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  • Dr Joseph Nightingale

B2B SEO Content Marketing: A Step-By-Step Guide [2023]

Updated: Nov 18, 2023

SEO content marketing isn't just for businesses targeting consumers. If you're a business that offers goods and services to other businesses (B2B), SEO marketing can also help you get ranked on Google.

High rise buildings in a central business district.

But, while business-to-consumer (B2C) companies can target a broad range of keywords and create a plethora of content, B2B SEO strategies and content writing must target a very specific audience.

In this guide, we'll go through every step you need to complete as you devise your B2B content marketing strategy. From keyword research to content creation, we've got you covered.

What is B2B SEO?

B2B SEO isn't about reaching the mass market or educating customers about the basics of your industry. Your audience – fellow businesses – already know the industry and take a more professional approach to seeking goods and services.

However, the process still involves creating and optimising site content to rank for keywords on the search engine results page (SERP). Doing so involves four broad aspects of SEO:

  1. Content SEO: This method targets your prospect's questions and common search queries to create content for B2B content marketing for SEO. The process includes the stages of research, brainstorming, content production, and marketing.

  2. On-page SEO: This pertains to the optimization of the content on a webpage or blog post. It includes a meta description and title tag, image alt text, and organising the content in a way that is both relevant to the user and easily discoverable by search engines.

  3. Off-page SEO: Often known as backlinks, this involves getting high-quality pages to link back to your content on a specific topic, which elevates your perceived authority in that subject area. It also covers user engagement on the page or post.

  4. Technical SEO: This refers to the behind-the-scenes optimizations you apply to your website's infrastructure. It encompasses elements such as your XML sitemap, site loading speed, and the responsiveness of your design.

B2C vs. B2B SEO: What's the Difference?

B2C and B2B SEO are both about generating organic traffic from search results. Even the broader goals are the same: increased sales, boost brand awareness, and become an authority in your industry.

So, what's the difference? In short: the buyer.

Consider how you approach buying goods and services as a business compared to a consumer. As a rule of thumb, businesses are:

  • More cautious.

  • More knowledgeable.

  • Clearer about what they want.

Navigating the B2B SEO landscape, therefore, requires a more nuanced understanding of this particular dynamic. Consider these key points:

  • Content Depth: B2B SEO content should incorporate industry-specific terminologies that resonate with an informed audience.

  • Extended Buying Cycle: B2B buyers often undergo a longer decision-making process, requiring content that consistently provides value over a prolonged period.

  • Long-tail Keywords: Given the unique, high-value solutions inherent in B2B transactions, targeting long-tail keywords can facilitate more effective engagement with a niche audience. These keywords are typically tied to user intent, adding substantial value to your SEO strategy.

5 Steps to Add to Your B2B SEO Content Marketing Strategy

1. Analyse Your Audience

Unless you've got a clear idea of who you're marketing to, you won't capture their attention. Determine their business goals and challenges and what questions they're likely to ask. For instance, addressing a business's specific pain points can work wonders.

Remember, they will be industry-savvy professionals seeking in-depth, technical information. Intros guides should not form a substantial part of your strategy. Nor should you talk in slang or with an unprofessional tone.

Creating buyer personas is a popular technique in B2B SEO. Not only does it humanise your potential customers, but it helps your B2B content writing speak to your target audience.

2. Perform Keyword Research

Your keyword research should be informed by your target audience. Go after keywords related to questions they're likely to ask or terms they use. These keywords will likely see substantially less traffic than those for B2C SEO. That's absolutely fine.

Often, the best keywords targeting businesses are long-tail keywords. These involve multiple words and are highly specific. Think "best invoice software for small businesses" as opposed to "invoice software."

Finally, consider search intent. There are four broad types of search intent:

  • Informational: Users are looking to gain knowledge about a subject (e.g., "What is invoice software")

  • Navigational: Users are trying to locate a particular page or site (e.g., "QuickBooks invoice software")

  • Commercial: Users intend to investigate a brand or product (e.g., "best invoice software")

  • Transactional: Users aim to carry out an action, such as a purchase (e.g., "purchase FreshBooks invoice software")

3. Start Creating Compelling Content

Not sure how to start B2B content writing? Your strategy should focus on in-depth, educational, and technical information. Here are some helpful tips:

  • Use a Professional Tone: B2B audiences expect a more formal and professional tone. Write clearly and concisely and avoid using slang or colloquial language.

  • Provide Value: Always strive to provide value to your audience. Whether it's answering a common question, providing industry insights, or sharing valuable tips and strategies, make sure your content offers something of value.

  • Use Storytelling: Even in the B2B sphere, storytelling can be a powerful tool to engage your audience. It can help humanise your brand, make complex topics more understandable, and make your content more memorable.

  • Back-Up Your Claims: Always backup your claims with data, statistics, or case studies. This not only lends credibility to your content but also provides further value to your audience.

  • Incorporate Visuals: Use relevant images, infographics, videos, and other visual content to break up text and make your content more engaging and easier to digest.

You'll want to theme your content around the keywords you identify. Your primary keyword should appear in the title tag, meta description, headers, image alt text, and throughout the body text. Aim for a keyword density of 1-2% for best results – although anything above 0.5% usually works.

Optimal keyword density graphic.

Integrating long-tail keywords naturally is more difficult. Never force them into your text – add them where appropriate. It's better for the text to read well than to be perfectly optimised. Put another way: write for readers, not search engines.

Don't just stick to blog posts – vary the styles and topics to appeal to your target audience. Your B2B content marketing strategy could include:

  1. Industry Analysis: Write a blog post analysing current trends in your industry or predicting future trends.

  2. Case Studies: Share successful projects or partnerships your company has had. This not only provides social proof but also demonstrates your expertise.

  3. White Papers: Create in-depth reports on specific topics relevant to your industry. This can help establish your brand as a thought leader.

  4. How-to Guides: Write comprehensive guides on how to do something related to your industry or service.

  5. Interviews: Interview industry experts or thought leaders. This not only provides valuable insights to your audience but can also help increase your reach if the interviewee shares the content with their own network.

  6. Webinars or Video Tutorials: Create video content demonstrating how to use your product or providing valuable tips and strategies.

  7. Infographics: Create visual content that presents data or complex topics in a clear and engaging way.

  8. News Updates: Share news or updates from your industry or company.

  9. Podcasts: Start a podcast where you discuss industry trends, interview experts, or share tips and strategies.

  10. Product Comparisons: Write articles comparing your product or service with similar ones on the market.

4. Implement On-Page Optimisation

On-page SEO optimisation involves refining specific elements of your webpage to improve its performance in search engine rankings. It's not just about adding keywords but creating a well-structured, informative, and user-friendly page. Here's a checklist for effective on-page SEO:

  1. Title Tags: Make sure each page on your site has a unique title tag, including your primary keyword.

  2. Meta Descriptions: Write concise, engaging meta descriptions for every page, integrating relevant keywords.

  3. URL Structure: Design clean, straightforward URLs that contain your main keyword.

  4. Header Tags (H1, H2, H3): Use header tags to structure your content, including relevant keywords in them.

  5. Keyword Density: Strategically place your keywords throughout the content, avoiding keyword stuffing.

  6. Alt Text for Images: Ensure all images have descriptive alt text, including target keywords where appropriate.

  7. Internal and External Links: Incorporate internal links to other relevant pages on your site and external links to authoritative sites.

5. Build Your Backlinks

Backlinks are one of the best ways to improve your ranking – and should form a core part of your B2B SEO strategy. That doesn't mean racking up as many backlinks as possible. You want to prioritise receiving links from trusted, high-quality websites – think news sites, prominent blogs, and fellow businesses.

Build your backlinks by encouraging brand mentions, reaching out to influencers, writing guest blogs, and posting your content on social media (in particular, LinkedIn).


B2B SEO isn't about appealing to the masses but engaging fellow businesses through tailored strategies. In this guide, we unravelled the nuanced process of content creation, on-page, and off-page optimization, targeting long-tail keywords, and more, tailored for the B2B landscape.

Book a free consultation with Impeccable Writing today for a personalised plan to elevate your B2B presence.

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