Marketing
Lead Generation
How to Use Content Marketing for Your B2B Demand Generation Efforts
Learn how to use content marketing to attract better leads and drive demand for your B2B product.
Learn how to use content marketing to attract better leads and drive demand for your B2B product.
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If you work in B2B, you need more than just clicks and views—you need people who are actually interested in what you offer. That’s where demand generation comes in.
And content is one of the best ways to make it work.
This blog shows you how to use content to get the right people’s attention, earn their trust, and help them move closer to buying. You’ll learn what kinds of content work best, how to make posts perform better (especially on LinkedIn), and how to build a system that brings in leads.
Demand generation is how you get people to know, like, and trust your brand before they’re ready to buy.
Instead of pushing your product right away, you share useful content that helps your audience solve problems, learn something new, or understand the space you’re in. That way, when they are ready to buy, they already see you as the go-to option.
It’s not just about getting traffic or clicks. Good demand gen brings in the right people—people who care about what you’re offering and are more likely to turn into paying customers.
For example, A blog post that explains how to fix a common business problem—and gently shows how your product helps—is demand generation. A cold sales email with no context? That’s not.
Content is the engine behind strong demand generation. It helps people discover your product, understand what it does, and see how it solves real problems—without needing a sales pitch.
In B2B, this matters a lot. Your buyers usually take longer to decide. They want to read, watch, or listen before talking to anyone. Content gives them a way to do that on their own time.
Here’s what great content can do:
70% of marketers say their leads are high-quality when they focus on demand generation strategies like content marketing.
When done right, your content becomes a repeatable system. It keeps working in the background—bringing in leads, helping people, and growing your audience.
Not all content is made equal, especially in B2B. To drive demand, you want content that teaches, builds trust, and shows your product in action. Below are the types of content that work well and how to use each to bring in the right people.
Blog posts are one of the most flexible tools you can use. They help people find you through search engines and give you space to explain complex topics in a clear, helpful way.
To make your blogs work for demand generation, write about real problems your audience faces.
Focus on things they’re already searching for—then walk them through how to think about the issue and what steps they can take. If your product fits the solution, show how, but don’t oversell it. People want answers, not ads.
A good blog post can do a lot at once. It educates, builds authority, and helps readers see your brand as a trusted source. 90% of marketers say they use blog content regularly to achieve their content goals.
To get the most out of each post, share it in multiple places: your newsletter, your LinkedIn page, or inside communities where your audience hangs out. The more beneficial your blog is, the more people will come back to read what you post next.
Video is a powerful way to show, not just tell. A short video can go a long way if your product has features that are easily understood when demonstrated.
Start by picking topics that match your audience’s questions. Consider what a new user might be unsure about or what pain point your product helps solve. Then create a simple walkthrough explaining the issue and how to handle it using your product.
You don’t need fancy editing. Clear audio, good lighting, and a focused script are enough. What matters most is that the video feels useful. When someone watches and learns something, they’re more likely to see you as a helpful expert—and remember your product when it counts.
According to recent data, 96% of people watch explainer videos to learn about a product, and 89% say those videos influence their buying decision. That makes video one of the most direct ways to move people from interest to action.
Case studies work because they’re real. Instead of saying your product is helpful, you show what it did for someone else, making it more believable.
To write a strong case study, start with a specific story. What was the client struggling with? What solution did your product offer? And what changed as a result? Keep it simple and focused on outcomes. Numbers help, but clarity is more important than data overload.
Readers should walk away from the case study thinking, “That’s just like our situation—and it worked for them.” That’s how you turn curiosity into interest.
Case studies are instrumental in the middle and bottom of the funnel, when buyers compare options or convince others on their team.
Webinars allow you to go deeper into a topic and connect with your audience in real time. They work well for B2B because the format feels personal—attendees can ask questions, see your team in action, and get a feel for your brand.
When planning a webinar, choose a topic that solves a common challenge. Keep it focused, practical, and easy to follow. Instead of making it a sales pitch, use the time to teach something useful. If your product fits into the solution, explain how, but keep the focus on value.
After the event, repurpose the content. You can turn the recording into short clips for social media, write a blog summary, or use quotes in newsletters. That way, your one-time event keeps working long after it’s over.
Webinars are also great for capturing interest from high-quality leads. More than half of marketers say webinars are one of their top tools for generating warm, ready-to-buy prospects.
Publishing content is one thing. Making sure it performs on platforms like LinkedIn is another. Even the best blog post or video can go unnoticed if it’s not packaged and shared the right way.
Here’s how to get better reach, engagement, and results on LinkedIn, especially when you're aiming to generate demand.
LinkedIn users scroll fast. If your post is too long or hard to follow, they’ll skip it. Break your content into short, readable chunks. Use line breaks, simple sentences, and avoid jargon. Tell your reader how you would explain something to a smart coworker who’s short on time.
A good rule: if your ideal customer wouldn’t say it out loud, don’t write it that way.
Your first few lines need to grab attention. Instead of starting with a question or a slow intro, open with a bold statement, a helpful insight, or a clear benefit. You want people to stop scrolling and think, “This is useful.”
Don't just drop the link if you're sharing a blog or video. Explain why it matters and what the reader will learn from it.
The best-performing posts on LinkedIn feel like helpful advice, not ads. Before hitting publish, ask yourself: Is this teaching helpful to something? Will this help my reader understand a problem or improve their job?
When your content is beneficial, people are more likely to save, share, and trust your brand.
Think about who you’re trying to reach. What do they care about right now? What are they trying to solve? Tailor your message to match their mindset. If you’re selling to operations leaders, write about process pain points.
If you’re reaching product teams, talk about growth and efficiency. It’s better to speak clearly to a few people than try to please everyone.
One post won’t move the needle, but showing up regularly builds trust. Share content weekly or bi-weekly. Mix formats: quick insights, blog recaps, short videos, client wins, or team learnings.
The more people see you, the more they start to remember your name—and the more likely they are to check out your product when ready.
It’s easy to focus on clicks, views, or impressions. But for demand generation, those numbers only matter if they lead to something real, like a person who’s interested in your product and ready to take the next step.
Good content helps you attract the right people, not just more people. Here’s how it works.
When someone finds your blog, video, or post because they searched for a problem you solve, that’s a strong sign they’re a potential fit.
They’re not just browsing—they’re looking for help. If your content gives them answers and introduces your product naturally, you’ve already started the relationship on the right foot.
This is why choosing the right topics matters. When you write about real problems your audience faces, you draw in people who will likely become leads later.
When someone reaches out or fills in a form, they’ll likely see your content. Maybe they read a guide, watched a tutorial, or saw a post from someone on your team. That content helped them feel more confident about what you offer.
This means you’re not starting from zero. They already know who you are, and they’re more open to having a conversation. That’s a warmer, more qualified lead.
When leads already understand your product and how it solves their problem, they don’t need as much convincing. Your content has already done part of the work.
This saves your sales team time and makes it easier for prospects to get to a “yes.”
Leads that come from content tend to be more aligned. They’ve spent time reading, learning, and choosing to engage. That often leads to better retention, stronger customer relationships, and fewer surprises.
In short, content helps filter for fit. You’re attracting people who need what you sell—and who are more likely to succeed with it.
Content marketing isn’t just about putting ideas out into the world. When you use it with purpose, it becomes a system that pulls in the right people, teaches them what they need to know, and makes them more likely to buy from you.
That’s the power of content-led demand generation.
You can turn your content into a repeatable growth tool by choosing the correct formats, focusing on value, and showing up where your audience spends time. One that works quietly in the background, building trust and filling your pipeline.
Check out more practical resources from Lunas to learn how to attract better leads, improve conversions, and grow your business with less guesswork. You’ll find actual tactics, plain advice, and step-by-step breakdowns to help you level up fast.
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