Content marketing is an invaluable tool in the B2B marketing toolbox. By creating and distributing valuable, relevant, consistent content to your audience, it helps establish your company as an authority and builds trust.
The foundation for any effective B2B content marketing campaign is built on high-quality content delivered to the right audience at the right time in a compelling way. Here are 10 B2B content marketing examples of campaigns that consistently get it right.
1. Moz
Moz is an SEO platform and digital marketing toolset that helps companies boost online brand visibility. It targets its audience through a regular educational video series, White Board Friday. The content, presented in a lighthearted tone, features industry experts who share their SEO experiences with agencies, businesses, and consultancies. Episodes in the series run the gamut, covering everything from new trends in SEO to how brands can make the most out of their content strategy. The engaging format and relevant information position Moz as a thought leader and promote the platform’s service offerings.
2. Hubspot
Customer platform HubSpot estimates it provides software, services, and support to nearly 258,000 customers in more than 135 countries. To keep that audience and prospects engaged and informed, it offers a wealth of content. For small businesses at the top of the marketing funnel, the company’s highly effective blog content strategy features posts that offer solutions to a wide range of marketing problems. For bottom-funnel businesses, it offers resources ranging from eBooks and podcasts to case studies and quizzes. Like all good B2B marketing content examples, each piece speaks to a specific audience and its concerns.
3. McKinsey & Company
McKinsey & Company, the global management consulting firm, offers its vast global target audience a wealth of information through highly detailed case studies. Each highlights a successful client experience, offering insight for customers and prospects while promoting McKinsey’s expertise. The lesson: Nothing is more powerful than concrete, engaging examples of how you help your customers.
4. LinkedIn B2B Institute
The LinkedIn B2B Institute is a think tank that studies new approaches to B2B growth. By continually publishing content on marketing trends and best practices, it helps businesses improve marketing efforts, generate site traffic, and boost lead generation. At the same time, it boosts the LinkedIn brand, positioning the site as the place to go for B2B marketers seeking an edge.
5. Semrush
The visibility management SaaS platform Semrush uses free educational courses to help users understand and implement SEO tactics. This B2B content marketing example is a perfect way to show customers how to use products and services and to help prospects see the value in them. Semrush adds an important personal touch to connect with those who take the courses: certificates upon the completion of an exam.
6. Shopify
Shopify, the Canadian e-commerce platform, offers a suite of services that help online retailers set up stores, sell products, process payments, arrange shipping, and market to customers. The company uses content — blogs, videos, podcasts, online courses, how-to articles and a user forum — to fuel each stage of its marketing funnel. And by optimizing content for relevant keywords, they boost search engine rankings and increase traffic to the Shopify site.
7. Mailchimp
For an entertaining, engaging B2B content marketing example, take a look at “mailchimp presents,” a series of original videos and podcasts produced by Intuit Mailchimp. The email and marketing automation platform uses a range of clever, creative storylines and intriguing content to deliver memorable messaging on relevant topics to marketers and business owners. By keeping the bar extremely high on production values and the information compelling, Mailchimp not only informs the audience, it establishes itself as a thought leader.
8. Canva
As a graphic design platform, Canva empowers clients to create effective, impactful social media graphics and presentations. And in a B2B marketing content example of practicing what you preach, Canva uses engaging copy, relevant images, and impactful design to engage its buyer base and prospects. The focus is on blogs, tutorials, step-by-step guides, events — all focusing on the customer experience and Canva’s value proposition. The content establishes Canva as invaluable resource even as it expands the platform’s share of voice in a competitive industry.
9. Adobe
Adobe offers an exceptional B2B marketing content example, particularly for any company targeting a diverse, creative, international audience. Adobe posts content that ranges from engaging, powerful customer stories — one features an artist who learned to destigmatize grief, another describes how filmmakers edited their movie using Adobe Creative Cloud — to blogs about new products and upcoming events. It’s compelling B2B marketing content that informs, inspires, and empowers prospects and users alike.
10. Microsoft
Microsoft’s customer stories are a B2B content marketing example of carefully curated, easy-to-search, street-level insight. The searchable content is organized under several categories for easy browsing and accompanying videos bring each story to life. Given that so many of the featured customers are top multinational brands and other highly visible companies, they make a compelling case for partnering with Microsoft to achieve your business goals.
Intentsify offers a variety of B2B marketing resources on our blog and resource center — ranging from thought leadership marketing tips to how to run a content syndication program that’s worth your budget. Good marketers are always learning, and we aim to create a website that is worth stopping by for the latest B2B insights. Check out articles, webinars, guides, and templates to make your job easier and stay ahead of the curve.
