Why is Content Marketing Important for B2B Tech?

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May 9, 2022

Written by Sam Hoffman

Sam Hoffman is a Pittsburgh-based marketing professional with a BSBA in Marketing Management and an MBA from Youngstown State University. With nearly 10 years of marketing and sales experience, Sam understands good marketing principles and how to apply them to real-world business situations.

People buy from brands that they trust. The most effective way any company can build trust with its audience is through educational and informative content. This is why content marketing has become a critical part of every good marketing strategy being executed today.

Content marketing is an indispensable strategy when building a business. Every interaction with a prospect is an opportunity to develop your brand. Content also gives you the chance to have these engagements with your audience.

Why is content marketing important for B2B tech? Keep reading to find out what content marketing is and why it’s crucial for B2B tech.

What Is Content Marketing?

Content marketing is a type of marketing that focuses on creating and distributing content that is written for people first, is relevant to your target audience, and helps spark their interest. Unlike other strategies, the main goal of content marketing is to attract and retain customers by building relationships. This is done by providing them with valuable information in various formats.

Content marketing is especially important for B2B tech companies because it can help them establish themselves as thought leaders in their industry. By creating high-quality content that educates their target audience and gets the reader’s attention, B2B tech companies can build trust and credibility with potential customers. Additionally, content marketing can also help B2B tech companies generate leads and drive sales.

A buyer goes through several stages in your sales funnel before opting for your service. It takes a proper content marketing strategy to guide them from awareness to buying. All pieces of content help to move a prospect throughout your funnel and closer to making a purchase.

Regardless of your channel, you’ll need high-quality content to drive engagement. Content is king because it’s the key ingredient in every step in a functional sales funnel.

Content can take the form of video content, written content, graphic content, or audio content. It can also be short or long-form content.

A B2B tech content marketing strategy uses various types of content to attract, engage and connect with an audience. Effective B2B tech content marketing will help you build a loyal customer base.

Types of Content Marketing for B2B Tech

Content marketing can help you unlock your marketing potential and generate more leads. But it will take a solid marketing strategy to achieve significant success.

Research has found that 96% of B2B marketers plan to develop a content strategy. In addition, 60% of the most successful B2B marketers have a documented content marketing strategy.

What types of content are suitable for B2B tech marketing?

Video Marketing

Research shows 82% of internet users would rather watch a brand’s live stream session than read written content. Live video marketing has become extremely popular as it’s easier and faster to consume.

Live and static videos can play a tremendous role in B2B tech marketing. Video content is exciting to consume and is more engaging than some other B2B content marketing formats. Tech brands can use videos for product demos, presentations, tutorials, interviews, testimonials, vlogs, blog content, and ads.


Blogging is one of the top five B2B tech digital marketing strategies that work. Blogging is a cost-effective way to scale up content marketing efforts. 

A blog allows you to cover more topics that matter to your audience. It’s a launchpad for attracting more traffic to your website as it’s one of the best engagement tools. As many as 31% of brands list blogs as their most effective tool for building brand awareness. 

Blogs are usually rich with written content.B2B tech SEO services are more likely to recommend adding more quality blog posts to your site. Every blog post creates an extra indexable page.

Informational or Expert Long-Form Content

Decoding complex tech topics is easier with informational or long-form content. Long-form content allows you to provide more value to readers by covering subtopics in greater detail. This type of content includes more complex materials like case studies and white papers.

In tech, many people care less about features and more about how a product helps them. Short-form content doesn’t give you enough scope to show how your product solves its problem.

Long-form content also allows you to incorporate more keywords and build relevancy. Long-form semantic SEO content is the way for tech B2B companies to stay relevant and findable in the age of the intelligent search engine.


Tech brands are ever-evolving as new technologies emerge. Loyal brand fans are always looking for the latest updates in the industry. A newsletter is a perfect tool for helping your target audience stay in touch with the tech trends in your industry.

Newsletters help you stay connected to your audience in an intimate way. They also give you a chance to collect extra data.


Webinars or web conferencing are essential B2B user engagement tools. They offer a real-time communication tool and can help brands engage many users simultaneously.

Some ways tech brands can use webinars include product training and presentations. With real-time interaction, you can gain insight into your target audience. Studies have found that 76% of marketers say webinars help them generate more leads.

Why Content Marketing is Important for B2B Tech

The following are a few reasons why B2B tech content marketing is a good choice for your business.

Increase Organic Traffic

Content positions your brand in the spaces where your prospect can easily find it. Prospects will learn about your brand through your blog, videos, and social media posts.

A content marketing campaign can increase your brand’s visibility online. It can help you establish credibility and attract more backlinks. An effective strategy reinforces your brand and enables you to generate more organic traffic.

Build Thought Leadership and Increase Sales

According to Backlinko, the number one reason content marketing is essential is its ROI. Research shows that 30% of B2B marketers say content marketing has the highest ROIs.

Thought leadership builds user trust and gives you a competitive edge. People are likely to buy from your business when they trust and respect your brand.

Boost Brand Affinity

Brand affinity is when customers like your brand. Brand affinity occurs when customers feel part of your brand. They return for your products and are willing to become your brand advocate.

Content marketing is one of the ways to build brand affinity. It takes content to make people understand your values and appreciate your mission.

Content marketing is an opportunity to immerse people into your brand. Engaging and entertaining content encourages interactions and shares. This ultimately leads to greater brand awareness and the potential for more leads.

Customer retention is vital for B2B tech brands. Think about humanizing your brand instead of launching ads that may attract customer backlash.

Let your content development process focus on building brand affinity. Use social media, blogging, and video marketing to share emotional brand experiences.

Honing Your B2B Tech Content Marketing Strategy

An effective content strategy can produce results for years. Decision-makers should consider the MROI this form of marketing generates.

A content-driven marketing approach is essential for B2B tech brands. Marketing teams need to build solid content strategies to generate leads and strengthen their brands. But building a successful content marketing plan requires experience, skills, and resources.

Creative Stream Marketing has the skillset and expertise to help you create a content plan. Get in touch with us to get started and to discover more content marketing secrets.


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