Content Marketing 101: Best B2B Content Examples
posted July 22nd 2019, 1:27 pm by Maddy Strange
RedMoxy's last blog post was a guide to creating high-quality content. Today, we'll look into some examples of high-quality content created by B2B companies. Five of the best B2B content examples are included (in no particular order). To help apply these examples, each one has a "takeaway" section for application in your own B2B company. Let's get into it!
Content Marketing 101: Best B2B Content Examples
1. CB Insights
CB Insights is an intelligence platform for venture capitol and related companies. Their blog and newsletter are examples of informative content that is conveyed in a very modern manner. Their subject lines are casual and attention grabbing ("end of the bot hype" and "huh? what is a stablecoin?"). Some of the subject lines border the irreverent (for example, "how to raise useless kids" or "idiot: stupid startup jargon"). However, CB Insights take their information seriously by including a lot of helpful text and graphics in their newsletters. They make the information seem cool and edgy by their casual style.
Takeaway: Some of CB Insight's style would not be appropriate for all industries and audiences. It might possibly offend or rub your audience wrong. Even just the all-lowercase subject lines could be consider unprofessional. However—revamping and refreshing your content is important. Depending on your audience, a CB-esque spin might be applicable. Using some of the ideas in your content marketing (for example, modern wording, new graphics, or catchy subjects) could be a breath of fresh air for your audience.
Close is a company that deals with customer relationship management. Their blog is a good example of diversified content. To illustrate, their blog includes lists, templates, how-to guides, advice, interviews, and company updates. These various topics show that even a simple blog can cover a variety of information. Although they focus on one platform, there's still room for a multitude of topics.
(Plus, they use pictures from movies and TV shows for their blog post images, which is a fun way to incorporate pop culture into their work).
Takeaway: Diversify your content topics. To do this, brainstorm, look at what others in your industry are doing, and ask your audience for input. Specifically, really delve into your industry and company's focus and create content that builds on your focus. Stretch yourself to write about topics in new ways. Your audience will thank you for it.
Copyhackers is "the home of conversion copywriting." Copyhackers' blog is an example of an accessible tone for information sharing. Their tone is personable and interesting. Even when covering topics that have been talked about before, they share it in an engaging manner.
Takeaway: Talk about information as if it's actually interesting to you (which it hopefully is). Your content should show your interest and passion for your industry. For example, a manufacturing process video can be informative and engaging. To create an engaging video copy, pay attention to your word choices and intonation to convey your interest.
HubSpot is an inbound marketing company that has clued into the fact that other B2B companies want to learn. By hosting a wealth of information on their site, they attract relevant traffic. Their content is hosted under a "How-To" tab and includes blog posts, e-books, guides, tools, research, reports, courses, and certifications. Consequently, their content is valuable and comprehensive.
Takeaway: If you have experience or expertise . . . share it! Your research and information will engage and teach others in your industry. In addition, separating your information into different genres of content (like blogs, reports, and courses) diversifies your content and expands its reach. Informative content is not only limited to marketing websites. For instance, in an industrial context, expert information could be about manufacturing processes or sales tips, for example.
Drift is a "conversational marketing" company. Their "customers" tab shows how to make case studies more applicable to the viewer. Interactive graphics, easy linked headings, and personalized stories spice up their case studies. As a result, reading their content becomes an interesting experience, rather than a chore.
Takeaway: Rethink how you format your basic content. Even case studies and customer reviews can be fresh and interesting. Integrating graphics, quotes, and examples can boost the effect of your content. This engages your audience because it grabs their visual attention, which leads to their complete attention.
Content marketing matters for growing your company's connections, conversions, and overall reach. For more information and specific marketing strategies for your company, contact us at RedMoxy.