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8 Steps on How to Create an Effective B2B Content Funnel

8 Steps on How to Create an Effective B2B Content Funnel

B2B businesses need a B2B content funnel, but it’s not one-size-fits-all. Different types of businesses require different strategies. 

“Great content starts with insights gained along the customer journey. If we understand the why and their needs throughout the journey, we can create content that is purposeful in building a relationship, not a transaction.”

Jillian Swift, Chief Marketing Officer at Pentair Pool

A good B2B marketing strategy helps reach potential clients, build relationships, and boost brand awareness. But getting it right isn’t always simple. Successful B2B marketing ideas involve setting goals, understanding your B2B customer journey, planning creative content, choosing the right marketing channels, and analyzing marketing techniques results.

When targeting B2B clients, it’s important to remember they often do thorough unique value proposition research.

B2B content marketing usually brings in three times more leads than traditional marketing tactics, all while being up to 62% cheaper. That’s why creating your B2B brand strategy to fit your B2B sales cycle needs is key to success and getting a good return on investment (ROI).

In this blog post, you’ll discover the best practices and important components of a successful B2B content marketing funnel, along with how to put the eight steps to creating a B2B content funnel.

Definition of a B2B Content Marketing

To make a B2B content marketing funnel strategy work, you’ve got to know what it’s all about first.

B2B content marketing means making and sharing digital stuff like blogs, eBooks, and case studies aimed at businesses and pros. The goal? To teach them stuff and get them interested in what you’re selling.

So, how do you get started? Well, you’ve got to figure out who you’re talking to, your target audience, and what they’re into. Then, you need to make funnel content that your target audience finds useful and interesting.

Here’s how:

  • Know your audience: Find out what they like and what they need.
  • Pick your topics: Choose subjects that matter to your audience.
  • Plan it out: Decide when and where you’ll share your content.
  • Budget and schedule: Figure out how much you’ll spend and when everything will happen.
  • Create awesome content: Make sure it’s top-notch and matches what your audience wants.
  • Check your results: See how well your content is doing and tweak things if needed.

Oh, and here’s a stat for you: 72% of people think that making changes to their content strategy has helped make their marketing better.

Why is a B2B Content Funnel Important? 

“In most B2B organizations, marketing tees up opportunities for sales to drive to the hole. Of course, marketing is also helping with club selection, wind direction, obstacle avoidance, green reading, and ideally everything else to get the ball into the cup.”

Tom Richards, Chief Marketing Officer (CMO) at NINJIO Cybersecurity Awareness Training

B2B content funnel marketing holds significant importance for various reasons.

A B2B content funnel plays an important role in creating connections with potential and existing clients. Through the dissemination of valuable and insightful content, businesses can position themselves as industry authorities.

B2B funnel marketing serves as a powerful tool for lead generation. Creating content to address the pain points of the target market enhances the chance of converting leads into clients.

Moreover, B2B content marketing enhances your capacity to nurture relationships with current clients. Consistently furnishing your target audience with valuable marketing campaigns ensures their continued engagement with your business, creating loyalty and encouraging ongoing business transactions.

8 Steps for an Effective B2B Content Funnel 

Creating a solid content marketing plan for your business starts with doing some research on your market. This helps you understand what works and what doesn’t. Once you have a clear picture, it’s important to write down your marketing funnel stages strategy. A B2B sales funnel outlines how you’ll use content to promote your business solution.

64% of the most successful B2B marketers have an educational content strategy. By following these eight simple steps, any B2B company can build a successful content marketing strategy that attracts loyal customers and brings in a good return on investment (ROI).

1. Identify Your Buyer’s Persona

To start a successful B2B content marketing plan, it’s important to figure out who your ideal customer is, which we call a buyer’s persona. This means understanding what they want, what their needs are, and what they’re interested in. 

Identifying your buyer’s persona helps you make content that connects with them. When you understand their needs and what bugs them, you can make an effective marketing workflow. And when your content speaks directly to their pain points they’re more likely to read and share it.

It’s also important to know the buying process your buyers go through when making a purchase. This means understanding what they’re thinking at each step along the way. If you know your buyer’s persona well, you can create a B2B marketing funnel that guides them through a successful buyer’s journey.

To figure out your buyer’s persona, you need to answer some questions:

  • Who are the people you’re trying to reach?
  • How old are they, where do they live, and what do they do?
  • What are they into?
  • What problems do they have?
  • What kind of content do they like?

Once you’ve got answers to these questions, you’ll have a good picture of who your buyers are and what they’re after. This knowledge is key to making content that connects your qualified leads and convinces them to choose your business.

2. Create Content for All Stages of Your B2B Marketing Funnel

When planning B2B content funnel marketing, it’s important to think about every step of the sales process. This means making content for the beginning, middle, and end of the process. By doing this, B2B marketers can help decision-makers along the way.

When you’re making B2B types of content, it’s important to think about where your audience is in their buying journey. In each step of the B2B content marketing process, from when they first hear about you to when they decide to buy, you should focus on creating content that shows you know your stuff.

  • Awareness Stage: This is when people are just learning about your brand. They’re trying to figure out if you can solve their problems. So, give them valuable content like blog posts, social media posts, and ebooks that teach them something useful.
  • Consideration Stage: Once your audience knows who you are, it’s time to give them a more detailed user experience. Show them why your product or service is the best choice. You can also offer special deals to keep them interested and moving closer to a decision.
  • Decision Stage: This is the moment when your audience is ready to make a choice. They might have some final questions or doubts. Give them content that makes it easy to pick you. This could be demos, case studies, FAQs, or customer reviews. Make sure everything you offer here makes it clear why they should your products or services.

 3. Identify the appropriate Social Channels for Distributing Content and Marketing Sales Funnel

Distributing content is important to be successful in B2B marketing. You need to get your high-quality content out there so the right people see it.

To do this well, B2B marketers should figure out which social channels work best for their audience. This includes popular ones like email marketing, social media marketing, SEO, and paid ads. It’s smart to use a mix of channels you own, ones you earn (like reviews or social media shares), and paid ones to reach as many people as possible. After you’ve sent out your content, keep an eye on how it’s doing so you can make improvements for next time.

  • Owned Media

Using your channels to share content is a competitive advantage to show off what your company offers. This means creating blogs, websites, and social media pages. Creating helpful content like white papers, videos, and infographics can make your company look like an expert. It also helps bring in website visitors and boost sales. Plus, you can use your channels to manage your brand’s reputation and connect with influencers.

  • Earned and Shared Media

Getting others to talk about your company is a great way to spread the word. This could be through reviews, social media posts, or articles. Both earned and shared media can help build trust with buyers and get your brand out there.

  • Paid Media

Paying to promote your content can help you reach more potential customers faster. This could be through ads on search engines, social media, or other websites. Paid ads let you target specific groups of people and increase your brand’s visibility. This can lead to more website visitors and potential leads.

  • Keep Track of Results

It’s important to keep an eye on how your content is doing on each channel. Pay attention to things like how many people see it, how they interact with it, and if it leads to any sales. This will help you figure out what’s working and what’s not so you can make changes as needed. For example, if your content does well on LinkedIn, you might want to focus more on that platform. Tracking results helps you fine-tune your marketing strategy and have more successful campaigns.

4. Create a Content Strategy for Lead Nurturing

Creating content to nurture leads is all about building trust and connections with potential clients. To do this well, it’s important to make sure your content is useful and relevant to your target audience. This means addressing their problems and guiding them toward their goals.

With today’s longer sales cycles, nurturing leads is important for making sales and getting the most profit. You should regularly share things like blog posts, webinars, case studies, ebooks, videos, and white papers that are high quality and come out consistently. This keeps your leads interested and moving through the sales process.

To make lead nurturing content work best, you should create it to match where your clients are in their journey and mix it in with your other marketing efforts.

Lead nurturing can boost your sales. Experts in this field bring in 50% more leads that are ready to buy, and they do it for 33% less cost. The key is to have a variety of content that appeals to different people and keeps them engaged with your brand. And don’t forget to recycle your best content to keep clients interested and ready to buy.

5. Measure Your B2B Content Funnel Strategy for Customer Engagement

In B2B content marketing, using lead magnets is a must. A lead magnet is something you give away for free to encourage people to join your email list or subscribe to your content. About half of marketers use lead magnets to get email addresses, according to Hubspot. Lead magnets help you see how well your content strategy is working by tracking how many people download them.

Here’s what to remember when making your lead magnet:

  • Make it valuable and relevant to your target audience’s problems.
  • Keep it short and easy to understand. Video lead magnets work best, followed by written ones, according to a survey by GetResponse.
  • Make signing up as simple as possible.

Once you’ve made your lead magnet, promote it a lot on your website and social media. You can also use ads to reach people who might be interested.

6. Optimize Your Existing Content

In your B2B content marketing plan, it’s important to keep an eye on how well your content is doing. This helps you see what’s working and what’s not. You can measure this by looking at things like views, clicks, downloads, shares, and conversions. Also, pay attention to how long people spend on each page, how many comments you get, and how many leads you generate. Here are some important metrics to focus on:

  • Time on page: This tells you how long people stay on each piece of content. If they leave quickly, your content might not be grabbing their attention.
  • Pages per session: This shows how many pages people look at during one visit. If it’s only a couple, you might need to improve your site’s navigation or calls to action.
  • Social shares: How often is your content shared on social media? Lots of shares mean people find it interesting.
  • Comments and mentions: Are people talking about your brand online? It’s important to know what they’re saying, whether it’s good or bad.

Tracking these metrics helps you adjust your strategy and make your content as effective as possible.

7. Use Search Engine Optimization Techniques to Ensure your Content Ranks Well and Attracts Organic Traffic

Before diving into creating a content marketing plan for your business, it’s important to make sure your existing content is effective. This means it should be packed with keywords that people search for, written well, and full of useful info. Plus, it should look good and be easy to read. Nearly 8 out of 10 B2B marketers do keyword research to make sure their content shows up in search results.

Once your website’s content is polished up, it’s time to spread the word. Share it on social media, send it out in emails, and get it out there through other channels. The more people who see your content, the more likely they are to become interested in what you offer.

8. Strategize Your Link Building and Collaboration

When it comes to B2B content marketing, it’s crucial to focus on link-building and collaboration. Link-building means getting links from trustworthy websites, which boosts your site’s traffic.

Collaboration involves teaming up with other businesses and influencers to promote each other’s stuff. In B2B marketing, link-building is super important because it helps build trust and credibility with potential buyers. For many digital marketers, link-building is the toughest part of SEO, as noted by 65% of them.

Collaboration is key to B2B content funnel because it lets businesses tap into each other’s networks and resources to create content that benefits everyone involved. By using these strategies, B2B content marketing is more likely to succeed because it makes it easier to build connections and bring more visitors to your site.


In conclusion, creating an effective B2B content funnel is crucial for engaging and converting potential customers in the business-to-business space. By following the 8 steps outlined in this article, you can streamline your marketing efforts and drive better results for your business.

Now is the time to implement these strategies and optimize your B2B content funnel for success. Remember, understanding your buyer’s persona, creating relevant content, and utilizing the right distribution channels are key to attracting and nurturing leads effectively.

BetterContextAI is a powerful tool that can significantly enhance the effectiveness of B2B content funnels.

BetterContextAI helps businesses to create more relevant, targeted, and effective content throughout the B2B content funnel. By using data-driven insights and understanding customer preferences, businesses can attract and engage prospects at each stage of the funnel, ultimately driving conversions and increasing revenue.

Rachel Hardy

Meet Rachel Hardy, an experienced author with almost six years of writing across different businesses. She’s known for her versatile writing style, adapting seamlessly to various industries and niches.
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