B2B Content Marketing

B2B Content Marketing That Actually Worked

Content marketing is a powerful digital marketing tool for B2C businesses, but did you know it works just as well – if not even better – for B2B brands? In fact, 93% of B2B companies say content marketing brings in more leads than their more traditional marketing strategies.

What’s more, 74% of companies say B2B content marketing is improving both the number of leads generated and the quality of those leads.

Of course, knowing something works and knowing how to use it are vastly different things. So rather than just tell you how well it works, let’s take a look at 2 of the top B2B content marketing examples!

4 of the Very Best B2B Content Marketing Examples

B2B Content Marketing Example #1: Cisco’s Graphic Novel

What It Is:

Cisco is known for producing telecommunications devices, as well as other electronic hardware. Although this is a major brand many people are at least passingly familiar with, most people aren’t really sure what Cisco offers.

When it came time for Cisco to promote their upgraded cyber security services, their marketing team decided to stand out by creating content that was completely unique: a graphic novel focusing on internet safety.

The comic tells the story of SuperSmart and her mission to deal with a security loophole. In the end, the comic was 8 pages, an impressive feat when you consider each page has multiple panels.

Why It Works:

This concept works for the simple reason that it is unique.

No one has ever associated graphic novels with cyber security before. It’s pure genius. People who read the comic could become so engaged with SuperSmart’s antics that they barely notice Cisco is trying to sell them something. Even people who aren’t exactly fans of comics are likely to read it due to its short length.

Key Lesson:

The type of content you use can make a big impact. It’s doesn’t always have to be a blog post to social media. Try thinking outside the box when it comes to presenting your content.

b2b content marketing

B2B Content Marketing Example #2: John Deere & The Furrow

What It Is:

Around 125 years ago, John Deere created one of the very first examples of B2B content marketing: a magazine called The Furrow.

The pages of the magazine contained articles about the challenges facing the farming community, as well as solutions to help farms overcome them. The articles steered away from the “hard sell,” to the point that the content focused exclusively on the issues, with no mention of John Deere products at all.

Fast forward to today, and you’ll find that The Furrow is not only still in print, but boasts a readership counted in the hundreds of thousands!


Today, The Furrow has more than 550,000 readers in North America alone. Many of these readers are already John Deere customers – but far from all of them are.

What’s more, using readership surveys, the magazine calculates that since about 40% of readers read every word, cover to cover, that means they receive roughly 25 million impressions per year.

Key Lesson:

Consider a fusion of both conventional and advanced marketing strategies. You don’t have to let go of your business’s identity and craft a new one to fit in the content marketing landscape, instead, you can use your unique identity to stand out from the rest.

B2B Content Marketing Example #3: Deloitte Insights

What It Is:

Deloitte is among the biggest enterprises in the accounting industry. They offer numerous services such as consultation, tax advice, management and more. The company extends these services to several industries including healthcare, chemical and life sciences organizations globally.

For a versatile and large-scale company like Deloitte, targeting a specific group for content marketing would have been ineffective. Since a rule of thumb for content marketing is to make specific content, the company decided to create a completely independent portal called Deloitte Insights.

This is where the audience can go through 12 different topic groups and industries to find articles, reports, statistics, videos, and all sorts of other content on a topic of their interest.

Why It Works:

This is a clever strategy that not only brings your brand exposure but also high-quality backlinks to increase its online authority.

Deloitte settled on research-based and insightful content that could bring value to their customers. The website generates traffic of more than 10 million views each month and is constantly cited and linked by other businesses because of its content.

The company utilized their reach and authority through its content marketing strategy to make a bigger impact, which is why it continues to be a leading firm in its niche.

Key Lesson:

Today, many businesses offer a range of services but use limited channels for their B2B content marketing strategy. Deloitte is a great example for any business that targets more than a single group of audience to increase its outreach and benefit from its versatility.

B2B Content Marketing Example #4: MailChimp’s video content

What It Is:

MailChimp is an automated email marketing platform that has recently gained popularity. With their in-house videography studio, MailChimp decided to take a new approach toward content marketing and began their reality-style show Werrrk! on their website.

It’s a video series targeted toward business owners where a 10-minute episode is released focusing on a business struggle and its solution. From topics like team communication to office management, three experts present their opinions to deliver an actionable solution.

Why It Works:

This content marketing strategy is the perfect example of using the right platform and the right type of content. MailChimp’s focus audience consists of businessmen and enterprises who could benefit from their platform.

They understood how their audience is short on time so they won’t be reading long articles. Creating generic content was also a big no for them because their viewers would lose interest.

A video series that is both informational and entertaining worked wonders for the company and the website attracts hundreds of viewers for its series every day.

Key Lesson:

MailChimp shows us how content marketing does not always have to be packed with information and boring. The idea behind their strategy also makes an incredible example of how companies should consider their audience’s time and interest as a priority.

So don’t hesitate to start your own YouTube channel or a web series that’s a bit dramatic because as long as it brings value to your customers it will achieve its goal.

Key Takeaway for Your Content Marketing Strategy:

The big lesson here is to keep your content educational rather than the self-promoting hard sell.

Yes, of course there is a time and place for the sale, but the point of your content marketing campaign is to educate your potential customers about their problem and your solution.

Looking for a little more knowledge before launching your B2B content strategy? Book your free consultation with Asset Digital Communications today and learn what works best for your B2B industry!