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9 traits of high-converting B2B content

While “content that converts” is the goal for nearly every marketing team, far fewer can actually define what it looks like.

Guides

Thought leadership

Content formats B2B buyers actually want to consume

A decade ago, the average B2B content strategy was built around gated whitepapers, three-minute explainer videos, and the odd email nurture series.

Reviews

News: Industry updates

Acquirz acquires Marketscan to strengthen UK B2B data presence

Founded in 1982, Marketscan has long been a mainstay of the B2B database marketing industry, working with thousands of UK businesses over four decades.

News: Marketing strategies

Forrester: Most B2B buyers already have a vendor in mind before formal evaluation begins

According to the research, 92% of B2B buyers start their journey with at least one vendor in mind, and 41% already have a preferred vendor selected before any formal evaluation.

News: Tools, software & services

Collectively launches Chorus to align creator strategy with AI brand perception

Built on Jellyfish’s Share of Model platform, Chorus analyses AI-generated content to surface brand perceptions, compare positioning against competitors, and recommend adjustments to creator strategies that can positively influence future AI outputs.

News: Regulation and compliance

Zero-click search is ‘rewriting the rules for B2B marketers’

The introduction of AI-generated summaries in search engines is reshaping how B2B buyers interact with content - and B2B marketers are losing visibility and control in the process.
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GuidesPOPULAR
Help for Marketers

How to build a B2B content strategy that drives measurable results

B2B content strategy isn’t just about brand awareness –...

How to build a full-funnel B2B lead generation strategy

In 2025, marketers must engage prospects across a longer, self-directed buyer’s journey, providing the right content and touchpoints from the first hint of interest all the way to conversion.

How to convert anonymous website traffic into B2B leads

By using the right tactics, you can identify who’s visiting, understand their interests, and convert more of them into qualified leads.
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