12 B2B Content Marketing Ideas for Lead Generation

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Many B2B content marketing efforts feel like a waste of time and resources. Rankings don’t seem to improve. Nobody seems to care about the content. Leads aren’t flowing in.

The truth is that effective B2B content needs a strategic approach, where each piece serves a purpose and contributes to the overall direction.

In this article, we’ve compiled a comprehensive list of 12 B2B content marketing ideas that will strengthen your online presence and elevate your lead generation strategy.

1. Leverage Audience Info from Other Departments

To engage and convert leads effectively, your content must speak directly to the challenges, interests, and needs of your B2B audience.

Most advice tells you to delve into Google Analytics and social media to gather information for your content strategy. While there’s nothing wrong with this advice, there’s a much more specific source of target audience info inside your company: Customer Service and Success departments.

Those folks work hard every day to provide a stellar experience to your customers. Get inspired by their efforts by asking them about the most common challenges and goals your customers express during demo calls or presentations.

This kind of data aligns your content with issues that matter most to your prospects. In turn, you increase trust and build the reputation of a brand that genuinely understands and supports its customers.

For example, while working with HRnest, we used audience feedback given to the Customer Success team and created HRnest Academy – a detailed guide on the app’s features that can help solve all the specific problems this audience experiences:

HRnest Academy leverages customer feedback for content ideas

2. Utilize Interactive Content

The B2B buying process often involves complex, high-stake decisions that require in-depth research and consideration.

Interactive content, ranging from quizzes and calculators to assessments and configurations, provides a dynamic experience that not only educates but also captures valuable data about your leads’ preferences and pain points.

According to Gitnux, 89% of marketers claim interactive content to be more effective in re-engaging the audience than static content.

Interactive content leverages the IKEA Effect. We love the feeling of accomplishment after doing something on our own. This type of content allows the user to reach the “aha moment” of your product or service independently, tapping into that feeling.

When a lead completes an interactive quiz or an assessment, they signal a level of engagement and interest that can be harnessed for lead segmentation and personalization.

Use this data to tailor follow-up content and nurturing campaigns, offering information and resources that are highly relevant to their needs. Ensure that the transition from engaging with the interactive content to further engagement with your brand is seamless, with clear calls-to-action that guide the lead through the next steps in the customer journey.

Here’s a great example of an interactive demo from Clari, a B2B revenue platform:

Clari's B2B content marketing ideas include an interactive demo of their product right on the landing page

This type of content can be more memorable and shareable, extending its reach across your target market.

3. Build a Brand Advocate Personal LinkedIn Profile

B2B decision-makers love buying from LinkedIn. In fact, the LinkedIn audience has twice the buying power of the average web audience.

But many B2B companies overlook another unfair advantage LinkedIn gives them. It’s a great platform to connect with your customers on a more personal level through your personal profile.

Personal profiles often outshine company profiles them when it comes to authentic engagement and leveraging networks.

A brand advocate on LinkedIn can share thought leadership content, engage in industry discussions, and network with potential leads in a more personal, influential way. Engaging through a real person’s profile makes your brand more approachable and encourages deeper connections than a corporate page ever could.

Amanda Natividad, the VP of Marketing at SparkToro, does this exceptionally well:

Great example of B2B brand advocacy

4. Embrace Short-Form Video

Video content continues to dominate, and short-form video is hopping right in the center of the stage.

Quick, authentic videos recorded on your phones add a human touch to your content that can resonate well with your potential leads on an emotional level.

Also, this type of content doesn’t require a big time and effort investment (compared to webinars or long video deep-dives on YouTube, for example). This lets your message reach a bigger portion of your audience, increasing your chances for conversion.

In her carousel, Carol Väljaots, a SaaS video expert, points out a few crucial things you should include in a “talking head” video – one of the most popular short-form video formats.

A great example of a B2B brand that does video content right is Chili Piper. Their hilarious, highly relatable TikToks allowed them to build an audience of 14,6K+ followers:

@chili.piper When you have to stop playing with your pets to go to your zoom meeting. I’m coming back for you 🐶🧡✨ #remotework #corporate #corporatelife #corporateproblems #wfh #wfhproblems #wfhlife #wfhcheck #wfhstruggles #workfromhome #workfromhomelife #dogs #puppies ♬ The Loneliest Time – Carly Rae Jepsen & Rufus Wainwright

5. Create Gated Content

Gated content is a lead magnet that offers value to the user in exchange for their contact information, such as email, phone number, or website.

A few most popular gated content formats include:

  • Whitepapers
  • Industry reports
  • E-books
  • Deep-dives
  • Templates

This strategy is particularly effective when you’re targeting leads in the research or consideration stage of the buyer’s journey, as it provides them with in-depth insights they can’t easily find elsewhere.

To make the most of gated content, ensure that what you’re offering is truly high-value and (most importantly) perceived as high-value by your potential leads.

The best lead magnets address industry pain points, provide innovative solutions, and offer a level of detail that positions your brand as a thought leader.

An additional benefit of the lead magnets is potential link-building opportunities. This is especially true if your lead magnet offers a fresh look at the industry through data analysis or other forms of research.

A great example of this is the Search Engine Journal’s SEO trends report. By now, its release has become a highly expected part of each Q1 for SEOs and content marketers worldwide. It’s a perfect example of building thought leadership in a niche.

Remember, the exchange is as much about trust as it is about information — and trust is a currency that pays dividends in lead conversion.

6. Write Guest Blog Posts

Publishing content on-site is extremely important, but it’s not the only way to strengthen your online presence.

A well-structured guest blogging program helps you reach fresh eyes through other companies’ or creators’ established platforms. Plus, it’s a great link-building opportunity.

Because you’ll be creating content on someone else’s platform, you need to make sure the platform itself is worth your time. While assessing it, look for things such as:

  • Domain Authority: If the platform has low DA, getting a backlink from them won’t help much with boosting your rankings.
  • Content Quality: Make sure the website has a reputation for publishing high-quality, well-researched articles. This will reflect positively on your work and increase its chances of being accepted.
  • Content-Audience Fit: This seems like a no-brainer, but always make sure the reader profile of a website matches your Ideal Customer Profile (at least in part).

7. Collaborate with Influencers

Influencers have already cultivated an engaged following that considers their opinions and insights valuable. While it’s crucial for you to build your own authority online, there’s nothing wrong with “borrowing” someone else’s occasionally.

The key is to choose influencers whose expertise aligns with your brand and audience.

Develop genuine, mutually beneficial relationships where both parties can share knowledge and co-create content.

Semrush does this regularly during their webinars and events. They invite industry experts to provide their audience with exclusive insights while offering the influencer access to your engaged subscribers.

Semrush does a great job with B2B influencer collaborations

The result is a more diverse and compelling content mix that resonates deeply with B2B decision-makers.

8. Create Long-Form Blog Content

Google favors B2B content that is comprehensive, thorough, and valuable. One of the major changes in their algorithms recently was adding the E-E-A-T score. This stands for:

  • Expertise: Does the content sound like it is coming from an expert in their niche?
  • Experience: Does the content include examples and narrative based on experience?
  • Authority: Is the website considered an authority in the niche (mostly through link building)
  • Trustworthiness: Does the website look credible and legitimate?

Long-form content — with detailed data, expert opinions, and actionable insights — can significantly boost your brand’s SEO rankings.

This deep-dive approach to content not only showcases your brand’s expertise but also provides leads with the information they crave during the awareness and consideration stages of their journey.

Good examples of long-form B2B content are:

  • Ultimate Guides
  • Case studies
  • How-tos

They not only rank well in search engines but also serve as valuable resources that can be shared across platforms, attracting backlinks and new leads. Remember, the goal isn’t just to be exhaustive but to provide a superior, exhaustive exploration of a topic that brings real value to your readers.

9. Create a PR-Worthy Industry Overview

A PR-worthy industry overview, replete with proprietary data insights and forward-thinking analysis is a great B2B content marketing idea that can position your brand at the forefront of industry conversations.

It’s also a fantastic link-building opportunity. Securing media coverage will help you increase your domain’s authority and solidify your brand’s association with expertise and innovation in your market.

To ensure press pick-up, your industry overview must offer newsworthy content and a fresh perspective on trends and forecasts.

Here’s one of the best examples of PR-worthy content from Backlinko:

Backlinko's analysis is a great PR-worthy content example

Conduct exclusive surveys, gather rare insights, and present data in visually captivating formats. Engage in media outreach, leveraging relationships with reporters and editors to secure features that propel your brand into the spotlight.

10. Organize a Webinar

Webinars offer a platform for in-depth discussions that engage B2B leads with multifaceted insights into your products and services.

These live or recorded events can be a treasure trove of content, presenting thought leadership, product deep dives, and interactive Q&A sessions that encourage participation and build trust with your audience.

Industry-specific webinars that delve into complex topics, unpack the latest research, and provide actionable advice are particularly effective in lead generation.

BambooHR built an entire library of their webinars. All of their prospects can either learn ways to solve their HR-related pain points or have their product questions answered during the Q&A sessions:

Webinar database from BambooHR

Offering webinars as part of a broader content strategy, with follow-up email campaigns containing supplementary resources and nurture streams, can keep the momentum and engagement high long after the live event has ended.

11. Create a Free Tool

Developing a free tool that addresses a widespread need in your B2B audience can turn browsers into leads.

Tools can range from simple calculators that quantify a common industry issue to more sophisticated resources that streamline complex processes.

The key is to offer something that’s genuinely useful and provides a taste of the value your brand delivers in its core offerings.

From ROI calculators to project management dashboards, B2B companies have embraced the trend of developing tools that empower their audience. Here’s a great example from Gusto:

Calculator is a great Interactive B2B Content Marketing Idea

All of their calculators relate to specific challenges their target audience has to overcome in their day-to-day tasks. With each task solved, the person gets one step further down the funnel.

By incorporating lead capture forms or integrating them with your CRM, you can turn usage into a direct pipeline of leads. Additionally, ensure the tool is easily shareable, encouraging users to pass it along to their colleagues and peers – increasing its viral potential.

12. Start a Podcast

Podcasting offers an intimate way to explore B2B topics, allowing for casual yet informative conversations that fit seamlessly into the busy lives of your target audience.

Through interviews, panels, and host commentary, you can create a library of content that’s not only educational but also enriches your brand’s personality, making it more appealing to your audience.

B2B podcasts can attract and convert leads by diving deep into your audience’s challenges or goals and showing how others have achieved success. A great example of such a podcast comes from Pandadoc:

By releasing episodes consistently and promoting them across your network, you can build a dedicated audience of potential clients.

Remember to include calls-to-action within the podcast, guiding listeners to your website, gated content, or other lead generation channels.


Optimizing your content for lead generation is a must if you want to increase marketing’s ROI without burning the budget.

By incorporating the 11 innovative B2B content marketing ideas described above, you’ll be well on your way to boosting your B2B lead generation efforts and establishing your brand as an influential force in your industry.

Ready to take your B2B content marketing to the next level? Connect with StoryAngled’s B2B Content Strategist, and let’s turn these ideas into transformative action for your brand’s growth:

Kuba Czubajewski

Kuba Czubajewski

CEO and Content Marketing Strategist @ StoryAngled. He helped multiple SaaS companies from various niches generate organic leads with SEO and content. In his free time, he works on his own YouTube channel about the science of creativity. Huge fan of product-led content, cats, and baking.

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