LinkedIns new playbook taps creators as the future of B2B marketing

A bit of market research can go a long way toward informing a social media content strategy. In some industries, social media platforms like X (formerly Twitter), Instagram and Facebook may be just as popular as LinkedIn. They can also take an outbound marketing approach and distribute content via email newsletters to existing contacts. Those searchers will find the answers they’re looking for while becoming familiar with your brand.

Don’t worry, this isn’t about asking employees to “repost company updates.” It’s about enabling them to contribute to the conversation in a way that feels authentic to their role and expertise. If members are active, learn from what they say and discover common industry pain points and how leads want these issues addressed. While you should consult your company’s resources and directly engage with customers, that data can be subjective, situational, or colored by interview bias. That includes pitfalls to avoid, because that’s where the learning really sticks. Buyers are learning, comparing, and validating solutions before visiting your website.

And ultimately turn more prospects into loyal customers. By what is b2b content marketing creating content for users at each stage, you can reduce the risk that they’ll drop out of the funnel. It’s a simplified model of the customer journey that can guide your B2B content strategy.

Many marketers trust LinkedIn to deliver a positive ROI

The most frequently cited noncreation challenge, by far, is a lack of resources (58%), followed by aligning content with the buyer's journey (48%) and aligning content efforts across sales and marketing (45%). Other content creation challenges include creating it consistently (54%) and differentiating it (54%). Only 9% say they don't have a content strategy, and the remaining 2% say other or they're unsure.

ABM-led B2B content marketing is a content strategy where your target account list defines what you create, for whom, and how it gets distributed. This intent data feeds your TAL, informs your content strategy, and triggers personalized content sequences when accounts show elevated buying intent. Use paid social (LinkedIn company targeting) for cold outreach to roles you cannot reach directly. Partner with organizations and individuals that share your target audience.

E-commerce can help organizations grow their business online, but the venture brings the most success if planned properly. While e-commerce involves a lot of marketing and sales, it also requires IT expertise to keep platforms running. B2C e-commerce sites also include product information, but they may limit it to basic descriptions and attributes, like size, color and dimensions. B2C retailers, on the other hand, often make their e-commerce homepages creative, loud and flashy to get users' attention. Support may include agents, community forums, 24/7 chatbots, FAQ pages, product demos and troubleshooting videos.

• Cynthia Ortiz is a marketing program coordinator at Televerde, a global revenue creation company that supports marketing, sales, and customer success for B2B businesses.
• Creating high-quality, engaging content requires a significant investment of resources.
• Risks include data quality and integration complexity, which can lead to poor decisions, increased compliance exposure, and system failures.
• They’re a great way to share industry insights, showcase your expertise, and build personal connections.

Step 1: Define Your Target Audience

Whether you want to start a business-to-business content strategy from the ground up or fine-tune an existing plan, the path to success will follow many of the same steps. We tap into some industry expertise to get a sense of the perks and potential drawbacks of influencer marketing. Well-connected members of staff can leverage their professional networks to boost themselves while simultaneously promoting your company as a trusted thought leader. Partnering with familiar names in a given industry can provide opportunities for co-branded content, whether the influencer is an entrepreneurial guru or an organizational leader at another company.

LinkedIn is a professional network, so such requests are less pushy, spammy, and sales-esque than cold calling someone after finding their number online. If you have relationships with existing clients, ask for referrals and references, or simply learn how to get in contact with a connection they have that matches your customer profile. Connect with current customers and clients on LinkedIn and learn from who their industry connections are, as they may be relevant to you as well. Many salespeople know the target audience better than anyone, so leveraging their knowledge when creating marketing materials is vital. This simplifies the process for users, allowing them to submit their information with ease and boosting lead generation efficiency.

Effective content types include whitepapers, case studies, webinars, industry reports, e-books, blog posts, video tutorials, and long-form guides that address business challenges. Although it might seem daunting, repurposing content is an excellent way to save your company valuable time and resources. It’s no wonder, then, that — according to a 2025 CMI report — 71% of B2B marketers use email newsletters in their content strategy. Weekly newsletters can increase brand reinforcement and lead generation by providing value and solutions that nurture leads and move them down the sales funnel.

Create Ultimate Guides

After all, while popular channels such as LinkedIn, Facebook and YouTube have stood the test of time, other platforms such as TikTok are being used by B2B marketers more than ever. With that being said, we recommend using the 3 Rs as your B2B content strategy framework. According to the Content Marketing Institute, about 70% of customers prefer to learn about a product or service via an article rather than an ad. However, if you’re a B2B marketer, you probably know that creating quality content is more essential than ever, especially as we shift to online buying behaviors and detract from the traditional buyer journey. B2B content marketing is the creation and distribution of valuable and relevant content to attract and engage businesses.

Focusing your efforts on creating high-quality content which is relevant, useful, and engaging for the audience you’re trying to reach will help you take a strategic approach to your B2B content strategy. Think of it as your chance to have a conversation – offering solutions, building trust, and leaving them with a reason to take the next step. A well-structured and engaging website lies at the heart of an effective B2B content marketing strategy. Content syndication is a great example of an outbound content marketing strategy; distributing your content to new and relevant audiences. Ultimately, you should design your content marketing strategy to drive new leads into your marketing funnel, ready for nurturing into sales opportunities. Taking a strategic approach to your B2B content marketing plan will help you get the most out of your available resources.

In 2025, AI helps tailor content to individual users based on their behavior, industry, and pain points. Working with a leading B2B content marketing service is a great way to get the most out of your content marketing strategy, in line with your marketing and company-wide objectives. This will help you create a content marketing strategy that produces a variety of useful, educational, and influential content for your current audience while resonating with the new target audiences you’re trying to reach. As the market you operate in evolves, so will the needs of your prospects and customers, so it’s essential to revisit your content marketing strategy regularly.

Audiences are looking to build knowledge, evaluate solutions and support long-term business buying decisions. It delivers real value by offering insights on topics users truly care about. B2B content marketing is essential for small businesses looking to stand out and drive sales. Discover where your peers are investing, what challenges they’re facing, and how you can position your organization for growth.