9 Exceptional B2B Content Marketing Examples 1) CB Insights: Newsletter There are two things I love about the CB Insights newsletter. Yes, it shares some of the finest insights on technology, venture capital (VC), and emerging businesses, but it does so with fun images that ultimately relate back to the subject -- e.g., the above photo of Oprah that’s been adapted as a meme, since, well, that was the topic of the newsletter. Then, turn that into relevant content that’s going to both save time for and inform your audience -- and make it easy for them to access it. Each audience has its own set of concerns and corresponding hub of information on MYOB.com -- and MYOB has built a content strategy for each one that shows how much it understands its customers. That’s why creating informed, useful content for individual, specialized audiences is core to its marketing strategy. Takeaway for Marketers Creating a content strategy to please a wide-scale audience like Deloitte’s is challenging. A great example is Startup Traction by VC firm NextView Ventures: a Medium publication that focuses on “tips & stories for seed-stage startups.” But why would NextView want to create an entirely separate blog that isn’t even on its website? It not only aligns with its brand -- after all, the company does provide technology to businesses that want hosting solutions for their visual content -- but it’s also just smart. Zendesk might be an expert in the solutions provided by its product, but behind that product is a chorus of highly skilled experts -- the people who build and engineer the software. What have you learned that makes you do what you do so well, and how did you get there?
Here at HubSpot, some of the most awe-inspiring moments take place when we get to take new products and features for a test drive. We transform, if it’s even imaginable, into even bigger geeks than we normally are, squealing with the excitement typically reserved for iPhone launches and new seasons of Netflix series. But alas — this glee is caused by software we use every day at work, and will eventually get to share with other marketers.
Many B2B marketers have seen B2C content at least once and asked, “Why do they get to have all the fun?” But the moments like the one we described above are the ones that remind us: B2C companies haven’t locked down all of the truly interesting marketing angles. We’re passionate about our product — and that means our audience can be, too.
And for every B2B product, there are even more B2B users out there looking for information, inspiration, and knowledge — whether it’s from their peers, or from the organizations looking to provide them with solutions. The point? No marketing, including content, is uninteresting if you look at it the right way.
Done right, B2B content marketing can certainly match — and sometimes, maybe even rival — the creativity and appeal of the best B2C ones. And we want to recognize the brands that are breaking that mold and creating great content that grows fervent, dedicated audiences. Below, you’ll find a few of our favorites.
9 Exceptional B2B Content Marketing Examples
1) CB Insights: Newsletter
There are two things I love about the CB Insights newsletter. First, it’s surprisingly funny (the subject lines alone make it worth it). Second, you learn a lot just by reading the newsletter, no need to click through a bunch of links.”
– Janessa Lantz, HubSpot Senior Marketing Manager
We love how this newsletter illustrates the willingness of CB Insights to not take itself too seriously. Yes, it shares some of the finest insights on technology, venture capital (VC), and emerging businesses, but it does so with fun images that ultimately relate back to the subject — e.g., the above photo of Oprah that’s been adapted as a meme, since, well, that was the topic of the newsletter.
But the messaging remains relevant, even among the hint of silliness. After all, CB Insights designs technology for people in the VC space, so it’s tasked with creating content that will appeal to a broad audience: customers, prospective customers, tech enthusiasts, and investors. And so, under such subject lines as “so sad: tough to have a VC dad,” it includes relevant data. Yes, gifs are hilarious — but in some contexts, they’re also worth $147 million.
Takeaway for Marketers
When you’re dying to create truly unique, cutting-edge content, it’s easy to stray from your organization’s mission and focus. So while it’s great to think outside of the box, use clever subject lines, or even write every email with an overarching humorous tone — keep it relevant and include the information that the people reading it signed up to receive in the first place. Then, keep it human.
2) Mattermark: Raise the Bar
Raise the Bar rounds up the best stories about a variety of different industries, giving me a great snapshot of trends to watch and news stories to follow without having to search for them myself.”
– Sophia Bernazzani, Staff Writer, HubSpot Marketing Blog
One of the best things about well-curated content — especially the kind that pertains to your line of work — is that it eliminates a lot of work. Keeping up with news and trends is never easy when you’ve already got a full plate, so when someone else is able to hand-pick the things you need to know, it can feel like you’ve struck gold.
That’s what Raise the Bar does, by compiling a “daily digest of timely, must-read posts on sales, marketing and growth engineering.” And, that was the intent all along. In a 2016 blog post announcing the launch of the newsletter, Mattermark’s Co-founder and CEO, Danielle Morrill, wrote, “We’re turning our focus toward sifting through the mountains of content out there around sales, marketing, and growth to help the community of DOERS who grow companies.”
Takeaway for Marketers
Think about the problems that your product or service already aims to solve for customers. Then, turn that into relevant content that’s going to both save time for and inform your audience — and make it easy for them to access it.
3) MYOB: End of Financial Year
MYOB, a provider of business management solutions in Australia and New Zealand, helps companies manage their finances, in part by connecting them with bookkeepers and financial services professionals. It has two main audiences:
- Small businesses that are just learning the ropes
- More established companies that need greater insight into all facets of their operations.
Each audience has its own set of concerns and corresponding hub of information on MYOB.com — and MYOB has built a content strategy for each one that shows how much it understands its customers.
MYOB recognizes that many businesses are figuring out accounting and financial decisions as they grow, so it’s created content that positions the brand as a go-to resource to help those businesses navigate each stage of their development. The End of Financial Year center, for example, is angled to fit the needs of each customer group, providing tips for those just starting out, and guides for breaking through new stages of development.
Takeaway for Marketers
When you begin to brainstorm and map out ideas for content, ask yourself, “Do I really understand my audience?” If you have any doubts as to how the idea will benefit or be useful to your audience, the answer might be “no” — and that’s okay. Like everything else, audiences (and people) evolve, so it’s okay to go back to the drawing board in instances like these for a refresh.
4) Unbounce: Page Fights (R.I.P.)