B2B content marketing is the demand generation pillar in the SEMrush digital marketing strategy.

SEMrush sells a SaaS platform popular with SEO consultants that helps with keyword research, content marketing, social media and competitive research.

Her goal is to position SEMrush as the best way to automate the optimization-based part of content marketing. Offload the quant work to SEMrush and focus on creative content marketing, collaborating with coworkers and developing new business.

I sat down with Anna Lebedeva, Head of Growth Marketing at SEMrush and she opened the playbook and answered all my questions.

Table of Contents

Is Content Marketing Indispensable for Global B2B Marketing?

What are the Best Ways to do B2B Content Marketing?

How Do I Find Topics for B2B Content Marketing?

How to Do Curated B2B Content Marketing

Is Content Marketing Overtaking Digital Marketing?

How To Generate B2B Leads with Content Marketing

Sales Funnel Optimization for B2B Marketers

What is B2B Content Marketing?

B2B Customer Journey Mapping

What B2Bs Blog About

One-to-One vs One-to-Many Marketing

Is Content Marketing Indispensable for Global B2B Marketing?

Anna is responsible for driving worldwide demand. B2B content marketing strategy is not one size fits all.

Photo by Kyle Glenn on Unsplash

She localizes her approach to each market. And she starts by reviewing local blog posts and other types of content marketing to see what resonate.

By starting with a media audit in the local language, she sees what topics are popular. She uses Google Translate to get the gist of what's people are saying that market.

The SEMrush blog publishes posts in 7 languages.

She's interested in seeing, at high level, what the topics are so she can tailor her content creation for each audience.

Then, she tries to get a sense of how knowledgeable the majority of B2B marketers are in that geographic area about search engine optimization. That way, she knows who to create relevant content for.

B2B Content Marketing in Brazil

In Brazil, digital marketers are great at the process of high quality content creation. They know how to develop rich buyer personas and generate engaging content for their ideal customer profile.

Photo by Agustín Diaz on Unsplash

But when it comes to the more technical aspects of SEO, they're a little less experienced. She entered the Brazial market with content marketing oriented material.

B2B Content Marketing in Northern Europe

In Northern Europe, like Scandinavian countries and Germany, digital marketers want technical information. And this makes repurposing content developed for English speaking audiences, who are more interested in qualitative information, ineffective.

You can't just translate content developed for the US and UK into Scandinavian languages or German because these audiences demand quantitative back up. She focuses on creating technical content for Northern Europe.

B2B Content Marketing in Australia

When SEMrush creates content that specifically addresses the Australian market,