Five Steps to B2B Success: Generating Leads with Content Marketing

To avoid getting lost in a crowd of competitors, content marketing should be part of your B2B public relations toolkit.Business to business graphic.

Content marketing is based on a simple equation. Give potential customers what they want (the right information), and they’ll give you what you want (money).

According to a 2017 report by the Content Marketing Institute, it is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

Some examples of relevant content to provide to your audience:


If you’re looking to offer real-world examples of why clients need your products or services, blogging is the perfect medium. You can become a genuine source of knowledge for addressing customer pain points. If a reader knows and trusts you as a subject expert from blogging, they will be more likely to become a customer.

Social media

Without a strategy for social media content, your B2B marketing efforts will be useless. To get your company seen, you have to go where the eyes are. Right now, that’s on Facebook and other social media platforms. You also have to know what communication platforms reach the segments of the audience you need.

White papers

White papers are a natural tool for generating B2B leads by presenting complex subjects in an easily understood manner for buyers while still providing enough technical heft to draw in the decision makers. Once completed, they can be repurposed for even broader marketing by using the content to create social media posts, blog posts and infographics.


There are few ways more effective to generate leads than participating in a trade show. According, about 80 percent of visitors to trade events purchased products or services that they sampled or saw demonstrated at an event. Also, securing a speaking opportunity at an event builds your credibility and name recognition as an expert in your field.


Webinars are a great way to generate leads and increase sales. Use correctly, they can position your company as an expert in its industry. They’re also good tools for raising brand awareness with excellent ROI. If they are recorded, webinars can be leveraged to continue generating leads for years through continued social media promotion.

For help with B2B content marketing, give Ripley PR a call at 865-977-1973. We create compelling content that will engage potential customers and generate the leads you need.

Joel Davis, Content Supervisor

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