The B2B Content Marketing Best Practice Guide provides a framework for evaluating your current content marketing process and will help you make the most of your content in the future. The tools and techniques discussed are designed to help you manage and streamline the tactical execution of content marketing in a B2B environment. While this report is dedicated to B2B practitioners, the principles and techniques involved in content marketing are broadly similar for B2C.


About this report

The B2B Content Marketing Best Practice Guide, written by experienced e-commerce consultant and practitioner James Gurd, is focused on what we consider to be the three pillars of B2B content marketing:

  1. Content formats – This relates to the different types of content available in the marketing armoury, including written, spoken and visual content.
  2. Content distribution – This relates to the marketing channels at your disposal for publishing and distributing your content to secure maximum exposure.
  3. Content measurement – This relates to the evaluation toolkit at your disposal to help identify the impact that your content is having on e-commerce KPIs such as traffic and conversion and to then fine-tune performance to improve those KPIs.
The 104-page report covers everything you need to know about content marketing, including sections on making B2B content interactive, different types of B2B digital content, content distribution and measuring the impact of content. The guide also includes many real-life examples illustrating how B2B companies are using content marketing.

Note: We have deliberately avoided using the phrase “content strategy” because we believe that content marketing is a tactical execution, an integral part of your overall business strategy. While content management, or digital asset management (DAM), are close cousins to content marketing, this report does not cover in any detail the technology and techniques required for content management.

Table of contents

  1. Introduction
    1. About Econsultancy
    2. About the author
  2. What Do We Mean by Content Marketing?
    1. Ownership of content marketing in B2B
  3. Terminology
  4. The Context for B2B Content Marketing
    1. The role of your B2B website as a marketing communications and customer service tool
    2. The commercial benefits for B2B e-commerce
      1. Brand awareness
      2. Lead generation
      3. Lead management
      4. Customer retention
      5. Establish your company as thought leaders/innovators
    3. How the use of content is changing
      1. Social media shifted the communication paradigm
      2. Web analytics makes content measurable
      3. Content marketing can deliver return on investment
  5. Building a Coherent Approach to B2B Content Marketing
    1. Core challenges for B2B marketers
      1. The B2B buying cycle isn’t always linear
      2. Emotion influences buying decisions
      3. There are different types of purchases
      4. Tackling the approved vendor list
      5. Tackling risk
      6. Producing engaging content
    2. Catering for the lowest common denominator
    3. Targeting content to each stage of the B2B buying cycle
      1. Defining the sales and buying cycle
      2. Mapping who is involved in the B2B buying cycle
    4. The value of thought leadership
    5. Using technology to manage layers of content
    6. Making your B2B content interactive
      1. Video
      2. Rich media (non-video)
      3. JavaScript
      4. Social media and content sharing
    7. B2B content optimisation and SEO
    8. The domain game: deciding where to house your B2B content
      1. Main domain
      2. Sub-domain
      3. Separate domain
      4. External hosted solution
  6. The Different Types of B2B Digital Content
    1. Services versus Products – understanding content requirements
    2. Your written word
      1. On-page text/copy
      2. Social feeds
      3. Blog
      4. Articles and documents
      5. FAQ
      6. Glossaries
      7. Newsletters
      8. Microsites
      9. White papers
    3. Your visual and spoken word
      1. Audio files
      2. Video
      3. Infographics
    4. Your interactive content
      1. Web self-service
      2. Webinar content
      3. Competitions
      4. Games
    5. Event content
    6. Third party content
      1. Customer content
      2. Industry experts
      3. Guest bloggers
    7. Internal content
    8. How content is used by different industries
  7. Content Distribution: Extending the Reach of Your Content
    1. The role of DAM and CMS systems
    2. Traditional digital marketing channels
      1. Search marketing
      2. Email marketing
      3. Affiliate marketing
      4. Online advertising
    3. The role of offline marketing channels
    4. Mobile marketing
      1. Mobile websites
      2. QR (Quick Response) Codes
      3. Mobile apps
      4. SMS alerts
    5. Social media
      1. Twitter
      2. Facebook
      3. LinkedIn
      4. Working with influencers
    6. Content sharing and interactivity
      1. Video syndication channels
      2. SlideShare
      3. Live chat
    7. Web apps
    8. RSS content syndication
    9. Article marketing
    10. Channel integration
  8. Measuring the Impact of Your Content
    1. Defining success and what you need to measure
      1. Basic ROI calculation
    2. Role of web analytics tools
      1. Understanding how to configure your web analytics tool
    3. Measuring social media
      1. Using Twitter platforms for reporting
      2. Using services that provide brand insight
    4. Measuring the impact of shared content
    5. Importance of testing
      1. Segmentation of content
    6. The value of website optimisation
  9. Takeaway Thoughts

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A free sample is available for those who want more detail about what is in the report.