B2B content marketers don’t have it easy.
The topics are less ‘fun’ than B2C and the subject matter is usually more complex. The niches that brands work within also tend to be narrower, which can make it hard to come up with new ideas.
That’s why I’m always on the hunt for brands that are doing it really well.
Here are a few I return to over and over again.
Leadpages – SaaS
Leadpages are a lead generation platform. They help users easily build slick-looking landing pages and integrate them with the rest of their marketing stack.
When it comes to content marketing, Leadpages are smashing it.
In the spirit of putting content at the heart of their business, Leadpages dedicated their 100th episode of their podcast, ConversionCast, to exploring their own growth marketing and content strategy.
SecureWorks – cybersecurity
SecureWorks are a global cybersecurity firm with 4,300 clients in 55 countries.
They have a blog, which is good but pretty standard. But on top of this they also have whitepapers, webinars, threat intelligence reports, knowledge centres for particular topics and in-depth reports on new security threats.
My personal favourite was this super-detailed threat report, GOLD GALLEON: How a Nigerian Cyber Crew Plunders the Shipping Industry. Which sounds less like a piece of cybersecurity content and more like a feature in Wired!
Dell Perspectives – IT
I don’t think anyone will be surprised to see Dell in this list. They’ve always taken content marketing seriously.
The content deals with technology, innovation and the trends that are shaping the world as it is today and in the future. They create blogs, video, podcasts and in-depth reports. They also co-create a podcast with Walter Isaacson, former CNN Chairman and CEO.
Single Grain – agency
A builder’s house is never finished, as the saying goes. The same can be said of most digital agencies.
Agencies rarely invest much time in their own marketing. So it’s nice when you find an agency that bucks the trend.
In fact, their content strategy is so good that when I first went on their site, I assumed they were a SaaS platform.
They have two weekly podcasts Marketing School and Growth Everywhere. Marketing School is the CEO Eric Siu and Neil Patel riffing on marketing tips, tools and tactics. Growth Everywhere features world-class entrepreneurs talking about their own growth strategies.
By co-creating in this way, they can reach massive audiences outside of their own network. And having Neil Patel on-hand to help promote your content is never going to hurt…
On top of this, they have an awesome blog, courses and even certifications for client-side and agency-side marketers.
Deloitte – consultancy
Deloitte Insights is Deloitte’s thought leadership platform. It covers just about every B2B topic you can imagine. In terms of editorial remit, think along the same lines as Wired, Forbes and Bloomberg.
On top of standard editorial content they have videos, webinars and interactive experiences. And every morning they curate content published in collaboration with the Wall Street Journal as part of their daily morning briefing for executives.
First Round Review – finance
First Round is a venture capital fund that specialises in providing early-stage investment in tech companies and startups.
Being a VC firm, they have cash to invest, which might explain how they manage such a prodigious output.
The articles tackle issues like securing funding, scaling your business, time management – topics which aspiring founders will find useful. There’s also plenty of words of wisdom from other founders sharing what they’ve learned along the way.
The content is specific, long-form and in-depth. A randomly-selected recent example, What Sweetgreen Can Teach Startups About Scaling Intimacy, ran to over 5,000 words.
Sage advice – accounting
Sage is a software company that provides businesses with accounting, CRM and inventory solutions.
As the UK’s largest tech company with a global customer-based, they field an awful lot of customer queries. Some 30,000 calls a day. These calls gave them two things:
- Data on the key challenges their customers were facing
- A massive repository of content previously used by call-handlers to answer questions that could be repurposed
Their platform, Sage Advice, gives targeted, up-to-the-minute advice for small-to-medium-size business owners. It features a mix of practical how-to content for small businesses, lighter editorial pieces and content targeting CFOs specifically.