Content Marketing
B2B content marketing is a strategic engine for driving demand, engagement, and buyer enablement. Our insights empower your GTM team to build B2B content marketing strategies aligned with buyer journeys, activate full-funnel content across channels, and position your brand as a trusted authority in its space.
The Agency Guide to Ethical Demand Generation Synopsis: Recommended audience: This article is tailored specifically for marketing agency professionals operating within the EMEA region. B2B marketing agencies have traditionally leveraged a combination of in-person sales, referrals, and events with digital practices to craft marketing campaigns that fulfill client objectives. The goal of these campaigns is typically to find and engage potential buyers […].
Expert Pick
Article
14 min
Definitive Guide to B2B Content Marketing In both the online and offline space, content is central to building brand identity, awareness, and authority by establishing the value an organisation brings to its target market and specific industry.
Expert Pick
Guide
11 min
The Agency Playbook for Personalised B2B Content Strategies Given the shifts in B2B buyer behaviour, agencies face the difficult challenge of proactively addressing their buyers’ unique needs and challenges across multiple regions—and marketing channels to secure buy-in.
Expert Pick
Article
8 min
7 Reasons Why Your Content Marketing Strategy Is Not Working Synopsis: While 55.4% of marketing teams are investing in AI technology for facilitating large-scale data analysis (Voice of the Buyer 2025), 72% continue to leverage AI primarily to automate and optimise content creation. This has resulted in the generation of vast amounts of content, highlighting a disconnect with buyer needs (Voice of the Marketer 2025). The […].
Expert Pick
Whitepaper
23 min
30 Examples of Creative Content Marketing Done Right Boost your content marketing strategy with these inspiring examples of successful campaigns that hit the mark. Learn from the best and achieve your goals!
Expert Pick
Article
18 min
The Future of Demand Content Is Buyer-Led #1 The state of content Increased scrutiny from B2B buyers continues to shape stakeholder expectations as the B2B buying experience evolves and becomes increasingly complex. This, combined with AI’s impact on content production and perception have renewed the focus on content quality and its role in delivering seamless buying experiences. During its inception and the […].
Expert Pick
Outlook
8 min
All Content Marketing Insights
The Agency Guide to Ethical Demand Generation Synopsis: Recommended audience: This article is tailored specifically for marketing agency professionals operating within the EMEA region. B2B marketing agencies have traditionally leveraged a combination of in-person sales, referrals, and events with digital practices to craft marketing campaigns that fulfill client objectives. The goal of these campaigns is typically to find and engage potential buyers […].
Article
14 min
The Agency Playbook for Personalised B2B Content Strategies Given the shifts in B2B buyer behaviour, agencies face the difficult challenge of proactively addressing their buyers’ unique needs and challenges across multiple regions—and marketing channels to secure buy-in.
Article
8 min
7 Reasons Why Your Content Marketing Strategy Is Not Working Synopsis: While 55.4% of marketing teams are investing in AI technology for facilitating large-scale data analysis (Voice of the Buyer 2025), 72% continue to leverage AI primarily to automate and optimise content creation. This has resulted in the generation of vast amounts of content, highlighting a disconnect with buyer needs (Voice of the Marketer 2025). The […].
Whitepaper
23 min
The Future of Demand Content Is Buyer-Led #1 The state of content Increased scrutiny from B2B buyers continues to shape stakeholder expectations as the B2B buying experience evolves and becomes increasingly complex. This, combined with AI’s impact on content production and perception have renewed the focus on content quality and its role in delivering seamless buying experiences. During its inception and the […].
Outlook
8 min
How to Develop Demand-Generation-Ready Content A shocking 71% of marketers have reported that they are often disappointed in the value of B2B content marketing (Informa Tech, 2023).This is largely due to the current state of demand generation content.
Article
16 min
How to Drive Your Revenue with B2B Content Marketing Summary Summary #1 Implement a framework to attribute content to revenue 1 Determine metrics 2 Analyse and optimise the buyer’s journey with content marketing 3 Prioritise cost-effective channels and formats #2 Futureproof with personalisable content and offerings 1 Craft customizable, scannable assets for each buyer persona 2 Encourage thought leaders to record short videos 3 […].
Guide
11 min
FAQs
How can companies develop a successful B2B content marketing strategy?
A strong B2B content strategy starts with understanding buyer needs by segment and stage. Start by:
- Defining B2B audience personas and intent signals
- Mapping content to the different stages of the buyer’s journey
- Aligning with SEO, AEO, and demand generation goals
- Activating content through multiple channels
- Identifying gaps to inform the creation of new assets
How can B2B companies develop effective thought leadership strategies?
Thought leadership achieves performance goals when it is credible, consistent, and aligned with audience needs, pain points, and interests. Reliably sharing innovative, forward-thinking content helps companies build credibility, positions the brand as an industry leader, and fosters trust with their target audience, paving the way for future conversions.
What are the best content activation platforms for full-funnel B2B marketing?
INFUSE offers full-funnel content activation services through ITCurated, our proprietary network of 35+ digital publications, spanning a variety of business and technology verticals. This positions your content in front of an audience of 252M+ high-quality B2B profiles, enabling targeting at every funnel stage. We use intent data, AI-driven recommendations, and real-time engagement insights to accelerate conversions and drive pipeline.
