With as many as 89% of B2B marketers using content marketing, the industry is booming. Most users find it easy to think of memorable and successful B2C content marketing campaigns, rather than B2B content marketing examples. This maybe because B2B content marketing is presumed to be dull and boring. But, this myth no longer holds true. B2B content marketing trends are changing. Marketers are using consumer insight to create engaging content marketing for businesses. The following 3 examples illustrate the successful use of creative B2B content marketing.
1. First Round Review – Information through experiences and perspective
Content building insights
Image Source: First Round Review
Internet users out there are looking out for informative content to get inspired. The word venture firms creates an image of a website talking about how they help funding your venture. But today, more and more venture firms are successfully increasing their loyal entrepreneurial audience base by developing original and useful content.
One such example is First Round Capital, a venture capital firm. It has developed the widely popular First Round Review, which is a collection of nine online magazines targeted at different aspects of building a business. The firm empowers their Venture Capitalists to publish their perspective on the blog and also taps stories from a network of businesses they fund or support. With the understanding of the value of learning from firsthand experiences, they are successfully creating engaging content.
Your website and blogs are not just about you. People out there are hungry for knowledge. Blogs that create educative and motivating content connects with the reader, leading to successful B2B content marketing.
2. Wistia- Embracing Humor
Understand your audience while doing content marketing for businesses
Image Source: Wistia
Appealing visuals and educative videos add a boost to your content. Wistia understands this and implements it perfectly. It is quite obvious for a video hosting company like Wistia to get this strategy right. But they could have easily run the risk of a monotonous approach to their videos. The reason why they make for a perfect example is the humor infused in each of their videos. They create fresh, engaging and funny videos that have helped increased visitor time spent on a page.
Plain content is boring! Readers are fascinated by visuals and what could be better than fun video tutorials. Fun visuals and humor are known to catch readers attention. Just like Wistia, your brand needs to connect with the reader’s mindset to turn them into a loyal audience.
3. The Chromologist- Shift to Rare Content
Create rare content for B2B content marketing
Image Source: The Chromologist
Farrow and Ball is a 70-year-old UK-based paint and wallpaper supplier. To avoid turning their blog into a ‘look at our paint’ site,they have shifted to an approach focused on passion for colours rather than the product for their content marketing strategy. They did this by creating a new site called ‘The Chromologist’. A chromologist is someone who interprets colors. From showing how to paint a door to what a sunset looks like, the site has a wealth of topics on color and not just paint.
Addressing the long term passion of the audience that isn’t joined at the hip of the main brand through content is a tricky, but successful example set by Farrow and Ball. Whatever is your product or service, there is audience around with passion for your business subject. Connect with their passion through your content to see a rise in your audience base.
The list does not end here. These were just a few examples of creative and successful B2B content marketing. There are a whole lot of B2B brands that are creating innovative and appealing content that inspires the audience as well as fellow content marketers.