Inbound Marketing

B2B Content Creation for Lead Generation

By B2B Marketing Lab Newsroom

Content creation for B2B

Content creation is your gateway to prospects!

In today’s world, your prospects have little time and patience for unsolicited sales calls, constant spam emails, direct messages and interruptive forms of marketing – and would much rather conduct research into products and services in their own time.

The reality is that in the digitally connected world we live in, especially in B2B markets, individuals will happily conduct research online in their own time. In fact, the average buyer guides themselves through 60% to 80% of the traditional sales funnel before ever contacting a brand or salesperson.

Thanks to the World Wide Web, your prospects now have a seemingly infinite library of information which they can use to locate a solution, product or service that alleviates their business problem.

In addition, social media platforms such as LinkedIn, Facebook and Google+, provide them with the means to discuss and evaluate possible solutions amongst colleagues, associates and fellow professionals as a form of communal review.

As a result, it becomes a challenge for your business to stand out online. And with all the online noise and other businesses vying for the attention of the consumer, it becomes incredibly tough for you to capture their interest.


With this considered, what can you do to capture their attention?

The answer: consistent and high-quality B2B content creation.

Content creation and content marketing form the backbone of your inbound marketing activity. By creating high-quality content, designed to attract your ideal prospects, educate them and help them solve their business pain - you gradually encourage them to consider your business.

Furthermore, your content serves as the means to develop profitable customer action, helping you to drive prospects back to your website and encourage them to choose your business as the solution.

Also, regular content creation will help you to promote your brand and business online and establish it as a source of industry expertise.

Your content should be built on a set of ‘buyer personas’, (if you don’t know what these are, please find our blog here), With detailed sets of buyer personas, you can create content assets which directly appeal to your target audience at every stage of their journey, gradually nurturing them until they are ready to engage with your business. By aligning your content with specific stages of the buyer’s journey, you can qualify their interest and drive specific business objectives.


With a regular content programme pumping out high-quality, targeted content, you can:

  • Increase the amount of traffic to your website
  • Capture the attention of your ideal audience online
  • Increase your lead generation activity
  • Expand the reach of your business online for a significantly lower cost compare to other marketing methods
  • Establish your business and brand as a thought leader in your industry
  • Improve brand awareness (as when prospects search the web for answers to their business problem, your content shows up regularly)

However, whilst your business needs a content marketing programme, you may not have given much thought to the development of that content, and as a result, you are unsure of where to begin.



by B2B Marketing Lab Newsroom

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