14 Jul 2022

7 Standout B2B Content Examples to Take Notice Of

The right content strategy can build trust with your target audience, reel in new potential customers and boost long term visibility for your B2B business.

But what type of content creation is the best use of your marketing efforts?

We’ve scoured the internet for some of our favourite, most impactful B2B content marketing examples to help inspire your ideation process.

The best B2B content marketing examples from organisations doing it right

A B2B content marketing roadmap doesn’t have to be dull. There are lots of creative ways to make informative content engaging and playful.

Here are some good examples of B2B content marketing from organisations that understand the power of content…

Best B2B thought leadership – McKinsey Featured Insights

McKinsey’s featured insights do a great job of covering the pressing issues that matter most to businesses around the world. This online magazine contains a mixture of opinion pieces from top CEOs, interviews, news articles and reports that are data-driven and offer real value.

B2B content example - McKinsey

They also have a thematic blog section which helps to boost search engine optimisation whilst being highly relevant for their varied audiences.

Key takeaway: Partnering with leading influencers and CEOs helps to establish credibility, while focusing on trending topics helps you stay relevant.

Best B2B training content – Hubspot Academy

One of the reasons Hubspot has been so successful in dominating the marketing world is the sheer amount of quality content it produces. Part of Hubspot’s content offering is its free courses and certifications, which provides marketers of all types and sizes with a range of training opportunities.

B2B content example - Hubspot

Courses are broken down into manageable chunks and target key issues and pain points for marketeers. The resulting certification gives users something tangible with which to demonstrate their own credibility and knowledge.

Alongside these courses, Hubspot also offers a wide range of E-books, guides and case studies to secure its position as an industry expert.

Key takeaway: Build up a rich library of educational content to demonstrate your unique knowledge and authority within your sector.

Best B2B user-generated content – #BufferCommunity

User generated content (UGC) can be a helpful way to gather a large amount of content whilst engaging and interacting with your audience. This type of campaign works well on social media, as can be seen in the #BufferCommunity hashtag on Instagram.

Buffer is a social media scheduling tool used by all types of businesses. To engage audiences on social and build a community, they created this campaign, asking users around the world to share images of their workspaces.

B2B content example - Buffer

The goal was to spread a key message about their product – that it can be used anywhere, anytime, on any project.

Key takeaway: Starting a user-generated social campaign around your product or service can help to create a buzz, add personality and encourage active engagement without being overly promotional.

Best B2B video content marketing – Mailchimp’s Werrk!

Mailchimp took their video content marketing to the next level when they created their business reality show series ‘Werrrk’. Each short episode showcases a small business struggling with a common issue before three experts get sent in to overhaul it.

From leadership battles to limited workspaces – this series tackles issues that are very familiar to small business owners and entrepreneurs.

B2B content example - Mailchimp

Key takeaway: Light hearted, bite sized content that includes actionable insights is a great way to engage your audience and stand out from the crowd.

Best B2B social media content – SEMRush

Sharing content through your social media channels is a great way to reach potential customers and establish a brand voice. With over 80% of B2B leads being generated through LinkedIn, it’s our channel of choice for B2B companies.

SEMRush is doing B2B LinkedIn content marketing particularly well. By sharing a range of their guides and how-to’s with visually engaging infographics, posts are both eye-catching and informative. The company intersperses these value-add pieces with fun, topical posts to keep their feed interesting.

B2B content example - SEM Rush

Key takeaway: Infographics and data visualisation works well on LinkedIn for B2B social media marketers, as does diversifying your feed with varied content.

Find out how we helped a recruitment business develop their B2B content marketing strategy and increase LinkedIn traffic back to their website by 2,600%.

Best B2B email marketing example – Grammarly insights

Grammarly have done a clever thing with their email marketing. Insight emails show user’s weekly writing updates, including their writing streak, their productivity percentage and comparisons with other users. Because who doesn’t love a little competition?

B2B content example - Grammerly

The personal nature of these updates make users more likely to open the email and read its contents, making it a great place to add more information about product updates or offers.

Key takeaway: Personalisation or ‘gamification’ can increase open rates and encourage users to engage more with your products and services.

Best creative B2B campaign – Blendtec’s ‘Will it blend?’

This one’s an oldie but a goodie. Blendtec’s viral video marketing campaign ‘will it blend’ became a big hit back in 2006.

B2B content example - Blendtec

Blendtec sells blenders and kitchen accessories to households, commercial kitchens and food businesses. Inventor Tom Dickson has now been putting his blender to the test for over 30 years in this video series in which he tests out what the product can handle.

Everything from skeletons to iPhone’s have proved no match for the Blendtec blender – demonstrating the product’s strength and durability in a highly unconventional way.

Key takeaway: Although this approach might seem too ‘novelty’ for some B2B companies, it still demonstrates the power of thinking outside the box when it comes to achieving widespread visibility.

What is B2B content writing?

B2B content writing encompasses any published content used to inform your target audiences and promote your products and services to them.

The content you create needs to build trust with the decision makers that might buy from you. To do this, it needs to solve a problem for them, answer a question or engage their interest.

The language and tone of voice of your content might be more technical than some B2C businesses, you will also need to draw on more thought-leadership pieces to build credibility and authority. However, the same copywriting rules apply as with the majority of content marketing best practices – succinct, engaging and original copy wins every time.

Check out our top tools for improving your copywriting skills.

B2B content types

It’s likely that you’ll need to use a variety of different channels to share your content. Here are just some examples of the format your content might take, depending on your target audience…

  • Email marketing and newsletters
  • Educational content
  • Visual content and infographics
  • Video tutorials
  • Case studies
  • Product or service comparisons and reviews
  • Blog posts
  • Guest posts from relevant partners or influencers
  • Guest posts on relevant external platforms
  • Interviews
  • On demand webinars and podcasts
  • Studies and reports
  • Whitepapers
  • E-books
  • Surveys and results
  • Social media posts
  • User-created content
  • FAQs
  • Online courses and training
  • Resource pages
  • Content roundups for relevant topics
  • SEO-focused content
  • Press releases

What type of content is the most effective for B2B marketing?

Effective B2B content ideas should address your audience’s pain points and focus on giving value rather than being overly promotional. The format is important in that you need to be sharing content on the platforms your target audience uses, and in a form that they like to consume. Other than that, it’s all about engaging, educational and inspiring content that positions you as a leading voice in your industry.

This could take the form of a panel of experts in a webinar recording or a LinkedIn opinion article from an influential leader. Personal stories from real customers in the form of case studies also work well if you’re looking to convert.

It’s likely that you will need to use different types of content to target customers at all stages – from awareness to conversion. For example, to create content that targets buyers in the decision-stage, why not ask your sales team what questions they commonly get asked by potential customers to see if you can answer them in a guide or a newsletter?

Content marketing isn’t a quick fix. It’s a long term strategy that will help you build trust in your space and achieve sustainable growth.

We hope these B2B content marketing ideas help you to fire up your own content. If you’re looking for more advice, get in touch to see how we can work together to ignite your digital marketing strategy.