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✍️ 7 Types of B2B Content You Should Create in 2025
Content isn’t just king—it’s the whole kingdom in B2B marketing. But as this post explains, too many companies build their strategies on outdated tricks instead of focusing on outcomes.
Philip Ilic
January 14, 2025
🧠 B2B Brains - Weekly
Hello Friends.
OMG, I’ve been terrible at keeping up with this newsletter—but it’s a new year, and that means a new (and more consistent) Phil!
I’ve received so many kind messages from you all saying how useful this newsletter is, and it’s inspired me to double down and stay on track.
This newsletter is all about curating the very best B2B marketing content I can find each week. I package it up neatly so we can all level up our skills and become smarter, sharper B2B brains together. Let’s make this year one for growth and great ideas!
👋 Need a Hand with LinkedIn Ads?
I’ve got some spare capacity right now, so if you’re looking for someone to run your LinkedIn ad campaigns, I’m your guy.
Happy to jump on an initial call to do a quick audit of your campaigns—see what’s working, and what’s not, and share some feedback.
📅 Book a call with me here if you want me to take a look at your ads or just chat about how I can help run them.
Big hugs, Phil 🎉💪
Table of Contents
For The B2B Brains Community…
Woodpecker our friendly neighbourhood outbound email tool has kindly offered our community a 30-day free trial and then 20% off for the following 3 months. I have been using them for years.
I made up a LinkedIn Ads Canva template for Notion’s awesome ads. So you can edit it and make it yours. I am making another 33 atm, so it’s going to be an awesome free resource for us.
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Whether you need someone full-time, part-time, or just for a project, MarketerHire makes it easy to find the right expert quickly.
👉 Check them out here and get matched with the best in the business!
✍️This Weeks Top LinkedIn Posts…
🌐 Old SEO vs. 2025 SEO: How the Game is Changing
SEO isn’t what it used to be. 🚀
This post dives into the evolution of SEO and highlights 15 key shifts you need to adopt to succeed in 2025.
It’s no longer just about ranking on Google. In 2025, winning at SEO means optimizing for multiple platforms, focusing on user intent, and leveraging tools like AI to scale your efforts.
From building topical authority to creating high-value search experiences, these insights will help you stay ahead of the curve and make your SEO strategy future-proof.
👉 Key Takeaways:
Broaden Your SEO Focus: Old SEO targeted Google exclusively. In 2025, you’ll optimize for platforms like Bing, TikTok, Reddit, and AI tools like SearchGPT to meet your audience where they are.
Prioritize Content Updates: Instead of constantly creating new articles, focus on improving and updating existing content for "quick win keywords" to boost performance.
Create High-Value Experiences: Shift from keyword rankings to enhancing the user’s entire search experience, from Google to conversion.
Use AI for Scalability: Scale long-tail content with AI tools like Byword.ai, cutting costs dramatically compared to human writers.
Leverage Digital PR: Replace guest blogging and link exchanges with authoritative backlinks through digital PR.
🔥 PRO TIP: Don’t just optimize for search engines—optimize for your users. Whether it's by repurposing content into newsletters, carousels, or LinkedIn posts, always think multi-channel. SEO in 2025 isn’t just about visibility—it’s about authority. 🚀
✍️ 7 Types of B2B Content You Should Create in 2025
Content isn’t just king—it’s the whole kingdom in B2B marketing. But as this post explains, too many companies build their strategies on outdated tricks instead of focusing on outcomes.
Here’s a breakdown of the 7 content types every B2B brand should be making and the results they’ll drive. 👇
Types of B2B content:
Problem Playbooks: Solve your ICP’s pain points with actionable guides.
Outcome: Attracts high-quality leads.Founder Stories: Share your founder's ups and downs to build relatability and trust.
Outcome: Cultivates a loyal following.Memes: Use humor to reflect your audience's challenges and spread shareable ideas.
Outcome: Delivers viral potential and visibility.Technical Analysis: Dive deep into trends or strategies, offering insights no one else has.
Outcome: Establishes credibility.Contrarian Takes: Challenge outdated industry norms with bold, data-backed claims.
Outcome: Attracts a loyal audience with aligned values.Personal Employee Stories: Empower employees to share their wins and build personal brands.
Outcome: Drives massive brand awareness.Content Teasers for Launches: Build pre-launch buzz with sneak peeks and exclusives.
Outcome: Maximizes launch-day impact.
💡 Key Takeaways:
Problem-Solving Playbooks: Deliver step-by-step guides to tackle your audience’s pain points and build trust.
Founder & Employee Stories: Humanize your brand by sharing personal journeys and successes that connect emotionally.
Contrarian & Bold Takes: Challenge outdated norms with unique perspectives to spark conversations and loyalty.
Content Teasers & Memes: Build hype with sneak peeks and make your ideas shareable with relatable humor.
🔥 PRO TIP: Bold content gets noticed. Focus on relatability, credibility, and experimenting with new formats to drive real outcomes in 2025. 🚀
📧 Why LinkedIn Ads Make Your Cold Emails Hotter
Ever feel like your cold outreach is falling flat? 🤔
Well, Tom Sandford explains how combining LinkedIn Ads with cold email can increase engagement by 35% in this post.
The secret lies in creating familiarity. By running LinkedIn Ads targeted at your email list, you warm up your audience before they even see your message. This combo builds trust, credibility, and recognition, making your cold emails feel like a continuation of a conversation rather than a random pitch.
It’s a game-changing approach for anyone using LinkedIn Ads to complement their B2B outreach.
💡 Key Takeaways
Familiarity Builds Trust: LinkedIn Ads create brand recognition, so your emails don’t feel out of the blue.
Warm Up Your Prospects: Engaging LinkedIn content establishes credibility and primes your audience for outreach.
Target Smarter: Upload your email list to LinkedIn to ensure your ads reach the right people, making your outreach feel more personal.
🔥 PRO TIP: Don’t let your cold emails do all the heavy lifting. Pair them with LinkedIn Ads to make your outreach feel natural and build trust before you even hit send. 🚀
🔥 How a Reddit Ads Campaign Delivered 7.1x ROAS
Can Reddit Ads drive serious ROI?
Roman Krs proves they can with this post, where he shares a campaign that turned $4,200 in ad spend into $30,000 in revenue.
The key to success was understanding the platform and tailoring the campaign to resonate with the audience. From precise targeting in niche communities to a conversion-focused landing page, this campaign showcases the power of getting the fundamentals right.
If your audience is on Reddit, this is a must-read for driving real results.
💡 Key Takeaways
Audience Targeting: Focused on niche Reddit communities where the target persona engages, with multiple audience segments tested and refined.
Effective Messaging: Used simple product ads with ad copy addressing key pain points and highlighting unique benefits.
Optimized Landing Pages: Built a dedicated landing page for paid traffic with clear messaging, strong CTAs, and minimal distractions.
Strong Metrics: Achieved a ROAS of 7.1x with $4,200 in ad spend generating $30,000 in revenue.
🔥 PRO TIP: Reddit Ads thrive on relevance. Find niche communities where your audience is already active and craft messaging that solves their pain points. When paired with a conversion-focused landing page, the results can be remarkable. 🚀
💡 Why Brand Awareness Beats Engagement for Thought Leader Ads
LinkedIn Thought Leader Ads are taking centre stage in B2B campaigns, but most marketers are running them the wrong way. 🚨
In this post, I highlight a major mistake—optimizing for engagement instead of brand awareness—and explain why it’s costing you big time.
While engagement optimization charges you for every action, including low-value interactions like “See more…” clicks, brand awareness lets you pay by impressions and still benefits from engaging posts. Tests show that brand awareness not only lowers costs but also drives better results, like landing page clicks, at a fraction of the cost.
If you’re running Thought Leader Ads, it’s time to rethink your strategy.
💡 Key Takeaways:
Don’t Optimize for Engagement: Engagement-based optimization penalizes you with high costs for interactions like “See more…” clicks that don’t add value.
Choose Brand Awareness: Brand awareness campaigns charge by impressions, often leading to far cheaper cost per engagement and better results overall.
Stronger Metrics: Tests showed over 60% cheaper CPMs, lower CPCs to landing pages, and a significant increase in high-value clicks.
A/B Testing Is Key: Run an A/B test between engagement and brand awareness to see the stark differences in cost and performance.
🔥 PRO TIP: Thought Leader Ads thrive when you optimize for brand awareness. Use engaging posts, but focus on impressions, not clicks. The results? More high-quality traffic, better ROI, and lower costs. 🚀
🛠⚙️🔬The Tools We Love…
✅ Super Useful Resources…
If you need anything specific then reply to this email, i am trying to create a ton of free resources for B2B marketers t make you better at your job.
