25 Great B2B Content Marketing Articles

While doing research for my webinar on creating content that converts, I found many great articles on B2B Content Marketing. Here are the 25 articles that I liked best. Most are blog posts, but I’ve also included some eBooks.

My focus is on B2B, rather than B2C. Often, some of the basics are the same, but not always. For example, the complex sale is usually unique to B2B selling, and that’s when you would map content to stages in the buying cycle. So here are the articles:

Overview Articles

Joe Pulizzi, What is Content Marketing?

Michele Linn, A 7-Step Plan for Getting Started with Content Marketing

Doug Kessler, The B2B Content Marketing Workbook

Ardath Albee, 23 Reasons Why Content Marketing Fails

Adam Needles, What’s Behind the Rise of Content Marketing

Russell Sparkman, Creating Consistent Content – A Content Marketing Plan


Adam Needles, Why ‘Personas’ Are the Key to Achieving a ‘Mass One-to-one’ Strategy

Stephenie Tilton, Do You Have Any Idea Who You’re Talking To?

Adele Revella, How Kristine Developed a Great Buyer Persona

Tony Zambito, 10 Rules for Buyer Persona Development

Content Planning

Michele Linn, Is Less Content Better? 5 Steps to Simplify B2B Marketing Content

Stephenie Tilton, How Much B2B Content Is Enough?

Michele Linn, Need Content? 20 Formats to Consider

Ardath Albee, Content Marketing is for Customers Too!

Rick Burnes,5 Common Content Marketing Challenges — And Simple Solutions

Ardath Albee, Forgettable Follow-up on B2B Content Offers

Content Reuse

Ardath Albee, The Rule of 5 for B2B Content Development

Michele Linn, The Dos and Don’ts of B2B Content Reuse

Michele Linn, Got Content? 10 Steps to Repurpose Your Best B2B Assets

Joe Pulizzi, BtoB Content Marketing: Six Places to Find Hidden Content Gems

Content Mapping

Barbra Gago, Content Mapping 101 – part 1, part 2, part 3

Steve Woods, The Buying Process; Auditing your Content Assets

Steve Woods, The Content Gap – Lead Nurturing and Content Creation

Steve Woods, Buyer Roles, Buying Stages, and Perception Challenges

Jeffrey Ogden, Mapping marketing content across the buying cycle and personas

Please let me know if I forgot any seminal articles!

On-Demand Webinar: The Secret To Creating Lead Nurturing Content That Converts

With the right content strategy, leads will move through the buying process more quickly and you’ll boost your conversion rates. To learn how, view this 30-minute on-demand webinar.

View the Webinar recording »

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14 thoughts on “25 Great B2B Content Marketing Articles

  1. Ayeen

    Good stuff Jep! This will really help a lot of company owners to convert their website visitors into leads. These are valuable information that should really be shared with everyone. I will share with you some best practices if something comes to mind. I appreciate this. http://bit.ly/ayeen

  2. Ardath Albee

    Hi Jep,

    Thanks for including a number of my articles in your list. I’m honored. You’ve also found a few I haven’t seen and need to go check out.


  3. Adam Needles

    Hi, Jep. Thanks for the inclusion in your round-up.

    Great list of resources and names behind those resources.

    Honored to be such company.


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  7. Jeff Ogden

    Thanks for including my post with such luminaries as Ardath, Stephanie, Michelle and Doug. I’m honored to be mentioned in the same breath.

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