How to create a B2B content marketing strategy for your small business

B2B content marketing is essential for small businesses looking to stand out and drive sales. By creating and sharing valuable content, you can engage key decision-makers, build trust and generate qualified leads.

In this article, you’ll learn practical strategies for using content marketing to grow your business, educate your B2B audience and turn interest into lasting relationships.

What is B2B content marketing?

B2B content marketing is a strategic approach to attracting, engaging and converting business customers.

Small-to-medium businesses (SMBs) create and distribute valuable content to raise brand awareness, address industry-specific challenges and guide prospects through the marketing funnel – from initial interest to final conversion.

Content marketing achieves these outcomes by offering users genuine value while highlighting how the company’s product or service solves customers’ problems.

B2B content marketing includes content like:

• Industry-focused articles full of examples and practical takeaways

• Video and audio content sharing a company’s expertise

• Customer stories that establish trust with prospects

• How-to articles that educate and support customers

Engaging in strategic planning for content marketing can support and enrich your small business marketing strategy.

Creative content marketing techniques ensure engaging and impactful communication. One of the best B2B content marketing examples is the e-commerce platform Shopify:

Shopify’s content hub shares business strategy tips through blog posts, lists and other articles. It delivers real value by offering insights on topics users truly care about. The content also highlights how the platform can solve problems for e-commerce business owners.

Before starting your B2B content marketing, it’s crucial to understand how it differs from its B2C counterpart.

How does B2B content marketing differ from B2C content marketing?

In B2B, or “business to business”, companies sell to other companies. B2C – or “business to consumer” – companies sell to individual consumers.

Here’s a breakdown of the key characteristics of B2B and B2C content marketing:

Content marketing helps B2B companies address many of the common challenges of selling to a business audience. It helps B2B buyers:

• Understand your value proposition – what differentiates you from competitors

• Recognize your place in the industry and the expertise you have to offer

• See how your solutions address their business problems

• Progress to the next stage of the customer journey

As a result, content marketing can influence key business decisions and drive B2B sales.

Why is content marketing important for B2B?

As part of your small business marketing strategy, content marketing can contribute to some critical digital marketing and sales objectives:

Content marketing allows you to build trust with customers. It also moves prospects forward in the buyer’s journey, usually with a clear call to action (CTA).

In this CTA example, B2B SaaS (software-as-a-service) brand ClickUp guides readers to download additional content and sign up for the software:

Now that you understand the value of B2B content marketing, it’s time to explore some of the most effective content formats to include in your strategy.

Different content types in B2B content marketing

Here are some of the most engaging content types with strong examples of B2B content marketing in action.

1. Blog posts

A blog is an area of a business website where companies publish content to drive traffic and raise brand awareness. Blog posts attract prospective customers by improving a brand’s visibility in online searches and offering valuable information.

In B2B, the content should cover topics your business audience cares about that fit well with your product or service offering.

For instance, if your customers are B2B companies in the energy sector, decision-makers will likely care about topics like net-zero target legislation and trending geopolitical issues.

Blog posts come in different formats, including:

• Listicles
  

• Product-led articles
  

• How-to articles
  

• Thought leadership

Here’s an example of an informative, product-led article on CRM databases from the Pipedrive blog:

Blog content creation starts with planning. Establish content pillars – foundational themes or topics that shape your blog’s strategy. Aim for topics that:

• Resonate with your audience

• Have long-term potential

• Offer timely relevance

With content pillars in place, choose themes that matter to your audience and decide on the most suitable blog format before you start writing.

2. Case studies

A case study or customer story is a powerful form of value selling that shows how a product or service has delivered real results.

Case studies humanize your brand by sharing first-hand customer experiences and demonstrate its impact in a credible and relatable way.

This B2B case study highlights how the work management tool Slack helped the AI platform Writer grow its headcount:

To generate impactful case studies, identify customers who’ve achieved strong outcomes with your product. A customer success manager can help you find good candidates. Alternatively, gauge interest via surveys or feedback at key customer journey stages.

Conduct personal interviews to uncover rich, specific details. To show the full value of your product, encourage interviewees to share measurable outcomes (e.g., improved marketing metrics or sales KPIs) along with “softer” benefits – such as simplifying workflows or improving work-life balance.

3. Thought leadership content

Thought leadership content builds credibility and trust by sharing expert insights from founders, executives or subject-matter experts (SMEs).

Thought leadership content showcases unique industry perspectives through blog posts, LinkedIn articles, interviews and keynote-style videos. It builds credibility, nurtures trust with potential buyers and humanizes your brand.

In this example from B2B accounting and invoicing software Xero, an internal SME writes a detailed blog post on the future of AI:

To create authoritative thought leadership content, identify two or three topics your audience cares about that thought leaders can speak about credibly. Subjects might include industry trends, challenges or ethical questions.

Choose a format that fits the thought leader’s communication style (e.g., a written article or a short video) and encourage them to share honest opinions that align with the company’s brand positioning.

For example, if you’re an industry disrupter, your thought leadership content might be more provocative than other brands.

4. White papers

White papers are long-form, in-depth reports that offer valuable insights on complex industry topics. They often include original research, analysis or a strategic framework.

A white paper, often gated behind a web form, can be a highly effective lead generation device by positioning a brand as a serious, research-driven authority. The content adds genuine value to the reader while showing how the company can solve their issue.

In this example, insurance provider AXA uses a whitepaper to help insurance partners grow their revenue by bundling AXA’s services together:

To create a whitepaper, choose a topic on which your brand can provide substantial insight, such as industry benchmarks or emerging regulations.

Use internal data, third-party research or expert interviews to inform the piece. Structure the content clearly and visualize data points using graphics like charts.

5. Email newsletters

Email newsletters are regular email updates you send to a subscriber list. They help you stay top-of-mind with prospects by delivering content directly to their inbox.

With curated updates, product news and industry insights, newsletters help you:

• Maintain direct, ongoing communication with prospects and customers

• Nurture leads over time

• Drive traffic to other content or conversion points

Here’s an example of a content-led email newsletter with sales consultancy facts and tips from Pipedrive:

To create your email newsletter strategy, first decide on frequency (i.e., weekly, biweekly, monthly) and the type of content you’ll share.

Use a consistent structure and tone that reflects your brand’s voice and values. Align the design of your newsletter with your brand guidelines to create a unified B2B customer experience.

6. Interactive content

Interactive content captures attention and drives engagement by actively engaging users through tools like online calculators, quizzes and assessments.

By providing personalized value to your audience, interactive content builds trust and drives conversions. It can also boost social media marketing metrics like shares and likes.

Here’s an example of an engaging, interactive quiz from HR and payroll platform Paychex:

To create interactive content, choose a tool format that addresses a pain point for your audience. For example, if customers are unsure of the value of a potential software investment, an ROI calculator could be effective.

Build your content using software like Outgrow or involve.me – both integrate with Pipedrive – or explore custom development. Ensure the content works well on mobile and gives users a clear next step after the experience. For instance, the CTA might suggest downloading a white paper or booking a product demo.

7. Webinars

Webinars are live or pre-recorded virtual events where businesses discuss key industry topics, often with a Q&A segment.

Unlike most other content formats, webinars allow real-time engagement with your audience. They also help establish your brand’s authority on relevant industry topics.

Webinars can be excellent devices for lead generation and sales enablement.

In this example, freelancer marketplace YunoJuno generates leads with an online event tackling an important topic for its B2B audience:

Choose a topic that aligns with a common customer challenge for a successful webinar. Feature an internal speaker – or a panel with a speaker from your company – with an established reputation in the market and strong subject-matter authority.

Promote the event two or three weeks in advance through email and social media channels. Host the session on platforms like Zoom or ON24.

Record the webinar so you can share the video with participants. Then, repurpose the content into other formats such as informative blog posts or short video clips for social media.

8. Multimedia content

Multimedia content – like explainer videos, product walkthroughs and podcasts – simplifies complex ideas and builds an emotional connection with an audience.

Video and audio content make your message more engaging, memorable and accessible across different channels.

The Shopify Masters podcast is an excellent example of a B2B company using video and audio as an effective content marketing format:

To create engaging multimedia content, pick a topic suited to visual or conversational delivery. Script key points, use microphones for clear audio and keep intros short. Add captions for accessibility and end with a clear CTA.

9. Infographics and other visual content

Infographics and other visual content make complex information easy to understand, remember and share. From data visualizations to social media graphics and slide decks, these assets capture attention on fast-scrolling platforms like LinkedIn and Twitter.

Here’s an example of an attention-grabbing infographic from the B2B customer satisfaction tool Get Satisfaction:

Begin with one key content idea or data point, then build on it using tools like Canva, Figma or Adobe Illustrator. Follow visual hierarchy best practices, using strong headers, consistent icons and minimal text.

Once you’ve designed the content, embed it in blog posts, publish it on social media or include it in sales presentations to engage your audience.

How to create an effective B2B content marketing strategy for your small business

For content marketing to be truly effective, you need a B2B content strategy. Here are seven steps for creating effective content marketing for your small business.

1. Define your target audience

Identifying exactly who you’re creating content for is the foundation of effective B2B marketing.

Start by gathering demographic data about your potential clients and creating buyer personas representing ideal customers.

Use market and audience research to uncover pain points and value drivers. Based on this data, develop an ideal customer profile (ICP) and segment your audience to identify different needs among groups.

Understanding your customers’ wants and challenges enables you to create content that resonates deeply and positions your business as the best solution.

2. Determine internal capabilities for content marketing

Delivering on a content strategy requires time, effort and expertise. Take an honest look at the resources and capabilities within your team to see if you have what you need to produce high-quality content consistently.

Many small businesses have subject matter knowledge but lack specialized content creation skills. Consider whether partnering with a B2B content marketing agency would provide value.

The best B2B content marketing agencies bring expertise to translate complex concepts into engaging content.

3. Set clear goals and KPIs

Each piece of content should serve a purpose within your buyer’s journey. Set SMART goals and identify KPIs for tracking progress.

Typical content marketing metrics include website traffic, engagement metrics, lead generation numbers and revenue.

Reviewing the metrics that inform your content regularly ensures that your strategy remains effective and allows for necessary adjustments over time.

4. Conduct keyword and topic research

Strategic keyword research reveals what your audience is actively searching for online.

Using tools like Semrush, you can identify topics relevant to your audience’s interests and challenges and discover high-potential keywords with manageable competition.

Another approach is to make an initial list of potential topics and then search for them online, noting Google’s “People Also Ask” suggestions for further inspiration.

In this example, a B2B SaaS company selling productivity software considers writing a blog post on meeting deadlines:

Google’s “People Also Ask” generates additional ideas for content on “tight deadlines” and “multiple deadlines”.

5. Develop a content calendar

Like any good marketing plan, a structured approach to content production brings organization and consistency to your publishing efforts.

Plan themes and formats at least one quarter ahead, allowing for seasonal content and marketing campaign support.

It’s good practice to balance different content types across the buyer’s journey, incorporating formats like thought leadership, blog posts and case studies.

Here’s an example of a content calendar from the social media management platform Loomly:

To create valuable content throughout the year, refer to your keyword research and draw from customer questions and industry trends when brainstorming new content ideas.

6. Create a content distribution plan

Strategic content distribution ensures your valuable content reaches the right audience and delivers maximum impact.

Start by identifying which channels your audience uses most. For B2B marketers, the professional social media platform LinkedIn is crucial. Other key distribution channels include:

• Your website (e.g., your blog or a dedicated content hub)

• One-off emails

• Email newsletters

• Webinars and events

• Communications from salespeople to prospects and leads

• Other relevant social media platforms for your business (e.g., X or Instagram)

• Influencer marketing activity (e.g., influencers’ social media posts)

Next, develop a consistent plan for sharing content across your chosen channels, tailoring the format and messaging as required.

In this example, B2B video hosting platform Wistia uses email to distribute an industry white paper:

Many small businesses also work with B2B SaaS content marketing agencies – specialists who create and distribute content for software companies – to reach a wider audience.

Using the proper channels to execute your content distribution plan and sharing content consistently will extend your reach and add business value.

7. Measure the success of your content marketing strategy

To understand what’s driving results, track performance against your original goals. Review key content marketing metrics – such as engagement, conversion rates and website traffic – to see what’s working and what to adjust.

Prioritize metrics that show real business impact, like how specific content helps generate leads, drive pipeline movement or close deals. Use sales attribution reporting tools like Pipedrive to determine which assets contribute directly to revenue.

What are the latest B2B content marketing trends?

In 2025 and beyond, several emerging trends are set to shape the future of B2B content marketing.

AI for content planning and repurposing

According to the Content Marketing Institute (CMI), 81% of B2B marketing teams now use generative AI tools. Popular software may include ChatGPT, Claude and Perplexity.

These tools help reduce manual tasks and improve efficiency, but accuracy and trust remain significant concerns.

Of the B2B marketers who didn’t use generative AI in CMI’s research, 35% cited accuracy concerns.

Copying and pasting AI-generated text without review can undermine your credibility and potentially harm SEO performance. It’s best to avoid this practice.

Additionally, while Google Search’s guidance doesn’t prohibit AI use, it does stress the importance of creating “original, high-quality, people-first material”.

B2B video marketing

Video is becoming a go-to format for B2B marketers, with explainers, brand videos and customer success stories growing in popularity.

Data from the CMI indicates that 61% of B2B marketers expect to invest in video marketing in 2025:

LinkedIn emerges at the top for businesses. WyzOwl’s annual industry research showed that 70% of companies used the platform to share video in 2024.

In this short video example, Pipedrive tells its brand story while explaining how its customer relationship management (CRM) system works:

When creating B2B video, the message you want to communicate should inform the format and production method.

Certain content, like brand videos and thought leadership, may benefit from high-quality production. Some small businesses enlist the help of B2B content marketing agencies to create compelling video content.

Data-driven storytelling

Sharing original data through compelling narratives helps B2B brands build credibility and demonstrate thought leadership. Proprietary research is highly shareable and can boost SEO.

In 2021, Gartner predicted that data stories would be the most widespread way of consuming analytics by 2025.

Here’s an example of some original research from Sparktoro, a B2B SaaS tool for marketers:

The research examined 332 million queries over 21 months to answer the question, “How much do Americans search Google in a month?” The findings showcase Sparktoro’s authority in its field.

To craft data-driven storytelling using original research, identify a question your audience cares about. Then, collect original data through customer surveys, platform insights or internal performance metrics.

Use the data to create a blog post or whitepaper explaining the numbers and providing valuable insights for your target audience.

Founder-led thought leadership content

Founder-led content helps B2B brands stand out by sharing authentic insights and highlighting the people and core values behind the business.

The 2024 Social in the C-Suite report by communications consultancy H/Advisors Abernathy found that seven out of 10 Fortune 100 CEOs have at least one social media account. 48% post once a month at a minimum.

Here’s an example from Chris Savage, CEO of the B2B video marketing platform Wistia:

If you’re interested in exploring the trend, focus on topics where the founder has unique insight or experience. Encourage them to share personal takes on industry trends, lessons learned and company milestones through blogs, LinkedIn posts or video clips.

How your CRM can support your B2B content marketing strategy

As a small business owner, you’re likely already using a CRM system like Pipedrive to stay on top of your sales performance and track marketing activities.

Here are three ways Pipedrive can help you achieve content marketing success with your business audience.

1. Streamline content distribution with Campaigns

Campaigns, Pipedrive’s email marketing software, makes it easy to create and distribute content through email. It includes customizable templates, sophisticated email analytics and a drag-and-drop email builder.

You can use Campaigns to quickly build responsive newsletters and email campaigns that promote your content, drive traffic and support your broader content marketing goals.

2. Schedule and track content marketing activity

Pipedrive’s project management solution, Projects, helps you plan and track content marketing efforts.

You can create to-do lists, add tasks and subtasks and organize work with labels, filters and custom fields. The intuitive layout and familiar CRM features make it easy to manage timelines, assign responsibilities and keep your team aligned.

Visualize your content calendar and monitor progress in real time using the tool’s Kanban view. This agile project management approach makes it easier to manage workflows and spot bottlenecks.

3. Create interactive content and capture leads with integrations

Pipedrive integrates with tools like Outgrow and involve.me to help you create engaging marketing content and capture high-quality leads.

Here’s the Marketplace integration for Outgrow:

With Outgrow, you build quizzes, calculators, surveys and more to engage and qualify potential customers. The integration sends lead, question and result data straight to Pipedrive, where you can organize it into lists and workflows.

involve.me lets you choose from over 200 interactive templates to generate leads and collect data. The app integration syncs that data directly into Pipedrive, giving you instant access to insights you can use to nurture contacts and convert leads.

Final thoughts

Content marketing supports your overall marketing strategy and is also a catalyst for small business growth.

By showcasing your company’s value while building brand awareness, B2B content marketing empowers you to influence key stakeholders’ decision-making.

An all-in-one CRM like Pipedrive helps small business owners maximize B2B content marketing efforts more efficiently. Sign up for a free 14-day trial to experience how Pipedrive can drive your strategy forward.