Essentials of B2B Content Marketing

Written by Nick Stamoulis

Content Arrows ConceptAs a B2B company, you know that effective content marketing is an important element of your success. However, many of the strategies that work for B2C companies won’t work for B2B companies and vice versa. It is important to consider these nuances, otherwise you could come up with a strategy that isn’t as effective as it could be. Here is an overview of the essentials of content marketing for B2B companies:

Perform a Content Audit

Before you can start creating more content, it helps to perform an audit on existing content. This will help uncover any areas that need attention and also help you assess what is being done well and what isn’t. Also, you’ll want to take stock of existing topics on your website so that you don’t create any duplicates. You want all your new content to be unique, which is not only better for your readers, but will also help you in the search engines.

Don’t Create Duplicate Content

According to Google, it is best to avoid duplicate content, whether malicious in intent or not. At the very least, duplicate content will affect the way your content is indexed. Here’s some information straight from Google:

Google tries hard to index and show pages with distinct information. This filtering means, for instance, that if your site has a “regular” and “printer” version of each article, and neither of these is blocked with a noindex Meta tag, we’ll choose one of them to list.

However, if they determine that the duplicate content was created on purpose, there will be consequences. Here’s what Google says about that:

In the rare cases in which Google perceives that duplicate content may be shown with intent to manipulate our rankings and deceive our users, we’ll also make appropriate adjustments in the indexing and ranking of the sites involved. As a result, the ranking of the site may suffer, or the site might be removed entirely from the Google index, in which case it will no longer appear in search results.

Make Your Content Unique

The bottom line is, you need to work hard to create content that is completely unique. Otherwise, it will impact your website negatively. The problem is, with B2B topics, it can often feel as if you’ve already covered every topic.

How do you churn out new content when you feel as if you’ve already covered everything? When you perform the content audit, you may find topics that still need to be covered. It’s also a good idea to ask your sales department for ideas – they could have insights as to the types of information that their leads are interested in.

Target Every Aspect of the Sales Cycle

With B2B companies, the sales cycle can be rather long. In some cases, it could take over a year for a lead to convert into a sale. At this point, it is the role of the content to nurture this lead until they’re ready to become a paying customer. Get to know what your sales cycle is and the types of information your leads will want to know about.

Let’s say you have a software development company that creates customer relationship management programs for large companies. The sales cycle may look something like this:

  • Leads. Your works to gain as many leads as possible.
  • Contact. The new lead then makes contact, or you make contact by setting up an appointment.
  • Qualify. At this stage, you assess whether the lead is likely to use or need the product.
  • Present. In the next phase, your sales team will pitch the prospect and address any objects.
  • Close. In this stage, the sales department will close once the prospect is ready to buy.

Only your company knows how long each prospect will stay in each of the cycles. This is why it’s so important to have content for each stage – to keep them engaged with your brand long enough for you to close the sale.

Keep these essentials in mind when putting together your B2B content strategy. When we put together a content marketing plan for all of our full service B2B SEO clients, we always take these strategies into consideration.

Categorized in:

Like what you've read? Please share this article

Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. /

"Brick Marketing is levels above all integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick,

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing |

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: