3 companies producing great B2B content and how to replicate it

Standing out from the crowd in competitive sectors is vital if you want to increase market share. So, what can we learn from companies who have mastered the art of B2B content creation? Here’s 3 examples of brands that excel in producing outstanding B2B content with insights into how you can replicate their success…

1: HubSpot

HubSpot are a leading provider of marketing automation software.They built the business by becoming the foremost thought leader in the B2B marketing space through their exceptional content marketing effort, effectively owning the inbound channel. They consistently produce valuable and informative content that resonates with their target audience. Here are some key strategies they employ:

In-depth blog posts: HubSpot's blog is a treasure trove of educational and actionable content. They publish articles that address common pain points of their audience, providing step-by-step guidance and practical tips. By focusing on solving their customers' challenges, they establish themselves as trusted advisors and attract a loyal following.

Free resources and templates: HubSpot offers a wide range of free resources, including e-books, guides, templates, and tools. By providing valuable resources at no cost, they create goodwill and build credibility within the industry.These resources serve as lead magnets, capturing contact information and nurturing leads throughout the sales funnel.

Video and Visual Content: HubSpot understands the power of visual content. They create engaging videos, infographics, and slide decks that simplify complex concepts and make information more digestible. This variety of content formats keeps their audience engaged and caters to different learning preferences.

To replicate HubSpot's success, focus on creating comprehensive and actionable content, offer free resources that provide value, and leverage visual content to enhance engagement.

2: Salesforce

Salesforce, a global leader in customer relationship management (CRM), excels in B2B content marketing by delivering thought-provoking and insightful content. Unlike HubSpot, they use testimonials, video and live events as key content hooks:

Webinars and Live Events: Salesforce hosts webinars and live events featuring industry experts and thought leaders. These events provide a platform for discussing relevant topics and sharing insights. By hosting interactive sessions, Salesforce fosters engagement, establishes credibility, and generates leads.

Salesforce regularly showcases real-life success stories of their customers, highlighting the positive outcomes they achieved using their products and services. These case studies not only demonstrate the value Salesforce brings but also inspire prospects by showing them the potential benefits they can achieve.

Personalisation and Segmentation: Salesforce understands the importance of personalised content. They segment their audience based on industry, role, or interests and deliver tailored content that resonates with each segment. By leveraging data and personalisation, they create a more personalised and relevant experience for their prospects and customers.

To replicate Salesforce's success, consider hosting webinars or live events, showcase customer success stories, and embrace personalisation in your content strategy.

3: Adobe

Adobe, a leading provider of creative software and digital marketing solutions, has mastered B2B content production by understanding their target audience and incorporating interactive elements that bring their creative suite to life. Here’s some of their key tactics:

Collaboration with experts and influencers: Adobe recognises the importance of collaborating with experts and influencers in the field. By leveraging the knowledge and credibility of industry thought leaders, they enhance the quality and credibility of their content. This collaboration also helps expand their reach and taps into new audience segments. 

Storytelling through various formats: One of Adobe's key strengths lies in their ability to tell compelling stories through various content formats. They understand that B2B content doesn't have to be dry and technical; it can be engaging, emotive, and captivating. Adobe utilises a mix of written articles, videos, infographics, case studies, and interactive content to convey their messages effectively.

Tailoring content for different stages of the buyer's journey: Adobe recognises that B2B buyers go through a journey from awareness to consideration and ultimately to making a purchase decision. To address this, they create content that caters to each stage of the buyer's journey. They provide educational content for the awareness stage, in-depth analysis and comparison guides for the consideration stage, and product-focused content for the decision stage.

Incorporating Interactive Elements: To further enhance engagement and interactivity, Adobe incorporates various interactive elements into their B2B content. This includes interactive infographics and virtual experiences. By allowing their audience to actively participate and explore the content, Adobe creates a more immersive and memorable experience. 

To replicate Adobe’s success, consider story telling techniques, tailoring content for different buyer stages and including interactive experiences in your content strategy.

If you don’t have the bandwidth to execute some of these proven tactics, Effective Media can support you in your lead generation journey. Contact us today to unlock the power of content for your business.