February 5, 2023


Technology Room

20 Inventive B2B Content material Advertising and marketing Examples

13 min read

Content material advertising and marketing has lengthy been a pillar in B2B relations, and its significance is just rising.

Through the top of the pandemic, when in-person promoting and occasions have been placed on pause, content material entrepreneurs have been on the forefront of many B2B advertising and marketing efforts. In truth, 83% of businesses have been in a position to enhance model consciousness with their content material technique, plus 67% elevated demand and lead technology (up 7 share factors since final yr). Because of this, round 88% plan to take care of or enhance their content material advertising and marketing budgets in 2023.

Nonetheless, throwing cash into your digital content material received’t essentially make your advertising and marketing efforts more practical. To get essentially the most bang in your buck, you could develop and distribute helpful, related content material that attracts B2B prospects down your gross sales funnel.

Fortunate for you, we’ve put collectively an inventory of the highest 20 B2B content material advertising and marketing examples with explanations on why and the way they work. However earlier than we dive into that, it’s important to cowl the fundamentals of B2B content material in your digital advertising and marketing campaigns.

What Makes B2B Content material Completely different?

Content material advertising and marketing is usually considered and talked about by way of B2C corporations which goal and communicate on to customers. Even at the moment, there are individuals within the B2B house who consider content material as viral movies or social media posts ill-suited for promoting enterprise-level software program or companies. 

Whereas a humorous TikTok or snarky social media account may not be proper in your B2B enterprise, content material advertising and marketing is rather more than that. From weblog posts and webinars to gated content material like eBooks and white papers, every content material format gives a possibility to have interaction along with your audience or, extra particularly, the true individuals shopping for your services or products. The last word aim is to attach along with your B2B prospects and supply them with content material that immediately addresses their pursuits whereas driving conversions and loyalty.

Targets of a B2B Content material Advertising and marketing Technique

Connecting with and fascinating your B2B viewers is vital to your corporation targets, however it’s additionally a nebulous aim. To achieve success, your content material technique must first outline what success means by outlining particular achievement milestones alongside the way in which. We like to make use of the SMART course of to make sure every aim is:

  1. Particular: Be exact about what you need to accomplish.
  2. Measurable: Outline how you’ll quantify progress and success.
  3. Achievable: Be certain that your targets are attainable and never far-fetched.
  4. Related: Align your targets with your corporation technique.
  5. Time-based: Create a timeline based mostly on how lengthy it’ll take to realize your aim.

Utilizing these standards, it’s simpler to visualise the big-picture targets of your corporation and description steps to take you there. Relying on what your organization goals to realize, B2B content material entrepreneurs might have a wide range of targets, resembling:

  • Constructing B2B model consciousness by means of content material creation.
  • Attracting new leads and prospects.
  • Partaking prospects and prospects with related content material.
  • Creating model loyalty.
  • Rising natural site visitors with Search engine optimization-driven content material.
  • Educating leads and prospects with informative content material.
  • Driving conversions with robust calls to motion.

Whereas every of those targets has distinct metrics, outcomes and greatest practices, the core content material advertising and marketing technique behind them acts as a multi-use software, enabling you to realize a number of targets.

20 B2B Content material Advertising and marketing Examples

Check out any profitable B2B firm and also you’ll see that content material advertising and marketing is an important a part of their total advertising and marketing technique. However that doesn’t imply you could churn out senseless belongings and articles. As a substitute, deal with producing helpful content material that’s related to your readers and your corporation targets.

Whether or not it’s a product flier or an in depth analysis paper, your content material concepts ought to communicate to a audience and deal with their distinctive challenges. Moreover, your content material must be geared towards particular B2B purchaser personas and delivered on the proper stage of the funnel.

When all of those parts fall into place, you get a cohesive content material technique that produces distinctive outcomes. However take it from a author: Arising with B2B content material will be tough, particularly while you’re watching a clean web page.

To assist in giving you some inspiration, listed here are 20 of our favourite B2B content material advertising and marketing examples:

1. Begin a Enterprise Weblog

Neil Patel is a digital advertising and marketing and Search engine optimization guru whose blog gives tons of nice content material for all information ranges, from novice to knowledgeable. His conversational tone and aversion to difficult jargon maintain every weblog submit partaking and welcoming whereas nonetheless being detailed and informative.

b2b content marketing examples neil patel

Not solely does Neil’s weblog supply nice suggestions and greatest practices, it additionally acts as a wonderful instance of a enterprise weblog that grabs consideration and ranks excessive in search outcomes. I incessantly learn his posts to find new techniques and brush up on advertising and marketing methods.

2. Change into a Thought Chief

Deloitte is understood internationally for its detailed trade evaluation studies and insights from main consultants. In different phrases, the corporate is broadly held as a thought chief — and it’s clear to see why.

b2b content marketing examples deloitte

On Deloitte’s Insights page, you’ll find a wealth of articles on all method of topics. There’s even a “Watch & pay attention” part with movies and podcasts for partaking audiences with audio-visual content material.

Maybe hottest, nonetheless, are the detailed analyses and studies, just like the 2022 Global Market Trends. These assets supply visually partaking insights and helpful data on all kinds of industries.

3. Add Some Flare With an Infographic

Infographics are a wonderful technique to seize consideration and have interaction your viewers with vibrant visuals whereas delivering helpful data.

Imperva, a frontrunner within the cybersecurity house, put out this incredible example with eye-catching animated parts that current difficult data in a method that’s straightforward to know.

b2b content marketing examples imperva

The simplified artwork type and constant shade palette are pleasing to the attention, performing as a visible assist in understanding the info introduced.

4. Have interaction Your Viewers With Movies

Video content material is one other nice technique to have interaction your viewers by means of visuals. Usually, these are available short-form snippets of simply digestible information. Whereas it is perhaps tempting to cram as a lot element as attainable right into a 60-second script, your viewers will possible not be capable to course of the rapid-fire data.

Slack, one of many main messaging platforms for B2B companies, exemplifies the less-is-more strategy completely in its Understanding Slack collection on YouTube. 

These movies are throughout 1 minute in size, solely masking what’s important. They get to the purpose rapidly with clear messaging and modern visuals that showcase how straightforward it’s to make use of the software program.

5. Interview an Trade Knowledgeable

Interviews with trade leaders can supply your viewers a glimpse into the minds of consultants whereas bolstering your model as an authority in your house.

Forbes has an excellent video series interviewing CMOs from main companies, resembling Cisco, Samsung, Wells Fargo, Deloitte and extra. These two- to three-minute movies supply viewers helpful insights into trade traits and the opinions and experiences of main consultants.

b2b content marketing examples forbes

However you don’t have to hunt outdoors voices in your interviews. Sit down with consultants from your individual firm to debate the subjects they see as vital.

6. Host In-Depth Discussions in a Webinar

For the reason that pandemic, the recognition of webinars has skyrocketed. These long-form movies supply B2B corporations a good way to assemble individuals nearly for panelist discussions, coaching classes, product demos and rather more.

Webinars will be pre-recorded or stay, however the latter possibility gives extra alternatives for viewers interactions. As an example, Semrush had a webinar series by which viewers might nominate their web sites for a stay audit from Search engine optimization consultants.

b2b content marketing examples semrush

By inviting your viewers to take part in your webinars, both by means of an illustration of your companies and even simply stay polls, you make them really feel seen and valued. Not solely does this enhance engagement, however it additionally helps you enhance loyalty and, in the end, conversions.

7. Begin a Podcast to Dive Deeper into Insights

Whereas the concept of beginning a podcast has grow to be a little bit of a meme as of late, the numbers present that listenership is rising. In truth, by 2023, Apple and Spotify are anticipated to achieve over 66 million monthly podcast listeners within the U.S. alone.

Should you’re in search of inspiration, look no additional than B2B Growth from Candy Fish Media. These quick podcasts supply listeners every day insights into subjects like B2B advertising and marketing methods, content material advertising and marketing, social media and extra. There’s even a relatively meta episode on the ability of podcasting to drive engagement.

b2b content marketing examples sweet fish

8. Enhance Model Consciousness With Social Media Posts

Many B2B entrepreneurs consider social media as a spot for advertising and marketing solely to youngsters and on a regular basis customers. Nonetheless, this reductions the numerous B2B decision-makers who use social media in each their work and private lives.

Whereas Twitter is perhaps crashing, platforms like LinkedIn and Instagram are nonetheless nice locations to bolster your B2B model. In this humorous post for the U.S. Open, IBM teamed up with content material creators to advertise its new app to trace and analyze tennis matches.

b2b content marketing examples ibm insta

9. Goal Your Efforts on LinkedIn

LinkedIn gives a useful platform for B2B content material entrepreneurs, with thousands and thousands of senior-level decision-makers utilizing it daily. Whereas different social media websites, like Fb, Instagram and Twitter can get crowded with irrelevant content material, LinkedIn was made solely for professionals — particularly within the B2B house.

For the advertising and marketing software program big HubSpot, leveraging LinkedIn is a no brainer. Not solely does the corporate promote textual content adverts to get in entrance of customers, however it additionally makes use of buyer knowledge to craft higher content material that drives conversions and development.

b2b content marketing examples hubspot

10. Use Slides From Your Pitch Decks

In some ways, B2B patrons are similar to the typical shopper; they need quick, punchy content material that will get proper to the purpose. Utilizing slides out of your authentic pitch presentation will be a straightforward and environment friendly technique to showcase worth in a fast and easy method.

As an example, Sq., the cellular cost resolution firm, launched its original pitch deck which distills key worth propositions into easy copy and visuals. 

b2b content marketing examples square

Whereas the graphics may want an replace, slide 17 gives an excellent start line for a killer infographic.

11. Replace Your Viewers With a Press Launch

Whether or not you’re sharing normal firm information or an thrilling announcement, press releases might help your B2B enterprise get the phrase out to your audience and possibly even achieve some media protection. 

Within the case of Zoom, the corporate was going through issues about safety following its meteoric rise throughout the pandemic. As half of a bigger response, Zoom revealed a press release asserting that it had acquired Keybase, a safe file-sharing and messaging platform. On this launch, the corporate additionally outlined its present and subsequent steps they have been taking to enhance safety.

b2b content marketing examples zoom

12. Generate Buzz With a Glowing Testimonial

From phrase of mouth to on-line evaluations, companies depend on their prospects to vouch for them. I do know I hardly purchase something with out studying the evaluations, and B2B patrons really feel the identical. 

Testimonial content material offers your viewers deeper insights into how your present prospects use and really feel about your services or products. Shopify gives a wonderful instance in its Success Stories. These buyer interviews present detailed descriptions of how they use the platform to launch and preserve their companies.

b2b content marketing examples shopify

13. Unveil a New Product Catalog

Whilst you may consider product catalogs as junk you get within the mail, they are often a useful software for B2B prospects researching and deciding on a purchase order. And within the age of eCommerce, having a digital catalog is vital for purchasers to seek out the objects they want.

b2b content marketing examples adobe

Adobe did a wonderful job in designing its online product catalog. Not solely does the location look interesting, however it’s additionally straightforward to make use of with search and kind performance by product classes and kinds.

14. Showcase Your Strengths in a Case Research

Much like a testimonial, case research are a method for your corporation to point out off its strengths to potential prospects. Nonetheless, as a substitute of interviews emphasizing the “why” behind a buyer’s determination, case research observe up on how your organization has helped them.

b2b content marketing examples mckinsey

The worldwide consultancy firm, McKinsey, has revealed a number of partaking case studies that dive into the direct impacts and outcomes that prospects expertise from its companies. Whereas yours don’t should be as in depth as McKinseys, they need to observe the essential framework of problem, resolution, final result.

15. Get Technical in a Analysis Paper

Analysis papers present your prospects with extremely detailed studies on all types of topics, from normal market traits to area of interest areas of experience. As a result of effort and time it takes to supply a analysis paper, this content material is often gated, permitting entrepreneurs to assemble extra data on leads. 

b2b content marketing examples gartner

The administration consulting firm Gartner is famend for its Special Reports, which cowl a variety of industries. These studies present a wealth of data to direct prospects, however additionally they generate model consciousness when different B2B content material creators cite Gartner as a supply.

16. Lead Prospects Down the Funnel With an eBook

eBooks supply content material entrepreneurs wonderful alternatives to have interaction leads who’re in the course of the gross sales funnel. Informative copy combines with vibrant visuals to help readers of their analysis and consideration stage.

b2b content marketing examples salesforce

Pardot, and dad or mum firm Salesforce, created this stunning example full with cute illustrated characters. These visible parts assist draw the reader into the content material whereas sliding additional down the gross sales funnel.

17. Educate Your Viewers Utilizing White Papers

You possibly can consider a white paper as one thing that’s midway between an eBook and a analysis paper. Whereas they aren’t as visible, white papers supply in-depth content material to prospects and prospects seeking to study extra about your organization. These text-heavy paperwork enhance your authority whereas performing as highly effective lead magnets.

Google Cloud’s AI Adoption Framework is an ideal instance of a white paper’s visible simplicity and complex subject material. It’s information-dense and what few visuals there are keep on with Google’s major shade palette.

18. Reply Questions on an FAQ Web page

A incessantly requested questions (FAQ) web page is a generally missed side of content material advertising and marketing. These vital repositories of data present your prospects with a straightforward place to seek out solutions to their widespread questions.

Microsoft goes above and past with its FAQ pages that are tailor-made to several types of customers. Common customers can reply their questions utilizing the Microsoft 365 FAQ page, whereas enterprise customers can slim their search with the Microsoft 365 for business FAQ.

b2b content marketing examples microsoft

19. Preserve in Contact With Electronic mail Advertising and marketing

Electronic mail’s ubiquitous use has made it one of the crucial efficient methods to get in contact with B2B audiences. Whether or not you’re nurturing leads, welcoming a brand new person or sending promotional data, e mail advertising and marketing gives a direct line of communication between you and a purchaser.

What higher place to search for an instance than MailChimp? When the corporate launched its Professional options, it additionally initiated an accompanying e mail marketing campaign. Whereas there’s minimal textual content, this e mail design allowed the picture to face out and seize readers’ consideration.

20. Keep Constant With a Publication

Newsletters are an vital a part of e mail advertising and marketing campaigns, permitting companies to take care of constant communication with prospects on a weekly or month-to-month foundation. Executed proper, these emails might help you distribute helpful content material, drive site visitors to your web site and generate extra conversions.

Considered one of our favourite newsletters needs to be from Moz, the Search engine optimization software program firm. 

b2b content marketing examples moz

Curiously, Moz chooses to spotlight related exterior articles in its e-newsletter. Whereas it might sound counterintuitive to push outdoors content material, it may assist to construct belief along with your viewers whereas nonetheless rising engagement.

Tips on how to Get Began With B2B Content material Advertising and marketing

Wow, that was lots. In any case these examples, it’s straightforward to really feel overwhelmed about B2B content material advertising and marketing, however don’t fear! Including only a few of those content material concepts to your technique could make an enormous distinction, enabling your B2B enterprise to drive higher engagement and generate new leads.

Whether or not you’re simply beginning out otherwise you’re seeking to enhance your recreation, we’ve received the methods and knowledge you want for a profitable content material technique in our e-newsletter, The Content material Marketer.

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