With B2C content marketing, it’s easy to get a quick win: you understand your audience and know how to engage with them to make their lives easier or better. Unfortunately, it’s not as simple when you’re talking about B2B marketing. If you’re talking to other businesses, they may be harder to reach, and they may not have the same immediate needs as the consumers you’re used to working with.
What if we told you there are ways to make B2B content marketing work? Here are some of our favorite examples of marketing content B2B (and a few things you can take from them).
Ten best examples of B2B content marketing
1. Hubspot
HubSpot has long been the top name in B2B inbound marketing. It offers a full suite of tools to help companies attract customers through its website, and its blog is chock-full of white papers, infographics, guides, templates, and other advice on how to create an effective marketing strategy. What makes HubSpot so successful at content marketing? It’s simple—HubSpot knows its audience.
2. Mailchimp
MailChimp has been a long-time player in the B2B email marketing space, but they are renowned for their willingness to experiment and adapt to the needs of their clients. Their most recent foray into social media was an outstanding example of how to leverage a social platform for business.
While some businesses concentrate on increasing their social media following and interaction, MailChimp went a step further by profiling genuine customers using their Instagram usernames.
The company recognized that business professionals use social media for research and feedback, allowing them to engage audiences directly on their preferred channel.
3. Hootsuite
The social media marketing space is divided into two distinct halves, B2C and B2B. Hootsuite, a leading social media management platform, is a shining example of how a company can cater to both sides while still producing valuable content for one another.
Hootsuite’s content marketing strategy focuses on helping users feel that their problems are being heard and addressed directly. Their posts contain helpful how-tos, informative slideshows, infographics, and relevant news articles that relate directly to their target audience.
By providing this material, Hootsuite is proving that they are an industry leader in the field—they have a wealth of knowledge when it comes to social media marketing. Furthermore, they’re willing to provide it all in an accessible manner.
4. Dropbox
Dropbox discovered that “personality clashes” and poor communication are frequently blamed for project delays by marketing teams. To make things easier for marketers, they built Marketing Dynamix, a highly engaging and interactive campaign centred on a personality evaluation tool.
5. Trello
If you’re trying to convince your readers that your service will fit them perfectly, there’s no better way than presenting yourself as an organised entity with clear goals and purpose. Trello shows off its expertise by showing you its most valuable asset: a solid system that can help solve your business problems.
6. Backlinko
Prioritize quality content over quantity. Some popular content marketing companies, such as QuickSprout and Backlinko, publish just one or two articles per month. They often provide guidance on topics worth thousands of words.
When you publish new content, make sure there’s actual value in it. Quality over quantity is more than just a well-known adage—it’s a best practice for content marketing success.
7. Deloitte
To become a content leader in their industry, Deloitte began to look at ways to establish a strong presence on LinkedIn. First, they created a LinkedIn group and started publishing content to it regularly. However, they quickly realised that they needed to do more to reach their desired audience.
Even though Deloitte is a global company with multiple services in various industries, they have decided to segment their content marketing into 12 industry categories and 12 topic groups. The idea here was that if people are interested in one industry or topic, they are likely to be interested in others.
Berry Insurance is a company that specialises in personal, commercial, and specialty insurance. While they’re certainly no stranger to the insurance industry, their recent focus on content marketing has given them an impressive boost.
The team at Berry Insurance has compiled everything you need to know about insurance into one helpful location: blog posts, documents, podcasts, and videos. It would be hard to have a question that these guys can’t answer. They make it easy to find the information you need in any format that works for you—from short articles to long-form how-to guides.
Uberflip, an inbound B2B content marketing powerhouse, knows that your most valuable asset is your audience. So they offer a range of free resources to help you publish great content and engage your target audience.
Uberflip’s B2B content marketing tools and expertise give businesses the ability to produce high-quality, branded content that helps them stand out in their industry.
They even have an entire section devoted to lead nurturing!
Shopify is a well-known name in e-commerce. If a business owner isn’t familiar with Shopify, chances are they know someone who is. The company’s content marketing strategy revolves around the “Shopify Encyclopedia,” an extensive database of information, guides, and resources on running e-commerce stores.
Conclusion
Content marketing is a hot topic in B2B, and it often comes up in our conversations with customers. Like many marketers, we know that content is essential. With all the tools out there, it’s easier than ever to create great content – but the hard part is getting people to notice it.
If you’re a beginner in B2B marketing, check out the content marketing brief by Seekho.ai and Join Select Membership today to learn the finest of techniques through 1000+ live classes!
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