I haven't got an online article for you, but here are some insights from the Boston SES conference this spring, at the B2B session. By the way, I just gobbled up this session, because over three quarters of my clients are B2B.
Here's one very important discrimination to make on a B2B website -- is the site aimed at the Person With a Problem (PWP), or is it aimed at the person who can authorize a purchase, the Checkbook Holder (CBH)?
This is a critical discrimination that strongly affects your content and your targeting altogether. Except for rather small enterprises, the CBH is not usually the one searching the web for an answer.
It's the PWP who is looking for a product or service that provides a solution -- hopefully yours. They will often search with long phrases to pinpoint their results most exactly. A few informal studies have shown an average of a 5 to 6 word search phrase in this kind of situation.
If a PWP finds your content, they are most likely putting together a "short list" of possible solution providers - and your goal is to be on that list, not to get an immediate sale. The sales cycle in B2B is often weeks, months or even several quarters long. There will often be funding cycles to go through, chains of approval that require sign-off etc.
If your content convinces a PWP, in their own professional vocabulary, that you've got the goods, then they also need something else from you -- the ammunition to take to their CBH. This may include White Papers, market studies, testimonials, etc, but one thing is certain. This ammunition content needs to be expressed in the vocabulary of ROI, financial information, stuff that a CFO would love. In many cases, the finance person doesn't even understand all the technical details that drew the PWP to your site.
And speaking of vocabulary, most B2B markets have a set of highly specialized buzz-words and these will change with the trendy winds of market hype. While you certainly want a B2B website to appear knowledgable and at the cutting edge, most searches will not be done with the latest and greatest buzz-words. It's good to ensure that your content contains the buzz-words that originated one or even two cycles back.
In general, B2B marketing does not need the same kind of over-the-top hyoe that many B2C sites employ. It's just a time waster and seen as hype-only in most cases. The PWP has a problem. They want to know if you've got the solution. If so, you'll end up on the short list.
This is a general recipe. Season liberally with the particulars of each business sector.