Content marketing remains one of the most powerful tools for generating B2B leads — but in a crowded digital landscape, it's getting harder to stand out.
Producing more blog posts, videos, or social media updates isn't enough.
Today's most successful brands aren't working harder at content marketing.
They're working smarter.
Content fatigue is real, both for marketers and for audiences.
If you feel like you're running out of ideas, struggling to get engagement, or watching your campaigns plateau, you're not alone.
Even experienced teams face these challenges.
The key to breaking through isn't endless production.
It's deploying strategies that maximize the value of every piece of content you create — strategies that extend reach, build deeper trust, and drive higher-quality leads over time.
To help you rethink your approach, we gathered insights from experienced marketing leaders who are successfully generating more B2B leads today.
Each strategy is backed by real-world application — not theory.
If you're ready to refresh your content marketing system and deliver smarter results, these expert-backed strategies are where you should start.
Targeting long-tail keywords isn’t new advice.
But too many brands misunderstand what it really means — or stop at the basic level, missing the deeper opportunities these search terms create.
Long-tail keywords are specific, intent-rich phrases — the kind of search queries that indicate a user is looking for exactly what you offer.
Instead of trying to rank for "CRM software," smart brands target searches like "best CRM for law firms with under 50 employees."
The power of long-tail content isn’t just about SEO rankings.
It’s about connecting to buyers who already know what they need — and are looking for the right solution.
But Dimitris Tsapis, Head of Marketing at PlanM8, takes this a step further.
He doesn’t stop at creating long-tail content once.
He uses it as the foundation for a complete, multi-format content ecosystem.
“My top technique for lead generation is to use content redistribution in our content marketing efforts,” explains Tsapis.
“First, create plenty of written content targeting long-tail keywords. Then, increase the value by making long-form audiovisual content — podcasts, YouTube videos, IGTV episodes — based on that written content.”
This approach multiplies the impact of every research-driven article:
Search Traffic: Captures users looking for specific information through Google.
Social Reach: Engages audiences who prefer video or visual content over reading long articles.
Platform Diversity: Extends visibility across YouTube, Instagram, LinkedIn, and podcast platforms without creating from scratch.
Later, the audiovisual assets are further repurposed for social media, broken into short clips, quotes, or infographic-style posts — ensuring content stays alive and discoverable across multiple touchpoints.
Content recycling isn't just about saving time.
It's about expanding your surface area across the web — making it more likely that prospects encounter your brand wherever and however they consume information.
And because you're starting with content already optimized for clear intent (long-tail keywords), every piece you create downstream inherits that strategic focus.
When done correctly, a single well-planned article can evolve into dozens of content assets — each reinforcing your brand’s expertise and increasing your odds of capturing qualified leads.
In a world where attention is fragmented across search, social, and media platforms, this kind of smart content distribution is no longer optional.
It’s the new baseline for serious B2B growth.
In content marketing, not all content has the same lifespan.
Some pieces spike in traffic for a few days or weeks — then fade into obscurity.
Other pieces continue delivering value, leads, and authority for months or even years.
The difference often comes down to whether the content is evergreen.
Evergreen content refers to topics and resources that stay relevant over time.
Instead of tying to short-term trends or events, evergreen pieces answer fundamental questions, solve persistent problems, or provide lasting value for your audience.
For B2B companies serious about sustainable lead generation, investing in evergreen content isn't just smart — it's essential.
Namratha Ambat, a Digital Marketing Executive at GemPool, shares a powerful example.
Ambat’s team created an IT Salary Guide for 2020 — a practical, data-driven resource targeted at their core audience.
“Through the course of the previous year, we consistently saw that our IT Salary Guide kept attracting a significant level of traffic every month,” Ambat explains.
“Based on that success, we released an updated salary survey for 2021, this time with a lead capture form attached.”
The results?
Nearly 200 downloads.
A steady stream of high-quality leads — both candidates and decision-makers.
Clear proof that a single strategic content piece could deliver compounding value far beyond its launch window.
Why Evergreen Content Works So Well for Lead Generation
Consistent Search Demand: Topics like salary data, best practices, industry standards, and long-term strategies are searched year-round, not just seasonally.
SEO Authority: Over time, well-optimized evergreen pages accumulate backlinks, user engagement signals, and ranking power.
Lower Content Costs: Instead of constantly chasing new topics, brands can refresh and update cornerstone assets annually, maximizing ROI.
How to Build and Maintain Evergreen Content
Choose the Right Topics: Focus on challenges, questions, or frameworks your audience will care about long after today’s news cycle fades.
Refresh Strategically: Schedule updates every 6–12 months to add new data, insights, or examples — keeping the content accurate without rebuilding from scratch.
Optimize for Search: Invest in keyword research for evergreen terms, and build internal links from newer content back to your evergreen hubs.
Gate at the Right Stage: Like GemPool’s salary guide, consider gating updated versions to capture leads once the asset is proven valuable.
Evergreen content is a long-term asset, not a campaign.
When you build it correctly, it doesn't just fill your content calendar —
it becomes a pillar of your SEO performance, your brand authority, and your lead generation engine.
And like any smart investment, its value compounds over time — delivering better returns the longer you commit to it.
Not all traffic is created equal.
While awareness-stage content can bring new visitors to your website, the content that often drives serious, ready-to-convert leads looks very different.
When buyers move into the consideration stage, they aren’t asking basic questions anymore.
They’re actively weighing options, comparing providers, and trying to find the best fit for their specific needs.
This is where comparison content shines.
Petra Odak, Chief Marketing Officer at Better Proposals, explains how focusing on comparison-style content has become a critical part of their lead generation strategy.
“In our case, the content that brings in the most qualified leads — although not always the most traffic — is the content that compares different SaaS providers,” says Odak.
“Customers frequently search for alternatives or direct comparisons between two solutions. We create content that shows why we are better and how we do things differently.”
For example, instead of just writing blog posts about proposal software in general, Better Proposals targeted searches like:
[Competitor Name] vs. Better Proposals
Best alternatives to [Competitor Name]
By doing this, they attract buyers who are already deep into the decision-making process — buyers who are more likely to convert into paying customers after a few well-placed answers.
Why Comparison Content Works So Well for Lead Generation
High Intent Searches: Someone searching for “Alternative to [Competitor]” or “Best CRM for small teams” isn’t just browsing — they’re looking for a solution now.
Opportunity to Frame the Narrative: When you create the comparison, you control how your strengths are positioned against alternatives.
Builds Trust Through Transparency: Good comparison pieces don’t just attack competitors — they fairly acknowledge differences, which strengthens your credibility.
Best Practices for Effective Comparison Content
Be Honest: If a competitor has features you don’t, acknowledge it. But explain why your offering might still be a better fit for specific users.
Focus on Value, Not Just Features: Buyers care about outcomes — faster onboarding, better support, higher ROI — not just bullet points.
Structure for Easy Scanning: Use tables, side-by-side comparisons, and highlight key differentiators clearly.
Include Real Proof Points: If you have customer testimonials, case studies, or third-party awards, integrate them naturally to reinforce your positioning.
Third-Party Placements: An Extra Strategy Layer
If publishing a direct comparison on your own site might seem biased, you can also pursue third-party reviews:
Pitch guest posts to review blogs.
Sponsor independent software review sites.
Partner with industry publications to run comparison features.
By positioning your brand in the conversations buyers are already having, you’re not just pushing marketing messages — you’re becoming part of their decision process.
In the consideration stage, buyers aren't looking for content.
They're looking for confidence.
Well-crafted comparison pieces deliver exactly that — and in doing so, move leads much closer to conversion.
In the world of B2B content marketing, social media often gets undervalued.
Many brands focus so heavily on blog articles, whitepapers, and SEO that they overlook one of the simplest — and most powerful — ways to amplify reach: smart use of trending hashtags.
Hashtags aren’t just for B2C brands or viral memes.
Used correctly, they offer B2B companies a strategic shortcut to tap into broader conversations and expose their content to new, relevant audiences.
Brack Nelson, part of the marketing leadership team at Incrementors SEO Services, points out how even traditional trending hashtags can be leveraged for serious brand visibility.
“Hashtags like #ThrowbackThursday and #FreebieFriday repeatedly find a place in Twitter’s list of trending hashtags for those days,” Nelson explains.
“Tweeting posts using these hashtags allows you to get on top of a broader audience."
And it’s not just theory.
Nelson cites the example of WATERforLIFE, a non-profit that cleverly used the popular hashtag #FirstWorldProblems to bring global awareness to their cause — blending humor, culture, and serious messaging seamlessly.
Why Hashtags Work — Even in B2B
Built-In Audience: Trending hashtags often have thousands, sometimes millions, of active users following the conversation.
Expanded Discovery: Hashtags make it easier for users outside your existing follower base to stumble across your content.
Topical Relevance: When used smartly, hashtags align your content with current events, discussions, or industry trends — making it more timely and relatable.
How to Use Hashtags Strategically (Not Randomly)
Be Selective:
Don't slap ten hashtags onto every post.
Choose 1–3 hashtags that genuinely fit your message and the audience you're trying to reach.
Align Content Naturally:
Don't force it.
If you use #ThrowbackThursday, create an authentic throwback story — for example, a major milestone in your company’s history, a retrospective on early product versions, or lessons learned over time.
Mix Broad and Niche:
Combine one popular general hashtag (#TBT, #MarketingTips) with one or two industry-specific ones (#LegalTech, #SaaSMarketing) for maximum relevance.
Engage With the Conversation:
Hashtag marketing isn’t just about posting.
It’s about interacting — commenting, liking, sharing, and participating in the broader discussion around the trend.
Creative Content Ideas Inspired by Hashtags
#ThrowbackThursday: Share a timeline post about your company’s founding story.
#MondayMotivation: Highlight a customer success story to inspire your audience.
#FutureOfWork: Share thought leadership around emerging trends impacting your industry.
The Bottom Line
Hashtags aren’t a replacement for a strong content strategy.
But when layered on top of great content, they act as amplifiers — expanding your reach, driving organic discovery, and creating small but meaningful touchpoints with new prospects.
In a digital world where attention is fragmented and competition is fierce, using every available tool to increase visibility matters.
Hashtags are a simple, often overlooked lever B2B marketers can — and should — pull more often.
In traditional B2B marketing, most brands focus their energy on targeting decision-makers — the executives signing contracts and authorizing budgets.
But there’s another powerful group that often gets overlooked: the end users.
The people who actually use your product or service daily may not have final purchasing power, but they have enormous influence over buying decisions, renewals, referrals, and brand reputation.
Nathan Sebastian from GoodFirms highlights this evolving reality:
“We are past the whole idea that user-generated content provides social proof. With the boom in the number of influencers in the market, it’s self-evident why,” states Sebastian.
“But if marketers recognize the central figures and manage to bring their stories out, the content thus created serves more than just social proof. It engages stakeholders directly with the product.”
Why User Advocacy Matters More Than Ever
Internal Influence: In B2B sales, buying decisions often involve multiple stakeholders.
End users can advocate internally for products they love — or resist adoption if they’re unhappy.
Authenticity: User stories are more believable than marketing messages.
When prospects hear directly from people who use your product daily, it builds immediate trust.
Expanded Reach: Empowered users naturally share positive experiences within their professional networks, organically amplifying your brand’s reputation.
How to Turn Users Into B2B Influencers
Spotlight Real Users
Go beyond formal case studies.
Interview power users, frontline employees, or early adopters about how your product solves their daily challenges.
Create Storytelling Opportunities
Instead of just gathering testimonials, create opportunities for users to share deeper stories:
“A day in the life” blog posts.
Podcast guest spots.
User-generated webinars or panel discussions.
Celebrate User Success Publicly
Feature user milestones, certifications, or project launches on your website and social media channels — making your customers feel like heroes, not just buyers.
Nurture Long-Term Relationships
Offer private beta access, user advisory boards, or exclusive communities where top users can connect with your brand on a deeper level.
The Hidden Power of User Stories
By elevating the voices of your users, you create a brand narrative rooted in real experiences — not marketing spin.
And in an age where prospects are more skeptical than ever, that authenticity becomes one of your strongest differentiators.
In B2C markets, leveraging users as influencers feels obvious.
But in B2B, it’s still a massive untapped opportunity for brands willing to shift their thinking — and invest in building communities, not just customer lists.
In the end, the people who know your product best can become your most credible advocates — if you give them the platform to tell their story.
In a crowded digital landscape, generating qualified B2B leads through content marketing isn’t about producing more — it’s about producing smarter.
The strategies shared by industry experts in this article point to a common thread:
Sustainable lead generation comes from building trust, delivering real value, and meeting your audience where they already are.
Whether it's maximizing your reach through long-tail keywords and repurposed content, investing in evergreen assets that compound over time, creating comparison pieces that support decision-stage buyers, strategically leveraging social platforms through trending hashtags, or empowering users to become brand advocates — smart content marketing aligns strategy with audience behavior.
Tactics alone aren’t enough.
It’s the structure, the consistency, and the strategic depth behind these approaches that separate brands that merely create noise from those that create momentum.
At PMG360, we specialize in helping B2B companies design and execute content strategies that generate real business outcomes — not just vanity metrics.
If you're ready to move beyond content guesswork and start building a system that consistently attracts and converts the right leads,
reach out to PMG360 today.
Let’s create a smarter path to growth together.