Content Ideas to Keep Your B2B Marketing Engaging
Feeling stuck for content ideas? You’re not alone! It happens to the best of us. But here’s the good news, your audience is looking for valuable, engaging content. Sometimes, all you need is a fresh perspective (and maybe a strong coffee). So, if you’re in the midst of a creative block, here are some ideas that should help create a spark.
1. Answer the Questions Your Audience is Asking
Your customers are always searching for answers, so why not be the one to provide them?
Dig into your FAQs and turn them into blog posts.
Check LinkedIn, Quora, or Reddit - what are people in your industry asking about right now?
Use AI-driven search insights to uncover trending topics and burning questions.
(Tip: If you’re hearing the same question over and over, that’s a content goldmine.)
2. Refresh and Repurpose What’s Already Working
Not every piece of content needs to be brand new. Some of your best-performing content just needs a little update:
Add fresh insights, new examples, or recent data to older blog posts.
Turn a popular webinar into a LinkedIn article.
Create an infographic or short video summarizing a report or whitepaper.
3. Make Data Work for You
Nothing grabs attention quite like a compelling stat or unique insight.
Conduct a mini industry survey and share your findings.
Analyze reports and break them down into actionable takeaways.
Turn customer success metrics into a storytelling-style case study.
(I mean, who doesn’t love a stat that makes them sound smarter in meetings?)
4. Experiment with Different Formats
If you’re only creating written content, it’s time to mix it up. Try:
Short-form videos (think quick explainers, behind-the-scenes clips, or customer stories).
Podcasts or expert interviews - perfect for repurposing into multiple formats.
Interactive elements like quizzes, polls, or even calculators.
5. Collaborate with Thought Leaders
Your audience wants expert insights, so why not bring in a fresh voice?
Interview industry leaders for a blog, video, or social post.
Co-create content with partners or clients - two audiences for the price of one.
Publish guest posts to mix up your content while expanding your reach.
6. Humanize Your Brand with Storytelling
B2B marketing doesn’t have to feel cold and corporate. It can have a personality, and the best B2B brands do.
Share the challenges your business has overcome.
Showcase customer success stories in a more narrative way (think ‘before and after’ rather than bullet points).
Give a peek behind the scenes - people connect with people, not just brands.
(No one wants to read another “we’re thrilled to announce…” post)
7. Personalization (Without the Creep Factor)
Your audience wants content that speaks directly to them. Here’s how to do it right:
Segment your audience and create content tailored to specific industries or roles.
Use AI tools to suggest personalized content based on user behavior.
Make your email marketing feel like a 1:1 conversation, not a mass send.
8. Use AI to Spark New Ideas
AI isn’t here to replace you - it’s here to help. Use it to:
Generate fresh topic ideas based on trending discussions.
Speed up research and repurposing while keeping your unique voice.
9. Rethink Case Studies (They Don’t Have to Be Boring!)
Instead of another long PDF, try:
An interactive case study page with clickable insights.
A short video or animated breakdown of key results.
A simple, scannable ‘before-and-after’ results snapshot.
10. Get Your Customers Involved
User-generated content (UGC) isn’t just for B2C - you can do it for B2B too.
Feature customer testimonials and success stories (bonus points for video!).
Run a social media challenge or branded campaign.
Encourage customers to showcase how they use your product or service.
Creating fresh B2B content doesn’t have to feel like a chore. By mixing up formats, leveraging AI, and focusing on storytelling, you can keep your audience engaged while reinforcing your brand’s expertise.
Need help brainstorming content ideas tailored to your business? Book an Ask a Marketer session with me! Whether you’re stuck on strategy, need a fresh perspective, or just want to sanity-check your ideas, I’m here to help
