B2B content material marketing is the method of making and selling content material that appeals to companies who’re your goal clients. 

The aim is straightforward: use content material marketing to drive extra site visitors, purchase leads, and generate gross sales for your online business.

Now, right here’s the factor: there’s nobody proper means of doing content material marketing. Depending on their targets, assets, audience, and so forth, totally different firms do content material marketing in a different way.

In this submit, we’ll share some inspiring B2B content material marketing examples, why they’ve achieved properly, and how one can replicate their success.

  1. Shopify’s Free Tools
  2. Marketing Media Wizard’ Blog
  3. Slidebean’s YouTube Channel
  4. MeetEdgar’s Podcast Strategy
  5. First Round — The Review
  6. Kinsta’s Blog
  7. YouGov’s Blog

1. Shopify’s Free Tools

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Key stats

Number of referring domains: 2,940
Estimated natural site visitors: 372,000
Number of key phrases the instruments rank for: 46,400


Shopify is an ecommerce platform that helps companies promote online. As of June 2019, greater than 800,000 firms use the Shopify platform.

Why are they doing so properly?

According to their Senior Global Content Marketing Lead, Mark Macdonald, Shopify has invested closely in content material marketing because the starting.

When you go to Shopify’s web site, it’s clear that they’ve gone the entire hog. They’ve invested in virtually each sort of content material marketing: running a blog, podcasting, free programs, free guides, and so forth.

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There’s quite a bit we are able to be taught from Shopify’s content material marketing technique. However, I wish to deliver consideration to 1 explicit facet of their content material marketing: free instruments.

Shopify presents over 20 free tools for his or her prospects and clients.

Here are a number of of them:

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These instruments have two issues in widespread:

First, they clear up issues that budding entrepreneurs want to resolve within the early days of their enterprise. For instance, you’ll want a enterprise identify earlier than you create a web site. Shopify solves that by providing a free enterprise identify generator.

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Second, these queries have hundreds of month-to-month searches on Google. For instance, the time period “business name generator” will get 87,000 month-to-month searches within the U.S. and 192,000 month-to-month searches globally.

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As a end result, their free instruments generate an estimated 372,000 month-to-month visits from Google alone:

And right here’s one other cool factor. You can click on on any of the urged names in Shopify’s Business Name Generator and immediately reserve that identify on Shopify:

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How are you able to replicate their success?

Follow these three steps:

  1. Find instruments that your goal clients are looking for
  2. Create a software
  3. Optimize it to rank increased in Google

Step 1. Find instruments that your goal clients are looking for

Head over to Marketing Media Wizard’ Keywords Explorer and enter a number of broad key phrases associated to your business.

If you’ve got an actual property web site, these is perhaps mortgage, lease, and down fee. Next, go to the Phrase match report and add phrases like calculator, software, instruments, and checker to the “Include” field. Hit “Any word” and click on “Apply.”

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You ought to now see an inventory of related instruments that individuals are looking for, sorted by month-to-month search volumes.

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Step 2. Create a free software

Before you create your free software, be sure to first assessment the top-ranking outcomes in your goal key phrase.

Ask your self:

  • What’s good about them?
  • How may they be improved?

These questions will provide help to make the very best software. 

Step 3. Promote the software

There’s a constructive correlation between hyperlinks and rankings, so that you’ll normally must purchase hyperlinks to rank in your goal key phrase.

There are some ways to do that, however the most effective start line for instruments is a tactic generally referred to as the Skyscraper Technique.

Learn how to do this on this video:

https://www.youtube.com/watch?v=wPjPjNK-bDM

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Key stats

Number of referring domains: 13,700
Estimated natural site visitors: 391,000
Number of key phrases the weblog ranks for: 193,400


Founded in 2010 and bootstrapped by a small workforce, Marketing Media Wizard is an all-in-one website positioning toolset that means that you can analysis your rivals, examine what your clients are looking for, optimize your web site, and extra.

Why are we doing properly?

Besides word-of-mouth, content material marketing is our most profitable buyer acquisition channel. Our weblog ranks in Google for over 192,000 key phrases and will get virtually 400,000 month-to-month visits.

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And it’s a big driver of latest sign-ups:

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How are you able to replicate our success?

Our content material technique isn’t sophisticated. We have a look at what our clients are looking for, after which we write detailed weblog posts about these subjects. 

Here’s how we do it:

  1. Find key phrases with search site visitors and enterprise potential
  2. Create the correct of content material
  3. Promote the content material

Step 1. Find key phrases with search site visitors and enterprise potential

If you need natural site visitors, you must goal subjects that individuals are looking for.

To do that, enter a number of ‘seed’ key phrases right into a key phrase analysis software like Marketing Media Wizard’ Keywords Explorer. For instance, we would search for subjects like “website positioning,” “content marketing,” and “blogging,” since these are subjects our clients are looking for.

Then, select one of many key phrase concepts experiences, just like the Questions report.

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From right here, eyeball the listing and word down any related subjects.

But don’t cease there. Traffic is in the end a conceit metric, so it is best to additionally make certain to focus on subjects that may translate into income.

To do that, assign every subject a enterprise worth “score.”

This is the size we use at Marketing Media Wizard to price these subjects:

  • 3: our product is an irreplaceable answer for the issue;
  • 2: our product helps fairly a bit, but it surely’s not important to fixing the issue;
  • 1: our product can solely be talked about fleetingly;
  • 0: there’s completely no strategy to point out our product.

We principally goal subjects which are both a “2” or “3”.

Recommended studying: How To Do Keyword Research for website positioning

Step 2. Create the correct of content material

At Marketing Media Wizard, we all the time attempt to guarantee that our content material hits two targets:

  1. Matches what the searcher is in search of in Google (i.e., search intent);
  2. Promotes our product.

Let’s begin on the high.

Search intent is the rationale behind a searcher’s question. To determine this out, we assessment the top-ranking outcomes in your goal subject.

For instance, have a look at the search engine outcomes page (SERPs) for “picture website positioning”:

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We can see that searchers are in search of an inventory of recommendations on learn how to optimize photographs. If we had been focusing on this subject, that’s the sort of content material we’d wish to create. If we wrote a step-by-step information or tried to rank our homepage, we’d be preventing an uphill battle.

Second, our content material ought to promote our product. Since we’ve already singled out these subjects with enterprise worth, this needs to be straightforward sufficient.

However, keep in mind that it is best to maintain this pure. In the tip, you’re writing a weblog submit, not a gross sales letter. Where related, embody your product and present the way it helps to resolve the issue. Don’t simply shoehorn it in.

Step 3. Promote the content material

After we hit “publish” on our weblog submit, we ship it to our e mail listing and share it on our social media accounts. We’ll additionally spend a number of hundred {dollars} selling the submit utilizing Facebook Ads:

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But these aren’t the one issues you are able to do to advertise your content material. Follow this content material promotion guidelines to get extra eyeballs in your articles:

https://www.youtube.com/watch?v=PoVYweKH4ck 

3. Slidebean’s YouTube Channel

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Key stats

Number of YouTube subscribers: 124,000
Monthly video views: 500,000 (Source)


Based in New York, Slidebean is a pitch deck design platform for startups and small companies.

Why are they doing so properly?

I reached out to Slidebean’s CEO, Caya, to search out out extra. From what he instructed me, their strategy is twofold.

First, they began with a recurring video sequence referred to as Startups 101. For this sequence, they primarily focused startup-related key phrases on YouTube.

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A couple of of Slidebean’s movies from the Startups 101 sequence.

However, they exhausted their listing of subjects in a couple of 12 months. This was once they determined to maneuver up the marketing funnel into TOFU-related subjects.

Since we had discovered a ‘YouTube formula’, we determined to use it to different kinds of content material, and one in every of them was this concept of exploring failed firms. The first one was WeWork, which was simply the appropriate bridge between a startup-focused firm and a extensively recognized model. At this stage, the sequence was known as ‘Startup Forensics.’

However, there have been solely so many tech startups to discover, so we shortly opened that as much as ‘Company Forensics’ to broaden our horizons.

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Slidebean’s aim right here was to get as many eyeballs as attainable on their YouTube channel. The concept was that as a result of mere exposure effect, these individuals would consider Slidebean in future in the event that they’re ever in search of pitch deck software program.

How are you able to replicate their success?

For their Startup 101 sequence, they “targeted searches that didn’t have great answers on YouTube.”

Here’s how they did it: 

  1. Do YouTube key phrase analysis
  2. Create an optimized video

Step 1. Do YouTube key phrase analysis

For their key phrase analysis, Slidebean used a mix of VidIQ and TubeBuddy

However, in the event you’re in search of a bigger pool of key phrase concepts, head over to Marketing Media Wizard Keywords Explorer and change the search engine to YouTube. Then, enter a number of related key phrases. For instance, in the event you promote BBQ tools, you may enter key phrases like barbecue, barbeque, bbq, and grilling.

From there, head over to the Questions report and word down any subjects which are price making a video about.

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Step 2. Create an optimized video

After determining which subject you wish to goal, the following step is to create a video that may rank on YouTube.

Watch this video to discover ways to try this:

https://www.youtube.com/watch?v=NY3y0V9UDwM

4. MeetEdgar’s Podcast Strategy

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Key stats

Number of referring domains: 6,430
Estimated natural site visitors: 23,900
Number of key phrases they rank for: 31,200


Founded in 2014 by Laura Roeder, MeetEdgar is a social media automation software.

Why are they doing so properly?

Appearing on podcasts is what helped a MeetEdgar develop right into a thriving enterprise. From the second MeetEdgar was based till 2017, Laura appeared on an estimated 100 podcasts.

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One of Laura Roeder’s many podcast appearances.

According to Jen Carvey, a earlier worker, this technique helped MeetEdgar attain 1.25 million web site guests, 100,000 e mail subscribers, and $329,000+ month-to-month recurring income (MRR).

Today, MeetEdgar is producing $4 million in annual recurring revenue (ARR)

How are you able to replicate their success?

Their technique is fairly simple. Find podcasts along with your audience, then pitch to seem on them.

Here’s learn how to do it.

  1. Find podcast alternatives
  2. Pitch your self as a visitor

Step 1. Find podcast alternatives

The best strategy to get began is to do a Google search for the “best [niche] podcasts”:

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However, it is best to remember the fact that some podcasts on this listing are big. And in the event you’re simply beginning out, it could possibly be difficult to be featured there.

An different methodology is to determine somebody of comparable caliber in your business who has appeared on a number of podcasts. For instance, in private finance, Morgan Housel has guested on many podcasts.

We’ll paste his web site into Marketing Media Wizard’ Site Explorer, go to the Backlinks report, and kind his identify within the “Include” field.

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Here, you’ll discover a listing of podcasts he’s been on.

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Step 2. Pitch your self as a visitor

Find the e-mail of the podcast hosts, then attain out to see in the event that they’re prepared to interview you.

But don’t pitch blindly. Make positive you first hear to a couple episodes of the podcast. This will provide help to write a personalised e mail and recommend related subject concepts.

Recommended studying: 12 lessons I learned from doing 20+ podcast interviews in 4 months

5. First Round — The Review

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Key stats

Number of referring domains: 8,380
Estimated natural site visitors: 16,200
Number of key phrases they rank for: 77,100


First Round Capital is a seed-stage enterprise capital (VC) agency that has invested in firms like Uber, Warby Parker, and Notion.

Why are they doing so properly?

First, they differentiated themselves in opposition to different VC blogs.

Most VC firms at the time had been both running a blog about market developments or opinion items from their companions. First Round determined to supply tales from the operator-side (i.e., startups) as a substitute. This is what units First Round aside from the remaining. 

Second, they’re relentlessly targeted on their audience.

Think about it. While market developments or opinion items are fascinating, they don’t goal the VCs’ actual audience: new or potential founders.

The people who find themselves excited about these articles are the VCs themselves. Startup founders are excited about content material that may assist clear up actual issues—product improvement, hiring, marketing, and so forth.

And that’s the place First Round excelled.

They knew their audience was excited about actual tales about founding or managing an organization. They additionally knew that given their present portfolio of startups, they had been in a novel place to achieve out, interview and inform these tales. 

This is how First Round has, as Jimmy Daly describes it, “earned a reputation as one of the best publishers of startup and tech content on the web”, the place they commonly get really useful by others:

How are you able to replicate their success?

For a VC agency like First Round, their aim isn’t site visitors, conversions, or leads. Their aim is to be a thought chief and construct a model.

If that is what you wish to obtain, right here’s how one can emulate their content material technique:

  1. Figure out what issues your audience are attempting to resolve
  2. Find specialists and interview them
  3. Promote your content material

Step 1. Figure out what issues your audience wish to clear up

Even in the event you’re making an attempt to create “thought leadership” content material, you must begin by determining what issues your audience are going through. Otherwise, you danger writing about subjects that entice your co-workers—like what the opposite VC corporations did—reasonably than your ideally suited viewers.

For instance, Camille Ricketts, the ex-editor of First Round Review, started by asking: “what is the number one thing that all of these early-stage founders want?” Her reply: to have the ability to go to espresso with anyone who has achieved the factor they’re making an attempt to do.

And this was how The Review was born—a magazine-style weblog of “coffee meetups at scale”.

So earlier than you begin planning any content material or reaching out for interviews, be sure to know what issues your audience is going through.

If you’re caught, attain out and discuss to individuals just like who you’re focusing on. Don’t be afraid to talk to them in individual or on a video chat/cellphone name. As famed entrepreneur Steve Blank places it, “There are no facts inside the building, so get the heck outside.”

Step 2. Find specialists and interview them

The subsequent step is to search out specialists who you’ll be able to interview and create a story round.

The easiest method to do that is to comply with our information to influencer marketing. Then, use Camille Ricketts’ three-step formula for interviewing people.

Step 3. Promote your content material

To promote their content material, First Round has two important methods:

First, content material syndication. According to Camille, First Round has syndication partnerships with publications like Quartz, Inc., and Fast Company. These publications can republish any of First Round’s tales in the event that they suppose it’s fascinating and related to their viewers.

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First Round’s syndication partnership with Business Insider.

To discover ways to syndicate your content material to publications, comply with this information.

Second, they’re additionally targeted on constructing their very own viewers, primarily by means of their e mail listing.

Scroll by means of any of their posts and also you’ll see pop-ups like this:

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This listing constructing technique permits them to construct up a base of readers who’ll share their content material with their community and enhance the variety of eyeballs on First Round’s content material.

Read this guide to discover ways to construct an e mail listing.

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Key stats

Number of referring domains: 6,530
Estimated natural site visitors: 283,000
Number of key phrases the weblog ranks for: 316,000


Founded in 2013, Kinsta is a managed WordPress internet hosting supplier.

Why are they doing so properly?

Like us at Marketing Media Wizard, they comply with a keyword-driven content material technique. However, what makes their strategy distinctive is what Glen Allsopp calls “error message marketing”.

Basically, everytime you’re doing one thing technical (or utilizing a technical software), you’ll inadvertently face points. When that occurs, it’s seemingly you’ll search in Google for the reply.

And that is the place Kinsta is available in.

Kinsta has particularly created content material to focus on these “error” subjects. This helps construct model consciousness amongst their audience: individuals who have to repair such technical points commonly—builders, site owners, web site house owners, and so forth.

In reality, Kinsta will get fairly an honest quantity of search site visitors from these subjects:

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And what occurs when these individuals are in search of a brand new internet hosting firm? Because of the familiarity with Kinsta’s model, they’ll seemingly select Kinsta.

How are you able to replicate their success?

The key concept behind this technique is to determine what points frustrate your audience.

Here’s learn how to do it.

  1. Find “error message” subjects
  2. Create content material to reply these questions

Step 1. Find “error message” subjects

If there are instruments commonly utilized by individuals in your area of interest, decide what issues their customers have, after which create content material about them.

For instance, let’s say you’re a UK-based firm that targets boiler engineers. Enter some boiler manufacturers like “Intergas, Vaillant, Vokera, Worcester Bosch” in Marketing Media Wizard’ Keywords Explorer. Then, within the “Include” field, search for phrases like “fault, error, code,” and so forth.

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You’ll then see “error-related” key phrases that you can doubtlessly goal:

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Step 2. Create content material to reply these questions

Answering these questions needs to be comparatively simple. Just undergo step-by-step what the reader must do to resolve the issue.

If you need assistance with writing an excellent step-by-step information, comply with this template.

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Key stats

Number of referring domains: 17,700
Estimated natural site visitors: 126,000
Number of key phrases the weblog ranks for: 350,000


YouGov is a market analysis and knowledge analytics agency with headquarters in London. They present a few services, together with customized knowledge and analysis, viewers profiling, segmentation, and model monitoring.

Why are they doing so properly?

YouGov makes cash by offering customized knowledge and analysis. Which means YouGov’s marketing technique wants to attain two important targets:

  1. Build model consciousness amongst firms who may have their companies;
  2. Show that they’ve high-quality knowledge.

YouGov achieves this by publishing content material utilizing knowledge round “hot topics.” These articles then get linked to by trusted information organizations just like the New York Times and Time Magazine which are in search of knowledge to assist their conclusions.

Some of YouGov’s articles have a whole bunch of backlinks consequently:

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How are you able to replicate their success?

The key concept is to make use of knowledge to create fascinating articles or reply fascinating questions in your area of interest.

Here’s learn how to do it.

  1. Find an fascinating query you’ll be able to reply utilizing knowledge
  2. Collect knowledge and publish your findings
  3. Promote your content material to events

Step 1. Find an fascinating query you’ll be able to reply utilizing knowledge

Data, by itself, is pointless. Instead, individuals wish to see what the numbers say about an issue or query they’ve.

Before you even start accumulating knowledge, it is best to discover a query you wish to reply. If you’re a part of the business, a few of these questions could be comparatively clear minimize. For instance, within the website positioning business, the query, “how lengthy does it take to rank?  is commonly requested.

This is a subject the place we may doubtlessly use knowledge to research (which we did.)

Alternatively, you’ll be able to search for present outdated research. You may then replicate these research and supply recent knowledge for the business.

Step 2. Collect knowledge and publish your findings

Don’t simply dump the information in your viewers. Give it a story.

Make positive to put out the context for the query you’re answering. Let your viewers know the way you collected the information and did your analysis.

Finally, create customized charts that’ll assist your viewers digest the data higher. Here’s an instance of an easy-to-understand chart from one in every of our research:

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Don’t fear in the event you lack entry to knowledge. You can all the time associate with different firms which have knowledge or run your personal surveys.

For instance, Andy Crestodina, who runs a content material marketing company known as Orbit Media, did a survey of 1,001 bloggers.

Step 3. Promote your content material to events

If somebody has written an article a couple of subject just like your analysis, it’s seemingly that they’ll be excited about your examine.

So, if yow will discover out who these individuals are, you’ll be able to attain out and introduce your examine to them. They may determine to hyperlink to your analysis or function your analysis in an upcoming submit.

Learn how to do that in our information to blogger outreach.

Final ideas

As you’ll be able to see from the examples, there is no such thing as a one “true-north” with content material marketing. Depending in your targets, there are a number of methods you should use for optimum effectiveness.

Looking for extra much more content material marketing examples? Check out this submit.

Did I miss out on any wonderful B2B content material marketing examples? Let me know on Twitter.