How to create a content strategy - B2B Marketing

Creating a B2B content strategy involves a series of steps designed to help you understand your audience, define your goals, and produce content that engages and converts. Explore why you need a strategy and how you can create one.

Quick summary

How to create a content strategy:

  • Why should B2B businesses care about a content strategy
  • Foundation of a robust content strategy
  • Exact step-by-step guide to creating a content strategy

Creating a B2B content strategy involves a series of steps designed to help you understand your audience, define your goals, and produce content that engages and converts. AI can significantly enhance various aspects of this process, making it more efficient and effective. This blog presents a general roadmap to create a content strategy, along with insights on how AI can assist.

Why should you have a content strategy?

80% of marketers who are successful at content marketing have a documented strategy.1

A content strategy is essential for building a strong brand, engaging with customers, driving traffic and conversions, and ultimately, achieving business goals. It’s a comprehensive approach that, when executed well, can provide significant competitive advantages.

Audience engagement and trust building: Content strategy helps in creating and distributing relevant, valuable content to attract and engage a clearly defined audience. This engagement is crucial for building trust and establishing a brand voice.

Search Engine Optimization (SEO): Strategic content increases a website's visibility in search engine results, attracting more organic traffic. By targeting specific keywords and topics, businesses can rank higher for searches relevant to their products or services.

Brand authority and credibility: Regularly publishing high-quality, informative content establishes a business as a thought leader in its industry. This authority builds consumer trust and can influence purchasing decisions.

Customer education and support: Content can be used to educate customers about products or services, helping to reduce confusion, answer common questions, and solve problems. This improves the customer experience and can reduce the burden on support teams.

Conversion optimization: Effective content strategies often include a focus on conversions—turning visitors into leads or customers. Through calls-to-action (CTAs), informative blog posts, case studies, and other content forms, businesses can guide potential customers through the buying process.

Cost-effectiveness: Compared to traditional advertising, content marketing is often more cost-effective over the long term. It provides durable assets that can attract and engage audiences continuously without additional investment.

Competitive advantage: A well-executed content strategy can differentiate a business from its competitors. By providing unique insights, valuable information, and engaging stories, a business can stand out in a crowded marketplace.

Feedback and community building: Content allows businesses to interact with their audience through comments, social media, and other channels. This interaction provides valuable feedback and helps build a community around the brand.

Adaptability to multiple channels: A robust content strategy encompasses various formats and channels, including blogs, videos, podcasts, and social media. This adaptability ensures that a business can reach its audience wherever they are.

Data-driven insights: Analyzing the performance of different types of content provides insights into audience preferences and behaviors. These insights can guide future marketing strategies, product development, and customer service improvements.

Importance of a strong foundation in content strategy

The foundation of a good content strategy is a deep understanding of: 

  • the market
  • the audience
  • the competition. 

Without these insights, even the most creative campaigns can miss their mark. A solid foundation ensures that every content piece serves its intended purpose, driving meaningful engagement and measurable results.

Once this solid foundation has been established, you are ready to create your content strategy.

1. Set clear goals and objectives

Before anything else, determine what you want to achieve with your content. Common goals include increasing brand awareness, driving traffic, generating leads, or boosting sales. AI can help by analyzing data to identify objectives that align with your business needs and market demand.

Source: Content marketing institute2

Your content strategy should start with well-defined marketing goals. Begin by aligning these goals with your overall business objectives. Avoid the temptation to create a laundry list of objectives; instead, focus on two or three strong overarching goals. Ensure these goals are SMART (Specific, Measurable, Achievable, Relevant, Time-bound).

For instance, you might set a goal to increase website traffic by 20% in the next six months or generate 30% more leads through content downloads.

By clarifying your priorities, you provide your team with a clear sense of direction, ensuring everyone works towards common outcomes.

2. Understand your audience

80% of audiences tend to do business with a brand that personalizes their experience with it. That is why it is important to segment your audience to send them tailored marketing communications.3 

Understanding your target audience is paramount to crafting content that resonates. Dive deep into available data, including past analytics, to identify patterns in your audience's behavior. Take your time with demographics; delve into psychographics and pain points. Develop detailed buyer personas that represent your ideal customers. These personas should paint a vivid picture of who your audience is, what challenges they face, and what solutions they seek. Armed with this knowledge, you can tailor your content to address their specific needs and preferences effectively.

How AI Helps

Use AI tools to gather and analyze data about your target audience, including demographics, interests, and online behavior. AI-powered analytics platforms can reveal insights into what content your audience prefers, the platforms they use, and the times they are most engaged.

3. Conduct a content audit

A thorough content audit has shown to bring a 53% increase in engagement rate and a 49% increase in rankings and traffic4.

If you already have content, conduct an audit to assess what's working and what isn't. AI tools can automate the process, evaluating content performance across different metrics to identify trends and patterns.

Before creating new content, evaluate what you already have. Conduct a thorough content audit to assess the quality and relevance of your existing materials. Look for opportunities to refresh, repurpose, or update older content to keep it current and valuable. Additionally, establish a well-defined content workflow within your team. Clearly outline roles and responsibilities, from content creation to publication. A streamlined workflow ensures efficient content production and helps you meet your publishing deadlines.

How AI Helps

AI assists in content audit by evaluating the quality and relevance of existing content. AI-powered tools analyze content performance, identifying content gaps and areas for improvement. It helps in spotting opportunities for repurposing content, streamlining your content workflow, and ensuring that your content aligns with your strategy.

If you have been creating content for a while, you can use the mirror test as a part of your audit as well.

4. Perform competitor analysis

AI can streamline the competitor analysis process by quickly scraping competitor websites and social media profiles to see what content they're producing, how well it's performing, and identifying gaps in their strategy that you can exploit.

Identifying content gaps

  • Examining competitor content reveals crucial gaps, showcasing areas they've overlooked or underrepresented. 
  • Identify a niche or a perspective that's absent in their content offerings. 
  • These gaps represent unmet audience needs and an opportunity for your business to provide unique value. 
  • Strategically target these areas in your content marketing plan to satisfy audience curiosity, answer lingering questions, and provide solutions that no one else is offering. 
  • It positions your brand as a resourceful and insightful leader, directly addressing areas that competitors have ignored, and fulfilling audience needs in a way that sets you apart.

How AI Helps

AI algorithms are adept at parsing extensive content across multiple platforms, spotting trends, and identifying topics that competitors have yet to exploit. This fast-tracks the process of finding and filling content gaps, providing you with a competitive edge. 

5. Choose content types and channels

Based on your goals, audience insights, and competitor analysis, decide on the types of content (blog posts, videos, infographics, etc.) and the channels (website, social media, email, etc.) you'll use. AI can predict the effectiveness of different content types and channels for your specific audience.

Identifying the right distribution channels is vital to reaching your audience effectively. Your choices should be informed by thorough audience research and an analysis of past content performance. These channels may include your website, LinkedIn, Instagram, YouTube, Facebook, and third-party platforms like Quora or industry-specific forums. To maximize your reach, focus on the platforms where your target audience is most active. Tailor your content distribution strategy to fit the unique dynamics of each channel.

How AI helps

AI can be used to identify the most effective distribution channels. It conducts audience analysis and social media analysis to pinpoint where your target audience is most active and engaged. This results in recommendations for the appropriate platforms for content distribution. It ensures that you invest your efforts in channels with the highest potential for reaching and engaging your audience.

6. Create a content calendar

Planning is key to a successful content strategy. Use AI-driven tools to generate content calendars, suggesting the best times to publish based on when your audience is most active and engaged.

With your research and planning complete, it's time to construct a content calendar. This document should outline publication dates, content types, topics, and distribution channels for each piece of content. A well-structured content calendar ensures consistency in your content strategy and helps you stay organized. It serves as a roadmap for your team, guiding them on what needs to be produced and when it should be published.

How AI helps

AI’s insights into market trends and audience behavior are crucial for creating a well-informed content calendar. It recommends optimal publication dates and times based on historical data and audience activity. This helps in maximizing the visibility and impact of your content by aligning it with your audience's preferences.

7. Develop and deploy content

AI can assist in content creation by generating drafts, suggesting topics, or even creating short pieces of content. For distribution, AI-powered platforms can automate the process, ensuring your content reaches the right audience at the right time.

8. Measure and analyze performance

Finally, use AI tools to continuously monitor and analyze the performance of your content. These tools can provide real-time insights, helping you understand what works and make necessary adjustments to your strategy.

How AI can specifically help:

  • Content Creation: AI-powered writing assistants can generate ideas, drafts, and even complete articles, saving time and resources.
  • SEO Optimization: AI tools can suggest keywords, analyze search trends, and recommend optimization strategies to improve search rankings.
  • Personalization: AI can tailor content recommendations to individual users, enhancing engagement and conversion rates.
  • Predictive Analytics: Use AI for forecasting content trends, allowing you to produce content that meets future demand.

Incorporating AI into your content strategy can lead to more informed decisions, improved efficiency, and better outcomes. However, it's important to blend AI insights with human creativity and intuition to create a strategy that truly resonates with your audience.


The journey to an effective B2B content strategy begins with a thorough understanding of your audience, market, and competition. The integration of AI in this process provides the strategic intelligence needed to craft a proactive and informed content strategy. 

Creating a successful B2B content strategy is crucial for engaging with your target audience, driving traffic, and achieving business goals. The process begins with a solid understanding of your audience, clear objectives, and the creation of engaging content. Integrating AI into this process can make it more efficient and effective by offering insights into audience preferences, optimizing for search engines, and automating content distribution.

The foundation of a strong content strategy lies in knowing the market, understanding the audience's needs, and identifying what sets your brand apart from competitors. This involves setting specific, measurable goals; deeply analyzing your audience to create targeted content; conducting a content audit to understand what works; and analyzing competitors to find gaps you can exploit. Choosing the right content types and channels based on this research ensures your message reaches and resonates with your audience effectively.

Leveraging AI in your content strategy helps in various ways, from content creation and SEO optimization to predictive analytics for forecasting content trends. AI tools can also assist in personalizing content for individual users, enhancing engagement and conversions. As businesses continue to navigate the digital landscape, integrating AI into content strategies offers a competitive edge, ensuring content not only reaches the target audience but also drives meaningful engagement and results.

What questions do you have about creating a content strategy?

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About the Author

Arti Rustagi

Marketing and branding professional with a vast experience of over 13 years across Digital Marketing, Social Media, CRM, PR, Strategic activations (planning and execution), Lead Generation, partnerships, design and development and more. Has worked in both a B2C and B2B set up and understands the specific needs of these segments.