Ultimate Guide to B2B Content Marketing Strategy 2024

The Best Content Marketing Ideas for B2B and Examples to Drive Success

content marketing ideas for b2b

Content marketing ideas for B2B are a must-have if you are growing your B2B eCommerce business. 

In the fierce B2B eCommerce landscape, doing content marketing is not a cakewalk, partly because B2B customers are highly rational and demanding. The content marketing ideas for B2B, therefore, should be nimble, customer-intended and trustworthy.

It’s simple, though, as solid eCommerce content marketing strategies revolve around building trust. 95% of B2B buyers consider content trustworthy when evaluating a company and its offerings. 

However, you might be overwhelmed at first in the midst of the vast and ever-changing digital content world. 

Don’t worry, as we will systematize all the things your eCommerce B2B business needs to make the most of digital sales channels, from instilling trust to boosting conversion rates. At the end of the article, you might realize that, though content creation is boundless, there is a success formula for every B2B eCommerce marketing strategy. 

What is B2B Content Marketing

B2B content marketing refers to crafting and delivering relevant, informative, and trustworthy content to approach and resonate with a target audience, usually organizations or businesses. 

B2B content marketing can come in various forms, including blog posts, articles, emails, videos, publications, newsletters, whitepapers, social media posts, etc. 

Also, there are multiple platforms to strategically deliver B2B marketing content, serving as customer touch points.

Establishing content marketing ideas for B2B involves mapping out content types, content distribution, and metrics to measure content performance.

The purpose is to increase brand awareness, educate the audience about your products and service solutions, establish thought leadership, nurture relationships, and ultimately drive sales.

Why Content Marketing is Crucial for B2B Business

91% of B2B businesses will use content marketing as of 2024. 

43 percent of B2B marketers worldwide stated in a survey that they would increase their B2B content marketing spending in 2024. It is recommended to designate 25-30% of your marketing budget for content marketing. 

Content marketing is, has been, and shall be a much-needed cherry on top of B2B business success, as several sure-fire benefits below. 

Instill Trust and Thought Leadership

Your B2B customers are always skeptical. They often search for trusted advice when making potential purchases. Content marketing is a powerful weapon for you to showcase your expertise and thought leadership in the industry. 

By distributing valuable insights, you resonate with credibility while differentiating from competitors.

And remember: the skeptical customers are the best ones, as they are loyal to what works.

Generating Leads, thereby Driving Conversions

9 out of 10 B2B buyers say online content has an impact on their purchasing decisions. Superior content can be a lead magnet as it attracts prospective customers, thus generating lead conversion rates.

Take websites for example. An optimized site helps improve your digital presence by attracting relevant audiences who could be later converted through gated content, and then gathering data to help you outreach your potential customer base.

Boost brand awareness

Consistently publishing relevant and engaging content helps your products and services stay top-of-mind among target audiences. By this way, you educate them about the solutions that your products and services offer. 

B2B vs B2C Content Marketing: Key differences

The names–B2B (business-to-business) and B2C (business-to-customer)–speak for themselves, demonstrating that the distinctions are in the end buyers, or the target audiences. As content marketing gears toward the final customer, this also leads to several nuances, which are listed in the comparison chart below.

Target Audience

B2C content marketing:

  • Individual consumers who are making purchasing decisions for personal use.

B2B content marketing:

  • Organizations, businesses, or professionals who are responsible for making purchasing decisions on behalf of their organization.

Decision-Making Process

B2C content marketing:

  • Simpler, based on personal need and hobbies.
  • Emotion-driven.
  • Can happen at the whim of the moment.

B2B content marketing:

  • More rational and complex. 
  • Need thorough consideration and elaboration on finance and multiple stakeholders.

Content Style

B2C content marketing:

  • Conversational, casual, and entertaining. 
  • It may use humor, social trends, and story-telling to resonate with the target audience.

B2B content marketing:

  • Informative, professional, educational, and industry-specific.
  • It may use more buzzwords and technical terms, aiming to build trust and industry thought leadership.

Distribution channels

B2C content marketing:

  • Popular social media platforms.

B2B content marketing:

  • Professional platforms, including emails, publications, newspapers, webinars, forums, etc.

Best Content Marketing Ideas for B2B Store Owners (+Examples)

Here comes the most exciting part, as we will soon dive into the world of creativity. We list out the best content marketing ideas that might be great inspiration for your business to learn from. 

So buckle up, and let’s get started!


A killer website for B2B eCommerce must understand its target audiences best. A study by the Content Marketing Institute found that business leaders, those who take on the role of purchasing in organizations, look for niche, credible, and relevant content during the purchasing-making period.

Based on those insights, some creative content marketing ideas below can turn your B2B eCommerce website into a lead magnet. 

  • Create a rich “About Us” page: B2B customers are likely to land on this page to learn more about your business and ensure your credibility. Here, inspire trust by providing relevant information, backed up by noteworthy facts, awards, and testimonials.
  • Make your products and services section shine: You should clearly highlight the features, benefits, solutions, and unique values of your products or services that address your target audience’s challenges. 

Some case studies or customer testimonials with specific results can be strongly persuasive. 

  • Integrate gated content throughout: Gated content means valuable resources or premium content that is accessible to users only after they provide their contact information or complete a specific action.

Common locations for gated content include landing pages, blog posts, resource libraries, or specific product or service pages.

  • Make your website a content hub: Customers want your website to be educational rather than advertising. You can do this with the blog section!

As the blog is a crucial part of website content, we will explain it in detail in the next part. Keep scrolling!

Let’s visit the website of Packaging Supplies, a reputable provider of packaging materials and solutions for Shopify eCommerce retailers, manufacturers, and distributors. 

Packing Supplies’s homepage is well-structured and visually appealing.

Since it supplies packing products and materials, visuals matter. Their homepage visually displays product photos with clear technical specifications. B2B customers like this straightforward and on-point approach. 

Blog posts

A blog is fundamental to content marketing, where you deliver your business message and instill trust by feeding customers with continuously updated and trustworthy information, covering comprehensive aspects of your industry. 

Here are the best practices for you to grow a successful blog:

  • Optimize your blog for search engines with powerful SEO tactics.
  • Make it well-structured and continuously feed your blog posts. Some blog topic ideas include how-to guides, news, market trends, evergreen content, seasonal blog posts, expert insights, case studies, etc.  
  • Value and consistency are key: Offer practical tips, actionable advice, industry insights, and solutions to their problems. You should build a content calendar to maintain consistency and organization.
MicrofiberWholesales develops its blog as a trusted hub for cleaning products and techniques.

Take MicrofiberWholesales’ blog as an example. The B2B eCommerce company that sells microfiber cleaning products enriches its blog to be a trustworthy content hub in the industry. The blog offers a wealth of information, tips, and insights to help readers optimize their cleaning routines and make the most out of microfiber products.

In addition to cleaning-related topics, the blog also features articles highlighting the environmental benefits of microfiber, which cultivates brand love through the firm’s dedication to sustainability.


Similar to blog posts, articles offer a deep dive into specific topics of interest to your industry or intended audience. Publishing articles on third-party media outlets is a great way to increase your brand awareness, demonstrate your authority, and reach a wider range of potential customers than your owned media.

One tactic is using paid media, meaning you have to pay for press exposure. Or else, your business can also gain earned media from organic sources if it does something newsworthy or impactful. 

Please keep in mind that it’s important to choose the right media channels that resonate most with your target audience.

Mactools reflects on its decade-long partnership with Kalitta Motorsports in Drag Illustrated magazine.

Mactools is a well-known brand in the automotive tool industry. The eCommerce firm supplies high-quality tools and equipment to wholesalers, distributors, dealerships, and garages.  

Drag Illustrated magazine, a popular motorsports magazine, serves as an effective channel for Mactools to promote its partnership as both target the same audiences, which are automotive enthusiasts, professionals, and fans.


Producing and publishing industry-specific publications, such as e-books, digital magazines, or research reports, can establish your brand as a thought leader. When your target audiences find your resources valuable and credible, they will trust you and want to do business with you. 

Moreover, your stats or research can be cited as a third-party byline or resource, which increases your brand awareness and credibility. 

It should be noted that unique insights, research, statistics, and expert opinions will add value and credibility to your publications. 

Ferguson is one of the largest eCommerce distributors of plumbing supplies, waterworks products, and building materials in the USA. By publishing sustainable reports, Ferguson positions itself as a responsive B2B firm committed to the benefit of all its stakeholders.

Ferguson has an ESG report that demonstrates its vision towards sustainability.

Online courses

Developing online courses can be highly effective in educating customers. By sharing your expertise and providing valuable learning experiences, your business can gain deeper engagement with potential customers and then generate leads.

The first and foremost step when building an online course is clearly defining your target audience’s pain points, challenges, and solutions they are looking for. This will help you tailor the course content to meet their needs.

Don’t forget to build new relationships by engaging with participants through discussion forums, Q&A sessions, asking for feedback, etc.

You can publish the online course on your own channels (website, fan page, or email) or through a third-party e-learning platform. 

Shopify provides eCommerce online courses.

Shopify, a multinational eCommerce firm, has its own online learning platform that provides educational resources and courses for entrepreneurs and businesses operating on the platform. The courses cover various topics, such as store setup, marketing, branding, product sourcing, etc.

LinkedIn profiles

LinkedIn serves as a professional platform to showcase your business expertise, connect with industry professionals, attract potential clients, and grow business partnerships. And it’s a free channel, letting you spread your company image and reach new leads.

Publishing thought leadership content helps you expand your reach and position your business as a trusted brand in the industry. Don’t forget to keep your LinkedIn profile updated with news on your achievements, awards, partnerships, etc. 

LairdSuperfood profile on LinkedIn has rich information and is constantly up to date.

With over 6,000 followers, LinkedIn is a strategic marketing platform for LairdSuperfood to reach its B2B clients, which include cafés, restaurants, gyms, and other food service establishments.

LairdSuperfood makes the most of its LinkedIn profile by constantly updating it with product updates, healthy living tips, press coverage, and expert insights on the health and wellness industry. This helps position the company as a trusted authority in its field while engaging with its audience.


Webinars are interactive online events that allow you to present valuable information, share insights, and engage with your audience in real-time. They are effective for demonstrating thought leadership and nurturing leads.

GemPages webinar
A webinar hosted by GemPages and its partner to provide expert insights on sales and marketing tactics for business owners to leverage sales on Black Fridays, one of the most important events for the eCommerce community.

Video content

Video content is highly engaging and can convey complex information visually appealingly. It can include product demos, explainer videos, interviews, or industry insights, helping you capture and retain your audience’s attention.

GemPages has its own tutorial video series that walks users through the process of building and customizing a Shopify storefront in the smartest and fastest way by using GemPages. The series breaks down every element that business owners need for a winning online store design, providing easy-to-follow instructions with short and visually appealing videos. By this way, GemPages not only educates users about its features but also positions it as a leading Shopify page builder.   


Podcasts allow you to share industry deep dives, conduct interviews, and have conversations with experts. They provide an opportunity to reach a targeted audience and build your reputation as a thought leader. 

Shopify produces a series of podcast episodes about eCommerce.
Shopify has a podcast series called “Shopify Masters”. Each episode is rich in information and trustworthy, with professional insights. Their content is on point and aligns with the brand, as it revolves around challenges that eCommerce business owners face every day and realistic solutions given by experts in the industry. 

Best Practices for a Winning B2B Content Marketing Plan

Alright, you’ve walked through a variety of B2B content ideas and channels that can take your marketing strategies to new heights. Here, we conclude some key best practices as useful recommendations for you to develop an effective content marketing plan. 

Define Goals

Be concise in setting your content marketing goals. It is crucial to answer these questions before planning: Are you aiming to gain leads, boost brand awareness, or establish customer loyalty? 

Also, SMART goals (including Specific, Measurable, Achievable Relevant and Time-bound) will provide a clear roadmap for your strategy.

Identify Target Audience

The more you understand your target audience, the better results your B2B content strategy can get. 

Researching their demographics, pain points, challenges, and goals is an excellent start. The questions below can help you create buyer personas that help tailor your B2B content types to your customers’ interests. 

  • What is their age/gender/educational background/ job title?
  • What is their desired outcome? What do they expect from your solutions?
  • What challenges and pain points do they face in achieving these goals?
  • What impacts them on making a purchasing decision?
  • How do they prefer to receive information and communicate?

Align content with sales funnel

Awareness Stage

Create content that educates and raises awareness about industry challenges, trends, and potential solutions. In this phase, content like educational blog posts, articles, industry reports, podcasts, and webinars works well. 

Evaluation Stage

In this stage, consumers are considering solutions, including yours and your competitors. This is when your content strategy needs to highlight your products and services and make you stand out from the crowd.

Case studies, product comparison guides, and expert interviews are some recommendations for you at the evaluation stage. 

Decision Stage

Offer content that is powerful enough to lead to a final purchasing decision. This can include product demos, testimonials, free trials, and pricing guides. 

Final Thoughts on the Best Content Marketing Ideas for B2B

Content is a crucial component of B2B marketing toolkits. These B2B content ideas might spark your imagination and creativity to produce game-changing content for your B2B business. Remember that the most effective content is the one that resonates with your target audience and is strategically distributed across the appropriate channels. When done right, content may expand your consumer base, increase industry authority and brand recognition, and eventually boost sales.  

It’s not about creating content; it’s about building long-term value for your business. 

About GemPages Academy

GemPages Academy is a knowledge hub for storefront optimization and achieving overall eCommerce success. In collaboration with industry experts and leveraging cutting-edge Shopify applications, GemPages Academy offers a diverse array of content in various formats, including insightful blogs, intuitive tutorials, comprehensive webinars, and educational courses.

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