Despite digital content marketing existing for over 10 years, many businesses still make basic mistakes that hinder their potential for results. However, content marketing remains essential for most buyers who actively search for content to help with purchase decisions. The wrong way to do B2B content marketing includes not creating a content marketing strategy, not focusing on the target audience and customers, selling versus helping, not promoting content, not optimizing content for search, and expecting immediate results. On the other hand, the right way to do B2B content marketing is reflected in successful examples such as Grammarly, Orbit Media, and Zapier, who focus on their target audience, maintain consistency, and optimize content for search.

source: How to do B2B content marketing the right way (with 5 examples)