Create a content strategy for niche B2B sites

1. Create movement-first content such as articles designed to inspire and build credibility, instead of those optimized for search.

A great example of a company that used movement-first content to build credibility is Zuora. They identified the subscription economy movement and created hundreds of articles on the topic. They even invested small fortunes in research reports to prove its existence. Because of this strategy, they built credibility among the audience they intended to sell to.

2. Identify accounts you dream of closing and the challenges they face that your business provides solutions for.

For example, a niche flooring company identified their dream account, Hilton Hotels: one company in charge of flooring purchases for 14 global brands across 5,000 locations. Using their experiences with similar companies, they flagged the biggest problems Hilton was likely experiencing: rapid carpet degradation in lobbies, corridors, and meeting rooms, labor-intensive cleaning and maintenance, and huge replacement costs for damaged carpeting.

3. Use your target accounts’ challenges to create case studies, showing social proof of how other businesses had solved the same problems by switching to your brand.

If you don’t have your own success stories yet, use examples from renowned companies to build your case studies.

4. Send the case studies or social proofs to your target accounts using direct channels like cold email, Linkedin Sponsored Inmails, and direct email.

For cold emailing, you can use a tool like Clearbit to find the addresses of your target account key decision-makers, and email them a direct link to the case study. Use simple and direct messaging in your emails. For example, We’ve helped companies like yours to save a small fortune. We can do the same for you. Here’s the proof.

5. Partner with industry publications to share your content - like webinars, articles, and case studies - and reach hundreds of decision makers.

An example of an industry publication is Call Centre Helper. This approach isn’t limited to big, established websites. Talk to contacts in your target industry. Anywhere that boasts a high concentration of your target audience is worth investigating, whether they are industry and trade magazines or personal blogs.

6. Create content to target higher volume and easy-to-rank-for keywords that your product is a subset of.

For example, a niche product like moisture-resistant adhesive has about 10 searches per month. But going up the buying process to the parent category of this product, we find flooring adhesive which has 350 searches per month.

7. Add niche-specific CTAs to the content to identify potential customers by encouraging self-selection of visitors.

In the image below, a flooring manufacturer targets a big, broad, high-volume topic—the pros and cons of vinyl flooring—and promotes a highly specific B2B-focused offer: 6 Ways to Guarantee Commercial Flooring Success. Relatively few visitors will engage with the offer, but those who do are virtually guaranteed to be a great fit for the company’s products. You can also identify potential customers by introducing your product in the content – for example, as an alternative solution – to raise awareness for the niche problem you solve.

8. Search forums and discussion sites like Quora and Reddit for your chosen keyword to find relevant questions, and create content to answer them.

You can use a tool like Ahrefs to find questions that already rank well in the search results: Enter the site domain – like – in the Site Explorer tool, use the Top Pages report to order pages by their organic search traffic, then filter by your chosen keyword.