7 B2B content marketing examples

What is B2B content marketing?

B2B content marketing is the creation and distribution of valuable content to attract, inform and convince business customers (business-2-business) about your company, product or service.

B2B content marketing is often about generating leads. But that's not the whole picture.

You can also use it to build authority in your field, to build trust and to establish long-term relationships with other companies. Also not unimportant!

B2C vs. B2B content marketing

B2C and B2B content marketing are different.

B2C companies (business 2 consumer) actually have a large target audience. Practically everyone interested in a product or service falls under it.

In B2B, you are often dealing with a much smaller target audience. A niche.

Moreover, in B2B you often don't target one buyer, but all the people who make the decisions in a company.

Therefore, the content and channels are often different than in B2C content marketing.

In B2C, for example, you create sales-oriented, social media content that triggers certain emotions. In B2B content marketing, you generally create more practical, informative content that really helps potential customers.

But what does that content look like? We'll show you with a few examples.

7 examples of B2B content marketing

Check out these 7 examples of B2B content marketing and, above all, use them as inspiration for your own content marketing:

1. Research

Surveys always do well in B2B content marketing. Why? Because they provide facts and substantiation, and that's exactly what business decision makers are looking for.

Thereby, with your own research, you will have a piece of unique content that no one else has and thus add real value. That gives your company authority and helps build trust.

And also nice to know: studies are often shared.

But what can you explore?

It depends on your industry.

For example, tech companies can research which technologies/software are commonly used by their customers and where the biggest opportunities or barriers lie.

But you can also, for example, look at the status of sustainability solutions in a particular industry. To trends and developments. Or you can bring

some benchmark report out!

2. Tools

Do you really want to add value? Then develop your own tool that your target audience can use to solve something or gain insight.

Think of a calculator or a test.

They are practical, valuable and often generate a lot of leads. Especially if your customers have to leave data to use the tool.

We have them ourselves. Our Wordmerger quickly combines a lot of search terms for you and with our free SEO scan we give companies insight into the performance and opportunities of their website.

3. Manuals

Business buyers want to get a grip on their problems and issues. A guide then helps them understand how something works, what steps are needed and teaches them how to do something themselves.

By writing a clear guide you show your expertise. You establish yourself as an expert and reliable partner without selling anything directly (which most people like).

You can put these manuals in a variety of forms. For example, write a blog post, white paper or e-book. Create an infographic. Or record a how-to video!

4. Webinars & online training

Webinars and online training are also good examples of formats for B2B content marketing.

Just like manuals, they give you the opportunity to share your knowledge (and demonstrate your expertise), but with interaction. So you immediately get to know those potential customers. Literally.

Plus, people are more likely to contact someone they've already seen and know.

Get that little hurdle over with.

5. Newsletters

Consumers are often not waiting for yet another newsletter. To be honest: you only subscribe to them because you get an extra discount, right?

In B2B content marketing, newsletters do work, provided they add value to the recipient.

So send a regular newsletter with updates, tips or those tutorials and surveys from the previous examples.

After all, in B2B the customer journey is long and this is how you make sure you stay top of mind.

Tip: Don't forget your existing customers. For example, send them a maintenance reminder or show them how they can get even more out of your products/services. This is how you ensure better customer relations!

6. Customer stories, projects & cases

Flip through any marketing book and you'll know: nothing convinces like social proof.

It creates confidence, recognition and inspiration.

Be sure to include customer stories, projects and case studies in your B2B content marketing. These make your story credible and show how your company solves a particular problem.

Exactly what potential customers want to know.

7. Podcasts

Relatively new in this list of B2B content marketing examples, but already almost impossible to imagine a serious marketing strategy without: podcasts.

They are often listened to by professionals while working or on the road. Ideal for telling your story and building authority in an approachable (read: non-intrusive) way.

You can start your own podcast, or you can look into being a guest on a leading podcast in your industry.

Tip: Want to record a podcast without having to buy all the equipment? Our podcast studio in Ede is for rent!

Also getting started with B2B content marketing?

Don't know where to start? Need some more ideas? Or don't have the time/capacity to create that content? Feel free to get in touch. We'd love to help you further.