5 ways to structure content in B2B marketing


This is the most simple and easy model.

If you are not certain how to build your B2B marketing content, start with AIDA.

It allows to structure the piece of content in logical and easy way to comprehend. The prospect’s decision to take action will come naturally.

A – Attention. Catch the prospects attention, make it desirable for them to continue to read article or watch video further. Remember the first 2-3 sec. are the most important. If they don’t find them interesting, they leave.
I – Interest. The first impression should be turned into the desire to continue. Keep them interested. Personal stories and real life examples work the best here. Show them why the solution is needed for them.
D – Desire. Now show the advantages of your solution. Convince them to make the decision and take action.
A – Action. Use final arguments and CTAs to finalize the process.

The model is over 120 years old but still works perfectly even in most difficult B2B segments.


AICPBSAWN is a more advanced version of AIDA model. It is also more efficient, especially in difficult markets with lots of competition.

A – Attention. Describe the problem you solve. Describe the biggest advantages you solution or product offers.
I – Interest. Name reasons why the visitor should be interested in the offer.
C – Credibility. Use arguments why they should believe you.
P – Prove. Prove that you can be trusted. Show you are sincere about your intentions. Use customer reviews here.
B – Benefits. List all the advantages of your offer. Make it simple to understand fast.
S – Scarcity. Make it feel exclusive.
A – Action. Describe step-by-step what is needed to be done.
W – Warn. Mention issues they will encounter in the future if they won’t act now.
N – Now. Motivate the visitor to take action now. Limited time offers and extras work good here.

РАS (Problem – Attention – Solution)

Another simple yet efficient content marketing model for B2B companies. Its main trigger is fear.

Р – Problem. Speak about clients problem in detail.
А – Attention. Show what could happen if the problem is not dealt immediately.
S – Solution. Offer product/service for solving it. Use strong arguments in your favor.

The main difference of this approach – we talk about possible issue right from the start. This makes a person feel uncomfortable and wanting to deal with the problem immediately. Then, we offer the solution.

4 U’s Model

This model is built around the product or service. It talks to the rational side of the brain.

U – Useful. Why is the product/service is needed?
U – Urgent. Play on the fear of missing out (FOMO). Talk about how great of a deal they will get if they act now. It should feel that the offer needs to be purchased ASAP, otherwise it could be late.
U – Unique. Talk about how the product is different from others. Use specifics. Mention all of its competitive advantages – technology, processes, support, etc. All things that competitors can’t offer.
U – Ultra-specific. Summarize the information in previous 3 U’s and offer people to take action.


The content using this model is built around the specific audience and its pain points.
The solution is offered at the end.

Q – Qualify. Show who is this offer for. Make your target audience hooked.
U – Understand. Get credibility in their eyes. Show that you understand prospects pain points and how they feel.
E – Educate. Talk about the product. Avoid any excessive promotion here. Just describe it in detail, mention benefits and use cases.
S – Stimulate. Talk about additional advantages they get by doing business with you – services, support, extra guarantee, etc.
T – Transition. Finally, motivate prospects to go ahead and take action.

Each of these models has its own advantages and use cases for B2B companies.
Choosing the right one depends on your funnel, audience and the offer itself.
Read them through, bookmark and use the ones that suit you the best.