Link-building is a key component of content marketing, so much so that it's often considered one of the four pillars of B2B digital marketing. One example of an effective B2B content marketing strategy involves Linkedin and Riverbed Technologies. Linkedin began distributing great content around Riverbed’s products to its own pages as well as Linkedin groups such as ‘IT Professionals’. The result was that they were able to drive high-quality leads to Riverbed with dramatically reduced cost per lead when compared to traditional methods like email and cold calling. Linkedin also allowed Riverbed to target specific individuals according to their job titles, creating more tailored approaches, ultimately making their campaigns more impactful and efficient.
Deloitte is one of the accounting industry's "Big Four" organizations. From private life sciences firms to huge publicly traded corporations, the organisation provides services to a wide range of industries. A business should always focus its content marketing efforts on a particular target market. But a major company like Deloitte, which offers a wide range of services across multiple industries, is in a difficult position. The organization made the decision to create a Deloitte Insights educational content platform for each sector and subject. The platform offers articles, podcasts, in-depth reports, videos, and more. The information is based on research and perceptions that can assist people and organisations in realising their full potential. Nearly 10 million people visit Deloitte's website each month, and prominent business media outlets frequently cite and link to the company's material. Deloitte continues to be a thought leader in numerous industries as a result.
Example of a company that excels in utilizing several types of knowledge The First Round Review was developed by First Round, an early-stage venture capital firm, as a venue for the sharing of knowledge among entrepreneurs and executives that was not being shared but that may be very helpful to their peers. According to the manifesto, it serves to free knowledge and concepts that are "locked in other people's heads. "However, releasing that vastly underutilized knowledge may result in the same issue we alluded to earlier: an unfocused mass of content that makes it challenging to find precisely what you're looking for. Because of this, First Round divided the Review into a group of nine online periodicals, each focusing on a different facet of starting a business.
The well-known SEO tool is open about sharing its SEO tips on its blog. For instance, in a blog post, they provided incentives for their community to interact with the blog postings. By commenting or providing a post with a thumbs up, readers can accrue points. By responding to queries in the community's Q&A section, they can also earn points. These points can subsequently be used to get free do-follow backlinks and Moz Pro subscriptions, among other benefits. Then Moz invites reputable professionals from its network to write guest blogs in exchange for additional exposure and ranking points.
One good example of content marketing from a B2B brand is HubSpot's "HubSpot Academy." HubSpot Academy is an online learning platform that offers a range of courses and certifications related to inbound marketing, sales, and customer service. The courses are designed to help professionals in B2B organizations learn new skills and advance their careers, and they are free to access. HubSpot Academy has been successful in attracting and retaining a large and engaged audience of B2B professionals, and it has also helped to establish HubSpot as a thought leader in the B2B marketing space. By providing valuable and educational content, HubSpot has been able to build trust and credibility with its target audience, and it has also generated leads and sales for the company.
General Electric is a prime illustration. This well-known American corporation, which was founded in 1892, provides goods and services to companies in a variety of industries, including electricity and renewable energy, aviation, healthcare, and more. The business (GE) also creates GE Reports, a daily online media outlet that disseminates fascinating information about cutting-edge technology. In a narrative, GE focused on how GE's LED lighting enabled a Japanese company to innovate in lettuce growing. When the post was reposted and went viral on Reddit, the invention received attention, and GE's brand was not explicitly promoted.
Hootsuite, a social media management platform, is an excellent example of B2B content marketing. Hootsuite launched an online magazine called 'Hootsuite Social Media Marketing Magazine,' which features contributors from their expert team as well as other industry leaders and influencers. The magazine covers a wide range of topics, including social media marketing trends, tips and strategies, best practices, and more. Each article is intended to teach readers more about the industry and how to make the most of their social media presence. Interviews with industry influencers, case studies, and webinars are all featured in the magazine. This content is distributed through various channels such as their website, blog, email newsletter, and social media accounts. Hootsuite is able to build relationships with potential customers and, as a result, increase lead generation and sales by providing educational content.
Deloitte is a well-known B2B company. It offers a wide range of services. Clients can get auditing, tax, and consulting services. It also delivers legal help and financial advice. Its content marketing campaign is a significant example of a successful campaign. The primary aim of content marketing is to influence the target audience. But it gets challenging if you have customers from various industrial sectors. Deloitte didn't let it become a hindrance. It put an educational content hub named Deloitte Insights. The website has 12 topic categories from 12 industrial categories. With relevant content and information, it's a haven for readers. They can explore videos, podcasts, and articles. Due to its well-researched content, the hub attracts many visitors.
One great example of content marketing from a B2B brand is Microsoft’s content marketing strategy. Microsoft has created a comprehensive content marketing program that is focused on helping its customers to be more productive and successful. They have created a wide array of content that is tailored to the different needs of their customers, from tutorials and white papers to webinars and case studies. Microsoft’s content marketing strategy emphasizes the importance of creating content that educates and informs, rather than just promoting its products. Microsoft’s content focuses on helping customers to understand their products better and to use them more efficiently. They provide in-depth guides and tutorials to help their customers troubleshoot and use their products. They also provide case studies and white papers that discuss best practices and provide insights into the latest industry trends.
Businesses use social media platforms to provide customers with a "behind-the-scenes" glimpse at the individuals who create the fantastic goods and services they enjoy. With Wistia, businesses can track a video's development, gather leads, and maximize the return on their content investment. Wistia excels at this by posting visual content on Instagram that shows off its people and dogs. It develops technology for visual material, therefore it seems natural that it would have original visual content. Wistia's analytics offer a great deal more information than what is available on the YouTube platform.
One good example of content marketing from a B2B brand is the "Think with Google" website and blog from Google. This platform serves as a resource for marketing professionals, providing insights, trends, and best practices for digital marketing. The content on the website covers a wide range of topics, including search, display, mobile, video, and e-commerce. You also get a mix of articles, research studies, case studies, infographics, and other content types that will educate and inform marketing professionals. In addition to the main website, "Think with Google" also has a blog and social media presence, allowing marketers to stay up-to-date on the latest trends and insights. The website and blog serve as a valuable resource for B2B marketers looking to stay on top of the latest trends and best practices in digital marketing.
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B2B content marketing strategies continue to gain popularity as more businesses increase their marketing budgets. Salesforce is one of the best B2B content marketers. They diversify their content offering using videos and slideshares, which benefit increasing company web traffic from organic and paid sources. Salesforce has a thriving community where clients and customers interact directly with experts and a comprehensive blog offering resources related to sales, marketing and customer service for small businesses. These efforts position SalesForce at the forefront of the industry.
How powerful is content marketing? Well, HubSpot research found that businesses are able to generate an average of $20 for every dollar spent on content marketing and according to the Content Marketing Institute, content marketing costs 62 percent less than traditional marketing while delivering three times as many leads. Fast Signs understands that and filmed their customers and their success story to improve their B2B marketing. Boast.io says that businesses that implement social proof in their campaigns can see a 785 percent year-over-year increase in website conversions. Check out the customer testimonials here: https://www.fastsigns.com/video-center/customer-stories/
Software for sales, customer care, and inbound marketing is marketed by US-based HubSpot. The company is renowned for its marketing blog, which instructs small firms on all aspects of sales and marketing. The business, which has been producing insights since 2007, is regarded as a pioneer in B2B content marketing. HubSpot offers analysis, unique information, and ideas on how readers may boost their sales with or without HubSpot. In addition to blogging, the team also creates content for ebooks, webinars, marketing materials, and online courses.
General Electric: Over the previous eight years, GE Reports has grown to over 100,000 members and today receives over 3.7 million monthly views. GE Reports produces news through in-person interviews and onsite (shoe leather) reporting, as in traditional journalism. This detailed reporting technique has helped its articles go popular on Reddit several times. In one unique case, GE focused on how a Japanese company used GE's LED lighting to innovate in lettuce growing. When the story was posted and became popular on Reddit, the focus was on the invention rather than GE as a brand. Another noteworthy example is GE Reports' coverage of the coronavirus. In both situations, GE's brand was gently pushed — and perceived by the appropriate individuals — just by presenting actual customer tales. Marketers would argue that this method is beneficial because it targets the target audience when they are most vulnerable.
Newsletters are a great example of content marketing for B2B brands. Through newsletters, they can expound on their vision and promote themselves and their products well. It is also an excellent way to make themselves relevant by providing valuable insights that can appeal to other entrepreneurs. Correspondence through emails is also formal and provides a respectable way to connect with others. If an entrepreneur wishes to attract investors, emails are a roundabout way of introducing their business and intentions.
One good example of content marketing from a B2B brand is the explanation of how to use the product. The company provides an easy-to-follow guide that explains each step in the process, including pictures, videos, and other visual aids. This makes it easy for new users to see what they need to do and helps them feel confident about their purchases.
Zendesk Engineering is a great example of content marketing for a B2B brand. Through Zendesk's YouTube channel, Zendesk Engineering publishes videos in which their team explains lessons about software engineering and provides step-by-step demonstrations of Zendesk's software product. These resources provide helpful advice to Zendesk's customers on software engineering topics from basic to advanced. By providing thoughtful, educational content that is specific to Zendesk's products and services, Zendesk not only educates potential customers but also builds trust with existing ones. This effort meets the objectives of both B2C and B2B content marketing as it puts Zendesk Engineering front and centre as a high-value provider of engineering solutions.
Marketo is a marketing automation platform that aims at helping businesses automate, measure, and optimize their marketing efforts. It includes various content marketing features, such as templates, automation, and analytics tool for your email marketing efforts. It's lead management tools capture, nurture and qualify leads to convert them into customers. Additionally, social media marketing tools focus on scheduling, publishing, and analytics. Personalization features analyze and create unique customer experiences by drafting targeted email campaigns and website content. All of your actions are tracked by analytics and reporting tools that measure the success (or failure) of your marketing campaigns and identify areas for improvement. These features work together to streamline marketing processes, deliver high-quality campaigns, and improve sales performance. The platform is best suited for large and demanding enterprises, for which quality and efficiency are worth every monthly fee.
Salesforce may be one of the world's top CRM systems, but it has a solid B2B content marketing strategy in place to keep that position. Salesforce has a comprehensive blog with resources for small businesses in sales, marketing, IT, and customer service. In addition, to capitalise on the value of video content, the company has a YouTube channel with interviews, troubleshooting videos, demos, and other content. These efforts ensured that SalesForce remains a formidable name in the industry, with a brand reputation second to none. Moz, a leading provider of SEO solutions, has developed a novel method of engaging both new and existing audiences by producing a consistent stream of valuable content.