The “Business to Business” market differs from the “Business to Customer” market because its products and services are oriented to other businesses instead of end users. Content marketing differs from the traditional approach to marketing because it focuses on the interests of consumers, changing the focus from selling to helping. This paper describes the characteristics of marketing on Business-to-Business market, content marketing and the application of content marketing in the Business-to-Business market. Moreover, this paper explains blog, a form of content marketing that is often used in the Business-to-Business market, the advantages and disadvantages of blogs and blog strategies. In order to investigate how Croatian companies in the B2B market use blogs and which blog strategies they use, a research was conducted. For the purposes of the research, an analysis of the content of business market companies from Deloitte's list of fast-growing companies was carried out. The research results showed, among other things, that most companies that have blogs use the Top-down III strategy, which shows that companies have a moderate level of control over the published content, while at the same time allowing employees relative autonomy. The research results show that no company uses a bottom-up strategy, that is, it has not created a community of employees who share their unfiltered opinions related to work and industry. Also, no company uses a top down I strategy, which includes top management blogs and can be significant for personalising communication.