B2B content strategy is the key to successful, sustainable sales pipelines, but it can feel like a lot of hard work and a bit fruitless, especially at the beginning. There is no shortcut to the hard work aspect, but there are five concepts that, if implemented, will see results happen quicker.
These five B2B content strategy concepts aren’t just me getting all theoretical but battle-tested approaches (used by us and others) that have helped businesses turn content from a cost centre into a revenue engine.
Technology brands have a higher difficulty level in B2B marketing.
We work across several industries, but technology is one industry we over-index in.
Technology brands face particular B2B marketing challenges: translating complex solutions into clear, compelling narratives. This challenge is not unique to this industry but is a key feature. Tech marketing demands succinctly and engagingly communicating intricate value propositions. This means that tech B2B content strategy sometimes feels set on the “hard” difficulty level.
Content is your global calling card. It’s how you demonstrate expertise when you can’t be in the room. It’s how you build trust when physical proximity isn’t possible. And increasingly, it’s how you compete when traditional sales channels are becoming less effective.
1. Zero click marketing
In the old days, it was all about solely driving people to your website, which must remain a key part of your strategy. The issue is that today, platforms (like LinkedIn) restrict post reach when they require you to go off-platform. That means that when you’re asking people to read your content, you have to get them to click the link in the comments – not a great user experience.
A newer tactic in B2B content strategy is to supplement posts that ask people to visit your website with additional posts that contain all the content within themselves (“zero click”). This means that key messages are reiterated, and value is given without expecting readers to click off the platform. Instead, the idea is to generate engagement and reaction and build followers within the platform.
However, we need them to engage with our website, newsletter, and content (we will discuss first-party data later). A good tactic is to have the best of both worlds: when you publish website content, ensure that the post itself represents the content well so that even if they don’t click on the website link, they will have gotten value from what you’re posting.
Most of our clients are now working on more of a 40% TOFU , 40% MOFU, and 20% BOFU funnel mix in their B2B Content Strategy.
2. Focus on MOFU and BOFU
The classical B2B content strategy focuses on the Top of the Funnel (“TOFU”) and, to a lesser extent, the Middle (“MOFU”) and the bottom (“BOFU”). But things have changed. TOFU is getting crowded, and with AI search, people appear to be entering the funnel in much later stages of research and enquiry.
Most of our clients are now working on more of a 40% TOFU (attracting new followers or prospects), 40% MOFU (enriching existing prospects along the funnel), and 20% BOFU (asking them to take action).
This means your content needs to not just talk about customer problems but also focus on customer solutions. Customer stories are fantastic here. However, if you’re superb at what you do, customers may not want to discuss what you did together because it’s given an edge over their competition. If so, there are ways around it. You can go with anonymous customer stories. Percentages are always a good compromise with a customer – it’s easy to say you had (example) 50% growth without disclosing the actual numbers before and afterwards.
3. Measure, but measure different things at different times
Most marketers will experience, at some point, a stakeholder saying something about “vanity metrics” within your B2B content strategy. In this post, we wrote about vanity vs. valuable metrics. Marketing metrics are tricky because there is usually not one metric you can look at that will tell you the whole story.
Instead, think of your metrics like a car dashboard: speed, fuel, temperature, and navigation all work together to give you a clear picture of your journey. Focusing on just one metric, like speed, might get you there faster, but it could also lead to running out of fuel.
When starting, prioritise foundational metrics that align with your goals, like traffic to key landing pages or email sign-ups. As your strategy evolves, shift focus to metrics that measure deeper engagement, like content downloads, webinar attendance, or sales-qualified leads.
It’s not about tracking everything at once—it’s about identifying what’s most actionable right now and adapting as you go. When working with clients, we generally work to generate a hypothesis and then set measurement criteria around that. The hypothesis needs to be over a period that is actionable and ambitious – usually a quarter or a month. For example, when launching a new campaign, set a short-term hypothesis like “We expect a 20% increase in newsletter sign-ups this quarter” and measure against that.
Koda is not just a handsome dog, he is pure engagement bait on LinkedIn. Does not necessarily advance good B2B Content Strategy. But also, dogs are the greatest.
4. Don’t polish, publish (but think about TMI)
Doubt killed far more ideas than failure ever did. I’ve seen it repeatedly: good content never gets published because the organisation twists itself in knots to perfect it (or worse, sanding out any personality).
At Europa Creative Partners, we pour all our love, skill, and diligence into everything we do, especially content. However, we do it knowing we will be warmly embarrassed by the same content a year later. When developing content, anticipate future iterations. If last year’s content doesn’t make you cringe a little, you’re likely not moving fast enough. Embrace dynamic strategies that respond to market signals.
That said, oversharing in pursuit of engagement can backfire. While personal stories can build connections, not all engagement is good engagement. Highly personal posts attract a large audience but may not be the right audience for your business goals.
It all comes down to boundaries: set the parameters of what you’re comfortable with and stay within them. (By the way, I admire several business people who have minimal boundaries about what they share on professional networks and manage to balance business success with incredible reach and virality).
I love telling stories from my personal experiences. Still, there are definite limits to what I’ll share, especially in professional forums (I cannot deny that this may have something to do with being a slightly repressed Gen Xer). I have to balance that with the knowledge that despite producing a lot of professional content, the engagement on those pales compared to the handful of times I’ve shared a picture of my dog.
5. Owning your audience
The algorithms giveth, and the algorithms taketh away. Building your strategy entirely on rented land (read: social media platforms) leaves you vulnerable to sudden changes in reach and engagement. Instead, invest in owned channels like newsletters, podcasts, or even communities on Slack.
When platforms shift—and they will—you’ll thank yourself for having a direct line to your audience. The year is barely a month old, and we have already seen significant shifts at places like Google and TikTok. HubSpot (for example) nailed owning their first-party community years ago by acquiring media assets like The Hustle, creating a pipeline of engaged followers without third-party algorithms to find their content.
Winning at B2B content strategy isn’t about chasing every new trend or throwing spaghetti at the wall to see what sticks. It’s about playing the long game: refining your approach, doubling down on what works, and letting go of what doesn’t.
Dream big, but start with small, practical steps
So, start small. Test, learn, and adapt. Zero-click content? Try it. Shifting focus to MOFU and BOFU? Adjust your messaging. Metrics? Keep an eye on them, but don’t let them dictate every move. The best strategies aren’t born fully formed; they’re built, piece by piece, through experimentation and persistence.
Let’s get started
Your audience isn’t waiting for perfection. They’re waiting for you to show up, share your expertise, and solve their problems. If you want to get started or think you can improve on what you already have, we are here to help. Reach out for a free consultation. Let’s get started.