B2B Content Marketing: Ahrefs’ Guide

B2B content marketing is creating and promoting content to attract other businesses that are your target customers.

Content marketing is essential for B2B businesses because education prospects help them make buying decisions.

According to Statista, 30% of marketers say content marketing offers the highest ROI of any digital marketing channel. Furthermore, in HubSpot’s State of Inbound Marketing Trends 2022, content marketing is one of the top three marketing strategies for B2B brands.

There are also plenty of real-life examples. Ahrefs, HubSpot, Shopify, Animalz, and Deloitte are some of many that have succeeded with this marketing type.

In this guide, I’ll explain how we do content marketing at Ahrefs, a B2B business.

There are two main differences between B2B and B2C content marketing.

1. More decision-makers

Generally speaking, there are more decision-makers involved in the B2B buying process. There are plenty of times when the person using the product or service is different from the one buying it.

For example, an in-house SEO may be the one using our toolset, but the chief marketing officer (CMO) or chief financial officer (CFO) may be the one who approves the purchase.

As a result, your content will need to target more than just the operator alone. It’ll also have to help the operator convince other relevant stakeholders to purchase your product or service.

For B2C, the person buying is...