B2B Email Marketing Benchmarks 2026

A B2B content marketing strategy is only as effective as its distribution strategy. Use a competitor analysis tool to dig deeper into your competitors’ content strategy. The purpose of content marketing is to create content that appeals to your target audience and addresses their pain points. When you know your content goals, it’s easier to identify the KPIs needed for measuring the efficacy of your strategy. Identifying and defining these goals will help you shape the rest of your content marketing strategy.

Additionally, the compatibility of technology stacks plays a crucial role in ensuring a smooth transition and adoption of new solutions. Consequently, the ability to seamlessly integrate new solutions with existing technology stacks has become a critical consideration for B2B buyers. Additionally, Ogilvy reports that three-quarters of B2B companies are actively using this strategy, with 40% having reported increased lead generation and sales outcomes as a result. This could include opinion pieces, industry trend reports, or even interactive tools and calculators that demonstrate your expertise. Despite the rise of new communication channels and marketing tactics, email remains a highly effective outreach strategy.

These updates will ensure they remain aligned with your evolving content marketing strategy. Frankly, in the age of social media, anyone in your organization could engage with prospects and customers, so it's helpful for all employees to align around the same information. Doing so can help them become more familiar with your customers and prospects. Your persona should include functional insights related to their job and details related to their engagement behaviors and content preferences.

Marketers who don’t use AI cite accuracy concerns

Ultimately, a well-executed multichannel distribution strategy enables B2B marketers to maximize their reach, engage with their target audience effectively, and stay ahead of the competition. With more users active on various social media platforms, businesses must adopt a multichannel content distribution strategy to effectively reach and engage their target audience. Utilizing intent data can provide insights into buyer interests and behaviors, helping marketers create highly relevant and personalized content, nurture campaigns, and sales outreach strategies. Usually it’s in the US mornings and European afternoons to account for our customers from those regions.

3 Focus on Content Formats That Convert

To find that muse, Joe recommends spending as much time as possible with the people you're creating content for. Before you develop personas more efficiently and accurately, though, you need to master the basics, starting with gathering demographic, psychographic, behavioral, and emotional insights. We don’t advise delegating persona development to artificial intelligence. Adding video testimonials, explainer videos, and webinars to your strategy can significantly boost lead quality.

Every successful strategy starts with a clear understanding of your goals and who you’re trying to reach. Ready to explore full-service content solutions starting at $2,000/month? LinkedIn’s data shows that 63% of marketers worldwide say campaigns that don’t include creators or influencers feel incomplete.

This tactic includes creating thoughtful, data-driven content that educates, entertains, or solves problems for decision makers in other businesses. This includes blog posts and online courses as well as a Design Circle community to connect with like-minded individuals. Canva isn’t just a great tool; it also boasts a solid B2B content marketing strategy to support its business users. You can continue to reap benefits for months or years after publishing content. You’ll spend money on labor and tools for content creation and publishing. Content marketing helps B2B companies educate and inform their target audiences.

• Canva isn’t just a great tool; it also boasts a solid B2B content marketing strategy to support its business users.
• Companies are investing more in owned channels, including websites, email lists, and communities, to have optimum control.
• Don't worry if you have a content marketing strategy focused on a simple platform like a business blog.
• Account-based marketing (ABM) works when you’re targeting 500-2,000 named accounts with multi-stakeholder buying committees.

So, start with directors or managers who are active on LinkedIn. The audience will recognize the inauthenticity, and the big bosses don’t necessarily have the same influence as employees with similar titles who do the work your audience is interested in. Unless your C-suite is organically active on the platform, don’t force them or ghostwrite their way into a presence.

Most B2B content marketing is inbound, meaning it’s focused on attracting potential customers through valuable, relevant and solution-focused content. In the B2B, or business-to-business model, a company markets and sells its offerings to other companies. In many cases, B2B content offers thought leadership, industry insights and targeted solutions that directly relate to the audience’s interests and pain points. For companies in the B2B space, there are many ways to reach and engage potential clients. Rather than targeting individual consumers, B2B marketing focuses on addressing the needs of professionals and organizations. Whether you’re launching a new initiative or refining an existing approach, this guide is your resource for everything B2B content marketing.

White papers are ideal for showcasing expertise and providing detailed solutions to high-level audience segments like decision-makers. Content should include a call-to-action (CTA) that urges audience members to take the next steps, whether that’s filling out a form to request more information or calling the sales team to schedule a demo. The data points and facts presented in the content must all be truthful and free of errors or false assertions that could mislead B2B audiences and cause damage to either the company or its target audience. Business leaders are busy and don’t often have time to read an entire resource cover to cover. Let’s talk about what exactly content marketing is, and why it’s so darn loveable. When it’s well-written, useful and strategically distributed, content encourages longer visits and ongoing interactions with your brand.

The content types B2B buyers say they rely on most at each stage of their journey are webinars (early), case studies (middle), and demos (late). “There’s a big push in content marketing to create long-form content, even if you don’t necessarily have a great deal of new data and research to share. Short-form content, such as infographics and blog posts, is also named by B2B buyers as the content type they find most appealing. Earning people’s attention and getting that mental real estate is a huge part of marketing success now. This is part of a broad shift towards looking at the buying cycle holistically instead of focusing on conversions. The average B2C blog post gets 9.7X more shares than a post published on a B2B site.

Your B2B SEO strategy and content Content marketing for B2B strategy should be tightly integrated, with keyword research informing content topics and content execution supporting ranking goals. Yet the majority of B2B marketers still operate without a formal strategy — publishing content reactively, measuring the wrong metrics, and wondering why their blog does not generate pipeline. B2B content marketing is a strategic approach focused on publishing and distributing valuable and relevant content to attract a clearly defined business audience. By publishing BOFU content, FreshBooks has consistently got new users on its platform.

Consistently executing these B2B content marketing strategies can help companies of all sizes create a brand that other businesses respect and want to work with. Figure out when and where content will be published so that it reaches the right audience, generates new leads, and nurtures current customers. By educating your target audiences with industry insights and simple tutorials, you’ll humanize your brand so other businesses know, like, and trust you.

By answering common questions and tackling pain points head-on, you position your brand as relevant and helpful from the start. It helps businesses connect with the right audience, build credibility and move prospects through the funnel in a way few other tactics can match. After the initial purchase, B2B companies should keep their clients informed, engaged and satisfied with resources that continue to enrich the business relationship with added value. Content that offers a deep dive or personalized perspective will help prospects make an informed choice when it comes time to make a final purchase decision. Client case studies and testimonials provide social proof, while landing pages help address prospects’ specific questions at this stage.

The decision-makers you’re trying to reach are human too. Fast, flexible, and fully customizable, Brightspot perfectly harmonizes your technology approach with your content strategy and grows with you as your business evolves. Brightspot helps global organizations meet the business needs of today and scale to capitalize on the opportunities of tomorrow.