Video marketing. Search Engine Optimisation (SEO), Answer Engine Optimisation (AEO). Thought leadership. Influencer campaigns. Email marketing. Acquiring customers with B2B content marketing can feel like a stab in the dark. With so many tools at our disposal, how do we get more customers with content marketing?
In this article, I will show you how content marketing gets businesses around the world B2B customers. We will discuss how Gong did it, along with what to look out for in 2026 and beyond.
Having consulted with a myriad of companies of all shapes and sizes, from industrials to booming fintech startups, they all come to me with the same quandary. It typically follows this line of questioning: I feel that creating content is important, but I don’t see how it can grow my business.
At its core, this question is searching for the straightest line possible between revenue and marketing. Can one video guarantee me X amount of closed deals? Or will these series of blog articles get our product sold to the right buyer thanks to ChatGPT?
Here’s the honest answer. Yes, to some degree.
When done right strategically and with the deserved consistency, content marketing can and will drive revenue for the business. But getting there isn’t as straightforward as it seems.
The Stairs To Revenue
Instead, one must consider a set of parallel stairs.
On the left set of stairs, is time. And on the right is the journey from content to revenue.
Let’s first consider the right set of stairs. Content must first help businesses get found, ideally by those in search of their solution. Then, content is used to position the business as the ideal solution provider. Lastly, content drives the prospect to hand over their information to make the purchase.
Notice that I have not mentioned a particular form of content. This is intentional because what matters most is not the vessel, but rather the message. Especially in 2026, companies need to own as much digital real estate as possible. This means regularly publishing videos across YouTube, insights on their blog, research on the website, and updates via email newsletters.
While on the left set of stairs, time allows for content to compound. Over time, as a business owns more “digital real estate”, their presence is known and felt online. So even when prospective customers search adjacently for your solution, your business invariably shows up.
This compounding capability creates an organic growth machine that is distinct from paid advertising. When running ads, the inbound leads stop flowing the moment the campaign ends. While highly effective in generating demand in the shortest time frame possible, a complete demand generation system cannot exist solely with paid advertising.
So as interest in content marketing continues to grow, one must remember that Rome was not built in a day.
Hence it is critical that businesses use content to not only own as much digital real estate, but also harness their content to convert prospects to customers. Over time, as more videos, blogs, podcasts, newsletters are published, the business will have built a fortress of attention.
The fortress of attention determines content’s ability to drive revenue for the business. Especially in B2B, with long sales cycles and multiple stakeholders involved in every decision, content is the most efficient way to build knowledge of your solution across this complexity. Unless extremely fortunate, your sales team might not be able to educate every gatekeeper due to limited resources.
Instead, content must be the tool that helps your customers self-educate. Even better, thanks to Answer and Search Engine Optimisation, marketers get to control positioning and the way customers encounter your solution. And the more educated the customer is of your solution, then naturally they are more likely to buy.
Ultimately, content marketing is the organic piston working hand in hand with paid media to create the demand generation engine for businesses selling B2B. As content compounds and builds an undeniable fortress of attention for the business, revenue will grow. This is built on the pillars of efficient customer acquisition and stronger loyalty amongst current customers.
Gong’s Content Masterclass
After announcing a $500 million revenue run rate in 2026, there are so many lessons we can learn from this “conversation intelligence platform”. In its early years a decade ago, no company even knew that they needed Gong’s solution. But through peculiar strategic content marketing moves, the company has now built a fortress of attention generating billions.
Often, the simplistic goal of content is to generate traffic to the company’s website and landing pages. However, this misses the forest for the trees. Instead, the goal of content is to drive quality and qualified traffic to your sales teams. By establishing Gong Research Labs, the company used their own insights from analysing calls to create highly specific content.
This content overcame two great challenges. Firstly, it positioned Gong as the authority on the problem of opaque sales insights.
Because they owned the proprietary call data and spoke to the exact pain of their customers, they became the de-facto insider in sales teams. While other companies were talking in generics about industry insights, Gong was laser-focused on creating owned content that could not be replicated.
In fact, even right now in 2026, in the era of AI, I am willing to bet my last dollar that this approach is still highly effective. Simply because unique and owned insight is heavily favoured by search and AI search engines.
Secondly, their content became the bridge that created commercial intent signals. Because they could create lead magnet articles like “How many questions should you ask on discovery calls?”sales calls with prospective customers began right at the pain point.
Essentially, Gong could get as close to the customer’s pain before even speaking with them. And from the customer’s perspective, Gong could solve their pain and questions before trying their product for the first time. If that doesn’t build confidence and trust in a product even before a sales call, then what does?
Then Gong hit the stratosphere, in the B2B marketing world at least, when they amplified and compounded this content into an owned audience. On LinkedIn, Gong employees are almost evangelical for their company. It almost feels like every employee is a B2B Gong influencer.
That created a compounding loop as better content built a larger audience which gave the next piece more distribution, creating more leads and customers. In turn, more customers gave Gong more proprietary data to turn into content.
Eventually, this meant that Gong’s content marketing strategy achieved more than just generating traffic. It earned qualified attention, built an owned audience, and gave their sales teams a starting point every sales rep could only dream of.
Driving Demand With Content in 2026
Even as we enter the era of AI, the goal of content marketing in Singapore or London has not changed. The goal is to create the most efficient lever possible to drive demand and win revenue for the business.
The speed in which this is achieved has, however, been augmented by AI. Marketers are now expected to do more than ever. Omni-channel is not a nice to have, but rather a must have for businesses in B2B.
While it is my belief that the most effective strategies are unique, I will break down the typical scenarios that we come across at Chowder and how we think about content marketing.
Single Channel (early stage)
Typically, the business spends the majority of their time creating content for a single channel of growth.
Especially within B2B in APAC, more than 50% of our clients spend a significant amount of resources creating content surrounding a specific field marketing effort like events and conferences.
Marketing teams are very small lean teams that do not have the capacity to create an omni-channel approach consistently.
Taking the field-marketing led approach as an example, creating content before and post-event with lead magnets is mandatory to drive demand. Unfortunately, we’ve seen marketing teams give up this function to their sales team all too easily.
Thus for early stage companies looking to grow organically with content, we strongly suggest increasing the channels in which they reach their customers. Consider how after an event, for example, the prospect would interact with your company.
Would they learn more about your business via searching on ChatGPT? Perhaps they would like to hear your CEO or founder speak on a podcast to understand better. Use this framework to determine the next channel to explore, so you can better reach and answer your customer’s queries.
At Chowder, our target for our single-channel clients is to move towards omni-channel as growth targets for the company expands.
Omni-channel (growth stage)
Most mid-market businesses in APAC and in Singapore would fit here, as they publish content across various channels. Sizable attention is driven from their various channels, but the missing link here is the lack of an owned audience and multi-modal content.
The lack of an owned audience can be sometimes neglected by companies at this stage. Because growth levers have been clearly optimised, be it in paid advertising or an omni-channel content approach.
Hence the goal here for growth stage, mid-market companies, is to acquire an owned audience that is loyal and can be reached via multi-modal approaches.
A common mistake with B2B content we see is the surface-level entertainment like event recaps without a goal in mind. Furthermore, we found that companies at this stage are omni-channel, but not consistently multi-modal.
For example, video and YouTube creates a level of engagement beyond whitepapers and reports. Yet video content is often inconsistently produced. Common reasons include the complexity and cost behind video marketing and production. Teams are being stretched thin, and juggling multiple service and vendor providers can be draining.
To solve for this, we found at Chowder that it is paramount in systemising the content loop, just like what Gong did in the aforementioned example. This loop will in turn create an owned audience, which is the most effective lever in the long run.
Owned Audience (recurring stage)
Enterprise companies find themselves here with their massive audience and name brand recognition. However in B2B, their complexity and various business units compete and confuse the purpose behind content marketing.
At the Enterprise level, content is abundant , with newsletters, video, SEO, AEO, influencers, social, and more. Even better, owned audience interaction via written newsletters and long-form video podcasts is regular too.
But all this scale introduces a new problem: fragmentation.
Business units, regions, agencies and channels start to compete for the same audience with different objectives. Leading to a fragmentation that matches the level of sophistication.
Content no longer has a pair of eyes to get OK’d. It has layers and layers to get through, and unfortunately after the 10th layer of approval, the blandest possible content direction is produced.
To solve for this at the Enterprise level at Chowder, our goal is to unify their content across multiple business units into 3-6 themes.
For a Financial Services firm, it could be making sure the Foreign Exchange Trading desk speaks within themes related to geopolitical risks the same way the Fund Managers do. This alignment sends a consistent message across channels and mediums, albeit that different business units have their own outlook on the idea.
Through unification, we move on from a mindset of producing volume, to striking the right balance with quality. By achieving a sharper, unified voice, your audience will have a clearer picture of your ideas and solutions. AI search and its reasoning layer will know exactly when and why to recommend your product. Together, this creates a massive fortress of attention.
So in 2026, businesses need to understand that there is so much potential demand that is out there, waiting to be captured. Content marketing that is consistent, omni-channel, owned audience building, and uniquely strategic will be the path to capturing that demand.
Due to the compounding nature of content, the best time to start creating content is now.
If this content was helpful and you’ll like to know if your content is helping generate demand, try our complimentary demand gap scan here.
