In the digital age, content marketing is how companies build trust and familiarity with their audiences. It is especially important in business to business (B2B) marketing, where decisions are often guided by these factors. In this Lucidchart diagram, we take a deep dive into B2B content marketing: what it is, how to develop a comprehensive strategy, and a few B2B marketing quotes from influential content leaders in the space.

1. What is B2B Content Marketing?
The act of ?creating, publishing,
and distributing" content for a
targeted audience online.
DESIRED OUTCOMES?
Generating
Leads
Expanding
Customer Base
Increasing
Sales
Growing Brand
Awareness
Building
Communities
3 PRIMARY REASONS W HY IT'S CRITICAL IN THE B2B SPACE:
Business decisions
tend to be based on
rational
motivations.
Reliably good
content helps
inform these
decisions and
create consensus
within buying
committees.
The best content
marketing speaks
directly to a
specific audience.
B2B products and
services tend to
have more narrowly
defined target
markets than B2C.
B2B buyers are
autonomous in
researching
purchases. The
advantages of
being discovered,
viewed as
trustworthy, during
this process are
immense.
How to Create a B2B Content
Marketing Strategy
1. Define Your
Audience
2. Define
Your Unique
Expertise
3. Conduct
Competitive
Research
4. Pick Your
Platforms &
Format
5. Define
Your Goals &
W hat Success
Looks Like
6. Create
Your Content
Calendar
7. Test and
Learn W hat
Works

2. B2B Content Marketing Quotes
?In a sea of mediocre content, a brave
tone can be a big differentiator.?
-Ann Handley
?Tools are great, but content marketing
success is about the wizard, not the wand.?
-Jay Baer
?To stand out from the swell, we must
quietly say only what is important. Briefly
and with care.?
-Brian Solis
Content Source: "What Is B2B Content Marketing and How To Do It
Effectively in 2018" written by Kylee Lessard.
?Maybe stories are just
data with a soul.?
-Brene Brown
?If you can take your personality
and inject it into the message you
share, you?ll be one step ahead.
-Jason Miller