most trusted source they find while they research.
Step 1 · Position
Write one sentence: “For [target] who [need], we are the [category] that [benefit]. Unlike [alternative], we [differentiator].” Every piece of content should be recognisably from that business.
Step 2 · Choose two platforms
Score each platform: buyers are there and buy there (40), you can sustain it (30), it connects to sales (20), how crowded it is (10). For many B2B companies the top two are LinkedIn and YouTube; local and visual businesses often score Instagram higher.
Step 3 · Take ideas from sales
Every week, collect the five most common questions and objections from sales calls and emails, word for word. If a salesperson has to handle an objection, content has not handled it yet. Look at your best customers by spend and write about the problems they had before they bought.
Step 4 · Build the path to an enquiry
Short pieces earn attention; a long piece answers the real question; the profile and website make the next step obvious; a short booking or enquiry form asks which piece brought them. Remove every dead end.
Step 5 · Put people in front
B2B buyers trust people more than logos. Founders, engineers and account managers explaining real work usually outperform polished brand content.
Step 6 · Measure the path
Track enquiries and qualified conversations by piece and by platform, compared with your own baseline. Change one thing at a time.
A 90-day rollout
| Weeks 1–2 | Positioning, platform score, profiles and website next step |
|---|---|
| Weeks 3–6 | Weekly pieces from sales questions; one long answer per month |
| Weeks 7–10 | First review; keep the best format; test a second platform |
| Weeks 11–13 | Fix the path; quarter review; next 90 days |
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- How B2B companies get enquiries from YouTube
- How to measure social media ROI without fooling yourself
Written by Ren Takemoto, founder of Yurenji Digital, a content marketing agency. We sell the service this article describes, so read it with that in mind. Figures from other sources are named; nothing here is a promise of results.