4. Create content for all stages of the marketing funnel
Posted: Wed Jan 22, 2025 10:57 am
Use a competitor analysis tool to dig deeper into your competitors’ content strategy. For example, Ahrefs Site Explorer helps you explore your competitor’s backlink profile, so you can identify the types of content that are getting links from reputable sites.
Screenshot of Ahrefs' backlinks report showing a list of luxembourg b2b leads websites referring to ahrefs.comSource: Ahrefs
Since the B2B buying journey is much longer, you need content to engage buyers at every stage of the marketing funnel. People will have different needs and concerns based on where they are in the funnel.
Top of funnel (Awareness) – This is where people start to learn about your business and its products or service offerings. Social media posts, blog posts, guest blog posts, infographics and podcasts are some examples of ToFu content.
Middle of funnel (Consideration) – At this stage, people are starting to consider your product or service as an option. Ebooks, webinars, product feature pages, product comparisons and live video are some examples of MoFu content.
Bottom of funnel (Decision) – This is where they finally decide on a solution and convert into buyers. Customer case studies, pitch decks, proposals and website pricing pages are some examples of BoFu content.
Infographic of a marketing funnel with five stages: awareness, consideration, decision, adoption and advocacy.
5. Explore content distribution and promotion
A B2B content marketing strategy is only as effective as its distribution strategy. It’s not enough to just create great content. What matters is how you distribute it to the right people through the right channels.
As briefly mentioned earlier, social media is one of the most popular distribution channels. Many successful B2B marketers even go beyond organic social and invest in paid social to promote their content. In the Semrush survey from earlier, 49% of very successful content marketers used paid social for promoting content.
Screenshot of Ahrefs' backlinks report showing a list of luxembourg b2b leads websites referring to ahrefs.comSource: Ahrefs
Since the B2B buying journey is much longer, you need content to engage buyers at every stage of the marketing funnel. People will have different needs and concerns based on where they are in the funnel.
Top of funnel (Awareness) – This is where people start to learn about your business and its products or service offerings. Social media posts, blog posts, guest blog posts, infographics and podcasts are some examples of ToFu content.
Middle of funnel (Consideration) – At this stage, people are starting to consider your product or service as an option. Ebooks, webinars, product feature pages, product comparisons and live video are some examples of MoFu content.
Bottom of funnel (Decision) – This is where they finally decide on a solution and convert into buyers. Customer case studies, pitch decks, proposals and website pricing pages are some examples of BoFu content.
Infographic of a marketing funnel with five stages: awareness, consideration, decision, adoption and advocacy.
5. Explore content distribution and promotion
A B2B content marketing strategy is only as effective as its distribution strategy. It’s not enough to just create great content. What matters is how you distribute it to the right people through the right channels.
As briefly mentioned earlier, social media is one of the most popular distribution channels. Many successful B2B marketers even go beyond organic social and invest in paid social to promote their content. In the Semrush survey from earlier, 49% of very successful content marketers used paid social for promoting content.