5 tactics to make your B2B content hit harder and stick longer

Let’s be honest: too much B2B content is AI‑generated junk posts that chase rankings and leads and deliver little value. Creating content is easy, creating good content takes work. If you’re managing content operations, optimizing campaigns or overseeing marketing tech, these five content tactics will help your marketing get noticed and get results.

1. Make your visuals reflect identity, lifestyle or status

People engage with content that reflects who they are or want to be. Whether you’re writing for tech buyers, CMOs or ops pros, your visuals should reflect their identity or aspirations.

Tool tip: Use DALL-E 3 inside ChatGPT to generate branded, audience-specific images. Here’s how:

• Prompt: “Create a realistic image for a blog post titled ‘Why B2B Buyers Don’t Trust Your Content.’ Audience: B2B tech marketers. Style: dramatic, eye-catching, emotional.”
• Add: “Include the words’ B2B Trust Breakdown’ in bold lettering.”

The latest ChatGPT image generation tools render text cleanly, allowing you to embed emotional or strategic cues directly into your visuals.

Pro tip: Build a swipe file of your brand’s best-performing visuals and use them to train your team or agency on what your audience responds to.

2. Create intriguing headlines or titles

If you want someone to stop scrolling, don’t give away the punchline — build toward it. Intrigue works by presenting curiosity gaps that the brain naturally wants to close.

Framework for intrigue 

• “This [person/company] went from [undesirable state] to [desirable result] by changing [surprising variable].”
• Example: “This cybersecurity company went from a 1% lead-to-demo rate to 15% by using this to rewrite their landing pages.”

Where to use it: Headlines, email subject lines, social copy, webinar titles.

Tool tip: Use CoSchedule’s Headline Analyzer to test how emotionally and powerfully your headlines perform.

Dig deeper: Beyond the funnel: A new approach to content marketing

3. Paint a real-world scenario

Skip the fluff. The best way to make your content relatable is grounding it in a situation your audience has experienced. This tactic not only adds context, it creates immediate empathy.

Example scenario

Instead of:

• “Personalization increases engagement.”

Say:

• “A marketing ops manager has three platforms that don’t talk to each other, a sales team that wants better leads and a 7-day deadline to show results. Here’s how they personalized email at scale with zero dev support.”

Framework: Role + Frustration + Deadline + Tension + Outcome = Resonance

Use these setups in blog intros, case studies or webinar scripts.

4. Make your CTAs enticing by reducing risk

People avoid clicking because they fear wasting time, not finding value or being sold to. Reframe your calls to action by reducing those perceived risks.

Better CTA examples

• • Instead of: “Download our white paper.”
  • Use: “Grab the 3-step playbook that helps B2B marketers cut lead cost by 40% (no email required).”
  • Instead of: “Join our webinar.”
  • Use: “See how top-performing marketing teams build attribution models without hiring an analyst.”

Ask yourself:

• What’s the task my audience is trying to complete?
• How can I help them get there faster, cheaper or with less effort?

Tool tip: Try Kit or ActiveCampaign A/B tests to find which CTA framing drives the most conversions.

Dig deeper: The art of natural funneling — How to lead your readers without forced CTAs

5. Turn strategy into practical application

Here’s the biggest failure in most content: Talking about strategy without showing how to execute it.

If you’re creating content to help your audience solve problems, make sure it’s something they can act on today. If your title starts with “Why” or “What,” you’re probably writing thought leadership. That’s fine for awareness, but pair it with at least one post that shows readers exactly what action to take.

How to do it

Instead of saying:

• “You need a better segmentation strategy.” 

Try:

• “Start by identifying your top 3 customer personas. Use LinkedIn Sales Navigator to pull job titles from key accounts. Then, tag each contact by segment in your CRM and map content to each persona’s unique challenge.”

Tool tip: Use AI for step-by-step demos.

• • ChatGPT can generate “how-to” breakdowns. Example prompt: “Create a 5-step process for onboarding a new email marketing platform for a SaaS company.”
• Loom, Scribe or Descript can create quick visual walkthroughs or demo snippets for your content. Embed those in your blog or landing page to boost clarity and conversions.

Make your B2B content get noticed with these tactics

The more you reduce cognitive load, the more effective your content becomes. Don’t just say what to do — show how to do it.  Content that works isn’t louder — it’s clearer, more specific and deeply rooted in your audience’s real-world problems.

Dig deeper: ‘Share of search’ is the marketing metric you need to be tracking