March 23, 2023

B2B content material advertising is creating and selling content material to draw different companies which are your goal clients.

Content material advertising is important for B2B companies as a result of schooling prospects assist them make shopping for selections.

In line with Statista, 30% of entrepreneurs say content material advertising provides the best ROI of any digital advertising channel. Moreover, in HubSpot’s State of Inbound Marketing Trends 2022, content material advertising is likely one of the high three advertising methods for B2B manufacturers.

Perceived level of ROI generated by selected digital marketing channels

There are additionally loads of real-life examples. Ahrefs, HubSpot, Shopify, Animalz, and Deloitte are a few of many who have succeeded with this advertising sort. 

On this information, I’ll clarify how we do content material advertising at Ahrefs, a B2B enterprise.

How is B2B content material advertising totally different from B2C content material advertising?

There are two foremost variations between B2B and B2C content material advertising.

1. Extra decision-makers

Typically talking, there are extra decision-makers concerned within the B2B shopping for course of. There are many instances when the individual utilizing the services or products is totally different from the one shopping for it. 

For instance, an in-house web optimization often is the one utilizing our toolset, however the chief advertising officer (CMO) or chief monetary officer (CFO) often is the one who approves the acquisition. 

Consequently, your content material might want to goal extra than simply the operator alone. It’ll even have to assist the operator persuade different related stakeholders to buy your services or products.

Different stakeholders of the buying center

For B2C, the individual shopping for is often the individual making the shopping for choice.

2. Shopping for motivation

Most B2B patrons are buying for the worth you supply, particularly the way you assist them resolve their issues.

So that you’ll need to show that worth utilizing your content material. You’ll even have to indicate you might be reliable, you already know your stuff, and that different manufacturers have used your services or products efficiently.

However, the shopping for motivation for many B2C merchandise may be extra impulsive, e.g., meals, style, video games, electronics, and many others. 

Tips on how to do B2B content material advertising, the Ahrefs approach

There isn’t a one proper solution to do content material advertising for B2B. Your content material advertising will differ relying on what you promote, whom you promote to, and your targets.

As such, it’s unimaginable to cowl each potential variation of the B2B content material advertising technique on this information. As a substitute, I’ll concentrate on how we do B2B content material advertising at Ahrefs. Hopefully, that’ll encourage your personal.

Our B2B content material advertising technique is straightforward: We concentrate on creating content material about matters which have search site visitors potential, enterprise potential, and rating potential. 

Right here’s how we do it:

1. Discover related matters with search site visitors potential

Your content material should be found by your audience for it to be consumed. One of the simplest ways to do that is in your content material to rank excessive on Google. 

So somewhat than deal with web optimization as an afterthought, we need to construct it into our content material advertising. We will do that by concentrating on matters that our goal clients are looking for. 

Right here’s learn how to discover these matters:

  1. Go to Ahrefs’ Key phrases Explorer
  2. Enter a number of broad key phrases associated to your website or area of interest (e.g., we are able to search for key phrases like advertising and website positioning)
  3. Go to the Matching phrases report
  4. Filter for key phrases with Site visitors Potential (TP)
The Matching terms report, via Ahrefs' Keywords Explorer

Site visitors Potential is the estimated month-to-month natural search site visitors to the top-ranking web page for a key phrase. Since pages are likely to rank for a lot of comparable key phrases and never only one, TP is a extra dependable estimate of search site visitors than search quantity. 

From right here, you’ll need to undergo the report to seek out key phrases your potential clients are looking for. 

Study extra: Key phrase Analysis: The Newbie’s Information by Ahrefs 

2. Verify its enterprise potential

Cameron Brown, a content material strategist at content material advertising company Develop & Convert, writes:

Outdoors of essentially the most revolutionary, category-creating services and products, virtually each B2B enterprise already has a bunch of people who find themselves on the buy stage, trying to resolve their issues with a services or products like yours.

Although the perfect finish state is to focus on each subject that may construct your model consciousness, you’ll need to prioritize these that may ship you precise leads and clients (no less than for now).

At Ahrefs, we assign a “enterprise potential” rating to every subject. And enterprise potential is how simple it is going to be to pitch your product whereas masking a given key phrase.

Right here’s the “cheat sheet” we use:

The business potential table

Undergo every key phrase you’ve pulled from step #1 and provides them a rating from 0 to 3.

3. Analyze every of their rating potential

Some key phrases are more durable to rank than others. That’s to be anticipated as a result of there are solely restricted “slots” for every key phrase on the SERPs. So whereas that doesn’t imply you fully keep away from tough key phrases (particularly if they’ve enterprise worth), you need to take rating issue into consideration when concentrating on them.

For us, a key phrase has rating potential when it’s viable for us to rank within the high three with our out there sources. 

How do we all know this? We have a look at the SERPs and assess three issues:


Particularly, the amount and high quality of backlinks. 

Backlinks are essential as a result of they’re one in every of Google’s high rating components. So if the pages you’re competing with have lots of high-quality backlinks, it is going to be tough to compete.

To see what number of backlinks the competing pages have, enter your subject into Key phrases Explorer and scroll right down to the SERP overview. You’ll see what number of referring domains and backlinks every top-ranking web page has:

Referring domains and backlinks for the top-ranking pages for "content marketing," via Ahrefs' Keywords Explorer

You’ll be able to see that the subject content material advertising is tremendous aggressive, with every web page having 1000’s of backlinks. Examine that to B2B content material advertising:

Referring domains and backlinks for the top-ranking pages for "b2b content marketing," via Ahrefs' Keywords Explorer

These numbers, nonetheless, solely inform you concerning the amount of backlinks. To evaluate high quality, click on on any of the numbers. This may carry you to every web page’s backlink profile.

The Backlinks report, via Ahrefs' Site Explorer

Eyeball the report and get a way of the standard of backlinks the websites have utilizing the information under.

Study extra: Tips on how to Do a Primary Backlink Audit (In Below 30 Minutes)


Web site authority is an web optimization idea that refers back to the total “energy” of a website. On this case, “energy” refers back to the chance of a website to rank excessive on the SERPs. 

Although Google representatives said Google doesn’t consider web site authority, many SEOs nonetheless consider authoritative web sites have a neater time rating. As such, they sometimes take a web site authority metric, reminiscent of Area Score (DR), into consideration when assessing rating issue.

For those who’re on that facet as properly, you possibly can simply see the top-ranking pages’ DR scores within the SERP overview part:

Domain Rating (DR) scores for the top-ranking pages for "b2b content marketing," via Ahrefs' Keywords Explorer

Content material high quality

The perfect content material is one that gives extra worth in much less time (and that features leisure worth!).

You’ll need to ensure you’re capable of ship on that entrance too—for those who want to beat the top-ranking pages.

Listed here are a number of questions you possibly can ask whilst you’re assessing the content material high quality of the top-ranking pages:

  1. Does it present correct and up-to-date data?
  2. Is it written by a topic skilled?
  3. Does it comprise distinctive data?
  4. Does it cowl the subject in full?
  5. Is it properly written?
  6. Is it correctly formatted?
  7. Is it properly designed?

In the event that they’re lacking a number of of those points, it’s your likelihood to beat them.

Study extra: Key phrase Issue: Tips on how to Estimate Your Probabilities to Rank 

4. Create content material for these matters

You now have an inventory of matters that have:

  1. Search site visitors potential
  2. Enterprise potential
  3. Rating potential

It’s time to create content material that’ll rank for these matters. Right here’s how:

Match search intent

Google needs to rank related content material. It does this by consistently determining why the searcher is making that question after which serving content material that fulfills that. This is called search intent. 

If you wish to rank excessive on Google in your goal key phrases, you must match search intent. We will do that by analyzing the SERPs for the three Cs:

  1. Content material sort – Are they weblog posts, touchdown pages, product pages, or one thing else?
  2. Content material format – Are they listicles, how-tos, recipes, instruments, or one thing else?
  3. Content material angle – Is there a dominant promoting level, like how simple it is?

For instance, let’s say we need to goal the subject learn how to drive site visitors to your web site

SERP overview for "how to drive traffic to your website," via Ahrefs' Keywords Explorer

Analyzing the three Cs, we get:

  1. Content material sort – They’re all weblog posts.
  2. Content material format – Regardless of the “learn how to” modifier, searchers are literally in search of lists.
  3. Content material angle – There are a number of angles right here, from “confirmed” to “free and paid.”

If we’re creating content material for this subject, we’ll need to create one thing comparable. (Which we did, and we’re now rating in place #5.)

Cowl the subject in full

The perfect outcome for a question often covers every little thing the searcher needs to know. 

Listed here are two methods to seek out potential subtopics to cowl:

  1. Search for widespread subheadings amongst top-ranking pages If most of them have the same subheading, then it’s doubtless essential.
  2. Search for widespread key phrase rankings amongst top-ranking pages – These are sometimes essential subtopics to cowl. 

Right here’s learn how to execute the second technique:

  1. Go to Ahrefs’ Key phrases Explorer
  2. Enter your goal key phrase
  3. Choose a number of top-ranking pages within the SERP overview
  4. Click on “Open in” and select “Content material hole”
Opening the top-ranking pages in Content Gap, via Ahrefs' Keywords Explorer
Content Gap report, via Ahrefs' Site Explorer

On this instance, we’re concentrating on inbound advertising, and we are able to see a number of subtopics to cowl:

  • What’s inbound advertising
  • Inbound advertising examples
  • Inbound advertising methods
  • Inbound advertising instruments

And extra. 

Make it distinctive

We need to match search intent and canopy the subject in full. However we don’t need to create copycat content material that nobody needs to learn.

How SEO tools lead to copycat content

Not solely is copycat content material not helpful in your readers and your online business, it’s additionally detrimental to your web optimization efforts as a result of there’s no incentive to hyperlink to it. With Google filing a patent for information gain, unoriginal content material may additionally be deprioritized and rank decrease sooner or later.

To unravel this, you must create one thing distinctive. That may be a singular angle or distinctive concepts inside your content material. 

For instance, we might have created a generic B2B content material advertising information. As a substitute, we determined our private expertise doing B2B content material advertising could be extra fascinating, useful, and even stand out amongst the SERPs. (Do you agree? 😁)

For those who’re struggling to give you distinctive angles or concepts, listed here are a number of prompts which will assist:

  • Private expertise – For those who’ve efficiently (and even unsuccessfully) finished one thing, write about it.
  • Knowledgeable interviews – Attain out and interview specialists in your area or ask them to contribute an opinion to your piece.
  • Crowdsource – Get a number of individuals to contribute their opinions, experience, and concepts.
  • Unique analysis – Add information to your publish. You are able to do this by working a research, survey, or ballot.
  • Contrarian – Be the satan’s advocate. Contemplate an opposing viewpoint. 

Study extra: web optimization Content material: The Newbie’s Information 

5. Promote your content material

Your content material will virtually be invisible for those who don’t put it in entrance of people that care. Listed here are a number of methods you possibly can promote your content material.

Create a weekly e-newsletter

At Ahrefs, we ship a weekly e-newsletter to 200,000+ individuals with our newest content material:

An issue of the Ahrefs' Digest

An electronic mail listing is likely one of the greatest methods to distribute your content material. You’ll be able to instantly attain individuals who need to hear extra from you. 

Not like social media platforms, you might be much less more likely to be restricted, prevented, or blocked from accessing your viewers. You personal the listing. 

One of the simplest ways to develop your electronic mail listing is to supply one thing in return for subscribing. This may be an e book, an electronic mail course, a PDF, or extra. For instance, Intercom provides a free information for obtain. That is proven as a sticky opt-in field on the facet or on the finish of the article:

Intercom offers a free guide in return for subscribing

Study extra: 8 Simple (However Efficient) Methods to Develop Your Electronic mail Checklist

Construct a private model on LinkedIn

In line with HubSpot’s State of Inbound Marketing Trends 2022, B2B manufacturers are extra doubtless to make use of LinkedIn and discover it efficient. That is smart—in any case, LinkedIn payments itself because the “social community for professionals.”

I requested David Fallarme, a advertising guide, for his greatest recommendations on learn how to develop a private model on LinkedIn. Right here’s what he shared:

Most individuals beginning their LinkedIn journey obsess and agonize over what to publish. This takes them hours, if not days (and even weeks) to lastly publish one thing. Then, they barely get any engagement and swear off publishing on LinkedIn.

For most individuals going from zero to at least one on LinkedIn, the way in which to get engagement in your content material is to offer engagement to different content material first. 

Your first job: to seek out and add people who find themselves related to you and your audience. Add a number of influencers in your area of interest, then use the “Individuals additionally considered” perform to see who else LinkedIn suggests. These are sometimes individuals who publish repeatedly, which suggests you’ll be uncovered to lots of content material in your area of interest.

After following ~10 – 15 influencers, you need to construct your LinkedIn writing muscle by commenting on their posts every time you go surfing. This does a few issues: first, it trains your mind that posting on LinkedIn is nothing to be terrified of. Two, it offers you new concepts in your personal content material—each remark you allow is the seed for future posts. Third, if you go away considerate feedback, and if you reply to others who’ve left feedback, others who additionally observe that individual will go to your profile and reply to your connection requests.

All of those enhance the probabilities that if you publish one thing on LinkedIn, it’s related to your audience and also you’re not simply yelling into the void. You all the time have new connections who’re uncovered to your content material.

David Fallarme

Repurpose your content material

Make your content material go the additional mile by turning it into a number of codecs.

For instance, we turned our video on holiday SEO right into a publish. We additionally turned our publish on whether or not web optimization is value it right into a video

Study extra: The Full Information to Content material Repurposing

Construct hyperlinks with hyperlink bait

We’ve established that hyperlinks are essential. However hyperlink constructing is tough. It’s even more durable for those who don’t have an present model or fame. Worse nonetheless, individuals could even ask you to pay for hyperlinks—a large no-no in Google’s eyes.

If hyperlinks are essential, however hyperlink constructing is tough, how do you get hyperlinks? Nicely, the best reply is to earn it. 

Some pages naturally earn hyperlinks higher than others. Within the web optimization world, they’re often known as “hyperlink bait.” Take, for instance, our research the place we discovered 90.63% of pages get no search site visitors. That article obtained 6,500 backlinks from 2,900 referring domains:

Links and referring domains pointing at one of our studies, via Ahrefs' Site Explorer

For those who can create extra link-earning pages, you possibly can add inside hyperlinks from these pages to your different content material, thereby probably boosting their rankings.

Right here’s learn how to discover good hyperlink bait concepts:

  1. Enter your competitor’s area into Ahrefs’ Website Explorer
  2. Go to the Finest by hyperlinks report
Best by links report, via Ahrefs' Site Explorer

Eyeball the report back to see what sort of codecs and matters resonate with individuals in your area of interest. For instance, we are able to see that the web optimization trade loves information research, which is why we’ve been persistently producing them.

Study extra: What Is Hyperlink Bait? 7 Profitable Examples 

Run adverts

In case you have the funds, you possibly can all the time run adverts to advertise your content material. If the massive networks are scary and too costly, think about smaller networks too. 

For instance, we run adverts for our content material on Quora:

Ahrefs' Quora ads

Study extra: PPC Advertising: Newbie’s Information to Pay-Per-Click on Adverts 

Last ideas

We’ve been following this technique religiously for the previous few years, and it has labored properly for us. Hopefully, our content material advertising technique has impressed your B2B content material advertising technique.

Any questions or feedback? Let me know on Twitter