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3 Innovative Ways B2B Content Marketers Nailed It

Written by
Kristen Matthews
Published on
February 22, 2019

These days, content is as varied, creative, and effective as ever before…which means it’s even more challenging to stand out in the crowd. In the B2B industry, competition is fierce. There are countless ways to use engaging B2B content to drive your business, but which methods will work best for you?

We have picked out a few particularly impressive B2B content examples in the hopes that you’ll find a method that resonates with you and your brand. Let’s take a look.

3 Innovative Ways B2B Content Marketers Nailed It

1. At Drift, the Customer is King

Obviously, your customers (past, present, and potential) are incredibly important to you. So, why not sing their praises to the world? Drift, a conversational marketing service, has elevated customer appreciation into brilliant B2B content marketing, and everybody wins. Here’s how.

First, they feature success stories with their customers on their blog. They talk about how great the company is, and how they were able to help them achieve such amazing success. This shares social proof with potential customers who are in the consideration phase and assures them they’re on the right track.

There are plenty of examples of customer testimonials, and the reader gets a comprehensive rundown on how the services work, but in an easy to understand, conversational way. Next, the sharing starts and both companies link back to the other, exponentially raising the share radius and providing some tasty SEO juice in the process.

Drift’s blog is also full of informational B2B content, and the writing is funny and quirky enough to make all of it easy to read. So, you have a great company that clearly loves its customers, happy customers who are willing to testify how great Drift is while enjoying tons of brand exposure, and potential clients who are reassured they’re onto something good. As we said, everybody wins.

2. First Round: Educate and Sell

There are so many different marketing experts and industry rock stars out there, and they all have great insight and advice to share. Likewise, there are countless new entrepreneurs and startups that need some guidance. Problem is, you have to search and filter through an enormous amount of unorganized and vague posts before you happen upon some relevant industry content, and then hope that it’s well written and pertains to your pain points.

Enter First Round, a thoughtfully curated collection of digital magazines that cover a variety of industries and let the experts do the talking. You need to find and digest this content quickly and efficiently and come away with actionable tactics you can consider and employ right away. That’s a stated goal of First Round, along with providing entertaining and engaging content that the experts themselves offer. This is a prime example of how strictly offering education and insight is both impactful and beneficial for everyone involved.

3. Time is Money

Here at FeedOtter, we are all about B2B content marketing solutions, specifically, automating content digest emails so of course, we need to include an example from our own experience!

Trimble had a problem. They are an international company that offers unique positioning products, innovative hardware and software, and complex informational solutions to massive companies on several continents. They had a tremendous amount of helpful B2B content to push out to current and potential clients and had counted on emails and newsletters to do so.

Problem was, all of this needed to be integrated and organized to be sent in a timely and efficient manner. Oh yeah, and in five different languages. Newsletters were taking all day to curate and compose, and they were trying to write unique code and design entire systems to do so. Yes, email campaigns work, but the effort spent in formatting and translating them was costing a lot of time and money.

Enter FeedOtter, a content management service that was able to provide Trimble with newsletter templates, integration with scheduled automated email services, and translation services right away. Within two years, Trimble’s website traffic from subscribers doubled, monthly conversions increased by 150%, and the creative team was able to focus more on the quality of the newsletters.

The takeaway? Hire the right experts to do what they excel at, and utilize your team to keep the quality up to where it should be. If it works for a huge company like Trimble, it can work for you, too.

Do you have any examples of brands that rock at B2B content marketing? We’d love to chat with you about it in the comments below!

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