Winning Approach to B2B Content Marketing

Written by Nick Stamoulis

Content is the king message on blue backgroundWhen it comes to the B2B sector, consumers are looking for as much information about a product, service, business, or brand before making a decision as to whether to spend their money. Since the sales cycle can be rather long with B2B, the content has an even more important role – to keep brand engagement up as they move through each of the phases. This is why it’s important to have content that is designed to actually help educate them during the decision-making process. The content that is created on behalf of a business can go a long way in establishing trust with potential clients or customers.

B2Bs are investing more into content marketing, which is great, but many are still making some mistakes along the way. Content marketing is really a multi-step process and many B2Bs are missing at least one of the steps. A thorough B2B content marketing campaign includes the following steps:


Skipping this step can limit the success of your content. Before you start writing it’s important to see what kind of content others in the industry are creating. Take a look at their approach and analyze what might work for your business and what wouldn’t. The content that gets shared the most and receives the most content is obviously what people want to see. Just as you would when starting a business, do some competitive research. Don’t use this information to copy a content marketing strategy, but look for opportunities where you can improve upon what is already being done. If you just post more of the same, it will be difficult to get noticed.


content strategy concept handwritting on blackboardOnce you’ve decided on your topic, you need to decide what the best format for that content should be. It can be a blog post, article, white paper, eBook, guide, video, podcast, infographic, etc. Once you’ve created something that you think is worth sharing, get a second opinion and make sure to triple check for spelling or grammatical errors. Remember, this content is a representation of your business and it is important to make sure it’s the best it could be. At this stage, it’s also important to make sure that you’ve written the content in a way that will resonate with your audience. In other words, write things that people will want to read and they’ll be more likely to return to your website to read more. Over time, they could even turn into paying customers.


The best place to post content isn’t necessarily on your website. To increase brand exposure it’s important to seek out opportunities on other web properties. Spend some time researching industry related sites that accept content submissions like guest blog posts. Content creation can be difficult for everyone and many bloggers supplement their blog with guest posts to keep it active. Post videos to video sharing sites like YouTube in addition to posting on your own site so that it may appear within a YouTube search. Expanding your content across the web not only improves the chances of it being seen, but also aids in link building efforts for SEO purposes.


After you publish your content, you want to make sure that your audience knows that its there. There are a few ways you can do this, including announcing it in your email newsletter as well as sharing it in social media. Once the content goes live, you’ll want to monitor how well it’s doing and also see if there are any comments on it in social media or on your blog (if you have comments enabled). You don’t want to ignore comments and questions because if they are ignored it doesn’t result in a good brand experience. Be sure to share all published content with social media followers and encourage them to share it with their connections.

In order for your content marketing to really pay off, publishing and sharing new content really needs to be done on a consistent basis. By creating and sticking with a content schedule, the benefits of content marketing will increase. It could take some time before your efforts pay off, but they most certainly will with consistent effort.

Categorized in:

Like what you've read? Please share this article

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

"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

"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,

"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.

"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

"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

"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.

"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 |

"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.

"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 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

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: