The Ultimate Guide to B2B Content Marketing
Content marketing remains a critical strategy for B2B companies looking to attract, engage and convert prospects. But what exactly does effective B2B content marketing look like today? To find out, we conducted an in-depth analysis of over 500 B2B companies and their content marketing efforts.
In this comprehensive guide, we’ll break down the key findings from our research and provide actionable insights to help you optimize your B2B content strategy. We’ll cover everything from blogging best practices to social media performance to the characteristics of top-performing content.
Key Findings at a Glance
- 72% of B2B companies have an active blog
- Educational content receives 52% more organic traffic than company-focused content
- The average B2B blog post is 855 words long
- Top-performing posts average 1,552 words
- Only 29% of B2B blogs allow comments
- 65% of B2B blogs use stock images
- WordPress powers 61% of B2B company blogs
The State of B2B Blogging
Our analysis found that blogging remains a core content marketing tactic for B2B companies, with 72% maintaining an active blog. However, that means 28% of B2B businesses are missing out on the benefits of blogging.
For those that do blog, the approach varies:
- 51% use a “mixed” approach with both educational and company-focused content
- 38% focus solely on educational content
- 8% publish only company news and updates
Interestingly, blogs that prioritize educational content see 52% more organic traffic compared to company-focused blogs. This underscores the importance of providing value to your audience rather than just promoting your business.
B2B Blog Performance Metrics
We analyzed key performance metrics for B2B blogs to establish industry benchmarks:
- Average monthly organic traffic: 282 visits
- Median number of ranking keywords: 784
- Average number of backlinks: 1,145
- Average number of referring domains: 120
However, there was significant variance between top performers and the rest:
- Top 10% of blogs receive 22,000+ monthly organic visits
- Top 10% rank for 34,550+ keywords
- Top 10% have backlinks from 2,560+ referring domains
Characteristics of Top-Performing B2B Blog Posts
We identified the best-performing blog post for each company and analyzed its characteristics:
- Median monthly organic traffic: 49 visits
- Median number of ranking keywords: 29
- Median social shares: 99
- Median referring domains: 12
The top 10% of posts significantly outperformed these benchmarks:
- 2,001 monthly organic visits
- 678 ranking keywords
- 3,000 social shares
- 245 referring domains
B2B Content Marketing Best Practices
Based on our findings, here are key best practices for B2B content marketing:
1. Focus on Educational Content
Blogs that prioritize educational content see 52% more organic traffic. Aim to provide value and solve problems for your audience rather than just promoting your company.
2. Invest in Long-Form Content
Longer content consistently outperforms shorter posts across all metrics. Top-performing posts average 1,552 words, compared to just 554 words for low performers.
3. Optimize for SEO
There’s a strong correlation between organic traffic and the number of keywords a blog ranks for. Conduct thorough keyword research and optimize your content accordingly.
4. Build Quality Backlinks
Focus on earning backlinks from a diverse set of high-quality referring domains. This correlates more strongly with organic traffic than raw backlink numbers.
5. Leverage Social Media
Top-performing posts average 99 social shares. Develop a strategy to promote your content across relevant social channels.
6. Use Custom Visuals
65% of B2B blogs rely on stock images. Stand out by investing in custom visuals and graphics for your content.
7. Include Clear CTAs
23% of B2B blogs lack any call-to-action. Don’t miss opportunities to convert readers – include relevant CTAs in your posts.
Conclusion
B2B content marketing continues to evolve, but the core principles remain the same: provide value to your audience, optimize for search, and focus on quality over quantity. By implementing the best practices outlined in this guide, you can elevate your B2B content strategy and drive better results.
FAQ
How often should B2B companies blog?
There’s no one-size-fits-all answer, but consistency is key. Aim to publish at least 1-2 high-quality posts per month. Top performers often publish weekly or even more frequently.
What types of content perform best for B2B?
Educational content like how-to guides, industry reports, and in-depth analyses tend to perform best. Case studies, whitepapers, and data-driven research are also highly effective for B2B audiences.
How long should B2B blog posts be?
Our research found that longer posts consistently outperform shorter ones. Aim for at least 1,000 words, with top-performing posts averaging over 1,500 words.
What’s the best way to promote B2B content?
A multi-channel approach works best. Leverage email marketing, social media, paid advertising, and outreach to industry publications and influencers to maximize your content’s reach.
How can I measure the ROI of B2B content marketing?
Track metrics like organic traffic, lead generation, sales pipeline influence, and customer acquisition cost. Use attribution modeling to understand how content contributes to conversions throughout the buyer’s journey.
