How to do B2B tech content marketing in 2025 (my proven approach)

No one understands techies more than techies themselves.

I am a techie at heart, and as a writer, I’ve seen non-techie people trying to create content for techies, only to fail miserably.

It’s a fact that’s happening across so many B2B SaaS companies.

But why is it so hard for a non-tech person to connect with tech people? Because techies have their own kind of “language” with all of the nuances and subtleties that someone without the “tech” experience may not always get it right.

And they love to make obscure memes too:

From the One Great Source: ProgrammerHumor

Tech people are some of the quirkiest, weirdest people I’ve ever met (in a good way), and I’m sure that they are the type of people that can spot fluff and marketing buzzwords from miles away. I usually joke with my content marketing friends that tech marketing is a different industry by itself, and over nearly a decade of writing, I really believe that it couldn’t any truer.

And if you think content marketing for tech is difficult, wait until you add “B2B” to the mix.

B2B marketing is not the average marketing we saw on TV. There are B2B brands that you may have never even heard of in your life, but they are silently powering mega-enterprises all around the world. They are brands that only get mentioned in corporate meetings with all the C-level big fish.

B2B tech content marketing then is the combination of the tech audience’s futurism with the B2B model’s more cautious approach to sales and marketing.

And it requires its very own unique playbook that not everyone gets it right.

That’s why I wrote this article, for you. This is the kind of article that I wish I had when I first started strategizing and creating content for the B2B tech industry.

Hopefully, by the end of this article, you’ll have a clear action plan on how to do B2B tech content marketing successfully in 2025 (and many years to come, of course).

Now, let’s get started.

What makes tech content marketing different?

I wouldn’t say tech content marketing is difficult. It’s just a very different beast to handle.

Technical marketing is…technical. Your audience is not the average Joe you bump into on the street. They are developers, engineers, technicians, and smart guys with money in their pocket. They are not passive consumers shaped by FOMO and impulse buying, but rather, experts who come equipped with knowledge, who research intensively before making the final purchase decision.

To reach this audience, marketers have no other choice but to become quasi-experts themselves. They must self-educate on the topic they are doing marketing for to a level where they understand the tech well enough and “speak the language” enough to confidently translate the complex concepts into relatable benefits.

At this point, you may ask:

“Why do marketers have to become experts themselves? Why don’t we just let the real experts create content themselves? After all, techies know techies, right?”

Great question. Actually, I’m sure that this question has been asked in many meeting rooms of B2B SaaS companies before. And the answer is simply because great engineers are not (always) great copywriters and marketers. They have a habit of getting too stuck in jargons and abstractions and “emotionless” writing that ends up making the content feels nowhere near relatable.

What a dilemma, isn’t it?

After all, you can’t expect your marketers to become engineers and your engineers to become marketers.

The reality is that you either have a marketing team that doesn’t really connect and relate to their audience, or a team of engineers that must write marketing materials, which is something they don’t really like. Engineers want to code, not write emotional copies for their engineer friends.

What makes B2B content marketing different?

B2B sales happens slowly but surely.

If you look at the chart below, you can easily see how it takes around 1 – 6 months for B2B companies to close a deal.

It takes so long because:

• Many stakeholders are involved in the buying process
• Contracts are high-value, worth thousands of dollars
• The Sales team from the vendor side must convince several layers of decision makers to approve for the tool

Content marketing for B2B companies, then, becomes a long-term game of building trust. In B2B, there’s a rule called “Rule of 7”, which basically means that a prospect needs to go through an average of seven touch-points to into an actual buyer.

That’s a lot of steps. But once they decide to buy, you know they are really, really ready.

Is it worth investing in content marketing for B2B tech?

It’s not all doom and gloom.

To be fair, marketing is all about content. It is the backbone of all marketing activities, so it was never a wrong choice to “invest” in content.

The real question is what content to invest in.

Here’s some stats for you. My team at Perceptric and I did a survey where we asked 1,000 people from tech companies on what drives the most success for their marketing efforts.

Some content performs much better than others:

You should really start creating content if:

• You find a gap in the content of your industry
• You know your content brings value to others
• You believe you have the knowledge and expertise to deliver that value better than anyone else

And here’s how to create stellar content:

How to do B2B tech content marketing (5 steps)

Here are the 5 steps I use to grow many B2B tech brands:

1. Extract the experience
2. Build an authentic, product-led blog
3. Build a newsletter that everyone loves
4. Do social media activities (the right way)
5. Build a community

Let’s dive in!

1. Extract the experience

As I explained above, the target audience of B2B tech companies are usually well-informed experts. They build vastly elegant solutions, create amazing tools, and speak their own language that mere mortals may never fully grasp.

But, to truly tap into their needs and desires, marketers must understand them. And to understand them, they need to equip themselves with experience.

I believe in this quote from Ernest Hemingway, which essentially states that “In order to write about life first you must live it.” If you don’t really live through what you’re writing about, either through actually doing the work, or reading about it extensively, your content ends up lacking a certain personal touch that makes it resonate with your audience.

Even if you’re an expert/semi-expert in the same field that you’re going to create content for, I still believe that you will want to do some proper reading before developing a content marketing strategy, because:

1. Expertise can get outdated really soon. This is especially true in tech.
2. Audience knowledge is not uniform. Even within a specialized sector, different sub-segments will have different pain points and terminology preferences. A thorough research really ensures that your content meets your audience where they are.

Fortunately, there’s one really cool thing about the tech industry: it is highly community-driven.

That means there are usually lots of communities around the field that you’re trying to create content for.

💡 Immerse yourself into those communities. Check the discussions. Read up on what people in the field are doing. Learn from them.

For example, I used to create a lot of content in the software testing niche for a B2B automation testing tool. I frequent a lot of communities related to this field to gather insights, trying to understand their pain points, putting myself into their shoes.

I frequented Ministry of Testing a lot. It is a particularly vibrant software testing community. Ministry of Testing has their own distinct style, and the way they interact with their members are also genuine and highly inclusive. And of course, tons of great content in the niche can be found there. Good tech marketing starts from communities just like this.

Another place that I usually go to to gather information is Reddit. If you’re doing SEO, you’ll probably know how much Google favors Reddit, and how much the user behavior has shifted to use Reddit instead of Google to find information and opinions. I’m sure you’re going to find a lot of valuable pieces of information up there.

Finally, as part of Perceptric’s content methodology, I always advise B2B SaaS brands to look internally. The insights they need to do marketing actually comes from their very own team. Never forget the:

• Sales team
• Product team
• Product Marketing team
• Product Support team (yes, they know about the product way way more than you can expect)
• Engineering team

Connect with these people, ask them questions like:

• Sales – “What’s the number-one objection you keep hearing?” “What’s the one thing that always closes a deal?” (there’s a reason why Gong is a really powerful tool for B2B companies)
• Product – “What’s coming in the roadmap that customers will care about most?” “What hard problem are we solving that no one else can?”
• Product Marketing – “Where are we winning and losing in competitive deals?” “What market narratives are we trying to own this quarter?”
• Product Support – “What’s the most common ‘quick fix’ or workaround customers need?” “What’s the feature everyone wishes they had?”
• Engineering – “What’s the most technically impressive thing we’ve built lately?” “What’s possible that marketing hasn’t talked about yet?”

This will build the foundation for all of the marketing activities you do later.

2. Build an authentic, product-led blog

It’s time to build The Blog.

Good content is hard to come across these days when:

• Content writers write a blog post by remixing all articles found in the first page of Google search results.
• Content writers haven’t lived what they are writting
• “The Blog” is treated by companies as a place to “host blog posts”, not as a place to share insights that define their brand and their voice
• And…every article is written by AI

I’m not saying this as a writer who’s afraid that AI’s going to take my job. As a matter of fact, I like AI for what it can do. But, at the same time, I still believe that AI can never write like a human can. There’s this article from Moments That Make Us Substack that presents a compelling argument for that stance.

That’s why I advocate for authentic content.

To create authentic content, use the insights you gathered in that first step of “Extract the experience” to inform your writing.

Here are the characteristics of an authentic B2B tech blog:

1. It must come from people who actually have been in the trenches. I hold the content on Perceptric’s blog (and our clients) to the same standards. Expert-led content is the way to go.
2. It should be written at least 80% by human. I have experimented with ChatGPT a lot, trying to tweak its writing to resemble a human as much as possible. However, at the end of the day, AI-generated content always lacks a sense of spontaneity that characterizes human writing. The audience doesn’t want that. Even if they click, they probably don’t want to read that kind of content that much.
3. It should hold an opinion. Even if you’re just writing a “What-is” article that’s trying to explain a simple concept to your audience, you should still insert some opinions into it to establish a vantage point. Because neutral explanations don’t help readers decide or act, this vantage point allows your content to engage with readers. A stance supplies hierarchy (“this matters, that doesn’t”), and this lowers cognitive load to make the piece much more memorable.
4. It should be data-driven. Stats make your article convincing, and from a SEO perspective, it encourages others to link back to you to attribute you as the original creator of the charts. From a reader’s perspective, charts also make the content more visually engaging to consume.

And, your blog should be product-led, which means that, when possible, your blog should become a product tutorial by itself.

For example, in an article about “How to do [X]”, you explain the steps it takes to solve [X], while elegantly showing how your product is the end-to-end solution to that pain point. You frame a real customer pain, show the shortest path to relief in your UI/CLI, and stop only when they hit a visible success state.

Zapier’s blog is the pefect example of product-led content. Let’s take a look at this article “How to pull data from another sheet in Excel”. Just a really real problem that everyone has in their daily spreadsheet struggle.

First, they show how you can solve problems through a straightforward step-by-step tutorial:

Right after that, Zapier introduces a section to show you how to “Automate Excel with Zapier”:

It’s a simple example, but you get the idea. Here are some good product-led examples that you can have a look for inspiration:

• Canva → Intuitive design with viral sharing of templates, plus strong SEO play.
• Slack → Viral loop via team collaboration. Freemium with instant network effects.
• Zoom → Frictionless adoption, 1-click meeting links that spread virally.
• Dropbox → Classic referral growth (“Get free storage if you invite friends”).
• Notion → Community-driven templates, simple entry point then gradual expansion.
• Figma → Browser-based collaboration; PLG through multiplayer design.
• Calendly → Growth by utility — every invite link is an ad.
• Miro → Whiteboard that scales from individual to enterprise, usage spreads inside orgs.
• Grammarly → Freemium with addictive daily feedback loops, high conversion to paid.

3. Build a newsletter that everyone loves

Most people in your industry are already overloaded with work. They don’t have time to track every article on their own, and that’s why they subscribe to newsletters. A trusted, curated feed of insights saves them hours each week.

This is where your newsletter steps in. It becomes the filter they rely on to stay informed without falling behind.

The goal of a newsletter is to:

• Filter the noise, so subscribers only need to read the most relevant, actionable insights (which saves time).
• Position yourself (or your brand) as the “go-to” guide who knows what’s worth paying attention to.
• Maintain a regular, lightweight touchpoint with your audience without being intrusive.
• Subtly weave in your product as part of the solution. “Subtly” is the keyword here, because the goal of a newsletter is rarely for Sales purposes, but rather, to deliver value first.
• Make readers feel they’re part of an insider club where they get smarter just by showing up.

If you nail those five, a newsletter stops being “content” and becomes a habit for your audience, almost like their morning coffee. And they can always have their morning coffee while reading your newsletter!

Some of the best newsletter platforms I can think of:

• beehiiv
• MailerLite
• Kit
• Flodesk
• Substack

Or, if you are using an CMS with integrated newsletter/email system, you can leverage that. HubSpot has a built-in newsletter feature that connects well with its analytics side, which is great if you are choosing the Integrated Marketing approach.

I think one of the best things about building a newsletter is that you can establish a lot of great partnerships along the way. Influencer marketing is on the rise (yes, that’s true), and newsletter is a great way for you to connect and share their content in a way that generates value for your readers.

That is only one among the many growth strategies for your newsletter. Here are more ideas:

• SEO: write an awesome blog post, then integrate your newsletter in your articles. If your article is great, readers are going to be hungry for more, and they’ll consider subscribing to your newsletter. As long as you maintain a good quality standard on your blog, and your blog drives decent traffic, SEO undoubtedly is the best source of subscribers you can ever find. And guess what? Those newsletter subscribers are going to visit your blog, which in turn gives Google the signals it need to rank your content, which boosts your SEO. The ultimate traffic glitch! (The catch: you must write GOOD content).
• Paid ads: you need to be hyper-specific with paid ads. Find a niche community on platforms like Reddit, X, Instagram, LinkedIn and run a promotional campaign there.
• Referrals: Many newsletter platforms have built-in referral features that allow you to give away freebies to your subscribers if they refer a friend or colleague to also subscribe to your newsletter. How cool is that?
• Social media: in the age of AI, good, authentic content is rare, and people are going to flock towards the creators with authenticity. This is your opportunity to shine. Cherry-pick the best parts of your newsletter and share on social media. Tag in the original creators of the content you curate. They’re going to react, comment, share, which exponentially boost the reach of your content.

4. Do social media (the right way)

Social media is the gold mine that not enough B2B brands are leveraging.

Company pages are sometimes boring if they fall into the trap of posting only about themselves and their company.

The truth is…nobody cares about your company. They care more about their own company and how their lives can be better and easier.

Duolingo knows that, so they decided to go completely unhinged on their socials.

That doesn’t mean you should go unhinged like Duolingo. Many brands have tried that, and it didn’t turn out very well. Duolingo is unhinged because their brand voice was meant to be unhinged.

Instead, what you can learn from Duolingo is that: social media content that actually engages with the audience and does not talk about your company actually performs better.

So, here’s my approach to create content on social media:

• Don’t talk about your company solely. Give away your knowledge and insights to your users. That encourages natural sharing and engagement.
• Use carousels and videos. These are the types of content with highest engagement on socials, especially LinkedIn. Repurpose your blog posts (and newsletters) and share on your socials. Engage with content across the platform too, and don’t be afraid to tag people in your content.
• And, here’s the truth: embrace employee-driven content.

What do I mean by employee-driven content? Check out PayPal. It’s hiring a Head of CEO Content.

Strange title, but they are actually ahead of the game. People are starving for authentic, expert-led content. Who else can create better expert content except for the experts themselves?

These experts work as internal influencers. They champion your brand, but they also give away lots of their opinions, thoughts, and ideas that you may not always get from AI-generated slop.

5. Build a community

All of the activities we’ve done above can be summed up into one thing: community building.

• You are building a dedicated fan base with expert-led SEO content
• You are building an email list with your newsletters
• You are also growing your social media following by sharing the former two

At its core, these activities are community building.

I usually think of the future is a world where companies essentially act as an island on their own, where members of the island can freely engage with each other in a self-sustaining loop of value:

• SEO content attracts strangers into your orbit. Expert-led, evergreen pieces position you as a trustworthy source and ensure new people keep “arriving on the island.”
• Newsletters / email list convert that general audience into a community member. Now you can nurture them in a space you control, independent of algorithm shifts.
• Social media becomes the amplifier. When you cross-pollinate SEO insights and newsletter content, you expand reach and deepen engagement, which feeds more people into the loop.

As you know it, B2B is a field that relies heavily on trust, and community is about cultivating exactly that. It shifts the mindset from “audience extraction” (traffic, clicks, conversions) to “audience empowerment” (value loops, peer-to-peer connection, shared identity). When done right, the community becomes self-sustaining. Members engage not just with your brand, but with each other.

Every company will need to behave like a micro-society, with its own culture, governance, rituals, and currency of value.

Successful B2B tech content marketing examples

I’m going to use HubSpot, Moz, and MarketingProfs as examples of successful B2B Tech content marketing.

Let’s go through each of the step:

1. Extract the Experience

Instead of simply pushing product features, these brands baked their knowledge into the product and turn it into usable, educational experiences.

• Moz does this with Whiteboard Friday. They “extract” their internal SEO know-how + collab with industry experts to create a SEO video series. Moz presents it visually with a lot of videos and images to better illustrate their ideas.
• Semrush extracts the experience by offering courses and certifications. Even if users aren’t customers yet, they learn SEO through Semrush’s lens.

2. Build an Authentic, Product-Led Blog

HubSpot‘s CEO Brian Halligan is the father of Inbound Marketing, and he used product-led principles in the HubSpot blog very well. Each article on HubSpot blog is designed to solve problems at every funnel stage. The product shows up when it’s the natural solution.

Semrush’s blog and courses do this too. They teach SEO in general, not just how to use Semrush, but the product is always there as a natural part of the workflow. For example, here they are trying to show how you can do keyword research, and basically showcasing how their database of 25.7 billion keywords and features in SEMRush itself can help you do the job:

3. Build a Newsletter That Everyone Loves

Moz has a bi-monthly newsletter with 10 most valuable SEO and online marketing articles. All of the articles they chose are really well-written and deeply researched, so you don’t have to spend time finding content yourselves.

4. Do Social Media Activities (The Right Way)

If you go to HubSpot’s LinkedIn, uses LinkedIn especially well, breaking down complex inbound strategies into posts that invite conversation rather than shout marketing jargon.

To be fair, HubSpot is already the market leader, so they don’t really have to worry too much about pushing their LinkedIn products. They only need to adopt a SaaSy-Tumblr-girl persona and go to town.

But of course, they also balance it very well with more serious, thoughtful content:

Conclusion

As you can see, learning how to do B2B content marketing for tech brands from scratch has a lot of steps. But it all boils down to just write content people care about.

AI-generated content is quick, easy, and cheap, but it creates average content. We are witnessing the emergence of two Internets: one generated by AI, and one generated for humans, by humans.

We believe in the fact that human-generated content will resonate with humans. And, deep down, marketing is about resonating with humans.

If you’re serious about growing your tech or B2B SaaS brand, following all of the steps I outlined above, from writing expert-led content, starting a newsletter, to building the community, is one of the best things you can do as a content marketing professional.

I hope you learned something from this article. Feel free to share it to anyone who are interested 😉!

Let’s craft exception B2B content together!