Content marketing

June 10, 2024

How to Build Topical Authority with Your B2B Content

Learn how to build topical authority in B2B content marketing. Discover strategies for audience research, creating in-depth content, SEO optimization, and effective promotion to establish your brand as a thought leader and drive business growth.

How to Build Topical Authority with Your B2B Content

Building topical authority with your B2B content is essential for attracting qualified leads, establishing your brand as a thought leader, and driving business growth. By conducting thorough audience research, creating comprehensive content, and promoting it to the right audiences, you can demonstrate your expertise and build trust with your target businesses.


  1. Conduct Thorough Audience Research
  2. Perform Keyword Research
  3. Create Comprehensive, In-Depth Content
  4. Optimize Content for Search Engines
  5. Promote Content to Relevant Audiences
  6. Collaborate with Industry Experts
  7. Measure and Improve Content Performance

1- Conduct Thorough Audience Research

B2B marketer conducting audience research
B2B marketer conducting audience research

Identify key pain points and goals of your B2B buyers

To create content that resonates with your target businesses, it's essential to gain a deep understanding of their specific needs, challenges, and objectives. Start by conducting surveys, interviews, or focus groups with current customers and prospects to gather valuable insights. As a recent study found, 83% of businesses were able to boost brand awareness and 67% increased demand and lead generation through audience-focused content strategies.

Identify B2B audience-buyer persona
Identify B2B audience-buyer persona

For instance, if you're targeting marketing managers at mid-sized technology companies, you might discover that their primary challenges include measuring the ROI of their marketing efforts and aligning their strategies with sales teams. By addressing these pain points in your content, you can demonstrate your understanding of their needs and position your brand as a valuable resource.

Gather insights on preferred content types and channels

In addition to understanding what topics resonate with your B2B audience, it's important to determine the content formats and distribution channels they prefer. While some may favor in-depth whitepapers and case studies, others might engage more with shorter blog posts, videos, or podcasts. Apple and Spotify are expected to reach over 66 million monthly podcast listeners in the U.S. alone by 2023, highlighting the growing popularity of this format.

Let's say your target audience consists of busy C-level executives who prefer consuming content on-the-go. In this case, you might focus on creating concise, actionable blog posts or podcasts that they can easily digest during their commute or between meetings. By tailoring your content to their preferences, you'll maximize its impact and effectiveness.

Saviez-vous que 83% des entreprises ont pu améliorer leur notoriété de marque et que 67% ont augmenté la demande et la génération de prospects grâce à des stratégies de contenu centrées sur l'audience ?

2- Perform Keyword Research

Use keyword tools to discover high-volume, relevant keywords

To build topical authority and attract qualified traffic, it's essential to optimize your content for search engines. Start by using keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to identify high-volume, relevant keywords related to your niche. Focus on long-tail keywords that are specific to your industry and align with the pain points and goals of your target audience.

For example, if you offer project management software for creative agencies, you might target keywords like "best project management tools for design teams" or "how to streamline creative workflows." By incorporating these keywords naturally throughout your content, you can improve your search rankings and attract prospects actively searching for solutions to their challenges.

Using keyword research tool targeting relevant keywords and search volumes
Using keyword research tool targeting relevant keywords and search volumes

Analyze competitors' content to find gaps and opportunities

Conducting a thorough competitive analysis of your competitors' content can reveal valuable insights and opportunities for your own content strategy. Start by identifying your top competitors and reviewing their blogs, whitepapers, case studies, and other content assets. Assess the topics they cover, the depth of their content, and the engagement they receive from their audience.

Let's say you notice that while your competitors provide ample information on the features of their marketing automation software, they lack in-depth guides on how to implement and optimize these tools effectively. This presents an opportunity for you to create comprehensive, step-by-step tutorials that fill this content gap and position your brand as an industry leader.

B2B Content:Analyze competitors' content to find gaps and opportunities
B2B Content:Analyze competitors' content to find gaps and opportunities

3- Create Comprehensive, In-Depth Content

Cover topics thoroughly with long-form blog posts and guides

To demonstrate your expertise and build topical authority, create in-depth, long-form content that thoroughly explores key subjects related to your niche. Comprehensive blog posts, ultimate guides, and ebooks allow you to dive deep into a topic, providing valuable insights and actionable advice for your target audience. As a recent study found, businesses that published long-form content of over 2,000 words saw 77% more backlinks and 56% more social shares compared to shorter posts.

For instance, if you're in the HR technology space, you could create an ultimate guide to employee onboarding that covers everything from pre-boarding preparations to training and performance management. By providing a comprehensive resource that addresses all aspects of the onboarding process, you'll establish your brand as a go-to authority on the subject.

A comprehensive, in-depth blog pos
A comprehensive, in-depth blog post

Incorporate original research, data, and expert insights

Elevate your content and build authority by incorporating original research, proprietary data, and expert insights. Conducting surveys, analyzing customer data, or running experiments can yield unique findings that set your content apart from competitors and offer fresh perspectives to your audience. The 2022 Global Market Trends report from Deloitte provided detailed data-driven industry insights that positioned the company as a thought leader.

Let's say you survey your customer base and discover that 60% of B2B buyers prefer interactive content like quizzes and assessments when evaluating potential solutions. You could create a blog post highlighting these findings and offer best practices for incorporating interactive elements into the sales process. By sharing original data and actionable recommendations, you'll provide unique value to your audience and strengthen your authority.

"Businesses that published long-form content of over 2,000 words saw 77% more backlinks and 56% more social shares compared to shorter posts." - Backlinko

4- Optimize Content for Search Engines

Include relevant keywords in titles, headings, and throughout content

To improve your content's visibility and attract qualified traffic from search engines, strategically incorporate relevant keywords throughout your content. Start by including your keyword in the title, preferably towards the beginning, to signal its relevance to both search engines and readers. Use variations of your main keyword and secondary keywords in subheadings, meta descriptions, and naturally throughout the body of your content.

For example, if you're creating a blog post targeting the keyword "B2B lead generation strategies," you might use a title like "10 Proven B2B Lead Generation Strategies to Boost Your Sales Pipeline." Throughout the post, include related keywords such as "B2B lead nurturing tactics," "lead qualification techniques," and "B2B content marketing for lead generation" to reinforce the topic and improve your search rankings.

Key elements of SEO content for B2B
Key elements of SEO content for B2B

Earn high-quality backlinks from reputable industry sources

Developping Backlinks from reputable, authoritative websites play an important role in building your content's search engine rankings and establishing your brand's topical authority. When other trusted sites link to your content, it signals to search engines that your content is valuable and relevant to your niche. To earn high-quality backlinks, focus on creating exceptional content that naturally attracts links from industry publications, thought leaders, and other influential sources.

Criterias for high quality backlink resources
Criterias for high quality backlink resources

For instance, if you publish an in-depth case study showcasing how your email marketing software helped a well-known brand achieve a 50% increase in conversion rates, it's more likely to earn backlinks from marketing blogs and publications. You can also actively reach out to industry influencers and propose collaborative content opportunities that provide value to their audience while earning backlinks to your site.

To track and monitor your backlink profile:

  1. Use tools like Ahrefs, SEMrush, or Moz to identify your existing backlinks and referring domains.
  2. Analyze the quality and relevance of each backlink, prioritizing those from high-authority, industry-relevant sites.
  3. Monitor your backlink growth over time and compare your profile to competitors' to gauge your progress.
  4. Identify any low-quality or spammy backlinks that could harm your search rankings and disavow them using Google's Disavow Tool.
  5. Continue earning high-quality backlinks through exceptional content and strategic outreach to strengthen your site's authority.

5- Promote Content to Relevant Audiences

Share content on LinkedIn and other B2B-focused channels

To maximize the reach and impact of your content, it's essential to promote it through channels where your target B2B audience is active and engaged. LinkedIn, the world's largest professional network, is a prime platform for distributing your content to B2B decision-makers, influencers, and industry peers. According to recent data, 96% of B2B content marketers use LinkedIn for organic social media marketing, and 76% found it to be effective.

When sharing content on LinkedIn, optimize your posts with compelling headlines, relevant hashtags, and engaging visuals to capture attention in the feed. For example, if you're promoting a webinar on "The Future of Artificial Intelligence in Supply Chain Management," create a visually appealing post with a clear value proposition and include hashtags like #AI, #SupplyChain, and #Webinar to reach interested audiences. Encourage your employees to share the post on their personal profiles to amplify its reach.

Leverage email marketing to get content in front of subscribers

Email marketing is a powerful tool for directly delivering your content to your subscribers and nurturing them through the sales funnel. By regularly sending valuable, relevant content to your email list, you can keep your brand top-of-mind, build trust, and guide prospects closer to a purchase decision. A recent study found that 74% of B2B marketers use email to distribute content, and 52% said email generated the highest ROI among their content marketing tactics.

To effectively leverage email marketing, segment your subscriber list based on factors like job title, industry, and engagement level to deliver targeted, personalized content that resonates with each group. For instance, you might send a series of educational emails showcasing your expertise to new subscribers, while offering more product-focused content and case studies to those further along in the sales cycle. Consistently providing valuable insights and resources will keep your subscribers engaged and progressing toward a purchase.

Saviez-vous que 96% des marketeurs de contenu B2B utilisent LinkedIn pour le marketing sur les médias sociaux organiques, et que 76% ont trouvé que c'était efficace ?

6- Collaborate with Industry Experts

Co-create content with respected industry experts

Collaborating with respected industry experts to co-create content is a powerful way to enhance your brand's authority and tap into new audiences. By partnering with thought leaders, you can leverage their expertise, credibility, and influence to create unique, high-value content that stands out in your niche. This can take the form of co-authored blog posts, whitepapers, webinars, or even original research projects.

For example, if you offer customer relationship management (CRM) software, you could partner with a well-known sales trainer to create a webinar on "Maximizing Sales Performance with CRM and Proven Sales Techniques." By combining your software expertise with the trainer's sales insights, you can create a compelling resource that attracts both of your target audiences and positions your brands as authorities in the field.

Participate in expert roundups and interviews on industry blogs

Participating in expert roundups and interviews on respected industry blogs is another effective way to build your brand's authority and expand your reach to new audiences. By contributing your insights and expertise to these content pieces, you can position yourself and your company as thought leaders while gaining valuable exposure and backlinks to your own content.

Let's say a popular marketing blog approaches you to participate in a roundup post on "Top B2B Marketing Trends for 2023." By providing a thoughtful, data-backed response highlighting your unique perspective, you can showcase your expertise to the blog's engaged audience and drive traffic back to your site. Additionally, the backlink from the respected blog will help boost your search rankings and establish your brand as a trusted resource in the industry.

Content format for B2B companies shared on respected industry blogs
Content format for B2B companies shared on respected industry blogs

7- Measure and Improve Content Performance

Monitor search rankings, traffic, engagement, and conversions

To continuously improve your content's performance and demonstrate its impact on your business goals, it's crucial to regularly monitor key metrics and KPIs. Start by tracking your search engine rankings for target keywords to assess your content's visibility and identify opportunities for optimization. Use tools like Google Analytics to measure traffic to your content pages, including the source (organic search, social media, email, etc.), bounce rate, and time on page.

For instance, if you notice that a blog post is driving significant organic traffic but has a high bounce rate, it may indicate that the content isn't meeting visitor expectations or providing enough value. In this case, you could revise the post to better align with search intent, include more actionable insights, or add internal links to related resources to keep visitors engaged on your site.

Engagement metrics, such as shares, comments, and backlinks, provide valuable insights into how well your content resonates with your target audience and industry peers. Track these metrics across your distribution channels to identify top-performing content and engagement trends. For example, if you find that your LinkedIn posts consistently generate high levels of likes, comments, and shares, double down on creating content specifically tailored for that platform and audience.

Most importantly, track conversions attributed to your content, such as email sign-ups, content downloads, and sales, to measure its impact on your bottom line and demonstrate ROI. Set up conversion tracking in Google Analytics and use UTM parameters to track the performance of specific content pieces and distribution channels. By tying your content efforts directly to business outcomes, you can prove their value and justify continued investment in your content marketing strategy.

Update and refresh content regularly to maintain relevance

As your industry evolves and new trends emerge, it's essential to regularly update and refresh your content to maintain its relevance and authority. Outdated information, broken links, or irrelevant examples can diminish your content's value and impact, leading to higher bounce rates and lower search rankings. Make it a habit to periodically review your content library and identify pieces that need to be updated, expanded, or optimized.

For example, let's say you have a popular blog post from 2018 titled "The Top 10 Email Marketing Tools for B2B Businesses." While the post may have driven significant traffic and engagement when it was first published, some of the tools mentioned may have since become obsolete or been replaced by newer, more advanced options. By updating the post with the latest tools, features, and best practices, you can maintain its relevance and value to your audience.

When refreshing content, look for opportunities to:

  1. Incorporate new research, data, or expert insights that reflect the latest industry developments.
  2. Update examples, case studies, and statistics to ensure they are current and relevant to your audience.
  3. Optimize titles, headings, and meta descriptions to align with evolving search intent and target keywords.
  4. Add new sections or expand upon existing points to provide more comprehensive, in-depth coverage of the topic.
  5. Include internal links to newer, related content pieces to keep visitors engaged and drive them further into your site.

By consistently updating and improving your content, you'll maintain its value to your audience and search engines, reinforcing your brand's topical authority over time.

In conclusion

Building topical authority with your B2B content requires a strategic, multi-faceted approach. By conducting thorough audience research, creating comprehensive, optimized content, and promoting it to the right audiences, you can establish your brand as a trusted resource and thought leader in your industry. Regularly measuring and improving your content's performance will ensure its continued impact on your business goals.To further enhance your B2B content strategy, consider reading our article on "How to Measure the ROI of Your B2B Content Marketing Efforts" for valuable insights and actionable tips.

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