PUBLISHED: Feb 15, 2024

6 Inspiring B2B Content Marketing Examples to Follow in 2024

Pratik Dholakiya
6 Inspiring B2B Content Marketing Examples to Follow in 2024 Featured Image

The boom in B2B marketing owes much to the digital shift, spurred on by the pandemic. While the focus on the digital buyer’s journey has been growing for a decade, the pandemic turbocharged the move from face-to-face to digital engagement for B2B audiences. 

But marketing your products or services to other businesses isn’t always easy. Closing a B2B deal often requires several touchpoints. That’s why building trust and keeping your audience engaged is key. 

But how? 

Taking a deep dive into six of the world’s best B2B content marketing examples will spark your inspiration. This guide will dissect how these brands nailed the art of creating and sustaining awe-inspiring content marketing campaigns. We’ll also dish out some top-notch practices for crafting the best B2B content that converts. 

What is B2B Content Marketing?

B2B content marketing is to create and share content to boost brand awareness, traffic, leads, and sales for businesses. A robust content marketing strategy decides what, where, and when content gets published.

Some of the popular B2B content types include blogs, social media posts, videos, podcasts, emails, white papers, and case studies. The findings from the CMI survey in 2024 suggest that case studies or customer stories and videos produced some of the best results for B2B marketers.

So, why is content marketing so crucial for B2B businesses? 

Simple: The ROI is high. 

Part of the reason is that it’s a budget-friendly channel. Sure, there are labor costs to consider, and maybe some budget for content tools. But compared to hefty investments in advertising or events, B2B content marketing keeps costs in check. Moreover, content has a lasting impact, delivering value for months or even years after publication.Our client, Mind the Graph is living proof that well-executed and SEO-driven content marketing and distribution works! 200% increase in organic traffic gave them more qualified traffic within six months.

Best B2B content effortlessly attracts leads compared to traditional outbound tactics. More importantly, by educating audiences about your offerings, content pre-qualified prospects. So, when they’re ready to connect, they’ve already initiated their buying journey without explicit intervention.

Also, in the B2B world today, most customers prefer a self-serve approach. They enjoy having the freedom to choose when, where, and how they engage with a business. Independent content research is their go-to for finding answers. By providing this content, you align with their preferences and respect their time, securing the success of your B2B content efforts.

Lastly, quality content builds authority and also sets your brand apart in a competitive market.

That said, we are now going to share with you some of the best B2B content marketing examples. These brands not only understand B2B content marketing but also unleash its true potential, creating some crazy good work of their own. 

Here’s the list of 6 successful B2B content marketing examples who get it right. Dive into it for inspiration, kickstart your creativity, and brainstorm some fantastic ideas for your company.

6 Best B2B Content Marketing Examples to Learn From

1. Growfusely: SEO and Content Marketing Guides 

Growfusely excels in content marketing and SEO, especially when catering to their target audience of B2B technology companies. They’re not just throwing words around; they create detailed guides that hit the mark. 

Whether it’s data-driven long-form content or a more relaxed blog post like “Content repurposing,” Growfusely manages to keep things interesting and valuable. The unique thing? Their content writing team knows how to make complex B2B content informative without inducing yawns. 

Another noteworthy aspect is their use of data-driven content. Since the B2B crowd is savvy and wants proof, Growfusely delivers, and they deliver hard.

Check out a snippet from their post, “8 Key Metrics to Focus on for Effective Content Marketing as a SaaS.” 

The attention to detail and the abundant use of data make it clear that they’re not just talking—they’re educating. 

That’s why the guide ranks in the top 5 in Google search results.  

Key Takeaways:

  • The rule of thumb to understand from this B2B content marketing strategy example— aim for content that is detailed, yet easily digestible. 
  • Best B2B content is comprehensive, diving deep into topics to showcase expertise.
  • B2B audiences appreciate content that feels personal and directly speaks to their needs. 
  • Create content with a subtle approach, convincingly highlighting the benefits of your product.
  • Educational content is the hero here. It aids in decision-making and simplifies the B2B audience’s life by offering practical solutions. 
  • Always consider search intent. Give them practical insights, something they can apply in the real world. 

2. Slack: Social Media Marketing

Even though 75% of B2B buyers use social media for decisions, pushing intrusive ads on apps won’t cut it. What savvy B2B decision-makers truly crave is valuable content.

As business owners dive into social media for brand research, showing they’re in buying mode, it’s clear. Interacting with them authentically and moving away from generic content is what brings out the best B2B content marketing campaigns for brands. 

Well, if you’re not sure where to begin, let Slack be your north star for successful B2B content marketing examples. 

Firstly, B2B businesses grappling with Instagram bio challenges can learn from Slack’s approach— keep it short and focused on their mission. 

Slack makes the most of Instagram Stories and Highlights for showcasing its latest features.

Coming to X (Twitter). It’s an awesome channel for B2B updates and support. Slack does a great job using cross-channel marketing to shine on Instagram too. And when it’s event time, they drop a cool 30-second video and make the event hype real.

Now Slack’s Facebook marketing strategy. It is sleek and minimal—a good example of a great social media copy.

They draw attention with beautiful posts, especially when sharing blog content. They update users on new features and cleverly repurpose content for different platforms.

Most B2B businesses on YouTube post sporadically, but not Slack. They’re active, publishing 2-3 videos weekly with a solid strategy. Thumbnails are sharp, sparking curiosity with color coordination and minimal words. Flawless visual appeal all the way! 

Slack’s LinkedIn strategy highlights the value of writing a simple yet effective LinkedIn bio. The About section uses words like “diverse,” “inclusive,” and “equal opportunity,” showing their commitment to employee well-being.

They tailor fun, engaging blogs for Facebook and Twitter, while on LinkedIn, it’s serious and professional, reaching a business-centric crowd. Their LinkedIn ads are intriguing, with videos, photos, and carousels—excellent design and content.

Key Takeaways:

  • Clearly express what your brand stands for, laying the groundwork for deeper audience connection.
  • Repurpose your content creatively across social media. Turn a blog into a snappy infographic. Summarize a YouTube video into a Twitter thread or LinkedIn carousel for varied engagement.
  • Diversify your content with a mix of sales, education, inspiration, and updates for continuous engagement. 
  • Experiment with explainer videos, product demos, behind-the-scenes clips, and customer testimonials for diverse and engaging content.
  • Move beyond broadcasting; listen to your audience. Use live streams, polls, and surveys to prompt opinions, turning your page into a two-way conversation.
  • Respond to social media posts consistently. Show your audience you value their opinions, actively fostering a conversation.

3. McKinsey & Company: Case Studies

McKinsey, the consulting maestro, excels in presenting case studies that encapsulate complex business transformations with clarity and strategic depth.

How are they different? Their case studies read like a captivating story rather than a dull report. They transform business narratives into a compelling journey. It’s not just facts; a narrative that begins with a clear depiction of the opportunity, setting the stage for the business challenge and its resolution. The storytelling unfolds logically, providing a comprehensive view of the situation.

McKinsey showcases a client-centric approach, focusing on the client’s objectives and the impact of McKinsey’s intervention. Integrating quotes from key stakeholders adds that human touch. The insights into the client’s perspective make the content more relatable.

McKinsey backs its narrative with numbers and metrics—the real proof that their strategies aren’t just talk.

And the language? It’s professional without being boring, expert without being overly technical. The tone is authoritative, instilling confidence in the reader about McKinsey’s capabilities.

Key Takeaways:

  • Dig deep into topics, offer comprehensive insights, and showcase a thorough understanding of industry challenges.
  • Use analytics to validate claims, provide evidence, and enhance the credibility of your B2B content.
  • Emphasize how your products or services solve real-world challenges for clients.
  • Incorporate visual elements such as infographics, charts, original images, and multimedia to make your content visually appealing and easily understandable.

4. Mailchimp: Holistic Podcast Content

Over 464 million podcast listeners globally, expected to reach 504.9 million by 2024!

Judging by the numbers alone, it’s clear that the podcasts wield serious content marketing potential. Over half of marketers are already tapping into it to reach their audience. As this industry expands, it’s smart to include them in your B2B content marketing strategy now and stay ahead of the increasing competition.

For instance, Mailchimp, the maestro of email marketing, diving headfirst into the world of podcasts.

How does Mailchimp pull it off?

Mailchimp goes beyond content creation; they craft an experience that hits home with customers. Diving into the ups and downs of entrepreneurship, their podcasts speak to the heart of the journey. It aims for a real connection without the hard sell. 

Variety is the spice of their podcasting life. From interviews to stories, they serve up a content buffet that caters to different tastes, addressing pain points, sharing insights, and adding a sprinkle of humor.

No silos here. Mailchimp’s podcast seamlessly integrates into their broader strategy. Emails mention the latest episodes, social media buzzes with podcast updates.

A standout podcast feature? They provide transcripts. Along with aiding the hearing impaired, it’s a savvy SEO move. A transcript packs in keywords and backlinks, making their content a breeze to find. Smart, right?

And, as Julie Douglas, the Senior Manager of Mailchimp Studios notes, they keep an eye on analytics – site visits, content consumption, and customer conversions. Yet, it’s not just about numbers; they take a holistic view, understanding how the platform genuinely supports both their audience and creators.

Key Takeaways:

  • Welcome the listeners to your brand’s ecosystem without employing direct marketing tactics. Introduce your brand organically and authentically.
  • Craft and position your podcast content to inspire and assist your B2B audience in overcoming any challenges they may encounter.
  • Engaging and entertaining content will connect better with listeners compared to something formal and dull.
  • Create content with genuine meaning and sincerity. To establish a profound emotional connection, focus on how your content helps and inspires them.
  • Choose a host who is a stakeholder, expert, or guide in the field your podcast explores. This ensures authenticity and enables the host to navigate topics with depth and relevance.
  • Measure and understand the broader impact of your podcast content on your brand’s content marketing goals.

5. Deloitte: Thought Leadership Content 

Thought leadership goes beyond sharing expertise – it’s a hub for exchanging best practices, practical insights, success stories, and social responsibility. 

Across industries, companies are strategically placing their key figures at the forefront of B2B digital marketing. These leaders become valuable assets for both organizational growth and community building. 

While many B2B companies have excellent goods or services, only a few attain the coveted status of thought leaders. Most businesses are easily replaceable, but thought leaders stand out. 

That’s why integrating thought leadership into your B2B content marketing strategy is a game-changer. As your business earns trust, it becomes integral to others’ growth, securing a top spot in the market and establishing itself as a respected authority.Deloitte shines as the best B2B content marketing example in thought leadership. Just look at their website, Deloitte Insights – it’s a treasure trove for businesses. They go beyond typical written content, offering industry reports, expert insights, and specialized studies on their services.

What’s noteworthy is the diversity. Deloitte doesn’t stick to written content alone. The ‘Watch & Listen’ section elevates the experience with audiovisuals. Their videos are eye-catching, and the podcasts are insightful and entertaining — a refreshing alternative for buyers tired of endless written articles.

Key Takeaways:

  • Identify market opportunities and explore new angles. Cultivate unconventional perspectives. 
  • Understand customer needs for delivering relevant content.
  • Boost credibility with strategic partnerships and collaborations.
  • Ensure content is concise, simple, and engaging for busy buyers.
  • Infuse the human element by sharing personal experiences and relatable challenges. 
  • Make use of animation and rich media for more dynamic and livelier content.

6. Semrush: Educational Content 

Semrush’s bread and butter comes from its SEO and content marketing expertise, so it’s no surprise that it produces the best B2B content for itself. 

Recognizing that not everyone visiting their site is an SEO pro, Semrush creates an impressive educational content strategy.

They roll out a variety of free courses covering not only how to use their SEO tools but also how users can grasp and apply SEO tactics independently. You can touch upon diverse topics, from technical SEO to keyword research, and even get certificates upon completion.

Notice how they seamlessly integrate product-led marketing into courses without making their products the sole focus. This makes Semrush a good example of B2B content marketing.
For instance, look at the way they smartly talk about their Topic Research Tool while explaining content idea generation for B2B content.

Besides this, Semrush offers additional content derived from their original research and data. Then there’s the GoodContent Hub, a treasure trove of resources and tools to elevate your content marketing game.

Being an SEO tool, Semrush implements a robust strategy to enhance its content visibility in search engine results pages (SERPs). Key SEO tactics they employ include Semrush keyword strategy, strategic keyword placement, effective internal linking, and optimized URL structures.
This approach positions Semrush as an SEO thought leader and turns it into a go-to for businesses seeking comprehensive SEO software.

Key Takeaways:

  • Establish your brand as an authority by hosting webinars, creating online courses, and offering certifications. Keep your content up-to-date to align with industry trends and engage a diverse audience.
  • Spice up your blog with a blend of how-to guides, listicles, and industry insights. Throw in some product-led content to showcase your offerings.
  • Identify your user’s pain points and create handy solutions that save their time or simplify their life. Think downloadable templates, spreadsheets, checklists, toolkits, eBooks, or whitepapers. Gated but free to use!
  • Craft content so irresistible that your prospects will gladly share their contact details for a piece of action.

Wrapping Up 

There you go! Explore the key takeaways that we have shared with you and you have enough inspiration to effectively market your offerings among business professionals. 

While each of these B2B content marketing examples is unique, they share a common trait – delivering the best B2B content to their target audiences. Exciting, isn’t it? And the good news is, you can do it too! Good news—it’s achievable! 

And if you can engage a community with your content, your story could be the next to lead the way. Let us know which examples caught your eye and the strategies you’re eager to try. We’re all ears! 

Pratik Dholakiya

Pratik Dholakiya is the Founder of Growfusely, a SaaS content marketing agency specializing in content and data-driven SEO.

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