4 B2B Companies That Create Amazing ContentPosted on 16 Jun
Content marketing is all about connecting valuable, interesting and unique content to your audience’s needs – whether your audience is made up of consumers or businesses.
We’ve rounded up four amazing B2B companies of all shapes and sizes who have cracked the content marketing nut. Take a look at how each of these companies positions their content to speak to the needs of the decision-makers at the businesses they are targeting, and see which techniques you can use in your next content campaign.
CMO.com features interviews with leading marketing executives, digital marketing trend analysis, expert opinions on the future of marketing and more. It is a content hub that produces new, in-depth insights daily, all unobtrusively branded by Adobe.
Why does this work? CMO.com is a stand-alone hub, not quite under the Adobe umbrella. The little Adobe branding is done with a light touch, so that visitors see the value and expert insights first, and Adobe second. This way, Adobe is cementing themselves as an expert in digital marketing without appearing overly sales-y or creating too many branded pieces of content (which tend to turn away savvy digital marketers, who have all likely seen their share of sales pitches pretending to be useful content).
As one of the hottest inbound sales and marketing platforms, it would make sense that HubSpot would do content marketing well. Their blog features three sections, one for each subset of their audience: marketing, sales and agency. Within each of these is fresh, valuable content (from blog posts to ebooks to infographics) that the HubSpot team updates daily.
Why does this work? HubSpot offers three types of software, targeted to marketers, sales professionals and agencies. By clearly delineating their content to match their target audiences, they ensure that their audience engages with content most targeted to their needs, without being distracted by noise.
Business consultant group Collective Next showcases their personality through visuals on their Pinterest boards. Browsing boards like “Someone Once Said” (quotes that reflect their attitude) or “Our Work” (which highlights what they’ve done for past clients) gives visitors a chance to get an at-a-glance understanding of what their company is all about.
Why does this work? Pinterest is a visual network, and Collective Next shows that you don’t have to have a physical product to leverage great branded imagery. Infographics, photos and quotes can all be used by B2B companies as visual content to share across the social web.
LinkedIn creates a plethora of content for its business partners looking to up their game. The Definitive Guide for Marketing on LinkedIn is one of their most robust pieces of content, and in addition to plenty of “how-to” style information, it includes tips and tricks from expert marketers.
Why does this work? Content that is published by a brand may not have as much authority as independently published content – but LinkedIn gets around this by including influencers like Brian Clark in this ebook. This associates LinkedIn’s brand with prominent marketers, and adds credibility to the information presented in this piece of content.