{"id":33682,"date":"2022-04-20T23:12:38","date_gmt":"2022-04-21T03:12:38","guid":{"rendered":"https:\/\/crowdcontent.com\/blog\/?p=33682"},"modified":"2024-04-25T10:35:24","modified_gmt":"2024-04-25T10:35:24","slug":"how-to-create-b2b-content-marketing-goals-with-5-examples","status":"publish","type":"post","link":"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/","title":{"rendered":"How to Create B2B Content Marketing Goals With 5 Examples"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_66_1 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #454545;color:#454545\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #454545;color:#454545\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#The_Importance_of_B2B_Content_Marketing_Goals_for_Business\" title=\"The Importance of B2B Content Marketing Goals for Business\">The Importance of B2B Content Marketing Goals for Business<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#Developing_a_Strategy_for_Your_Content_Marketing_Goals\" title=\"Developing a Strategy for Your Content Marketing Goals\">Developing a Strategy for Your Content Marketing Goals<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#What_Makes_Great_B2B_Content\" title=\"What Makes Great B2B Content?\">What Makes Great B2B Content?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#How_to_Create_Quality_B2B_Content\" title=\"How to Create Quality B2B Content\">How to Create Quality B2B Content<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#Focus_on_Storytelling\" title=\"Focus on Storytelling\">Focus on Storytelling<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#Develop_Smart_Buyer_Personas\" title=\"Develop Smart Buyer Personas\">Develop Smart Buyer Personas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#Format_Content_Like_a_Pro\" title=\"Format Content Like a Pro\">Format Content Like a Pro<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#Map_the_Buyers_Journey\" title=\"Map the Buyer\u2019s Journey\">Map the Buyer\u2019s Journey<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#Goals_of_Content_Marketing\" title=\"Goals of Content Marketing\">Goals of Content Marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#5_Example_B2B_Content_Marketing_Goals\" title=\"5 Example B2B Content Marketing Goals\">5 Example B2B Content Marketing Goals<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#1_Drive_Brand_Awareness\" title=\"1. Drive Brand Awareness\">1. Drive Brand Awareness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#2_Improve_SEO\" title=\"2. Improve SEO\">2. Improve SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#3_Educate_Prospective_Buyers\" title=\"3. Educate Prospective Buyers\">3. Educate Prospective Buyers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#4_Impact_Revenue_Metrics\" title=\"4. Impact Revenue Metrics\">4. Impact Revenue Metrics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#5_Foster_Customer_Loyalty_and_Revenue_Retention\" title=\"5. Foster Customer Loyalty and Revenue Retention\">5. Foster Customer Loyalty and Revenue Retention<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/#Get_Amazing_Content_to_Hit_Your_B2B_Content_Goals\" title=\"Get Amazing Content to Hit Your B2B Content Goals\">Get Amazing Content to Hit Your B2B Content Goals<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Importance_of_B2B_Content_Marketing_Goals_for_Business\"><\/span>The Importance of B2B Content Marketing Goals for Business<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Developing B2B content marketing goals is critical to attract new customers and grow your revenue.<\/p>\n\n\n\n<p>But strategizing a content plan can seem daunting for a B2B content marketer. Content yields high returns, but without a roadmap, your efforts will be for naught.<\/p>\n\n\n\n<p>Say your boss wants to scale your company\u2019s content and see more results. But your blog does nothing, nobody downloads your ebooks and your conversion rates are underwhelming.<\/p>\n\n\n\n<p>So how can you achieve results for your B2B brand? You can\u2019t exactly assume that doing much of the same will improve the situation.<\/p>\n\n\n\n<p>You need to set content marketing objectives with direction and purpose.<\/p>\n\n\n\n<p>This is why it\u2019s important to define content marketing goals. You connect content marketing to company growth goals to build revenue.<\/p>\n\n\n\n<p>B2B content marketing goals clarify business goals focused on lead generation to help you produce that extra revenue and hit targets.<\/p>\n\n\n\n<p>And content marketing is a perfect fit! <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/why-content-marketing-is-important\/\" target=\"_blank\" rel=\"noreferrer noopener\">Content marketing delivers 3x more leads<\/a> than outbound sales and <a href=\"https:\/\/contentwritingjobs.com\/blog\/b2b-content-marketing-statistics\" target=\"_blank\" rel=\"noreferrer noopener\">B2B companies increase lead volume by 67%<\/a> when they blog regularly.<\/p>\n\n\n\n<p>When you define content marketing goals, you generate brand awareness, improve SEO, educate leads, foster customer retention and drive revenue.<\/p>\n\n\n\n<p>This guide outlines B2B content marketing goals, explains what makes great content and lists example goals to help you win at content.<\/p>\n\n\n\n<p>Now you can create a content marketing plan that actually works, so let\u2019s dive in!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Developing_a_Strategy_for_Your_Content_Marketing_Goals\"><\/span>Developing a Strategy for Your Content Marketing Goals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>What makes great content marketing strategy goals? A strong content marketing strategy relies upon quality content designed with purpose.<\/p>\n\n\n\n<p>Defining content goals for quality and relevance is the best way to align content marketing with company revenue goals.<\/p>\n\n\n\n<p>But let\u2019s be honest. It\u2019s almost impossible to determine revenue produced by content marketing with precision.<\/p>\n\n\n\n<p>Bottom-of-funnel content about buyer concerns or product fit might work for last-touch attribution.<\/p>\n\n\n\n<p>Though most content delivers organic traffic and introduces your brand to potential leads. At this stage, people are still learning.<\/p>\n\n\n\n<p>Your content needs to educate and nurture. Along with a strong brand story and a great user experience, your content functions as part of a holistic whole to move leads down the funnel.<\/p>\n\n\n\n<p>An optimal <a href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/the-complete-b2b-content-creation-guide\/\">B2B content strategy<\/a> thus emphasizes quality and relevance.<\/p>\n\n\n\n<p>About 47% of potential B2B buyers engage with 3\u20135 pieces of your content before purchasing\u2014and a sizable chunk with more than five!.<\/p>\n\n\n\n<p>Focusing on quality, value-driven content makes your content discoverable and engaging for leads. This is how to align content goals with revenue goals (and make your bosses happy!).<\/p>\n\n\n\n<p>So, how to define, produce and leverage high-quality content?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Makes_Great_B2B_Content\"><\/span>What Makes Great B2B Content?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Great B2B content provides relevant value to your audience, answers questions, and forms part of a strategy that scales your business.<\/p>\n\n\n\n<p>There are four steps for <a href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-grow-your-business-with-content-marketing\/\">how to grow your business using content marketing<\/a> and make B2B content work for you:<\/p>\n\n\n\n<ol>\n<li><strong>Planning content.<\/strong> The days of designing blog posts one at a time based on generic keywords are gone. Cluster content around relevant topics for your audience to signal your expertise in certain fields.<\/li>\n\n\n\n<li><strong>Developing content.<\/strong> Set brand standards to ensure content is well-researched, succinct yet still comprehensive, simple to digest and connects with your target audience. Play around with different formats to see what moves the needle.<\/li>\n\n\n\n<li><strong>Distributing and amplifying content.<\/strong> Never \u201cset it and forget it\u201d after publishing. B2B content is only great with an audience, and a relevant one too. Create a <a href=\"https:\/\/sparktoro.com\/blog\/who-will-amplify-this-and-why\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing flywheel for content<\/a> around a distribution and amplification plan.<\/li>\n\n\n\n<li><strong>Restrategize content.<\/strong> Customer expectations will develop over time and your competitors will adapt. Don\u2019t be afraid to regularly revisit content clusters, guidelines and influencers to keep things fresh.<\/li>\n<\/ol>\n\n\n\n<p>With a holistic strategy in place, you can then hone in on crafting content quality itself during the production stage.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Create_Quality_B2B_Content\"><\/span>How to Create Quality B2B Content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The goals of content marketing rely on relevant blog posts and touchpoints for leads to find you, gain interest and become customers.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Focus_on_Storytelling\"><\/span>Focus on Storytelling<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Just because you sell to businesses doesn&#8217;t mean your content should be boring and esoteric.<\/p>\n\n\n\n<p>Guide readers through a journey connected to the heart of your company; <a href=\"https:\/\/www.searchenginejournal.com\/b2b-content-marketing-goals\/435612\/\" target=\"_blank\" rel=\"noreferrer noopener\">narratives humanize brands<\/a> and are key for conversions.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Develop_Smart_Buyer_Personas\"><\/span>Develop Smart Buyer Personas<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Create content that speaks to your buyer personas. A buyer persona is a fictional character who represents part of your audience.<\/p>\n\n\n\n<p>But avoid defining personas around generic characteristics. A common trap is that <a href=\"https:\/\/www.hubledigital.com\/blog\/the-three-main-problems-with-buyer-personas\" target=\"_blank\" rel=\"noreferrer noopener\">buyer personas are often based on stereotypes<\/a>, thus deflating their value.<\/p>\n\n\n\n<p>Instead, focus on needs, not useless demographic information. Two people with similar backgrounds, equal amounts of wealth and of the same age could differ a lot.<\/p>\n\n\n\n<p>For example, Kazoo designs content around buyer types and needs. They focus on categories like challenges, industries and solutions.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"347\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Kazoo-B2B-Content-Marketing-Goals-Personas-730x347.png\" alt=\"Screenshot of Kazoo's homepage targeting industries around personas for B2B content marketing goals.\" class=\"wp-image-33736\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Kazoo-B2B-Content-Marketing-Goals-Personas-730x347.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Kazoo-B2B-Content-Marketing-Goals-Personas-320x152.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Kazoo-B2B-Content-Marketing-Goals-Personas-768x365.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Kazoo-B2B-Content-Marketing-Goals-Personas.png 859w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><figcaption class=\"wp-element-caption\">Kazoo builds content less around characteristic-based personas and more around needs- and situation-based personas to optimize targeting.<\/figcaption><\/figure><\/div>\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Format_Content_Like_a_Pro\"><\/span>Format Content Like a Pro<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Giant walls of text put off most readers.<\/p>\n\n\n\n<p>Before you publish a piece of B2B content, make sure it&#8217;s easy to read. Bolded headings, bulleted lists and other formatting elements make it easy to digest content.<\/p>\n\n\n\n<p>For example, concentrate on brevity. <a href=\"https:\/\/www.semrush.com\/blog\/anatomy-of-top-performing-organic-content\/\" target=\"_blank\" rel=\"noreferrer noopener\">Short headers generate 36% more organic traffic<\/a> than longer ones.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Map_the_Buyers_Journey\"><\/span>Map the Buyer\u2019s Journey<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>The buyer&#8217;s journey is the path a potential customer follows when evaluating your products or services.<\/p>\n\n\n\n<p>If you publish content only relevant to leads in one stage of the journey, you can\u2019t connect with them as their intents change at different stages.<\/p>\n\n\n\n<p>Map out the journey stages to different pieces of content, inclusive of destination pages with targeted conversion points.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Goals_of_Content_Marketing\"><\/span>Goals of Content Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>We\u2019ve overviewed the importance of devising a content strategy aligned with revenue goals that focuses on quality and relevance to target leads based on their needs.<\/p>\n\n\n\n<p>Part of this process involves understanding the steps needed to develop great content that actually works and what goes into creating &amp; leveraging quality content.<\/p>\n\n\n\n<p>Content marketing goals guide these principles that enable you to succeed and provide a roadmap towards that success.<\/p>\n\n\n\n<p>If this seems overwhelming, start with the end in mind. Once you know where you&#8217;re going, you can determine the best way to get there.<\/p>\n\n\n\n<p>Let\u2019s take a look at content marketing goals to consider\u2014and why.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Example_B2B_Content_Marketing_Goals\"><\/span>5 Example B2B Content Marketing Goals<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ol>\n<li>Drive Brand Awareness<\/li>\n\n\n\n<li>Improve SEO<\/li>\n\n\n\n<li>Educate Prospective Buyers<\/li>\n\n\n\n<li>Impact Revenue Metrics<\/li>\n\n\n\n<li>Foster Customer Loyalty &amp; Revenue Retention<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Drive_Brand_Awareness\"><\/span>1. Drive Brand Awareness<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Before your content can help qualify leads or convert qualified leads into customers, it has to generate leads.<\/p>\n\n\n\n<p>Content is especially valuable in driving brand awareness. Since <a href=\"https:\/\/blog.hubspot.com\/marketing\/b2b-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">increasing brand awareness is the top priority of half of all B2B marketers<\/a>, it should be a go-to content marketing goal.<\/p>\n\n\n\n<p>Design top-of-funnel content that speaks to buyers\u2019 aspirations and pain points. This will make you discoverable as they look for ideas before they even know what solutions they need.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.gong.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">Gong<\/a> executes a great example of this content marketing goal.<\/p>\n\n\n\n<p>They created the content category \u201cRevenue Intelligence\u201d for information about improving company revenue and to establish themselves as experts in their field.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"393\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Gong-B2B-Content-Marketing-Goals-Brand-Awareness-730x393.png\" alt=\"Screenshot of Gong's hub for \"revenue intelligence\" to create brand awareness for B2B content marketing goals.\" class=\"wp-image-33721\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Gong-B2B-Content-Marketing-Goals-Brand-Awareness-730x393.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Gong-B2B-Content-Marketing-Goals-Brand-Awareness-320x172.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Gong-B2B-Content-Marketing-Goals-Brand-Awareness-768x413.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Gong-B2B-Content-Marketing-Goals-Brand-Awareness.png 1174w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><figcaption class=\"wp-element-caption\">Gong produced an array of B2B content around the category of \u201cRevenue Intelligence\u201d to promote brand awareness for growth-minded B2B buyers.<\/figcaption><\/figure><\/div>\n\n\n<p>And as an added bonus, they doubled-down on this brand-awareness campaign by highlighting the category in their metadata!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"221\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Gong-B2B-Content-Marketing-Goals-Brand-SERP-730x221.png\" alt=\"Screenshot of the SERP for Gong's \"revenue intelligence\" as an example of branding SEO for B2B content marketing goals.\" class=\"wp-image-33733\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Gong-B2B-Content-Marketing-Goals-Brand-SERP-730x221.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Gong-B2B-Content-Marketing-Goals-Brand-SERP-320x97.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Gong-B2B-Content-Marketing-Goals-Brand-SERP.png 748w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure><\/div>\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Improve_SEO\"><\/span>2. Improve SEO<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>One of the most vital content marketing goals is to improve SEO and deliver more organic traffic to your website.<\/p>\n\n\n\n<p>This goal should drive your content marketing because of how effectively content contributes to SEO.<\/p>\n\n\n\n<p>Engage in best practices for <a href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/seo-article-writing\/\">article writing SEO<\/a> by targeting keywords and search queries your audience might find interesting with researched and well-written posts.<\/p>\n\n\n\n<p>And go after interactive elements on SERPs (search-engine results pages) to augment this approach.<\/p>\n\n\n\n<p>For example, <a href=\"https:\/\/www.hubspot.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot<\/a> are masters at capturing featured snippets with their content marketing.<\/p>\n\n\n\n<p>They execute a structured system within their content to answer queries their target audience would search on Google.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"505\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/HubSpot-B2B-Content-Marketing-Goals-Featured-Snippet-730x505.png\" alt=\"Screenshot of HubSpot's onpage content targeting a featured snippet for B2B content marketing goals.\" class=\"wp-image-33742\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/HubSpot-B2B-Content-Marketing-Goals-Featured-Snippet-730x505.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/HubSpot-B2B-Content-Marketing-Goals-Featured-Snippet-320x221.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/HubSpot-B2B-Content-Marketing-Goals-Featured-Snippet-768x531.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/HubSpot-B2B-Content-Marketing-Goals-Featured-Snippet.png 833w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure><\/div>\n\n\n<p>HubSpot leverages typical questions their potential customers might ask for more organic traffic.<\/p>\n\n\n\n<p>Then they implement SEO tactics, such as in the below HTML, to signal to search engines that this type of content is worthy for exposure. Genius!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"230\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/HubSpot-B2B-Content-Marketing-Goals-Featured-Snippet-HTML-730x230.png\" alt=\"Screenshot of HubSpot's source code for their content targeting a featured snippet for B2B content marketing goals.\" class=\"wp-image-33739\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/HubSpot-B2B-Content-Marketing-Goals-Featured-Snippet-HTML-730x230.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/HubSpot-B2B-Content-Marketing-Goals-Featured-Snippet-HTML-320x101.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/HubSpot-B2B-Content-Marketing-Goals-Featured-Snippet-HTML-768x242.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/HubSpot-B2B-Content-Marketing-Goals-Featured-Snippet-HTML.png 857w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure><\/div>\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Educate_Prospective_Buyers\"><\/span>3. Educate Prospective Buyers<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Leveraging content to educate people about the possibilities of how they can improve at their jobs and hit their metrics is one of the most impactful content marketing goals to strive for.<\/p>\n\n\n\n<p>When possible buyers have pain points, they&#8217;ll seek out information to fix their problems.<\/p>\n\n\n\n<p>By educating them on solutions, you\u2019ll build trust and cement your expertise to encourage them to buy.<\/p>\n\n\n\n<p>Let\u2019s say you struggle to optimize your productivity because of an insufficient tech stack. None of your tools integrate with each other and it eats up hours each week.<\/p>\n\n\n\n<p>Enter <a href=\"https:\/\/zapier.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Zapier<\/a>. They produce B2B content about \u201cproductivity tips\u201d complemented on their blog with a dedicated CTA for a newsletter signup.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"407\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Zapier-B2B-Content-Marketing-Goals-Educate-Buyers-730x407.png\" alt=\"Screenshot of Zapier's blog about productivity tips to educate buyers for B2B content marketing goals.\" class=\"wp-image-33730\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Zapier-B2B-Content-Marketing-Goals-Educate-Buyers-730x407.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Zapier-B2B-Content-Marketing-Goals-Educate-Buyers-320x178.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Zapier-B2B-Content-Marketing-Goals-Educate-Buyers-768x428.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Zapier-B2B-Content-Marketing-Goals-Educate-Buyers.png 1024w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure><\/div>\n\n\n<p>Makes sense. Increased productivity for B2B buyers is at the heart of their messaging since it\u2019s a core benefit of their offerings.<\/p>\n\n\n\n<p>In the above example, they don\u2019t merely point out the integration they offer with Google Calendar; they lead with the educational message about how to better manage your day.<\/p>\n\n\n\n<p>This content reinforces their reputation as leaders in the productivity space as they educate potential buyers about solutions they didn\u2019t even know existed.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Impact_Revenue_Metrics\"><\/span>4. Impact Revenue Metrics<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Earlier we mentioned how it\u2019s almost impossible to attribute revenue to your content marketing. This is especially true with top-of-funnel content like blog posts.<\/p>\n\n\n\n<p>But it\u2019s simpler with middle- or bottom-funnel marketing content for specific, short-tail queries that address immediate pains.<\/p>\n\n\n\n<p>Besides, the overarching purpose of B2B content marketing goals is to align with wider revenue goals. Well-executed content serves this purpose.<\/p>\n\n\n\n<p>If you\u2019re doing well and ready to start scaling, hone in on content that leads to shorter turnaround times for converting leads to paying customers.<\/p>\n\n\n\n<p>Again, Zapier provides an exemplary case study here.<\/p>\n\n\n\n<p>Their \u201c<a href=\"https:\/\/blueprint.store\/post\/zapier-bring-in-5-5-million-unique-website-users-per-month-with-this-insane-seo-strategy\" target=\"_blank\" rel=\"noreferrer noopener\">insane SEO strategy<\/a>\u201d involves content pieces spread out across many webpages and elements targeting prospective leads looking for specific solutions.<\/p>\n\n\n\n<p>Think about it. You\u2019re a prospective lead who encounters a gap in one of your daily workflows. Your stack is insufficient and your tech team feels capped\u2014they can\u2019t help you.<\/p>\n\n\n\n<p>So you search for potential ways to solve the problem yourself. You need to send emails as Slack messages.<\/p>\n\n\n\n<p>Behold Zapier, with three webpages, one about Gmail, one about Slack and one about the solution.<\/p>\n\n\n\n<p>It\u2019s dedicated content designed to spur direct revenue\u2014and it works!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"573\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Zapier-B2B-Content-Marketing-Goals-Revenue-730x573.png\" alt=\"Screenshot of Zapier's page for Gmail &#038; Slack to create revenue for B2B content marketing goals.\" class=\"wp-image-33724\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Zapier-B2B-Content-Marketing-Goals-Revenue-730x573.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Zapier-B2B-Content-Marketing-Goals-Revenue-320x251.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Zapier-B2B-Content-Marketing-Goals-Revenue-768x603.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Zapier-B2B-Content-Marketing-Goals-Revenue.png 1200w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><figcaption class=\"wp-element-caption\">Zapier targets search queries for middle stages of the buyer journey with their B2B content marketing strategy, utilizing internal links with strategic anchor text.<\/figcaption><\/figure><\/div>\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Foster_Customer_Loyalty_and_Revenue_Retention\"><\/span>5. Foster Customer Loyalty and Revenue Retention<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Nurturing customer loyalty for better retention rates is an underrated goal of content marketing.<\/p>\n\n\n\n<p>How can you achieve this goal?<\/p>\n\n\n\n<p>Create content marketing campaigns around information that helps both new and existing customers.<\/p>\n\n\n\n<p>When you provide curated and expert content for your base, they\u2019ll value your services more and stick around.<\/p>\n\n\n\n<p>One B2B organization that does well at this goal with their content marketing is the accounting company <a href=\"https:\/\/bench.co\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bench<\/a>.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"591\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Bench-B2B-Content-Marketing-Goals-Customer-Loyalty-730x591.png\" alt=\"Screenshot of Bench's hub for tax season to drive customer loyalty for B2B content marketing goals.\" class=\"wp-image-33727\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Bench-B2B-Content-Marketing-Goals-Customer-Loyalty-730x591.png 730w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Bench-B2B-Content-Marketing-Goals-Customer-Loyalty-320x259.png 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Bench-B2B-Content-Marketing-Goals-Customer-Loyalty-768x622.png 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/Bench-B2B-Content-Marketing-Goals-Customer-Loyalty.png 1094w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure><\/div>\n\n\n<p>They produce content every tax season on a dedicated website hub about advice and resources for filing business tax returns.<\/p>\n\n\n\n<p>They reinforce their expertise and reward clients with content full of tangible benefits. This tactic also provides upsell opportunities and delights website visitors with great content.<\/p>\n\n\n\n<p>This is a winning formula for B2B content marketing. It inspires loyalty and spurs business growth!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Get_Amazing_Content_to_Hit_Your_B2B_Content_Goals\"><\/span><strong>Get Amazing Content to Hit Your B2B Content Goals<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Setting B2B content marketing goals provides a roadmap to develop and put your content strategy in place.<\/p>\n\n\n\n<p>When you know what to achieve with content goals, you&#8217;ll attract &amp; educate leads, create brand awareness, drive organic traffic and increase retention rates.<\/p>\n\n\n\n<p>But none of this matters without quality and relevance for your target audience. To achieve results, you need quality content you can produce at scale.<\/p>\n\n\n\n<p>Crowd Content\u2019s <a href=\"https:\/\/www.crowdcontent.com\/\">content writing services<\/a> save you time and deliver expertly written B2B content so you never have to write again.<\/p>\n\n\n\n<p>No matter what stage of the buyer journey you\u2019re targeting, you can tackle your B2B content marketing goals with confidence.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Importance of B2B Content Marketing Goals for Business Developing B2B content marketing goals is critical to attract new customers and grow your revenue. But strategizing a content plan can seem daunting for a B2B content marketer. Content yields high returns, but without a roadmap, your efforts will be for naught. Say your boss wants [&hellip;]<\/p>\n","protected":false},"author":67,"featured_media":33718,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":false,"_modified_date":"","footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>B2B Content Marketing Goals: A Guide with 5 Proven Examples<\/title>\n<meta name=\"description\" content=\"Trying to figure out the best way to define B2B content marketing goals? Learn different examples of content marketing goals to scale your content!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/how-to-create-b2b-content-marketing-goals-with-5-examples\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B Content Marketing Goals: A Guide with 5 Proven Examples\" \/>\n<meta property=\"og:description\" content=\"Trying to figure out the best way to define B2B content marketing goals? 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