What Are Some B2B Content Marketing Examples?
From Deloitte’s successful general education to General Electric’s viral Reddit posting, here are seven answers to the question, “What are some good examples of content marketing from a B2B brand?”
- Deloitte’s General Educational Content
- HubSpot’s Academy
- LinkedIn and Riverbed Technologies’ Shared Work
- Hootsuite’s Social Media Marketing Magazine
- Moz’s Informational Blogs
- First Round’s Review Periodicals
- General Electric’s Daily Reports
Deloitte’s General Educational Content
Deloitte is one of the accounting industry’s “Big Four” organizations. From private life sciences firms to huge publicly traded corporations, the organization provides services to a wide range of industries.
A business should always focus its content marketing efforts on a particular target market. But a major company like Deloitte, which offers a wide range of services across multiple industries, is in a difficult position. Each sector and subject has its own educational content platform created by the organization. The platform offers articles, podcasts, in-depth reports, videos, and more.
The information is based on research and insights that can help people and organizations realize their full potential. Nearly 10 million people visit Deloitte’s website each month, and prominent business media outlets frequently cite and link to the company’s material. Deloitte continues to be a thought leader in many industries.
One good example of content marketing from a B2B brand is HubSpot’s “HubSpot Academy.” HubSpot Academy is an online learning platform that offers a range of courses and certifications related to inbound marketing, sales, and customer service. The courses help professionals in B2B organizations learn new skills and advance their careers, and they are free to access.
HubSpot Academy has been successful in attracting and retaining a large and engaged audience of B2B professionals, and it has also helped to establish HubSpot as a thought leader in the B2B marketing space.
By providing valuable and educational content, HubSpot has built trust and credibility with its target audience, and it has also generated leads and sales for the company.
LinkedIn and Riverbed Technologies’ Shared Work
Link-building is a key component of content marketing, so much so that it’s often considered one of the four pillars of B2B digital marketing. One example of an effective B2B content marketing strategy involves LinkedIn and Riverbed Technologies.
LinkedIn began distributing great content around Riverbed’s products to its own pages and LinkedIn groups such as “IT Professionals.” The result was that they could drive high-quality leads to Riverbed with dramatically reduced cost per lead when compared to traditional methods like email and cold calling.
LinkedIn also allowed Riverbed to target specific individuals according to their job titles, creating more tailored approaches, ultimately making their campaigns more impactful and efficient.
Hootsuite’s Social Media Marketing Magazine
Hootsuite, a social media management platform, is an excellent example of B2B content marketing. Hootsuite launched an online magazine called ‘Hootsuite Social Media Marketing Magazine,’ which features contributors from their expert team and other industry leaders and influencers.
The magazine covers a wide range of topics, including social media marketing trends, tips and strategies, best practices, and more. Each article should teach readers more about the industry and how to make the most of their social media presence. Interviews with industry influencers, case studies, and webinars are all featured in the magazine.
They distribute this content through various channels such as their website, blog, email newsletter, and social media accounts. With this, Hootsuite builds relationships with potential customers and, as a result, increases lead generation and sales by providing educational content.
Moz’s Informational Blogs
The well-known SEO tool is open about sharing its SEO tips on its blog. For instance, in a blog post, they provided incentives for their community to interact with the blog postings.
By commenting or providing a post with a thumbs-up, readers can accrue points. By responding to queries in the community’s Q&A section, they can also earn points. These points can subsequently get free do-follow backlinks and Moz Pro subscriptions, among other benefits.
Then, Moz invites reputable professionals from its network to write guest blogs for additional exposure and ranking points.
First Round’s Review Periodicals
An example of a company that excels in utilizing several types of knowledge, The First Round Review was developed by First Round, an early-stage venture capital firm, as a venue for the sharing of knowledge among entrepreneurs and executives that was not being shared but may be helpful.
According to the manifesto, it serves to free knowledge and concepts that are “locked in other people’s heads.” However, releasing that vastly underutilized knowledge may cause the same issue we alluded to earlier: an unfocused mass of content that makes it challenging to find precisely what you’re looking for.
Because of this, First Round divided the Review into a group of nine online periodicals, each focusing on a different facet of starting a business.
General Electric’s Daily Reports
General Electric is a prime illustration. This well-known American corporation, which was founded in 1892, provides goods and services to companies in a variety of industries, including electricity and renewable energy, aviation, healthcare, and more.
The business (GE) also creates GE Reports, a daily online media outlet that disseminates fascinating information about innovative technology. In a narrative, GE focused on how GE’s LED lighting enabled a Japanese company to innovate in lettuce growing. When the post was reposted and went viral on Reddit, the invention received attention, and GE’s brand was not explicitly promoted.
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