Content creation is the cornerstone of B2B software marketing. It drives brand visibility, generates leads, and builds industry authority. But, like any successful investment, mastering the basics is crucial to unlocking its full potential.
Curious to learn more? Let’s dive into the essentials:
What is content?
At its core, content refers to any material created to communicate a message or provide value. In B2B software marketing, content takes many forms—blogs, whitepapers, webinars, videos—all designed to inform, engage, and guide prospects through the buyer’s journey.
Why it matters: Delivering information that resonates with your target audience not only positions your brand as a thought leader but also builds trust and credibility in your industry.
What is content marketing?
Building on the concept of content, content marketing is a strategic approach focused on using content to attract, engage, and convert your target audience. It’s not just about creating isolated pieces; it’s about delivering consistent, valuable content that builds long-term relationships and positions your brand as an industry authority.
Why it matters: Rather than promoting products directly, content marketing educates and nurtures prospects, helping to build trust and create opportunities for engagement and conversion.
The role of brand identity in content
Your brand identity encompasses your values, voice, and visual elements, which should be reflected consistently in your content. Every piece of content—from blogs to webinars—needs to align with your core brand message. This consistency ensures that your brand remains recognizable and trusted.
Why it matters: Consistent brand identity in content builds recognition, loyalty, and strengthens the connection with your audience. It differentiates your company from competitors and ensures your content is uniquely “you.”
The role of design in content
Design is more than just aesthetics—it’s about enhancing the functionality and clarity of your content. Good design guides the reader’s eye, breaks down complex information, and makes your content more engaging. Whether it's blog formatting, infographics, or interactive elements, design plays a critical role in content success.
Why it matters: Well-executed design ensures that even complex B2B software topics are clear, engaging, and visually appealing, making it easier for your audience to absorb and act on the information
Understanding content formats
Content can be delivered in many different formats, and each serves a distinct purpose. Common formats in B2B software marketing include:
- Blog posts: Ideal for thought leadership and SEO.
- Case studies: Build credibility by showcasing customer success stories.
- Webinars: Provide in-depth knowledge and engage audiences directly.
- Infographics: Simplify complex information visually.
Why it matters: Choosing the right mix of formats ensures you’re engaging your audience at different stages of their buyer journey, maximizing your content’s reach and impact.
See your content format options in our infographic here.
How to budget for content
Budgeting for content creation ensures quality and consistency. Your budget should cover production costs (writers, designers, video production), distribution, measurement tools, and potentially paid promotion to reach your target audience.
Here’s a typical content budget breakdown for B2B software companies:
- Overall Marketing Budget: Companies generally allocate 7-10% of revenue to marketing, with 25-30% of that going to content marketing.
- Small to Mid-sized Companies: Typically spend $5,000 to $10,000 per month on content like blogs, whitepapers, videos, and design.
- Large Enterprises: May allocate $20,000 to $50,000+ per month, supporting higher-quality production and a broader range of formats.Â
Factors affecting content budget:
- Content Types: Blog posts are affordable, while videos and case studies tend to cost more.
- Internal vs. External Resources: External agencies may increase costs but bring specialized expertise and can work faster than in-house training. A hybrid approach—combining in-house teams with external partners—balances budget, brand knowledge, and cross-pollination of expertise.
- Paid Promotion: Allocate 10-20% of your content budget for distribution.
Why it matters: A well-planned budget helps you maintain consistent, high-quality content that aligns with your marketing goals, maximizing your ROI.
3 Key steps before you start
- Set clear goals: Define what you want to achieve—whether it's increasing brand awareness, generating leads, or improving customer retention. Clear, measurable goals provide direction for your content strategy.
- Know your audience: Understand who your customers are, their challenges, and how your software addresses their needs. This insight will help tailor content that resonates with them.
- Plan for gaps: Identify gaps in your existing content and focus on high-leverage pieces that drive results. This helps ensure you're creating content that fills strategic needs, not just for the sake of content creation.
Why it matters: Establishing these foundational steps ensures your content is targeted, purposeful, and set up for success.
Conclusion
Mastering the basics of content creation is key to building a successful B2B software marketing strategy. By understanding what content is, how content marketing works, and the importance of brand identity and design, you can create content that drives visibility and trust. With a clear plan, the right formats, and a solid budget, you’ll be set to produce content that positions your brand as a leader.
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