Strategy

6 reasons why content marketing is important for B2B
Written By: Eleanore Nash
April 17, 2025
You have a killer B2B service and know exactly who your dream client is. But how do you persuade your audience that your business is the perfect fit? Or even get your offer in front of them in the first place?
Enter B2B content marketing and its benefits.
Content marketing is one of the best ways for B2B brands to make valuable connections with their audience. It helps establish their voice and identity, build trust with prospective clients, and develop long-lasting relationships with existing customers. Oh, and it helps generate leads and drive conversions, too.
Below, we explore the benefits of B2B content marketing in detail.
Why content marketing is important for B2B
There are six key reasons why content marketing is important for B2B brand strategy. These include:
1. Boost your SEO
In our experience from working with over 200 clients, around 90% of the content you publish should help your website rank in search engine result pages (SERPs) for highly relevant keywords that your target audience is actively searching for.
But how do you rank in SERPs? SEO-optimized blog content! Publishing high-quality, informative, user-friendly, EEAT-written, and keyword-optimized blogs helps increase the SEO value of your website.
Plus, the more high-quality ranking content you publish, the easier it becomes for future content to rank, too. Yep! One of the benefits of B2B content marketing is its compounding effect on the SEO value of your website.
In practice:Let’s imagine you’re a 10-person SaaS company that offers a leading hiring software to help businesses streamline their recruitment. Your target audience includes tech startups and fast-growing companies looking for scalable, structured hiring processes. You’ve come to Scribly for guidance on content marketing. To create a B2B content marketing strategy that benefits your SEO, we’ll:
Intrigued? Check out each “in practice” section below to learn more. |
2. Increase your brand awareness
Done right (read: with SEO optimization front of mind and a strong content strategy to back it up), your blogs should rank in SERPs for topics relevant to your target audience. As these prospects find your blogs, they also find your website, which introduces them to your business and offering.
Though they might not engage with your business beyond reading that one blog at first, they still become aware of your brand — and that’s why content marketing is important for B2B. That initial touchpoint lays the foundation for future engagement.
If your content is valuable and memorable, prospects are more likely to return when they need more information. Or, better yet, when they’re looking for your product or service.
In practice:At Scribly, we develop a content strategy unique to your business goals and map it to buyer search intent and prospects' key pain points. Let’s say your target audience is struggling to hire top talent — they keep losing out to bigger companies with stronger brand recognition and higher salaries. Based on this pain point, your audience might be interested in learning more about how to attract top talent or what benefits top candidates look for in a job. To confirm that these topics are relevant to your audience, we’ll search for related keywords, ensuring they have search volume and match search intent. Example keywords include “attracting top talent,” “how to attract top talent,” and “attract top talent.” Then, we’ll write an SEO-optimized blog called How to attract top talent to your startup (and compete with bigger companies) to address the identified pain point. Of course, the blog will follow all SEO best practices to help it rank highly in SERPs and get as many impressions — meaning a user has seen a link to your site in Google Search, Discover, or News — as possible, helping to increase your brand awareness. |
3. Build trust and credibility
A key benefit of B2B content marketing is that it allows you to establish yourself as an expert in your field. Rather than just selling your goods or services, you can use thought leadership blogs to share valuable information, educate customers, and build rapport.
Content that shares behind-the-scenes insights, customer testimonials, and authentic stories also helps humanize your business. This transparency contributes to building trust with your audience.
In practice:
Beyond writing product-focused blogs, our goal is to build your industry credibility. So, as part of your B2B content strategy, we’ll write thought leadership blogs that tackle real hiring challenges your target audience is struggling with (remember those pain points we mentioned earlier?) We’ll address sensitive HR topics like hiring biases — not just in theory but with actionable strategies and real-world examples from other startups, so the content is as relatable as possible. These customer-centric guides help your target audience improve their own hiring processes, whether they use your SaaS company’s app or not. By consistently providing valuable insights without a sales pitch, we help establish your business as a trusted industry expert. Over time, this credibility fosters stronger relationships with potential customers, making them more likely to turn to your solution when they're ready to invest in new tools. |
4. Drive more traffic to your website
The more high-quality content you publish to your website, the more opportunities you have to cover a range of topics that resonate with your audience, target relevant keywords, rank highly in SERPs, and attract a wider audience. In short, content marketing is important for B2B because it helps drive traffic to your website.
Top tip: Ranking in SERPs isn’t enough to drive prospects to your site. Your content needs to be valuable and enticing to encourage users to click through from SERPs and engage with the rest of your website.
It’s also important to note that search engines favor websites that regularly update their content. Consistently publishing new and relevant information signals to search engines that your website is active, authoritative, and worthy of ranking at the top of SERPs, further boosting your visibility and traffic over time.
In practice:Remember the How to attract top talent to your startup (and compete with bigger companies) blog we wrote earlier? We know it’s relevant because it addresses your target audience's pain point. Let’s also assume it ranks on page one of SERPs. Now, our goal is to get users to click through to the blog, turning impressions into site traffic. Here, we’ll ensure the blog’s meta description has a compelling call-to-action (CTA) to encourage users to click through from SERPs, something like “Struggling to attract top talent for your startup? Learn to compete with big companies by leveraging smart hiring strategies and showcasing your unique offering.” Then, we’ll keep users who click through engaged. We structure the copy well and make it visually pleasing. (All thanks to those SEO best practices we mentioned earlier). We want your content to not just drive traffic but engaged traffic. |
5. Generate leads and conversions
Perhaps most importantly, content marketing benefits B2B companies because it guides prospects through each stage of the sales funnel, from awareness to conversion and loyalty.
While you can read our in-depth post about how content marketing drives sales, here’s the general gist:
Top of funnel: Educational and SEO-optimized content attracts potential customers by addressing their pain points and introducing them to your brand.
Middle of funnel: In-depth content like comparison guides and case studies help prospects evaluate solutions while positioning your brand as a potential option.
Bottom of funnel: Conversion-focused content like product demos, testimonials, and free trials give prospects the final push to choose your solution, driving sign-ups and sales.
Top tip: Well-crafted content should always include clear CTAs, encouraging visitors to take the next step, whether that’s signing up for a newsletter, downloading a resource, or booking a product demo.
In practice:At Scribly, we design B2B content strategies to move customers down the sales funnel. Part of mapping their pain points is identifying their thought process and obstacles at each stage of the buying process. That’s why some blogs are more informational and aim to increase brand awareness, while other blogs are more conversion-led and aim to turn leads into clients. For example, your prospective clients might take five key phases to move from awareness to action.
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6. Establish a presence on multiple channels
Of course, the benefits of B2B content marketing aren’t limited to your website. You can also repurpose blog content into other formats to share on other channels, including email newsletters, LinkedIn or Facebook posts, and more.
A multi-channel approach ensures that your content reaches your audience wherever they are and lets you cater to different preferences within your target audience, increasing the chance they’ll see and engage with your content and business.
In practice:As an SEO-focused B2B content marketing agency, our primary goal is to help your website rank at the top of the SERPs. However, we also know that content isn’t limited to Google. That’s why we repurpose a lot of web and blog content for other marketing channels to help you reach your target audience in more ways. Let’s say the startups you’re targeting are highly active on LinkedIn. It’s where they promote their own business and achievements — so we’ll want to promote yours there, too. To help build your industry authority, we’ll repurpose thought leadership blogs into concise LinkedIn carousels. To demonstrate the effectiveness of your software, we’ll turn case studies into infographics. We’ll also repost customer testimonials as social proof to build trust and credibility with potential clients. |
Enjoy the benefits of B2B content marketing with Scribly
These are just a few reasons why content marketing is important for B2B. But how do you enjoy the benefits and get results that truly impact your business?
If you want someone else to take your B2B content marketing off your hands, book a free strategy call to learn about our end-to-end services and how they can help you grow your business organically.
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