The marketing world moves quickly, sometimes too fast to keep up with! Fortunately, you can stay on top of things by learning about B2B content marketing best practices.

Here are four content marketing best practices to follow in 2020.

b2b content marketing best practices

1. Start Showing Up on New Platforms

In business and life, it’s easy to get comfortable with a set way of doing things. That’s also why people call it getting “stuck” in a routine. And you don’t want to be stuck missing out on potential business because you’re not expanding and entering new platforms.

So, what platforms can your business market on? Quite a few, but let’s zoom out for a minute and look at a few of the main ones:

And the list goes on and on…

If you’re making lots of content, that’s awesome. But is your company’s content showing up everywhere it needs to be appearing? If not, it’s time to make this happen!

Are you posting all of your content to a blog and waiting for results? Don’t worry – I’ve been there too!

2. Repurpose the Content You Have

Chances are, your business has some content currently in place. Whether this content is blog posts, old marketing emails, or something similar, you likely have more content than you think.

Maybe you have content, but no one is looking at it. We can easily fix this problem by repurposing your content.

For content that’s over six months old and isn’t getting any traffic, think about adding it to a more popular page. After that, remove the old URL and content.

If your content is not six months old, give it time. It would be great if Google indexed content a few days (or even weeks) after it was published. Unfortunately, that’s not always the case. Be patient and think about working on new pieces for a little while.

3. Have a Strategy


Source: I-Scoop

As a business owner, you know the importance of having a strategy. Without one, it’s hard to know what you’re going to do next. This same important rule of having a strategy also applies to your company’s content.

Without a content marketing strategy, you’re just creating “random stuff.” Random stuff is great; I love random stuff sometimes! But random content with no real purpose isn’t going to win you any new customers.

You don’t have to be George R.R. Martin to come up with a content marketing strategy. Just take a little time to think of what’s important for your company right now and in the near future.

Is your company going to launch a new product or service in the near future? There’s an idea for lots of content.

Maybe your company recently celebrated an anniversary or other important achievement? Let the world know through content!

4. Check User Intent Before Choosing Keywords

Have you ever created the perfect piece of content? I mean, you tapped into something you know a lot about and just let it flow. Soon, you’re looking at hundreds or thousands of words.

You’re proud of what you’ve written and want to share it! So, you post it to your website and wait for it to rank highly in search engines. And it doesn’t. It stinks, I’ve been there many times.

Fortunately, you can start putting an end to that problem by taking a closer look at user intent. What is user intent? It’s what search engines determine someone wants to see when they’re searching for something.

Let’s take a closer look at this with the example keyword of “how to play piano.”

user intent

After typing in this search, we can see that videos immediately show up in the search. This tells us that people wanting to learn how to play piano often prefer watching videos to do this. If you were trying to rank for this keyword, it would be a good idea to make videos about how to play piano.

There you have it, content marketing best practices for B2B companies. If you would like to see more helpful content marketing tips for business owners, make sure to check out Content Marketing Life’s homepage where I post the latest articles.