For every B2B product, there are B2B users looking for information, inspiration, and knowledge online.
B2B content marketing can match and even surpass the B2C ones in creativity and appeal.
Some B2B brands are winning at content marketing.
Through epic content marketing, they’ve built dedicated fans in B2B like Apple has done in B2C.
Most B2B companies fail in content marketing because they talk too much about themselves. They are not effective content creators. They have no content marketing system.
The B2B industry doesn’t need more content that is useful for a small part of the buyer’s journey.
The industry needs more stories that engage with users.
In B2B, you’re not creating content for clicks. Each content you publish is part of your service to potential clients.
Your first service to prospects, which is your content, earns you their attention.
Attention is scarce in B2B because the industry has a lot of busy people.
Some companies are getting that attention in the B2B industry.
Learn from them.
In this article, you’ll learn how 15 B2B companies are achieving success in content marketing.
1. John Deere’s “The Furrow”
John Deere has been using B2B content marketing since about 100 years before we started calling it that.
The founder, John Deere was a blacksmith who came to the rescue of farmers who struggled to turn the heavy and sticky prairie soil with conventional plows designed for the light and sandy soils of New England.
He started publishing the magazine, “The Furrow” to help farmers learn the latest technology advancements and solutions to existing problems.
The magazine focuses on the farmers’ problems, rather than John Deere’s products.
Today, “The Furrow” is still being published in a magazine format and online.
Inside the magazine, you’ll find stories of farmers and information about the latest tools in the industry.
“The Furrow” helps keep the John Deere brand in the minds of their customers. They rarely talk about their brand in the magazine.
That is an epic b2b content marketing example.
Baremetrics is all about one thing:
The B2B company provides metrics that help businesses segment, compare and track growth.
On their blog, Baremetrics create content that helps startup founders, managers, digital marketers, and developers.
For example, below is a screenshot of a blog post on the Baremetrics blog.
On the blog, you’ll find many educative and interesting stories from other startup founders.
Through the blog, the Baremetrics is generating awareness about their SasS product.
Through content marketing alone, Buffer grew from nothing to tens of millions of dollars in worth.
Content marketing is their primary channel for growth.
On the Buffer blog, they write about creativity, productivity, transparency, work culture, social media and online marketing.
The last two are what their target customers do. They made their blog unique by adding the first topics into it.
Buffer is actively using Twitter and Facebook to promote their SaaS product.
Buffer has 940,000 followers on Twitter and over 100,000 fans on Facebook.
4. Intel iQ
When people think of Intel, they often think the chips that power computers. The Intel brand is so much than that.
Intel uses content marketing to reshape its image.
Through its online publication called “iQ,” Intel covers general interest technology topics such as skin cancer detection, blockchain, virtual reality, chatbot, drones and a lot more.
Intel is a global brand. Its products are being used across the globe.
To help Intel achieve global appeal, the team are creating content in different languages.
iQ receives 3 million monthly visitors.
Through the iQ blog, people are starting to learn more about the Intel brand.
5. Autodesk: Redshift
In the content marketing world, if you talk about very few topics, you’ll limit your ability to grow a much bigger audience.
If you write about too many topics, your audience will find it difficult to know what you stand for.
For Autodesk, a company that focuses on 3D printing and engineering software, staying in the middle of few topics and many topics wasn’t easy.
Autodesk’s blog, Redshift writes about architecture, construction, infrastructure, and manufacturing.
The blog has won the Digiday, Webbies, Content Marketing awards, and more.
According to the content marketing manager at Redshift, they are using the blog to create demand for Autodesk’s products and services.
The blog was created to tell amazing stories prospects want to read.
6. Adobe’s CMO.com
Adobe acquired CMO.com in 2010 with content marketing in mind.
The site has become a place where marketing executives get their marketing news and insights.
Adobe is a company that provides enterprise marketing software and sees CMO.com as a channel to become a publisher and keeps the brand closer to both prospects and customers.
Adobe also acquired Behance.net to put its brand in front of more creatives who use its product.
When you visit CMO.com, you’ll see the phrase as the logo “CMO by Adobe.”
If a top brand like Adobe is investing into content marketing, it indicates that it’s giving them positive results.
You don’t have to buy an established site to compete in content marketing. You can start from scratch and build your authority from there.
Etsy is an online marketplace for handmade and vintage goods.
The brand uses an effective content marketing strategy that drives sales.
Etsy publishes content on its blog. And it does more.
Etsy has a huge presence on Pinterest, with 994,000 followers.
Pinterest is a perfect match for Etsy. Pinterest users are active retail shoppers who are interested in handicrafts, food, fashion and home decoration.
On the Etsy blog, they highlight their merchants.
This keeps shoppers coming back to the home page to find handmade products.
The company is using visuals on Instagram to promote its stores.
Currently, Etsy has 1.7 million followers on Instagram.
Etsy knows their customers want photographs and visuals. They give them that on social media and through their blog.
Etsy is using a smart content marketing strategy to win more sellers to their platform and keep online shoppers coming back for more.
Shopify has a crazy amount of content on its blog.
In the last year alone, they had over 27 million page views.
They run a traditional blog where they publish, at least, one blog post per day.
They have in-depth articles that give their customers value and position them as an authority.
Shopify also runs a podcast show called Shopify Masters, where they interview successful store owners.
Their podcast is one of the most popular in the digital marketing industry.
The brand also heavily relies on search engine optimization (SEO) for customers to find their website.
They’ve created encyclopedia pages that answer their customers’ questions.
For example, when you search for “what is retail” in Google, Shopify comes up top in the first page of the search results.
Shopify has become the one-stop shop to learn anything about e-commerce marketing.
GetResponse is one of the top email marketing services on the web.
They use content marketing to create demand for their services.
Through content marketing, the blog receives about 150k visits, and 50% of those visits come from search engines.
They publish different types of content like case studies, infographics, white papers, webinars, and courses.
The GetResponse blog also targets various topics like marketing, automation, and productivity.
You can learn from the GetResponse brand.
Target different topics that relate to your industry.
10. InVision’s Blog
I’m a big fan of the InVision brand.
I like the content they publish on their site.
InVision is a brand that creates software for design, workflow, and collaboration.
Today, more than three million designers use their products.
The brand uses Twitter to curate content and shares them with their followers.
If you’re a designer or coder, following InVision on Twitter, you’ll not only see Tweets of posts by InVision but other brands’ posts too.
That is unselfishness and putting customers first.
HubSpot is doing extremely well with content marketing. I call them the content machine.
They are publishing 5 – 7 new blog posts per day. Multiple videos and webinars each month, and many e-books and whitepapers created to educate their customers.
Publishing tons of content on the web can make a big difference.
They are also creating free tools for prospects and customers to use.
Website Grader by HubSpot is an example of this.
Groove is a help-desk software company that went from a few months short of cash to a business that generates $5 million per year.
What was the secret?
They tried to understand what people wanted, and that delivered it in their content.
That was when Groove started investing in content marketing.
Readership and their average time on page metrics went up when they started using stories in their content.
13. Help Scout
Help Scout is another help desk software that is using content marketing to help customers and drive growth.
The company focuses more on using content to educate and help their prospects and customers.
According to Gregory Ciotti, “Help Scout always viewed ‘content’ as another avenue to help customers get the results they need.”
In the year 2015 alone, the company got three million visitors on its blog.
According to many, Salesforce is the number #1 customer relationship management (CRM) provider in the world.
Despite being at the top of the cloud computing industry, the company still invests heavily in content marketing to create demand for their products and services.
Salesforce has a community where customers can ask questions and get answers from their experts.
Questions like the above get indexed by Google and show in search results.
The Salesforce blog publishes content about sales, marketing, customer service, IT, and small business.
These topics are what their customers are searching for in search engines.
Salesforce is active on YouTube. They interview influencers and post the videos on YouTube.
Xero is an online account software. And its regarded as one of the most popular B2B brands out there.
Yet, they still invest in content marketing.
How are they doing it?
The Xero blog is focused on topics like tech, product, and small business. These are the topics their target users are interested in.
If an established B2B company like Xero is using content marketing to tell stories through its blog, it shows the importance of this digital marketing strategy.
Successful B2B companies are creating epic content on their blogs and websites.
If these companies are using content marketing despite the success they’ve had, why not use the strategy in your B2B company?
B2B content marketing is alive. Don’t hesitate to start using it today.
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