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How to Survive B2B Content Marketing in 2022

3 min read

You know how there are thousands of people claiming to have found the “perfect” formula for weight loss? Well, the same thing happens with marketing strategies. One quick google search and you’ll find yourself nose deep in articles describing “everything you need for successful marketing”.

There isn’t one template that works perfectly for every company, especially when it comes to content marketing. We’re not claiming to have all of the answers. However, we have tested a lot of different strategies. And these are the 5 things we think you need to pay attention to while building your B2B marketing plan.


Develop an online presence: Social media is necessary these days. Embrace it.

Love it or hate it, social media is now a large slice of the marketing pie, even for B2B companies. This is where your customers go for entertainment and how-tos (i.e. bite-sized, actionable content like quick tutorials, life hacks, pro tips in your industry, etc..) Find the platforms they’re on & get them excited about something.

In an attempt to be professional, B2B companies tend to come across as boring. Break through the creative barriers and reach your audience with something exciting and unexpected. Develop content with them in mind. Pay attention to what they engage with. Have fun with it.


Personalize your brand: Your customers aren’t robots; neither is your brand.

It’s no longer only about the quality of your products and services. People want an emotional connection to a brand. Your company has a story, so tell it! Brand personalization allows a company to develop a consistent voice that their customers recognize and trust. This makes you reliable and memorable. Two key components of customer relationships.


Build a community: Your audience craves connection. 

In the same way that your customers want to feel connected to your brand, they also desire a sense of belonging. Platforms like Facebook, LinkedIn and Slack have already developed spaces to form groups with similar interests — educationally, socially, or even demographically based.

Another way to make your audience feel connected is to talk about them! Showcase personal customer stories and testimonials. Incorporate user-generated content in your social media strategy. Above all else, make your audience feel seen and heard.


Listen as much as you research: Data is a resource, not a lifeline.

A huge part of content marketing is knowing what content your customers actually enjoy. Analytics are an incredible resource but shouldn’t be the only thing you rely on. As important as the data is, it is equally important these days to stay on trend. The speed of the internet is astronomical. There often isn’t time to do extensive research. So, step away from the lengthy spreadsheet and observe your audience in real-time.


Diversify your media: Don’t be vanilla when your customers want a fudge sundae.

As much as social media is important, it’s not everything. Media outlets like blogs, podcasts and video are growing in popularity. Think of social media as the ice cream and other content as the toppings. Offering a few different media outlets in your plan makes for a much more enjoyable experience. Consider other avenues to pursue that align with your audience needs and company goals.

Building a content strategy is overwhelming. We get it. But if you hear only one thing from this post, let it be this: doing nothing is the worst option. The only way to find the best strategy is through trial. It’s only when you just start putting stuff out there, over and over again, that you’ll really learn what sticks for you. So whatever you do,  just show up. Week after week, on whatever platform you choose. If you do that consistently, the right answer will show up.

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