--- description: When it comes to properly engaging potential customers, an interesting, customer-focused B2B digital content strategy can be a game-changer. Here are the tactics we live by. title: B2B Digital Content Strategy: The Best Way to Drive Results Through Content Marketing image: https://www.leanlabs.com/hubfs/digitalcontentmarketingresults.jpg --- [Blog](https://www.leanlabs.com/blog)/ [Growth Marketing](https://www.leanlabs.com/blog/topic/growth-marketing) # B2B Digital Content Strategy: The Best Way to Drive Results Through Content Marketing 6 min read time ![B2B Digital Content Strategy: The Best Way to Drive Results Through Content Marketing](https://www.leanlabs.com/hs-fs/hubfs/digitalcontentmarketingresults.jpg?width=765&height=430&name=digitalcontentmarketingresults.jpg) Whenever I have trouble sleeping, I read B2B sales content. I'm out like a light in minutes. I'm joking. Sort of. You see, in spite of having every opportunity to make exceptional content, a lot of enterprise level B2B companies only have old brochures, brand-centric videos, and boring customer case studies on their websites. However, a lot of these companies also have thousands of sales representatives and account managers. They doesn't need content marketing to get more business. Unless you're on the same scale as those enterprise level corporations, content marketing is something you absolutely need. And if you want actual results, you need to go beyond stale B2B content. You need content that's going to help you grow. ## The B2B Digital Content Strategy Tactics You Need To Implement This Year A B2B digital content strategy is a plan to provide more value and guidance to your customer through content. It's content that you specifically create for every buyer journey stage. And at the risk of offending a lot of B2B marketers, in my experience, a lot of B2Bs do not take this approach. I've always been curious about why so much B2B content is like this, so I asked a B2B marketer about it. Her answer shocked me: > "Oh, our customers know who we are. We have some stuff on our website, but we don't need content. Our customers don't buy that way." You may think that _"oh, she must work for a company like Lenovo!"_ But guess what. She doesn't. Her company isn't a leader in their space. Her company doesn't have a crazy amount of customers. She's always looking for ways to move the needle in marketing. And she doesn't think content marketing will do it, because what she really believes is: _"We've done things a certain way, and so far, it's been working."_ But more and more, her tactics are not working, because: * **85 percent of users** ignore paid ads and focus on organic search results ([imForza.com](https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/), 2012) * **71 percent of readers** are turned off by content that seems like a sales pitch ([Economist Group](https://www.enterpriseinnovation.net/article/new-study-economist-group-says-marketers-are-missing-mark-their-b2b-content-efforts), 2014) * **Three-quarters of buyers** say that the content of potential vendors has a “significant impact” on the one they choose ([Demand Gen](http://e61c88871f1fbaa6388d-c1e3bb10b0333d7ff7aa972d61f8c669.r29.cf1.rackcdn.com/DGR%5FDG061%5FSURV%5FB2BBuyers%5FJun%5F2017%5FFinal.pdf), 2017) And it's only going to get worse. Because if you think that your customer "doesn't need" content, what you're really saying is that you have a customer that knows everything already. You're saying that your customer has complete loyalty to you. Your customer will keep buying, no matter what. But guess what? That kind of customer does not exist. And if you haven't realized that by now, you're already behind. However, if you start soon, within six months to a year, you can start getting results. Especially if you use a method similar to our [10X](/10x), [our growth methodology](/10x). It's a strategic approach to content that gradually increases your current traffic, leads, opportunities, and customers month-by-month. But it requires a hardcore commitment to exceptional content. In our experience, these are some of the B2B digital content strategy tactics that can get you there. ### 1\. Going All In On High-Quality Pillar Content ![HubSpot vs Wordpress](https://www.leanlabs.com/hs-fs/hubfs/HubSpotWordpress.png?width=600&name=HubSpotWordpress.png) Pillar content is one of the best ways to provide value to your customer. And there's also a huge benefit for you. You can use pillar content to rank for [highly competitive keywords](https://app.hubspot.com/content-detail/275827/blog-post/4338606913/performance), or quickly rise to the top of the SERPs with a low competition keyword. Either way, your B2B digital content strategy should include a plan for a [high-quality pillar page](/blog/the-ultimate-guide-to-using-topic-clusters-and-pillar-pages-to-drive-huge-amounts-of-website-traffic). One of our pillar pages, for instance, is about [HubSpot vs. Wordpress](/blog/hubspot-vs.-wordpress-exploring-the-pros-and-cons-of-both). While it's not a very competitive keyword (details below), we talk to prospective inbound clients about this a lot. We can’t afford not to talk about it on our site. That’s why it deserves more attention. ### 2\. Finding Opportunities To Reuse And Repurpose Content Assets Another reason that some B2B marketers have told me they "don't prioritize content" is because they already have assets that provide enough value. Well, that still isn't a reason not to produce new content. Because there are a ton of ways to repurpose that awesome asset for different channels. In [this video](https://www.youtube.com/watch?v=t0aBRVgbsJs), Gary Vee, marketing guru, talks about how he can turn one content asset into **34 pieces of content,** following a process he calls [“The Content Pyramid.”](https://www.slideshare.net/vaynerchuk/the-garyvee-content-model-107343659/2-1THE%5FCONTENT%5FPYRAMIDMy%5Fmodel%5Fis) The content pyramid takes one piece of content and breaks it into: 1. A post on your blog or VLOG 2. A topic for a Q&A show 3. A lead-in for an interview 4. A collaboration with an influencer or peer 5. Keynote speeches 6. A theme for your podcast 7. An IGTV video 8. A short-form video for YouTube or Vimeo 9. An article 10. A meme 11. An image to share across Twitter, Facebook, Pinterest or Instagram 12. A series of quotes 13. A GIF 14. A text social post for Quora, LinkedIn, Facebook or Snapchat. 15. A topic of a marketing email And that's only **15 ideas** to [repurpose and distribute](/blog/check-out-the-best-video-content-distribution-strategy-weve-ever-seen) content. ### 3\. Trimming Down On Waste In Your Content Processes Content marketing can be expensive. However, spending a lot on content production doesn’t always ensure quality. You can invest a lot in an ineffective strategy, then [burn through your budget ](/blog/8-ways-to-increase-blog-traffic-without-blowing-your-budget)on assets that don't perform. That's why whenever I create a new [B2B digital content strategy](/blog/content-marketing-for-small-business-7-powerful-tactics-for-small-budgets), I look for ways to trim down on waste. In addition to repurposing content, I also like to study the performance of older content assets. I ask questions such as: _Which topics aren't receiving a lot of engagement?_ _Which posts are visitors spending the most time on? How long have those posts been live?_ _Which CTAs are getting the most clicks and submissions? What posts are driving the most traffic from that CTA?_ ![HubSpotCTAClicks](https://www.leanlabs.com/hs-fs/hubfs/HubSpotCTAClicks.png?width=600&name=HubSpotCTAClicks.png) If you use HubSpot, answering these questions will be a breeze. You can get a complete overview of how a post or a CTA is performing using HubSpot Analytics (shown above.) If you use the HubSpot Content Strategy tool effectively, you can also monitor the performance of specific topics. Answering these questions will help you understand: * The topics you should spend more/less time producing content about. * High performing posts to analyze further - is it the keyword, the writer, the style of post? What's contributing to its success? * Does every single post provide a relevant next step? Then, you can use these insights to cut down on areas that aren’t producing value. ### 4\. Raising the Stakes In Your Content One of the biggest [marketing mistakes](https://app.hubspot.com/content-detail/275827/blog-post/5812831999/performance) that a content writer can make is keeping content too neutral. Because if your content has no conflict, it’s not going to be very interesting. Take this very article, for example. I called out Lenovo. I called out B2B marketers. And it's not to offend anyone; it's merely to sprinkle in some tension. Content that offers a strong opinion may turn off a reader, but it won't offend your target customer if you come to the table with a good argument. For instance, our ideal customer believes in the inbound methodology. The content that describes the benefits of inbound and challenges alternative methods will probably turn off a negative persona of ours, who values different tactics, like paid media or cold calling. And that's fine. We still attract our ideal customer and make it clear to a negative persona that we’re not a good fit for them. ### Getting More From Your Content Marketing Efforts If you want to drive results through content marketing, one of the best things you can do is to invest in a solid inbound marketing strategy. With an inbound marketing strategy, you can create the best personas, set meaningful marketing goals, and make a real commitment to your customer. A content marketing strategy that doesn’t fit within a larger inbound plan may get your traffic and leads, but without the right foundation, you’ll fail to attract the right customer or effectively nurture the leads that you have. To learn more about creating a inbound marketing strategy that will help you get the most from content, check out our free guide, [Conquering The Inbound Marketing Mountain](/conquer-the-inbound-marketing-mountain). [![inbound-marketing-mountain](https://no-cache.hubspot.com/cta/default/275827/367c8116-5457-4d10-b63f-48eca429056b.png)](https://cta-redirect.hubspot.com/cta/redirect/275827/367c8116-5457-4d10-b63f-48eca429056b) ## Latest, related and recommended posts [ ![What is closed-loop marketing? Definition, process, and examples](https://www.leanlabs.com/hs-fs/hubfs/2022%20blog%20featured%20images/26%20(2)%20(1).png?width=500&height=500&name=26%20(2)%20(1).png) Growth Marketing What is closed-loop marketing? Definition, process, and examples Read more ](https://www.leanlabs.com/blog/what-is-closed-loop-marketing) [ ![Loop marketing vs. inbound marketing: what changed and what didn't](https://www.leanlabs.com/hs-fs/hubfs/2022%20blog%20featured%20images/37%20(4)%20(1).png?width=500&height=500&name=37%20(4)%20(1).png) Growth Marketing Loop marketing vs. inbound marketing: what changed and what didn't Read more ](https://www.leanlabs.com/blog/loop-marketing-vs-inbound-marketing) [ ![How to implement loop marketing: the 90-day roadmap](https://www.leanlabs.com/hs-fs/hubfs/2022%20blog%20featured%20images/32%20(1)%20(1).png?width=500&height=500&name=32%20(1)%20(1).png) Growth Marketing How to implement loop marketing: the 90-day roadmap Read more ](https://www.leanlabs.com/blog/how-to-implement-loop-marketing-90-day-roadmap) [![About Lean Labs](https://www.leanlabs.com/hubfs/LL%20V4.1/logos/LL%20Logo%20Dark.svg)](https://www.leanlabs.com) Lean Labs builds growth machines that take 7-figure startups to 8\. → [**See How!**](https://www.leanlabs.com/approach/why-lean-labs) Share [ ![Share on facebook](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/Facebook.svg) ](http://www.facebook.com/share.php?u=https%3A%2F%2Fwww.leanlabs.com%2Fblog%2Fb2b-digital-content-strategy-content-marketing%3Futm%5Fmedium%3Dsocial%26utm%5Fsource%3Dfacebook) [ ![Share on linkedin](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/LinkedIn.svg) ](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.leanlabs.com%2Fblog%2Fb2b-digital-content-strategy-content-marketing%3Futm%5Fmedium%3Dsocial%26utm%5Fsource%3Dlinkedin) [ ![Share on reddit](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/reddit.svg) ](https://www.reddit.com/submit?url=https%3A%2F%2Fwww.leanlabs.com%2Fblog%2Fb2b-digital-content-strategy-content-marketing%3Futm%5Fmedium%3Dsocial%26utm%5Fsource%3Dreddit) [ Grade my site![chevron-right](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/chevron-right.svg) ](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLLUGeyXuIFe4n%2B1E42IAXAWWgWgkkHKyylkCaC53TFA5LXNKHbY1ByeZ7mNZ9WHFS1WfZ1VrTarTazLKDbOc%2Btc%2Bg%2BBT11oQTrJhYOQyf5sCqDNGXudXVDytcA7Jb2UdS%2FC5xT4BZA6pMCL%2BHU0XpBYZ%2B0d78FOiUQsXv09XXmngTg%3D&portalId=275827) ![grader laptop](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/grader%20laptop.png?width=552&height=454&name=grader%20laptop.png) ### AI Website Grader Uncover what’s working, pinpoint areas that need improvement, and get trained AI's recommendations on how to turn your website into your brand’s #1 salesperson. 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"@type": "Thing" } ], "author": { "name": "Kevin Barber", "@type": "Person", "sameAs": [ "https://www.linkedin.com/in/thekevinbarber", "https://www.thekevinbarber.com/", "https://www.entities.org/entity/kevin-barber" ], "jobTitle": "Head of AI Growth" }, "headline": "B2B Digital Content Strategy: The Best Way to Drive Results Through Content Marketing", "keywords": "B2B digital content strategy, content marketing, pillar content, content repurposing, B2B marketing, inbound marketing", "publisher": { "@id": "https://www.leanlabs.com/#organization" }, "inLanguage": "en-US", "description": "Learn proven B2B digital content strategy tactics including pillar content, content repurposing, waste reduction, and raising the stakes in your content marketing.", "dateModified": "2022-06-16T18:56:41.441Z", "datePublished": "2019-06-28T13:00:00.000Z", "articleSection": "Growth Marketing", "potentialAction": { "@type": "ReadAction", "target": "https://www.leanlabs.com/blog/b2b-digital-content-strategy-content-marketing" }, "mainEntityOfPage": { "@id": "https://www.leanlabs.com/blog/b2b-digital-content-strategy-content-marketing" }, "isAccessibleForFree": true } ], "@context": "https://schema.org" } { "@type": "BlogPosting", "@context": "https://schema.org", "articleBody": "Whenever I have trouble sleeping, I read B2B sales content. I'm out like a light in minutes. I'm joking. Sort of. You see, in spite of having every opportunity to make exceptional content, a lot of enterprise level B2B companies only have old brochures, brand-centric videos, and boring customer case studies on their websites. However, a lot of these companies also have thousands of sales representatives and account managers. They doesn't need content marketing to get more business. Unless you're on the same scale as those enterprise level corporations, content marketing is something you absolutely need. And if you want actual results, you need to go beyond stale B2B content. You need content that's going to help you grow. The B2B Digital Content Strategy Tactics You Need To Implement This Year A B2B digital content strategy is a plan to provide more value and guidance to your customer through content. It's content that you specifically create for every buyer journey stage. And at the risk of offending a lot of B2B marketers, in my experience, a lot of B2Bs do not take this approach. I've always been curious about why so much B2B content is like this, so I asked a B2B marketer about it. Her answer shocked me Oh, our customers know who we are. We have some stuff on our website, but we don't need content. Our customers don't buy that way. You may think that oh, she must work for a company like Lenovo! But guess what. She doesn't. Her company isn't a leader in their space. Her company doesn't have a crazy amount of customers. She's always looking for ways to move the needle in marketing. And she doesn't think content marketing will do it, because what she really believes is We've done things a certain way, and so far, it's been working. But more and more, her tactics are not working, because 85 percent of users ignore paid ads and focus on organic search results (imForza.com, 2012) 71 percent of readers are turned off by content that seems like a sales pitch (Economist Group, 2014) Three-quarters of buyers say that the content of potential vendors has a “significant impact” on the one they choose (Demand Gen, 2017) And it's only going to get worse. Because if you think that your customer doesn't need content, what you're really saying is that you have a customer that knows everything already. You're saying that your customer has complete loyalty to you. Your customer will keep buying, no matter what. But guess what? That kind of customer does not exist. And if you haven't realized that by now, you're already behind. However, if you start soon, within six months to a year, you can start getting results. Especially if you use a method similar to our 10X, our growth methodology. It's a strategic approach to content that gradually increases your current traffic, leads, opportunities, and customers month-by-month. But it requires a hardcore commitment to exceptional content. In our experience, these are some of the B2B digital content strategy tactics that can get you there. 1. Going All In On High-Quality Pillar Content Pillar content is one of the best ways to provide value to your customer. And there's also a huge benefit for you. You can use pillar content to rank for highly competitive keywords, or quickly rise to the top of the SERPs with a low competition keyword. Either way, your B2B digital content strategy should include a plan for a high-quality pillar page. One of our pillar pages, for instance, is about HubSpot vs. Wordpress. While it's not a very competitive keyword (details below), we talk to prospective inbound clients about this a lot. We can’t afford not to talk about it on our site. That’s why it deserves more attention. 2. Finding Opportunities To Reuse And Repurpose Content Assets Another reason that some B2B marketers have told me they don't prioritize content is because they already have assets that provide enough value. Well, that still isn't a reason not to produce new content. Because there are a ton of ways to repurpose that awesome asset for different channels. In this video, Gary Vee, marketing guru, talks about how he can turn one content asset into 34 pieces of content, following a process he calls “The Content Pyramid.” The content pyramid takes one piece of content and breaks it into A post on your blog or VLOG A topic for a QampA show A lead-in for an interview A collaboration with an influencer or peer Keynote speeches A theme for your podcast An IGTV video A short-form video for YouTube or Vimeo An article A meme An image to share across Twitter, Facebook, Pinterest or Instagram A series of quotes A GIF A text social post for Quora, LinkedIn, Facebook or Snapchat. A topic of a marketing email And that's only 15 ideas to repurpose and distribute content. 3. Trimming Down On Waste In Your Content Processes Content marketing can be expensive. However, spending a lot on content production doesn’t always ensure quality. You can invest a lot in an ineffective strategy, then burn through your budget on assets that don't perform. That's why whenever I create a new B2B digital content strategy, I look for ways to trim down on waste. In addition to repurposing content, I also like to study the performance of older content assets. I ask questions such as Which topics aren't receiving a lot of engagement? Which posts are visitors spending the most time on? How long have those posts been live? Which CTAs are getting the most clicks and submissions? What posts are driving the most traffic from that CTA? If you use HubSpot, answering these questions will be a breeze. You can get a complete overview of how a post or a CTA is performing using HubSpot Analytics (shown above.) If you use the HubSpot Content Strategy tool effectively, you can also monitor the performance of specific topics. Answering these questions will help you understand The topics you should spend more/less time producing content about. High performing posts to analyze further - is it the keyword, the writer, the style of post? What's contributing to its success? Does every single post provide a relevant next step? Then, you can use these insights to cut down on areas that aren’t producing value. 4. Raising the Stakes In Your Content One of the biggest marketing mistakes that a content writer can make is keeping content too neutral. Because if your content has no conflict, it’s not going to be very interesting. Take this very article, for example. I called out Lenovo. I called out B2B marketers. And it's not to offend anyone it's merely to sprinkle in some tension. Content that offers a strong opinion may turn off a reader, but it won't offend your target customer if you come to the table with a good argument. For instance, our ideal customer believes in the inbound methodology. The content that describes the benefits of inbound and challenges alternative methods will probably turn off a negative persona of ours, who values different tactics, like paid media or cold calling. And that's fine. We still attract our ideal customer and make it clear to a negative persona that we’re not a good fit for them. Getting More From Your Content Marketing Efforts If you want to drive results through content marketing, one of the best things you can do is to invest in a solid inbound marketing strategy. With an inbound marketing strategy, you can create the best personas, set meaningful marketing goals, and make a real commitment to your customer. A content marketing strategy that doesn’t fit within a larger inbound plan may get your traffic and leads, but without the right foundation, you’ll fail to attract the right customer or effectively nurture the leads that you have. To learn more about creating a inbound marketing strategy that will help you get the most from content, check out our free guide, Conquering The Inbound Marketing Mountain.", "articleSection": ["Growth Marketing","ll-no-index"], "keywords": ["Growth Marketing","ll-no-index"], "author": [ { "@type": "Person", "name": "Melissa Randall", "url": "https://www.leanlabs.com/blog/author/melissa-randall" } ], "dateModified": "2026-07-22 09:07:33.000Z", "description": "Whenever I have trouble sleeping, I read B2B sales content. I'm out like a light in minutes. I'm joking. Sort of. You see, in spite of having every opportunity to make exceptional content, a lot of enterprise level B2B companies only have old brochures, brand-centric videos, and boring customer case studies on their websites. However, a lot of these companies also have thousands of sales representatives and account managers. They doesn't need content marketing to get more business. Unless you're on the same scale as those enterprise level corporations, content marketing is something you absolutely need. And if you want actual results, you need to go beyond stale B2B content. You need content that's going to help you grow.", "headline": "B2B Digital Content Strategy The Best Way to Drive Results Through Content Marketing", "image": [ { "@type": "ImageObject", "contentUrl": "https://www.lean-labs.com/hubfs/digitalcontentmarketingresults.jpg", "url": "https://www.lean-labs.com/hubfs/digitalcontentmarketingresults.jpg", "caption": "B2B Digital Content Strategy The Best Way to Drive Results Through Content Marketing", "sourceOrganization": { "@type": "Organization", "name": "Lean Labs" }, "width": "600", "height": "315", "creditText": "Melissa Randall/Lean Labs", "dateCreated": "2019-06-28 09:00:00.000Z" } ], "thumbnailUrl": "https://www.lean-labs.com/hubfs/digitalcontentmarketingresults.jpg", "inLanguage": "en", "isPartOf": { "@type" : "Blog", "@id": "https://www.lean-labs.com/blog/", "name": "Lean Labs Blog", "publisher": { "@type": "Organization", "@id": "https://www.lean-labs.com", "name": "Lean Labs" } }, "mainEntityOfPage": { "@type": "WebPage", "@context": "https://schema.org", "url": "https://www.leanlabs.com/blog/b2b-digital-content-strategy-content-marketing", "dateModified": "2026-07-22 09:07:33.000Z", "inLanguage": "en", "additionalType": "article_leaf", "publisher": { "@type": "Organization", "name": "Lean Labs", "@id": "https://www.lean-labs.com/#organization", "logo": "https://www.lean-labs.com/hubfs/LL%20V4.1/logos/LL%20Logo%20Dark.svg", "url": "https://www.lean-labs.com/", "sameAs": [ "https://www.linkedin.com/company/lean-labs/", "https://ecosystem.hubspot.com/marketplace/solutions/lean-labs", "https://www.glassdoor.com/Reviews/Lean-Labs-Reviews-E3982766.htm", "https://www.youtube.com/@LeanLabs1", "https://www.facebook.com/LeanLabs/", "https://x.com/leanlabs?lang=en", "https://rocketreach.co/lean-labs-profile_b5f5471df42d3400", "https://www.crunchbase.com/organization/lean-labs-eed8" ] }, "name": "B2B Digital Content Strategy The Best Way to Drive Results Through Content Marketing", "headline": "B2B Digital Content Strategy The Best Way to Drive Results Through Content Marketing", "description": "Whenever I have trouble sleeping, I read B2B sales content. I'm out like a light in minutes. I'm joking. Sort of. You see, in spite of having every opportunity to make exceptional content, a lot of enterprise level B2B companies only have old brochures, brand-centric videos, and boring customer case studies on their websites. However, a lot of these companies also have thousands of sales representatives and account managers. They doesn't need content marketing to get more business. Unless you're on the same scale as those enterprise level corporations, content marketing is something you absolutely need. And if you want actual results, you need to go beyond stale B2B content. 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