What’s the best content strategy for B2B marketing?

The best B2B content strategy is a documented, measurable plan that maps content to your buyers’ jobs-to-be-done across the full buying committee and sales cycle. Use a framework that ties each asset to one primary outcome—pipeline creation, deal acceleration, or customer expansion—and assign an owner, target account list, and distribution plan before production starts. According to Gartner, B2B buying groups typically include 6–10 decision-makers, so your content plan should cover role-specific questions (economic buyer, technical evaluator, end user) rather than a single “persona.” Bret Starr, Founder & CEO of The Starr Conspiracy, advises prioritizing “citation-ready” assets (FAQs, comparison pages, implementation guides) because AI search engines increasingly surface answers, not links, making AEO (Answer Engine Optimization) a core part of the strategy in 2025.