Introducing the Power Players: Top Content Marketing Assets for B2B SEO

Posted by Dom Moriarty on 12/12/23 09:00
Dom Moriarty

As we all know, content reigns supreme when it comes to gaining visibility and driving traffic to your website.

And, according to HubSpot, 82% of marketing managers actively use content marketing, and the Content Marketing Institute cites 71% of B2B marketers say content marketing is even more important than last year. It’s a trend that is expected to grow.

But as a busy marketing manager, you may not always know what type of content you could be creating. Afterall, there’s many reasons to create content marketing assets, like keeping your clients up to date, promoting products or services and, of course, building trust and credibility in your brand. And this is where we’re stepping in.

There is a general rule of thumb for B2B SEO content marketing, the better your content assets are at answering questions and solving pain points for your customer, the more attractive they’re going to be to search engines. And if search engines like them, they’re going to rank higher.

To help you plan your SEO content, we have compiled a list of the 5 top content marketing assets for B2B SEO. With a good SEO strategy in place, you could win the B2B organic search game!

Blog Posts

It's no secret that blog posts are an essential part of any B2B content marketing strategy.

As a content marketing tool, blogs provide a platform to showcase your expertise, educate your audience, and establish thought leadership within your industry.

But rather than churning out content that flies under the radar, research your keyword, and make sure you are optimising your blog posts for relevant keywords. Blog posts are a fantastic way you can attract organic traffic and engage potential customers.

Whitepapers and eBooks

For B2B businesses, in-depth research and insightful analysis are incredibly valuable.

Whitepapers and eBooks provide an opportunity to delve deep into industry trends, challenges, and solutions. These assets can help position your brand as a trusted authority in your niche.

By focusing on relevant keywords and providing valuable information, whitepapers and eBooks can attract organic traffic and generate high-quality leads for your B2B SEO strategy. This works especially well when you create optimised landing pages. There’s also the option to repurpose the content from the eBook into pillar pages and offer a CTA download for readers to keep.

And don’t forget, this type of content also makes a great giveaway, ideal for LinkedIn or Facebook Ads.

Longform Pillar Pages

We talk about Topic Clusters a lot at Angelfish, and for good reason.

Topic Clusters are a brilliant inbound marketing tool for structuring your website's architecture, and in turn, leading to increased organic B2B SEO. A good longform pillar page contains everything there is to know about a topic. HubSpot has a great example of this with its “The Ultimate Guide to Instagram Marketing“. HubSpot created this page to target the keyword, Instagram Marketing. It’s a mighty beast, coming in at a lengthy 10,000 words, including images, examples, guides, video embeds, and CTAs. The page itself is highly engaging and provides very high value to the target visitor.

The results speak for themselves, this pillar page ranks no 1 for the term Instagram marketing, there are 1,100 referring domains to the page, it ranks for over 6k keywords, (at its peak it reached 100,000!). Then there’s the traffic - it has an estimated 7,400 visits per month. What is your business an authority on?


Visual content is all the rage these days and infographics are leading the pack. Infographics allow you to present complex information in a visually appealing and easily digestible format. Did you know that 56% of marketers use visuals in their content marketing?

B2B audiences appreciate data-driven insights presented in visually stimulating ways. People remember 65% of the information when they see it in a visual, compared to just 12% when they hear it. So, don't hold back! Create eye-catching infographics that pack a punch and leave a lasting impression on your audience.

How-To Guides and Tutorials

Sharing knowledge is a powerful way to connect with your B2B audience. How-to guides and tutorials not only demonstrate your expertise but also provide practical solutions to your customers' pain points. With the right inbound marketing strategy, your site could be ready to answer questions people hadn’t even thought to ask but needed to know.

Optimise these assets by incorporating relevant keywords and step-by-step instructions to increase your visibility in search results. Think back to that HubSpot, “The Ultimate Guide to Instagram Marketing.” Could you replicate the success with your specialist subjects with a how to guide, pillar page? Remember, knowledge is power, and sharing your knowledge can be a game-changer for your B2B SEO efforts.


We live in a world where attention spans are shorter than ever. To captivate your B2B audience, consider creating engaging videos. 87% of video marketers say that video has increased traffic to their website, and 80% say it’s directly increased sales.

And it’s easy to see why. Videos allow you to present your products or services in action, humanise your brand, and establish emotional connections with your viewers. Whether it's a product demo, a customer success story, or an industry-related discussion, videos can be a crucial content marketing asset for boosting your B2B SEO efforts.

An Insider Content Marketing tip – Gated Content

Gated content refers to any type of online material, such as articles, e-books, videos, or webinars, that is hidden behind a virtual "gate" or barrier. For users to access this content, they are required to provide specific information, usually in the form of filling out a form or subscribing to a newsletter.

So, when should you use gated content? Gating content can be a powerful strategy to generate leads and gather valuable data about your audience. By offering exclusive content in exchange for information, you can build a database of potential customers who have already shown interest in your industry or niche.

However, it's crucial to strike a balance. Overused, it could be seen as intrusive or even pushy, perhaps driving potential users away. So, it's important to consider the context and purpose of your content before deciding whether or not to gate it. Think back to a few paragraphs up when we introduced our B2B SEO for recruitment agencies eBook, We have this content as a blog and also gated so it gets better ranking and free press on the blog. But it’s also free to keep and share in a really nice format for our users. We also advertise the eBook version on PPC channels to find new marketing teams who need help. It’s the perfect example of striking the balance. You’ll find even more gated content on our resources page.

The Best Content Marketing Assets are Authentic

Remember, it's not about reinventing the wheel; it's about creating exceptional content that resonates with your target audience.

Content marketing is an ever-evolving field, and B2B SEO is no exception. By leveraging the power players discussed above - informative blog posts, captivating infographics, helpful how-to guides, engrossing videos, and comprehensive whitepapers - you can supercharge your B2B SEO efforts and drive organic traffic to your website.

Make your B2B content relevant, informative, and solve the exact problem the searcher is looking for and Google will love it. Create a variety of content assets, and make sure they are the best you can produce. If you keep an eye on your metrics, you will see how your content is performing. From there you can create more of the same, and tailor it to your specific buyer personas.

Our best advice is to stick close to your company’s vision and goals: Who do you want to attract, and why

Then, get creative, make sure you always optimise for relevant keywords, and let your content marketing assets propel your B2B SEO strategy to new heights!

Need help with planning? Speak to us. We offer a FREE, no obligation, consultation and report, take advantage of it now and see the results you want.

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