What is B2B Content Marketing? 7 Successful Examples

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

The objective is easy: use content material advertising to drive extra visitors, purchase leads, and generate gross sales for your small business.

Now, right here’s the factor: there is nobody proper approach of doing content material advertising. Relying on their objectives, sources, target market, and so forth, totally different firms do content material advertising in a different way.

On this publish, we’ll share some inspiring B2B content material advertising examples, why they’ve executed nicely, and how one can replicate their success.

  • Shopify’s Free Tools
  • Ahrefs’ Blog
  • Slidebean’s YouTube Channel
  • MeetEdgar’s Podcast Strategy
  • First Round — The Review
  • Kinsta’s Blog
  • YouGov’s Blog
  • 1. Shopify’s Free Instruments

    Table of Contents


    Key stats

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

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

    Why are they doing so nicely?

    According to their Senior World Content Advertising and marketing Lead, Mark Macdonald, Shopify has invested closely in content material advertising for the reason that starting.

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


    1 shopify content marketing

    There’s quite a bit we will be taught from Shopify’s content material advertising technique. Nonetheless, I wish to deliver consideration to at least one specific side of their content material advertising: free instruments.

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

    Listed here are a couple of of them:

    shopify free tools

    These instruments have two issues in frequent:

    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 title earlier than you create an internet site. Shopify solves that by providing a free enterprise title generator.

    business name generator

    Second, these queries have 1000’s of month-to-month searches on Google. For instance, the time period “enterprise title generator” will get 87,000 month-to-month searches within the U.S. and 192,000 month-to-month searches globally.

    2 business name generator keyword

    Consequently, their free instruments generate an estimated 372,000 month-to-month visits from Google alone:

    3 shopify tools traffic

    And right here’s one other cool factor. You may click on on any of the instructed names in Shopify’s Enterprise Title Generator and immediately reserve that title on Shopify:

    shopify business name generator

    How are you going to replicate their success?

    Comply with these three steps:

  • Discover instruments that your goal prospects are looking for
  • Create a instrument
  • Optimize it to rank larger in Google
  • Step 1. Discover instruments that your goal prospects are looking for

    Head over to Ahrefs’ Key phrases Explorer and enter a number of broad key phrases associated to your business.

    You probably have an actual property web site, these could be mortgage, hire, and down fee. Subsequent, go to the Phrase match report and add phrases like calculator, instrument, instruments, and checker to the “Embody” field. Hit “Any phrase” and click on “Apply.”

    include filter tools

    It’s best to now see an inventory of related instruments that persons are looking for, sorted by month-to-month search volumes.

    mortgage calculators

    Step 2. Create a free instrument

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

    Ask your self:

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

    These questions will assist you make the very best instrument.

    Step 3. Promote the instrument

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

    There are various methods to do that, however the very best start line for instruments is a tactic generally often known as the Skyscraper Approach.

    Discover ways to do this on this video:

    ahrefs blog

    Key stats

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

    Based in 2010 and bootstrapped by a small crew, Ahrefs is an all-in-one search engine optimisation toolset that permits you to analysis your rivals, research what your prospects are looking for, optimize your web site, and extra.

    Why are we doing nicely?

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

    4 ahrefs blog traffic

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

    5 ahrefs signups google

    How are you going to replicate our success?

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

    Right here’s how we do it:

  • Discover key phrases with search visitors and enterprise potential
  • Create the proper of content material
  • Promote the content material
  • Step 1. Discover key phrases with search visitors and enterprise potential

    In order for you natural visitors, it’s a must to goal subjects that persons are looking for.

    To do that, enter a couple of ‘seed’ key phrases right into a key phrase analysis instrument like Ahrefs’ Key phrases Explorer. For instance, we would seek for subjects like “search engine optimisation,” “content material advertising,” and “running a blog,” since these are subjects our prospects are looking for.

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

    questions report

    From right here, eyeball the record and observe down any related subjects.

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

    To do that, assign every matter a enterprise worth “rating.”

    This is the size we use at Ahrefs to fee these subjects:

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

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

    Advisable studying: How To Do Key phrase Analysis for search engine optimisation

    Step 2. Create the proper of content material

    At Ahrefs, we all the time attempt to be sure that our content material hits two objectives:

  • Matches what the searcher is in search of in Google (i.e., search intent);
  • Promotes our product.
  • Let’s begin on the high.

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

    For instance, take a look at the search engine outcomes web page (SERPs) for “picture search engine optimisation”:

    Screenshot 2020 07 28 at 00.06.52

    We are able to see that searchers are in search of an inventory of tips about how one can optimize photographs. If we have been focusing on this matter, 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 combating 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 simple sufficient.

    Nonetheless, keep in mind that it’s best to hold this pure. Ultimately, you’re writing a weblog publish, not a gross sales letter. The place 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 publish, we ship it to our electronic mail record and share it on our social media accounts. We’ll additionally spend a couple of hundred {dollars} selling the publish utilizing Fb Advertisements:

    facebook ads

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

    3. Slidebean’s YouTube Channel

    slidebean youtube channel

    Key stats

    Variety of YouTube subscribers: 124,000
    Month-to-month video views: 500,000 (Source)

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

    Why are they doing so nicely?

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

    First, they began with a recurring video collection often known as Startups 101. For this collection, they primarily focused startup-related key phrases on YouTube.

    Slidebean Startups 101 YouTube

    Nonetheless, they exhausted their record of subjects in a few 12 months. This was after they determined to maneuver up the advertising funnel into TOFU-related subjects.

    Since we had discovered a ‘YouTube formulation’, 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 primary one was WeWork, which was simply the fitting bridge between a startup-focused firm and a broadly recognized model. At this stage, the collection was known as ‘Startup Forensics.’

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


    Slidebean’s objective right here was to get as many eyeballs as doable on their YouTube channel. The thought was that because of the 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 going to replicate their success?

    For his or her Startup 101 collection, they “focused searches that didn’t have nice solutions on YouTube.”

    Right here’s how they did it:

  • Do YouTube key phrase analysis
  • Create an optimized video
  • Step 1. Do YouTube key phrase analysis

    For his or her key phrase analysis, Slidebean used a mixture of VidIQ and TubeBuddy.

    Nonetheless, in case you’re in search of a bigger pool of key phrase concepts, head over to Ahrefs Key phrases Explorer and swap the search engine to YouTube. Then, enter a couple of related key phrases. For instance, in case you promote BBQ gear, you may enter key phrases like barbecue, barbeque, bbq, and grilling.

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

    Keywords Explorer

    Step 2. Create an optimized video

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

    Watch this video to learn to do that:

    4. MeetEdgar’s Podcast Technique


    Key stats

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

    Based in 2014 by Laura Roeder, MeetEdgar is a social media automation instrument.

    Why are they doing so nicely?

    Showing 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.

    indiehackers laura roeder

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

    Right now, MeetEdgar is producing $4 million in annual recurring revenue (ARR).

    How are you going to replicate their success?

    Their technique is fairly easy. Discover podcasts along with your target market, then pitch to look on them.

    Right here’s how one can do it.

  • Discover podcast alternatives
  • Pitch your self as a visitor
  • Step 1. Discover podcast alternatives

    The best method to get began is to do a Google seek for the “finest [niche] podcasts”:


    Nonetheless, it’s best to remember the fact that some podcasts on this record are large. And in case you’re simply beginning out, it could possibly be difficult to be featured there.

    Another technique 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 website into Ahrefs’ Website Explorer, go to the Backlinks report, and kind his title within the “Embody” field.

    6 include site explorer

    Right here, you’ll discover a record of podcasts he’s been on.

    Site Explorer

    Step 2. Pitch your self as a visitor

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

    However don’t pitch blindly. Ensure you first pay attention to some episodes of the podcast. This can assist you write a customized electronic mail and recommend related matter concepts.

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

    5. First Spherical — The Evaluate

    first round

    Key stats

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

    First Spherical 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 nicely?

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

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

    Second, they’re relentlessly targeted on their target market.

    Give it some thought. Whereas market developments or opinion items are fascinating, they don’t goal the VCs’ actual target market: new or potential founders.

    The people who find themselves all for these articles are the VCs themselves. Startup founders are all for content material that may assist clear up actual issues—product growth, hiring, advertising, and so forth.

    And that’s the place First Spherical excelled.

    They knew their target market was all for actual tales about founding or managing an organization. In addition they knew that given their current portfolio of startups, they have been in a novel place to succeed in out, interview and inform these tales.

    This is how First Spherical has, as Jimmy Daly describes it, “earned a popularity as probably the greatest publishers of startup and tech content material on the internet”, the place they recurrently get really useful by others:

    @firstround assessment

    — Ben Tossell (@bentossell) April 18, 2020

    How are you going to replicate their success?

    For a VC agency like First Spherical, their objective is not visitors, conversions, or leads. Their objective is to be a thought chief and construct a model.

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

  • Determine what issues your target market are attempting to clear up
  • Discover consultants and interview them
  • Promote your content material
  • Step 1. Determine what issues your target market wish to clear up

    Even in case you’re making an attempt to create “thought management” content material, it’s a must to begin by determining what issues your target market are dealing with. In any other case, you danger writing about subjects that appeal to your co-workers—like what the opposite VC companies did—quite than your superb viewers.

    For instance, Camille Ricketts, the ex-editor of First Spherical Evaluate, started by asking: “what is the primary factor that each one of those early-stage founders need?” Her reply: to have the ability to go to espresso with any individual who has executed the factor they’re making an attempt to do.

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

    So earlier than you begin planning any content material or reaching out for interviews, be sure to know what issues your target market is dealing with.

    In case 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 Clean places it, “There aren’t any details contained in the constructing, so get the heck outdoors.”

    Step 2. Discover consultants and interview them

    The following step is to search out consultants who you possibly can interview and create a story round.

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

    Step 3. Promote your content material

    To advertise their content material, First Spherical has two foremost methods:

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

    7 business insider article

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

    Second, they’re additionally targeted on constructing their very own viewers, primarily via their electronic mail record.

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

    From Instant Pot to Instagram Critical Lessons in Startup Community Building First Round Review

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

    Read this guide to learn to construct an electronic mail record.


    Key stats

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

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

    Why are they doing so nicely?

    Like us at Ahrefs, they comply with a keyword-driven content material technique. Nonetheless, what makes their method distinctive is what Glen Allsopp calls “error message marketing”.

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

    And this is the place Kinsta comes in.

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

    The truth is, Kinsta will get fairly an honest quantity of search visitors from these subjects:

    top pages

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

    How are you going to replicate their success?

    The important thing concept behind this technique is to determine what points frustrate your target market.

    Right here’s how one can do it.

  • Discover “error message” subjects
  • Create content material to reply these questions
  • Step 1. Discover “error message” subjects

    If there are instruments recurrently 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 Ahrefs’ Key phrases Explorer. Then, within the “Embody” field, seek for phrases like “fault, error, code,” and so forth.

    include error code

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

    boiler keywords

    Step 2. Create content material to reply these questions

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

    In case you need assistance with writing a superb step-by-step information, comply with this template.


    Key stats

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

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

    Why are they doing so nicely?

    YouGov makes cash by offering customized information and analysis. Which suggests YouGov’s advertising technique wants to realize two foremost goals:

  • Construct model consciousness amongst firms who may have their providers;
  • Present that they’ve high-quality information.
  • YouGov achieves this by publishing content material utilizing information round “scorching subjects.” These articles then get linked to by trusted information organizations just like the New York Instances and Time Journal which are in search of information to help their conclusions.

    yougov backlinks

    A few of YouGov’s articles have lots of of backlinks in consequence:

    9 referring domains yougov

    How are you going to replicate their success?

    The important thing concept is to make use of information to create fascinating articles or reply fascinating questions in your area of interest.

    Right here’s how one can do it.

  • Discover an fascinating query you possibly can reply utilizing information
  • Acquire information and publish your findings
  • Promote your content material to events
  • Step 1. Discover an fascinating query you possibly can reply utilizing information

    Knowledge, by itself, is pointless. As an alternative, individuals wish to see what the numbers say about an issue or query they have.

    Earlier than you even start accumulating information, it’s best to discover a query you wish to reply. In case you’re a part of the business, a few of these questions can be comparatively clear reduce. For instance, within the search engine optimisation business, the query, “how lengthy does it take to rank?  is typically requested.

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

    Alternatively, you possibly can search for current outdated research. You could possibly then replicate these research and supply contemporary information for the business.

    Step 2. Acquire information and publish your findings

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

    Be sure that 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.

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

    pasted image 0 9

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

    For instance, Andy Crestodina, who runs a content material advertising 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 few matter just like your analysis, it is seemingly that they’ll be all for your research.

    So, if you could find out who these persons are, you possibly can attain out and introduce your research to them. They may resolve to hyperlink to your analysis or function your analysis in an upcoming publish.

    Discover ways to do that in our information to blogger outreach.

    Remaining ideas

    As you possibly can see from the examples, there is nobody “true-north” with content material advertising. Relying in your objectives, there are a selection of methods you should use for optimum effectiveness.

    Searching for much more content material advertising examples? Take a look at this publish.

    And in case you’re simply getting began with content material advertising, now we have this complete information for you.

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


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