8 B2B Content Marketing Examples to Inspire Your 2024 Marketing Strategy

B2B content marketing can be a powerful tool for driving business results. It can improve your brand awareness and trust. Establish yourself as a thought leader in your industry. Create more qualified leads. And potentially drive revenue. In other words, content marketing can elevate your company’s success and position you as an authority.

But, unlike direct-to-customer content, B2B content takes a different approach. Your audience is made up of CEOs, founders and co-founders, key decision-makers and industry experts, so your personas must be carefully defined and the content needs to cater to them specifically. And at the same time, your B2B content ideas must be creative, informative, engaging, and implement the latest trends.

So to help you get started with your B2B content marketing strategy, let's explore eight of the best B2B content marketing examples to inspire your 2023 campaigns.

What is B2B content marketing?

B2B content marketing is a digital marketing strategy for businesses that target other businesses. 

A B2B business can be a software development company, IT services provider, digital or marketing agency, business consultant, or manufacturing company. 

They come in all sizes, from small businesses to giant enterprises.  The goal of B2B content marketing is to increase brand awareness, drive organic traffic, build relationships, and generate leads by providing helpful information to customers and prospects. 

Content marketing is often considered a crucial subset of inbound marketing,  which includes a mix of marketing disciplines, including social media marketing and video marketing to e-mail marketing and video marketing.

B2C vs B2B content marketing

Compared to B2C content, B2B strategies often take a longer-term approach to build relationships with prospects. Why? Because B2B customer decision-making cycles can take months or even years. So B2B content must effectively address prospects’ pain points and educate and engage them throughout the sales cycle. 

B2B content marketing examples for inspiration

Content marketing trends change rapidly, so it’s important to stay on top of the latest strategies when creating your B2B content. These B2B brand examples will help you create content that stands out and gets noticed by your target audience.

1. Using original research to create content

Case studies and white papers are effective types of content for B2B businesses to showcase their expertise. By providing a detailed, in-depth overview of how you solved a problem or achieved success (such as increasing website traffic, growing online sales or reducing costs) potential customers can understand the benefits your company can provide. Reports and research papers on industry trends also demonstrate your industry knowledge. Such content pieces also work great for lead generation, where you can collect information from customers in exchange for valuable information and insights. 

Hubspot's 2023 Marketing Strategy & Trends Report is a prime example of an effective B2B research paper. It provides detailed information on how marketing is evolving and gives readers actionable advice to stay ahead of the curve. They provide a teaser of what's inside by listing their top findings and insights for public viewing and then require you to enter your email to download the full report. 

This is a perfect example of how to provide value through an excellent piece of content while effectively generating leads and growing a robust email list.

Salesforce, a popular customer relationship management (CRM) platform, does an excellent job of showcasing its clients' success stories. Its website has a dedicated page to showcase case studies, where businesses can learn about others' experiences and see the results themselves.

An interesting, original research can be helpful in your SEO strategy too as you can fetch backlinks from others citing it. 

You can also leverage your research and case studies in a other content, such as Linkedin posts, YouTube videos, quizzes, or thought leadership articles, to make them more engaging. 

2. Using NFTs to encode content into digital assets

Non-fungible tokens (NFTs) are cryptographic tokens that represent digital assets, such as artwork, videos, music, and other content. We've all seen them used to create digital assets like images and collectibles. But there's a new trend on the rise, and it's perfectly geared for B2B content marketing. 

For example, B2B companies wanting to monetize their blog articles can use NFTs to distribute content as digital collectibles. It's a unique way to differentiate your business and show you're up to date with leading-edge developments.

Jasper (formerly Jarvis), a startup focused on AI-powered content creation, is a prime example of this. Its AI Author™ program offers access to exclusive educational content, AI prompt-writing templates, workflows, and certifications, and it uses NFTs to give subscribers access. 

By securing your AI Author™ Library Card NFT, you get to tap into its advanced content to grow your business and improve workflows. There are a limited number of these NFTs sold, so if this content is successful, which it has proven to be so far, it could be a good investment that you can re-sell on Opensea's NFT marketplace in the future.

3. Creating video content to explain complex concepts

In 2022, we focused a lot on the power of video content as Instagram's Reels, TikTok, and YouTube Shorts dominated social media channels. It’s one of the most excellent content formats B2C brands can leverage to sell goods. But it also has a place in B2B marketing, such as for explaining complex concepts in a relatable way. 

There’s an ongoing debate about whether to go long-form, stick with shorts, or combine the two. 

In a recent email campaign, Alex Cattoni, Founder of Copy Posse, revealed her average RPM (revenue per impression) for long-form video is over 900x higher than short-form videos. She suggests this is because advertisers are willing to spend more on videos that keep viewers engaged longer. 

Others, like Ubersuggest's Founder, Neil Patel, have seen exceptional success with a mix of short-form and long-form video content and live episodes. His topic-specific videos on his YouTube channel are between 15 and 30 minutes, while his Shorts are considerably quicker. 

The Shorts are often used to drive viewers to his longer videos and hour-long live streams. He then uses this video content as hooks in his email campaigns to drive businesses to his flagship SEO product, Ubersuggest. 

Here’s an example of his longer videos:

And his YouTube Shorts:

And his live streams:

4. Leveraging storytelling to connect with your audience

This trend is relevant to all businesses, but is more challenging for B2B audiences who aren’t easily swayed by stories. But this doesn’t mean forgo storytelling. It still has a place alongside other tactics. So share your brand story with the help of a trained website content writer. 

Focus on emotions and experiences rather than technical product details. Leveraging storytelling can build connections while allowing your audience to imagine themselves using your products or services. 

One of the best B2B content writing examples in this category is monday.com. Their About Us page is focused on its origin story and breaks down its journey in a genuine and transparent tone. Rather than a long list of features and capabilities, it focuses on its values and company culture, which increases. It also highlights various benefits that come with using its product. 

monday.com landing page

monday.com landing page

5. Using GIFs in tweets and email campaigns

GIFs are a popular choice for marketing campaigns—they can make text-heavy emails and tweets stand out in a crowded space. Add an extra layer of engagement and personality to your messaging. And brighten up content with humor.

This B2B marketing example from Wix illustrates how to use GIFs to lighten up a potentially boring message:

The tweet explains how to calculate the ROI of SEO, which is a complex, technical topic. So to spice up the conversation, it included a GIF of someone straining to do mental math. This makes it visually appealing, while also serving as a reminder of how technical SEO can be without the tools and insights its business provides.

Pro Tip: Add a branded hashtag to your tweets so that users can easily find and interact with your content. You can also use this as an opportunity to promote user-generated content to increase engagement. 

Bossbabe, a B2B platform that teaches female entrepreneurs how to run profitable businesses, does a wonderful job with this. It uses animated GIFs to create lighthearted email newsletters and connect with readers on an emotional level.

Here’s an example:

6. Posting user generated content and collaborating with partners

As always, social proof is one of the best ways to build trust with your audience. User generated content (UGC) is an effective way to collect feedback and show off the amazing experiences your customers had with your business. UGC builds trust, since it’s more authentic and unbiased than content produced by the brand. Strategic collaborations with influencers and other partners allow you to leverage a wider audience.

If you're struggling to find B2B content ideas that move the needle, consider ClickUp’s Partner Program. This grows its user base while offering its existing customers vetted consultants and solutions partners at their fingertips.

The content generated by its partners further promotes its services—the power of strategic collaborations without the need for expensive campaigns. For example, as a Vetted ClickUp Consultant, ProcessDriven's content marketing efforts redirected leads to ClickUp and provided valuable insights into the software. It's affiliate marketing taken to the next level. 

Fiverr’s Influencer Program works similarly, providing content creators with an established subscriber base the opportunity to team up. Benefits include up to 100% more commission, depending on the partnership plan you choose, Fiverr credits so you can boost your content creation efforts, and exclusive promo codes for your audience. Those who have joined the influencer program have seen incredible results with their Fiverr-related content outperforming other videos.

7. Creating templates for businesses to promote your products or services

This is one of the most exciting B2B content marketing examples to come out of 2023 so far. Hosting summits, challenges, and events is a fantastic marketing strategy to engage with your audience and build relationships. But it’s hard to spread the word about them without relying heavily on paid ads. 

Another option is to use your customers as brand ambassadors. But you have to make it easy for them to promote your brand. 

That's exactly what ClickFunnels does at every opportunity. For instance, it:

• Integrates social sharing options when you sign up for a challenge or event 

• Sends branded Zoom backgrounds when you sign up for its services

• Provides certification elements to add to your site to prove your expertise. 

By making it easier for businesses to promote its offering, ClickFunnels increased its content reach and engagement while making its audience feel special enough to receive exclusive promotional content. This powerful B2B content idea proves that you don't just have to rely on your efforts to make an impact. 

8. Repurpose blogs for ebooks, webinars, courses, and podcasts

The year 2022 was all about turning long-form videos into bite-sized chunks—2023 is about repurposing existing content. For instance, creating an ebook or webinar series from existing blog posts can:

• Increase visibility on the search engine results page (SERP)

• Build a treasure trove of valuable content asset

• Save you a ton of time in the process. 

But remember: The line between monetizing your content and only creating content for money is thin. Ensure you’re regularly creating high-quality, high-value relevant content with effective takeaways for your audience, and find ways to monetize your most valuable content.

Notice how SAP, a leader in enterprise application software, gives potential clients the opportunity to engage with its content in various ways—all on one page (a learning hub). They stick to one topic but provide visitors with the option to:

• Read an infographic

• Glance at an information sheet

• Watch a video

• Watch webinar replays

• Read a case study

• View FAQs

• Try out a demo

This makes it easier for potential customers to engage with the brand and learn more about its services. This level of optimization ensures that visitors can find and consume the content at their own pace according to their preferences.

How to find content marketing services to boost your B2B marketing strategy 

You can create a great content marketing strategy,execute campaigns, track metrics and monitor performance yourself, especially with the help of AI. But why should you? You have enough on your plate as a business owner. 

Working with a B2B content marketer provides expert insights that can be invaluable to your business. Content marketing specialists keep their fingers on the pulse of the B2B landscape and can create high-quality content tailored to your ideal customer. 

But where to find them?

Fiverr simplifies connecting and working with a freelance content marketing specialist via its integrated chat, payment processing, and project management system.

This means you can build and manage your content marketing team all in one place. 

We have experts that can assist with:

• Blog posts

• White papers

• Case studies

• Video ads

• Animated GIFs

• Article to video conversions (and vice versa)

Ready to begin? Sign up to Fiverr to start putting your team together today.