B2B content doesn’t need to be dry, stale, and boring. B2B buyers want interesting content – and enterprises of all sizes, from scrappy startups to major multinationals, are having great success by getting more creative with what they post to the Web.
Let’s take a look at six of the top B2B marketing examples in 2018:
Top UK insurer Simply Business infuses the subject of enterprise insurance policies with a whole new level of interest through its multi-pronged content marketing strategy. That includes in-depth guides on subjects like email productivity, Google AdWords, and WordPress.
Salesforce is the #1 CRM vendor despite increasingly tough competition and they’ve used content marketing to fuel their rise to the top spot. In a short time, Salesforce UK blew to the top of the organic traffic charts with fun new video content, infographics, and creatively-presented case studies.
SAP is faced with the challenge of catering to dozens of different verticals. Its strategy is built around multiple content formats on different channels: It uses email, social media, blogs, radio advertising, virtual events, in-person outreach events, warm calling, and ABM.
Deloitte is one of the leading names in management consulting. It has leveraged its thought leadership into a full-fledged publishing endeavor that uses specialized hubs of educational content to appeal to time-starved executives – including convenient podcast and webcast forms.
Video hosting platform Wistia makes its brand seem more authentic and human by publishing fun content and “behind the scenes” peeks on Instagram. By emphasizing visual content, it raises brand awareness in its space and helps prospects retain information better, too.
Industrial IT firm Hexagon goes the extra mile when it comes to attracting one of the most vital audiences of them all: Investors. Its groundbreaking annual reports use augmented reality (AR) technology to provide virtual demonstrations of each product alongside its written content.
Creativity combined with a relentless focus on the key audience are the two hallmarks of these B2B content success stories. By thinking about how to present your information in the most compelling, believable, and exciting ways, you can infuse your content with new energy.