THE BEST OF B2B MARKETING CONTENT: 5 EXAMPLES

#content #marketers #b2b

Done right, #b2b #content marketingcan certainly match -- and sometimes, maybe even rival -- the creativity and appeal of the best b2cones. And we want to recognize the brands that are breaking that mold and creating great #content that grows fervent, dedicated audiences.

1. Cb insights: newsletter What it does well

The cb insights newsletter 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. The messaging remains relevant, even among the hint of silliness.

Takeaway for #marketers: remember your buyer's goals

When you’re dying to create truly unique, cutting-edge #content, it’s easy to stray from your organization’s mission and focus.

2. Mattermark: raise the bar What it does well

Raise the bar rounds up the best stories about a variety of different industries, giving you a great snapshot of trends to watch and news stories to follow without having to search for them yourself.

Takeaway for #marketers: educate your buyers

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 . Unbounce: page fights (r.i.p.) What it does well

Unbounce, a landing page software company, created an engaging microsite, page fights.

Takeaway for #marketers: diversify your channels

The internet is only going to become more crowded. And as the human attention span dwindles, that makes it even more important to create #content that engages and maintains your audience’s attention.

4. Deloitte insights What it does well

Deloitte is a professional services company specializing in consulting, tech, auditing, and more. Creating informed, useful #content for individual, specialized audiences is core to its marketing strategy.

Takeaway for #marketers: separate your buyer personas

If your company has a number of specialties, creating #content microsites for each of them is one way to keep that information organized, discoverable, and easy to navigate.

Plus, it can never hurt to establish your brand as a go-to resource.

5. Zendesk engineering What it does well

Zendesk realized that there’s an audience to be tapped that’s seeking insights and expertise on the technical side of the product, so it used that to build an entirely independent #content property.

Takeaway for #marketers: tell your brand story

Dig beneath the surface of the solutions your company provides. You offer solutions -- but what is your process? What have you learned? That makes you do what you do so well, and how did you get there?

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