Award-Winning Content Marketing Agency in India Top Content Marketing Company

Those who chose “other” offered explanations that ranged from two people with multiple responsibilities, including content, to whoever was available. Believe it or not, 24% of B2B respondents say they don’t have dedicated content marketing teams or B2b content marketing staff. But most (54%) who have a dedicated content marketing team or staff say the team is small, consisting of two to five people. And the larger the organization, the more likely it was to have dedicated resources. Are organizations dedicating enough people to their content initiatives? (Use the Table of Contents to navigate to the sections that interest you most. You'll find Robert’s suggestions on what to do about all of this in Action steps.)

In B2B, a lot of distribution channels (like Pinterest and Instagram) simply don’t work. This content was basically a mashup of different strategies from my blog posts. You don’t have to create your B2B videos completely from scratch. But you may also want to add video to your content marketing strategy. There’s still a place for traditional blog posts and reports. 91% of businesses now use video as part of their content marketing.

As part of an inbound marketing strategy, you can optimize informative content like blog posts, eBooks and gated assets to attract audiences making inquiries with informational intent. Any keyword like “what is X” or “how do you Y” implies informational intent. When selecting keywords to optimize for, search intent plays a critical role. B2B content variety goes beyond just having the diverse content types mentioned above to include variety by buyers’ journey stage, format, channel and even voice. Case studies help you demonstrate ROI and provide social proof through real-world results and satisfied clients.

Content strategy effectiveness is up, thanks to tech and people

A strong majority (70%) now believe that without serious investment in video storytelling, brands will fall behind. Discover how 5 brands are captivating Gen Z with fresh approaches, social responsibility, and authentic engagement. This article explores the key findings from LinkedIn’s research and what they signal for marketers trying to cut through the noise in 2025. Cleverly also publishes an asynchronous course for LinkedIn marketing that is geared toward solopreneurs and small businesses. Part of the service it provides is advising clients on how to define their go-to-market strategy and how to make long-range marketing choices that will serve as investments into the future of the business. The company says it identifies a consumer’s intent, crafts and delivers ad strategy based on that intention.

Building a Generative Search Advantage for Priority Commerce

In 2026, the fastest team wins not because they’re aggressive, but because they’re aligned with buyer urgency. No “ultimate guides” that don’t ultimately help. Buyers are overloaded with noise, AI-generated content, and lifeless company updates. The most effective brands no longer speak through polished, sanitised posts. This new off-site discovery layer reshapes the entire content strategy.

• Content marketing has solidified its role as the engine of sustainable growth for businesses of all sizes.
• Effective content types include whitepapers, case studies, webinars, industry reports, e-books, blog posts, video tutorials, and long-form guides that address business challenges.
• On many teams, 100% of time and resources go to fixing or maintaining things.
• It establishes thought leadership, builds trust and credibility, educates potential clients, supports the sales process, and generates qualified leads in the complex B2B buying cycle.
• This can be accomplished through advertising, but the ROI of thought-leadership based SEO is among the highest of all B2B lead generation strategies.
• But your content strategy ultimately boils down to your goals for growth.

Put people first in your B2B TikTok content

However, most B2C brands curate an exceptional customer experience before and after purchase to foster loyalty. That’s a big opportunity for the B2B industry to go above and beyond like D2C/B2C brands.” There isn’t a lot of face-to-face communication in SaaS companies. I feel like B2B brands have such a long way to go because it feels very transactional.

This tactic includes creating thoughtful, data-driven content that educates, entertains, or solves problems for decision makers in other businesses. Mostly because most brands prefer to stick to the old mainstays of B2B content (like blog posts and reports). So I want to share two key lessons that I learned with you. Specifically, your content needs to target key decision-makers who work at the businesses that you serve. Explore the content marketing metrics that should matter to your organization and beware the KPIs that don’t translate to real value. Certain metrics related to your lead generation efforts can provide a glimpse into how you’re doing on this front.