a winning guide — Hallam

B2B content marketing has changed, but many brands are still stuck in outdated strategies that fail to drive real business results. To stay competitive, you need to rethink your approach and focus on a full-funnel approach that aligns with modern buyer behaviour, delivers value instantly and prioritises engagement over vanity metrics.

In this guide, I’ll dig deeper into why:

• Blog-first strategies are outdated – over-relying on TOFU content doesn’t convert leads into customers.
• Modern B2B buyers don’t follow a linear journey – they research across multiple channels and often decide before speaking to Sales.
• Zero-click content is key – deliver value directly in social posts, emails and other formats without requiring a click-through.
• Full-funnel content matters – MOFU and BOFU content is where the real opportunity is.
• You need to diversify content formats – use video, podcasts, interactive tools and original research to engage different buyer personas.
• Content distribution is as important as creation – focus on repurposing, SEO, email, social media and paid amplification.
• Efficiency is key – maximise ROI by repurposing high-value content across multiple channels.

Let’s get started…

The problem: why most B2B content strategies fall short

Over-focusing on TOFU content

Many B2B marketers focus on creating high volumes of blog content and driving organic traffic, believing this will fill the top of the funnel with potential leads. The problem with this approach is that:

• It prioritises awareness over action, meaning most content never leads to a measurable business outcome.
• It doesn’t acknowledge that GenAI has flooded all channels with generic awareness content and standing out is much harder than it used to be.
• It assumes that traffic = pipeline, when in reality, most visitors don’t progress beyond the first touchpoint (if they ever see the content at all).
• It ignores middle and bottom-of-funnel content, which is what actually converts leads into sales.

While high-quality blogs are still useful, relying on them as the primary driver of demand generation is highly ineffective. Buyers don’t just read a blog and immediately request a demo. They consume multiple content types across different touchpoints before making a decision.

The shift towards zero-click content

Marketers have also traditionally focused on driving clicks – whether to blog posts, gated reports or landing pages. But modern buyers don’t always want to leave the platform they’re on just to engage with your content. They want value immediately, without friction.

Zero-click content is content that delivers value directly within the platform it is consumed on. Instead of forcing people to click through to a website, zero-click content provides immediate insights, making brands more memorable before a buyer is even ready to take action.

Examples of zero-click content

• Social posts that contain full insights rather than linking to a blog
• Email newsletters that deliver key takeaways inside the email instead of redirecting readers elsewhere
• Infographics and data visualisations that summarise findings in an easy-to-digest format
• Short-form video and podcasts that provide actionable insights in a compact timeframe

Buyers don’t want to wade through a 5,000-word article just to find a key takeaway. Content that is scannable, accessible and immediately valuable will always outperform traditional long-form content.

Most B2B content strategies fail because they prioritise traffic and volume over engagement and conversion, making it harder for brands to drive meaningful business outcomes.

Rethinking B2B content strategy: the modern buyer journey

Google’s Messy Middle: why the traditional funnel is outdated

The classic Awareness → Consideration → Decision model no longer reflects how B2B buyers make decisions. Google’s Messy Middle research highlights that buyers:

• Loop between exploration and evaluation rather than following a linear path
• Compare multiple vendors at once, not just the ones who capture their email first
• Rely heavily on peer recommendations and independent research, reducing the need for direct engagement with Sales teams

In many cases, buyers have already shortlisted vendors before speaking to them. If your content isn’t present throughout their research process, you won’t even make the consideration list.

Gartner’s four-stage model: a better framework for B2B content strategy

Rather than the traditional funnel, I feel that Gartner’s model better represents the modern buyer journey:

1. Problem identification – the buyer recognises they have a challenge that needs solving
2. Solution exploration – they research possible solutions and evaluate different approaches
3. Requirements building – they define the specific features and criteria a solution must meet
4. Supplier selection – they evaluate vendors and make a final decision

A successful B2B content strategy must support each of these stages rather than just driving awareness. This means creating content that guides the buyer through the entire decision-making process rather than just attracting traffic at the top.

Content formats that go beyond blog posts

An ROI-focused B2B content strategy must leverage multiple content formats that cater to different learning styles and buyer behaviours.

1. Lead nurture and email content

Email remains one of the highest-converting channels in B2B marketing, but too many brands still treat it as a simple distribution tool – pushing out links to blog posts, whitepapers and external content. Instead of using email just to drive clicks elsewhere, marketers should focus on creating self-contained, high-value experiences that provide immediate insights.

A well-crafted email strategy builds trust, nurtures leads and keeps your brand top of mind long before a prospect is ready to make a decision. By delivering value inside the email itself, rather than forcing recipients to take additional steps, engagement rates increase and relationships strengthen.

You can experiment with:

• Lead nurture sequences – create structured email series that guide buyers through key stages of their decision-making process.
• Newsletters that deliver insights in-email – provide actionable takeaways, trends and expert insights without requiring a click-through.
• Personalised and segmented messaging – tailor content to different buyer personas, topic of interest or engagement levels for higher relevance.
• Conversational and thought-driven emails – move beyond promotions by sharing unique perspectives, hot takes and discussion-worthy insights.

When emails prioritise immediate value over external clicks, they go from being a simple marketing tool to a key engagement driver that nurtures trust, builds relationships and accelerates conversions.

2. Case studies and testimonials

Buyers need more than just promises. They need proof that your solution delivers real results. Case studies and testimonials provide that proof by showcasing tangible success stories, measurable outcomes and customer experiences that validate everything else that you are saying across your marketing content.

Rather than focusing solely on product features, effective case studies and testimonials highlight the transformation, showing prospects how businesses similar to theirs have solved key challenges using your solution. This makes it easier for potential buyers to envision the impact on their own organisation, reducing hesitation and accelerating the decision-making process.

You should focus on:

• Short, scannable case studies – zeroing in on results and key takeaways, rather than long, overly detailed narratives.
• Video testimonials – capture authentic customer experiences in a genuine, engaging format that builds trust.
• Industry-specific examples – provide case studies tailored to specific sectors, company sizes or pain points to increase relevance.
• Before and after comparisons – show how a company’s metrics, processes or performance improved after implementing your solution.
• Customer story hubs – centralise multiple success stories on a dedicated landing page to create a strong bank of social proof.

3. Social content and thought leadership

Social media has evolved into a key research and decision-making tool for B2B buyers. Before engaging with a brand directly, prospects often turn to platforms like LinkedIn and industry communities to gather insights, read expert opinions and assess a company’s credibility.

Instead of simply using social media to promote blog links or gated content, you should focus on delivering value within the platform itself. This means creating insightful, high-impact content that sparks engagement, builds trust and positions your brand as an industry authority.

Ways to improve include:

• LinkedIn-first content – share full insights directly in posts, rather than requiring users to click through to a blog.
• Carousel posts and bite-sized insights – break down complex topics into easy-to-consume, visual storytelling formats.
• Industry commentary and bold opinions – take a stand on trends, news or industry shifts to demonstrate expertise and leadership.
• Data-backed and original thought pieces – use insights from proprietary research, surveys or case studies to fuel meaningful discussions.
• Conversational and engagement-driven posts – ask questions, start debates and encourage participation rather than just broadcasting sales messages.

Social content that is engaging, educational and thought-provoking will always outperform generic promotional posts. By meeting buyers where they already are and providing real value in the feed, brands can build long-term credibility and stay top of mind when prospects are ready to buy.

4. Podcasts and audio content

Podcasts have become an increasingly valuable tool in B2B marketing because they cater to busy professionals who prefer to consume content on the go. Unlike blogs or video content, which require active reading or viewing, podcasts allow listeners to absorb insights while commuting, exercising or working.

For B2B brands, launching a podcast is about delivering meaningful conversations, expert insights and industry thought leadership in a digestible, engaging format.

Boost effectiveness through:

• Short and focused (10-20 minutes) episodes that address key industry topics
• Incorporate expert interviews and customer success stories to build credibility
• Ensure each episode is actionable. Listeners should walk away with clear, actionable insights that they can apply to their work.
• Repurpose podcast insights into social snippets, LinkedIn posts and email content

If starting a podcast feels like too much of a commitment, you can also appear as a guest on relevant industry podcasts to share your expertise and reach new audiences without the ongoing production effort.

5. Video content

Video content has become one of the most effective tools for engaging B2B buyers, yet many brands still underutilise it. While blogs, whitepapers and static content have their place, video allows companies to deliver complex information quickly, increase engagement and create a stronger emotional connection with their audiences.

B2B buyers today expect multimedia content as part of their research process. Whether they are evaluating a new software solution, comparing different vendors or looking for industry insights, video provides a visually engaging, time-efficient and highly shareable way to communicate value.

Increase impact by:

• Using short-form explainer videos to simplify complex ideas
• Developing product walkthroughs and demos to help prospects visualise the solution
• Using video for customer success stories – seeing real customers talk about their experiences will build trust and social proof

6. Original research

Original research has become one of the most effective tools in B2B content marketing because it allows brands to create unique, data-driven insights that stand out in an increasingly saturated market. Unlike curated industry reports or trend summaries, proprietary research offers fresh perspectives, valuable benchmarks and thought leadership opportunities.

Well-executed research builds credibility, brand authority and long-term trust with your target audience.

Take action by:

• Conducting surveys and analysing industry trends to produce data-backed insights that set your brand apart.
• Publishing benchmarking reports that help professionals compare their performance against industry standards.
• Creating digestible content formats, such as executive summaries, infographics and visual reports, to maximise engagement.

7. Interactive content

Interactive content helps us shift the experience from passive consumption to active engagement. Instead of simply reading or watching, we offer buyers the opportunity to interact with content, receive personalised insights and make informed decisions faster.

Unlike traditional static content, interactive tools provide immediate value by helping potential buyers assess their needs, calculate potential ROI or experience a product in action. This approach works really well when it comes to engagement but also helps qualify leads more effectively by gathering real-time insights on user preferences and challenges.

Test different approaches, such as:

• ROI calculators – enable buyers to estimate potential cost savings or efficiency gains based on their specific data.
• Self-assessment quizzes – provide personalised recommendations based on responses to key industry questions.
• Interactive product demos – allow buyers to explore solutions independently, helping them understand key features before speaking to sales.
• Customised reports and audits – give users instant feedback on their business performance based on industry benchmarks.
• Configurator tools – let buyers customise a product or service to see how different features meet their specific needs.

8. Landing pages

Landing pages are one of the most underutilised yet crucial elements of a high-performing B2B content strategy. Unlike blog posts or generic website pages, landing pages are designed with a singular focus: to drive conversions. Whether the goal is to generate leads, showcase customer success or encourage product exploration, a well-optimised landing page can make all the difference.

Rather than cluttering a website with multiple competing CTAs, landing pages provide a clear, focused experience that guides visitors towards a specific action. They should be concise, visually engaging and built around a compelling value proposition.

• Conversion-focused product and service pages – clearly communicate what your solution does, who it’s for and why it matters with persuasive messaging and strong CTAs.
• Case study hubs – centralise customer success stories, testimonials and real-world use cases to provide social proof and build trust.
• Lead magnet pages – offer ungated or lightly gated content such as industry reports, templates or toolkits in exchange for prospect engagement.
• Webinar and event registration pages – simplify sign-ups for live and on-demand events with minimal friction.
• Demo and free trial pages – encourage action by showcasing clear benefits and a low-commitment entry point for prospects.

How to build a balanced, high-impact B2B content strategy

Creating great content is only part of the equation. How you distribute and repurpose it is what determines success. Let me take you through the 5 key steps I use to build a content strategy for our clients.

1. Start with customer research and journey mapping

Before even thinking of producing any content, you should be in a position where you deeply understand your buyers – their pain points, decision-making process and preferred channels and content formats.

Unless you already have recent, existing research that you can review, the easiest way to get into your customers’ head is to follow these steps: 

• Interview existing customers and sales teams to uncover common questions and objections.
• Analyse past content performance to see what formats drive real engagement.
• Map content to different buying stages using the Gartner’s framework I shared earlier.

A data-driven content strategy ensures your efforts align with actual buyer needs – not just marketing assumptions or personal preference.

2. Develop a content calendar for consistency and alignment

A content calendar will keep everything organised, strategic and consistent, ensuring content aligns with business objectives and buyer needs. Without a clear plan, content creation becomes reactive, leading to inefficiencies and missed opportunities.

• Map content to business goals – align with product launches, campaigns and sales priorities.
• Plan content by buyer stage – balance awareness, consideration and decision-stage content.
• Include multiple formats – mix blogs, video, email and interactive content.
• Schedule content in advance – use tools like Trello and Asana for planning, Hootsuite or in-app tools for scheduling.

A well-planned content calendar will help you and your team stay consistent, maximise impact and avoid last-minute content chaos (we’ve all been there!).

3. Establish a content creation workflow for efficiency and scale

A structured content workflow ensures efficiency, quality and scalability by defining clear roles, standardising processes and streamlining collaboration, especially if several people or teams are involved in the content production and sign off. Without one, content production slows down, causing missed deadlines and inconsistency.

Tackle this by:

• Defining roles and responsibilities – assign ownership for ideation, writing, editing and promotion.
• Using standardised content briefs – ensure clarity on goals, messaging and CTAs before creation.
• Leveraging collaboration tools – use Google Docs, Notion, or project management platforms.
• Setting review and approval processes – avoid bottlenecks with structured feedback and sign-offs.

An efficient content workflow reduces friction, accelerates production and ensures high-quality, consistent output.

4. Develop a strategic distribution plan

So many brands create great content but fail to distribute it effectively. And this is why I always say to clients that how you distribute a piece is just as important as the piece of content itself. 

You can:

• Leverage LinkedIn and social media for organic reach and engagement
• Optimise for SEO so high-intent buyers find content through search
• Use email newsletters and nurture sequences to keep leads engaged
• Invest in paid distribution to amplify reach when necessary

Without strong distribution, even the best content will go unseen.

5. Prioritise repurposing and efficiency

If content strategy and production feels daunting, then please know you’re not alone. I come across brands that struggle with content production overload time and time again. The solution? Make every piece of content work harder by repurposing it across multiple channels.

For example:

• Turn one webinar into: blog posts, LinkedIn snippets and short video clips
• Break down a research report into: infographics, social posts and email insights
• Extract key takeaways from a podcast into: a blog series and email newsletters

Without a doubt, a repurposing-first approach saves time and maximises content ROI.

Time to evolve your B2B content strategy

The days of relying on a blog-first, traffic-driven content approach are over. Modern B2B buyers expect real value, not just visibility. To stay competitive, brands need a full-funnel strategy that engages prospects at every stage of their journey, delivers insights where they already are and makes every piece of content work harder.

If your current content strategy isn’t driving the results you need, it’s time to rethink your approach. At Hallam, we help B2B brands create high-impact, results-driven content strategies that align with how buyers actually behave today – not how they did five years ago.

Need help refining your strategy, optimising your content mix, or improving distribution? Get in touch today and let’s build a content strategy that delivers real business growth.