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Everything You Should Know About B2B Content Marketing
October 27, 2024
As a marketer, are you struggling to excel at B2B content marketing? B2B content marketing has become quite competitive; staying on top is no child's play.
In fact, 91% of B2B marketers use content marketing to grow their business. (Source)
However, if you make your B2B content stand out, you can achieve the desired business outcomes.
So, in this article, let's dive deep into B2B content marketing examples you can bookmark for year-round inspiration.
Content planning for B2B SaaS involves a deep understanding of your audience, a clear goal definition, and compelling content creation that fulfils your audience's informational needs. This way, you can attract relevant people to your branded content and create awareness for your business.
It also includes creating content for specific B2B content marketing channels so you can reach the right people and offer them content that aligns with their customer journey.
Next, you need to experiment with different content formats, including blog posts, white papers, e-books, video content, and newsletters, to offer variety to your target customers and get them to engage with your content.
Finally, you should have a conversion strategy to turn your B2B SaaS content marketing into a lead-generation engine for your business.
Now that you have a reasonable idea of a winning B2B content marketing strategy let's take you through the best B2B content marketing examples of 2024.
Slack is a widely used business messaging app that facilitates team communication and collaboration.
The Slack blog section is an excellent example of B2B content marketing done in a way that works best for the business and its prospects. It's a fantastic example of how focused blogging can get results for a B2B business.
Articles like "Mastering Slack Channels" and "Effective Remote Work with Slack" provide practical tips on how to use this powerful tool effectively.
Slack publishes thought leadership articles in the form of case studies to highlight how companies have transformed their workflows using the platform.
Besides, readers can benefit from thought leadership pieces that delve into industry trends, workplace culture, and communication strategies.
Slack's content marketing has worked incredibly well over the years. The platform has grown from 2 million active annual users in 2015 to 35 million active yearly users in 2022. Also, it has grown from an annual revenue of $12 million to $1500 in the same period.
Slack is an example of B2B inbound marketing executed for real impact. Their content reflects authenticity, empathy, and a distinct brand voice that attracts loyal readers who eventually become users and customers.
Also, they've set a terrific example of publishing relevant content consistently, which has worked to help them win content and product evangelists worldwide.
Canva revolutionizes design processes, allowing marketers to craft visually compelling online and offline marketing collateral. Canva's branded content is a spectacular example of how you should approach B2B content marketing.
Canva's blog is a stellar resource for marketers and designers. It covers various topics, such as design, business, photography, wedding photography, education, branding, etc.
Within their Learn section, you can find a range of tutorials and online courses that offer in-depth insights into how to use Canva to create alluring designs for your content and brand marketing efforts. They also offer free webinars to give away complete know-how on using their product more effectively.
Canva's user community has grown to over 170 million worldwide.
Canva offers excellent inspiration for B2B marketers looking to make their content marketing resonate deeply with their target users. Their content marketing shows that no one can stop you from staying ahead of your game if you're hell-bent on educating your potential customers with in-depth, value-driven, and entertaining content.
When it comes to B2B marketing strategies, podcasting is a fantastic option. Podcasting is a content marketing format that lets you speak to your audience and make your brand stories more lifelike.
Basecamp is a productivity tool that helps small teams collaborate effectively, manage tasks, and communicate seamlessly. The content marketing team at Basecamp hosts The Rework Podcast, a show that helps them build a deeper connection with their potential customers.
The Rework Podcast is an online radio show that offers a unique perspective on business, productivity, and entrepreneurship. In this unique podcast, the team at Basecamp covers topics such as "asynchronous communication", "finding the right team", and "trusting instincts in business". Overall, this podcast is a marvellous combination of expertise and creativity that is rare in the B2B content marketing landscape.
As a marketer, if you've been wondering how to make your digital marketing unique, then this a great example to analyze. The Rework Podcast is a superb example of educational content that makes learning fun with the help of real-world examples and insights. It proves that podcasting can be a great way to generate traffic and leads for your B2B business.
Trello is a productivity tool that allows individuals and teams to organize projects using a visual interface. You must explore various formats when creating and publishing high-quality content, and video is a great option.
Trello has creatively used video content to create educational content for its target audience. That's why we have featured it in our list of best B2B content marketing examples here.
The content is well-produced, informative, and engaging. The videos cover various topics, including getting started with Trello, project management strategies, team collaboration tips, and productivity case studies showcasing real-world examples and product integrations.
Trello's YouTube channel has 35.7K subscribers; some videos have over a million views. These are decent numbers for a B2B SaaS product with a niche audience.
Trello offers an excellent example of how B2B content marketers can create YouTube videos to build an audience and get conversions. They effectively communicate complex concepts in a way that's more accessible to the viewers.
MailChimp's B2B content marketing is a holistic mix of business blogging, podcasts, and films. They combine voice-driven text with attractive visual content to keep the audience hooked.
One of the strengths of MailChimp's blog is its focus on providing practical insights that readers can implement in their marketing campaigns. Besides that, MailChimp produces extraordinary podcast episodes and films on topics like "mental well-being at work" and "unlikely business lessons"—topics unheard of but definitely interesting to their target audience.
MailChimp's podcast content has grown to a global community of over 464 million listeners.
As a marketer, if you're looking to learn about turning your B2B content into an experience for your target customers, MailChimp can be your go-to example. Their content aims to build a heart-to-heart connection with their audience, resulting in affinity and long-term brand loyalty.
As you might already know, Wistia is a video hosting platform. It's a typical B2B platform, but its content marketing isn't typical of B2B businesses. That's why we've included it in our list of best B2B content marketing examples.
Wistia's Instagram account presents its prospects with everything from behind-the-scenes about the company to insightful, original research to product-led content. You can find all of it in the form of carefully crafted visual elements and video content tailored to Instagram.
Wistia's Instagram handle has 10.2k followers. Some of the Reels on their page have over 60K views!
If you want to surprise your audience with visual content, don't shy away from putting yourself on social media. Publishing fun social media posts isn't a B2C thing anymore; B2B marketers, too, can profit from such content marketing.
You must remember that publishing relevant content on social media gives you a chance to say more with less—isn't it just awesome?
You probably know this fantastic productivity tool if you've scheduled and attended online meetings. Calendly isn't just a great tool; it's known for its in-depth and thought leadership content.
If there's a B2B SaaS company that just comes across as a thought leader but is one, it's Calendly. This meeting scheduling app produces wide-ranging content pieces, including in-depth e-books and blog posts, customer stories, original research, video tutorials, and webinars.
Calendly's innovative approach to product and content has helped the SaaS company to grow consistently over these past years. Its revenue rose to $143.7 million in 2022 from $4.5 million in 2016.
Calendly's content marketing is a true testimony that if you stick to the basics, you can achieve a lot with it. Explore evergreen formats and go all the way to offer deeper insights to your audience, and it'll surely help you get tremendous results.
Monday.com is a famous work management platform that helps businesses organize and manage different project types. They've excelled at content marketing by focusing on building a strong presence in organic search.
Monday.com has consistently centred its marketing strategy on SEO-friendly and audience-centric blog content creation. By providing in-depth and valuable insights to its target audience, the team at Monday has successfully built solid ground in the SERPs. The content strategy has helped Monday.com to turn its blog into a traffic and lead generation channel for its business.
Monday.com generated 1.2 million organic traffic by publishing 1000 SEO-friendly articles in 12 months!
Don't worry if you have a content marketing strategy focused on a simple platform like a business blog. If you know your marketing funnel well and have a scalable content plan, no one can stop you from achieving your business goals.
As a B2B marketer, you might shy away from tactics like user-generated content simply because it might seem alien. However, Buffer has successfully utilized user-generated content to build engagement around its brand on Instagram.
UGC works because it saves time and resources for your content marketing efforts. Also, getting your users and potential customers involved in the content creation process gets them involved in your content marketing, making your branded content more authentic and trustworthy.
The #buffercommunity on Instagram has over 7.5K posts from users worldwide. The campaign resulted in users sharing some drool-worthy personal photos that attracted attention and engagement on the social media handle.
Making B2B content marketing a two-way street is an art, and if you do it successfully, you can earn serious brand loyalty for your business without breaking the bank.
Shopify is a famous e-commerce website builder that helps businesses to create online shops. Although they publish a complete range of content types, a format that stands out in their content repository is a bunch of tools they offer free to their potential customers.
The format makes it one of the most innovative B2B content marketing examples.
Shopify offers a variety of free tools that can be a great help to entrepreneurs looking for cost-effective ways to grow their businesses. The marketing strategy works because it helps Shopify collect valuable leads for its platform by offering assistance to its potential customers.
Shopify's fee tools section has earned significant traffic and leads.
A big lesson from Shopify's content strategy is that you should keep on finding creative ways to create value for your target audiences. If you find a way to offer genuine help, it'll help you get mindblowing results.
Kinsta is a premium managed WordPress hosting service that stands out for its powerful infrastructure, robust security, and exceptional customer support. Kinsta's blog content is an excellent example of content marketing catering to a business audience.
Most site owners and web admins face technical issues when managing their websites. Hence, they're always looking for content to solve these problems. The content team at Kinsta has diligently worked on creating actionable blog content that caters to all such prospects and product users.
By targeting keywords their ideal customers are typing in Google, Kinsta has driven relevant organic traffic to its website.
Do extensive keyword research and work on figuring out your target audience's significant technical challenges. Consistently work on creating blog content that offers real solutions and explains complex topics in a simplified way.
The FAQ page by Microsoft 365 is an ideal example of solution-oriented and SEO-friendly content marketing. It's a resource page that answers typical queries of Microsoft 365 users.
The Microsoft FAQ page works because it offers a single and simplified reference point for all product-related queries.
The helpful and evergreen content marketing resource receives significant organic web traffic for Microsoft.
As a B2B product marketer, you want to leave no stone unturned when answering product-related questions. So what better way than to create a detailed FAQ page that ensures your audience faces no glitches when using your product?
And the best part is that this single resource page can generate significant organic traffic for your website.
FreshBooks is an accounting software for solo business owners, freelancers, and small businesses. What's striking about their content is their consistency in publishing BOFU content to help them convert their audience into loyal customers.
By publishing in-depth case studies, they showcase how FreshBooks is the right choice for prospective customers. They also publish product comparison posts to display how FreshBooks is better than its competitors.
By publishing BOFU content, FreshBooks has consistently got new users on its platform. This invoicing tool now has over 20 million users.
As a B2B marketer, you can't be satisfied with traffic alone. To prove the worth of your service offerings, you must publish case studies, customer testimonials, and product comparison content on your website. Remember, a winning brand story showcases what you're best at and how you deliver results.
VenturePact is a company that provides pre-screened software services. They've built a simple interactive calculator to help their prospects estimate the cost of building an app. A tool like this is an amazing strategy for generating leads for any B2B business.
VenturePact has created a content piece that educates without preaching. The calculator allows users to answer simple questions about the type of app they wish to build. It then gives them a fair idea of its cost.
This interactive calculator helped VenturePact get over 87K leads and a 41% conversion rate!
Becoming an SEO thought leader in your niche is essential, but making your content marketing interactive can help you start two-way communication with your ideal customers. This piece of content from VenturePact does precisely that and ensures winning outcomes. Here's the bottom line: if you're running out of interesting content marketing ideas, start thinking about creating something interactive; it'll surely reap rich dividends.
If you're looking for a truly stimulating example of enterprise content marketing, you must check out the Insights section of the Deloitte website. Deloitte, one of the world's largest consulting companies, provides deep and insightful content in various industries, including Tech, Life Sciences, Automotive, and many more.
Deloitte's B2B content marketing works because it aims to provide in-depth, meaningful, and actionable insights to a range of professional decision-makers.
By offering thought leadership content in the form of proprietary research, Deloitte has been able to attract millions of visitors to its website.
It's hard to create a repository of real knowledge for your target audiences, but if you can pull it off well, you can gain positive and long-term results from your content marketing efforts.
As you can see from this post, there are numerous content types you can publish for your B2B business. And there are strategies you can use to make your content better than your competition. So, that's it from our inspiration box—we hope you can learn from these and apply them to your B2B content marketing.
If you're looking for a B2B SaaS content marketing agency to spearhead your branded content, don't forget to book a call with our content experts here at TripleDart.
B2B content marketing is a strategic approach focused on publishing and distributing valuable and relevant content to attract a clearly defined business audience. It aims to drive customer action by targeting professionals and decision-makers within companies.
Yes, unlike B2C marketing, which targets consumer audiences, B2B content marketing targets the needs and interests of individuals making purchasing decisions for their organizations. B2B content aims to display expertise and thought leadership to drive conversions. On the other hand, B2C content marketing targets individual consumers, aiming to evoke emotions and inspire immediate purchases through engaging and relatable content.
Some of the key types of content in B2B marketing include blog posts, whitepapers, case studies, how-to guides, product overviews, customer reviews, webinars, e-books, social media posts, podcasts, e-books, infographics, and video content.
Tripledart is a specialized B2B SaaS content marketing agency. Their approach includes crafting high-quality, SEO-friendly content tailored to attract and convert your ideal customers. With a commitment to understanding your customer lifecycle, Tripledart helps B2B businesses build market awareness, acquire leads, and nurture opportunities throughout the sales funnel.
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