10 brilliant B2B content marketing examples (and why they work)

Did you know that your digital content often serves as the first interaction between your brand and your dream customer? Think of your blogs, web copy, social posts, case studies, ebooks, and other B2B content examples as a handshake in digital form — welcoming, informative, and designed to build trust.

Your content marketing is the perfect opportunity to showcase your expertise, answer pressing questions, and address pain points your prospects face. When optimized for SEO, this content can also bring in steady streams of organic traffic, making it one of the most cost-effective ways to attract, nurture, and convert leads.

That’s why getting your content marketing strategy right is so important. So, to help inspire you, we’ve compiled a list of some of the most valuable B2B content marketing examples out there. These include SEO-focused blogs, educational content, branded blogs, thought leadership articles, and industry commentary. Let’s take a look!

1. LOVO AI’s pain point SEO

While you may not have heard of LOVO AI as a brand specifically, you’ll certainly be familiar with their offerings: AI voice and art generators, AI video editors, and text-to-speech platforms. 

To not only reach B2B prospects but speak directly to their target audience, LOVO AI regularly publishes SEO-focused listicles that compare their product with other top tools on the market. These blogs highlight key differentiators, use cases, and benefits in a way that addresses buyer pain points while boosting search visibility and organic traffic. 

The blog The Best AI eLearning Tools on the Market is a good example of B2B content marketing focused on addressing pain points. It speaks directly to learning design teams who are at the consideration stage of the sales funnel, while also targeting valuable, traffic-driving keywords like “best AI elearning tools.”

2. MySitePlan’s trending topic SEO blogs

MySitePlan offers non-certified site plans for all types of residential and commercial construction projects. And their blog is full of useful guides covering all things building. 

MySitePlan regularly looks for new, trending topics to cover in its industry, leading them to create a cluster of posts about barndominiums. These unique, open-plan homes are having a moment right now, so creating posts covering what “barndos” are, how much they cost to build, and the pros and cons of building one is a great way for MySitePlan to offer their readers insight into a new type of construction project. 

Their trending SEO blogs are excellent B2B content marketing examples because they take advantage of rising search volumes about barndominiums while offering useful information to help readers plan their own projects. 

3. Scribly’s mid-funnel SEO content

At Scribly, we help our clients create genuinely useful content that their prospects want to read — and we like to think that we do the same on our own blog too.

We appreciate that knowing where to invest your content budget can be tricky, particularly if you can’t see what your return on investment will be or how a particular channel will benefit your business. That’s why we wrote our How content marketing drives sales in 5 powerful ways blog. 

From our keyword research, we know this is a question a lot of businesses have. This response allows us to show you the tangible business benefits of content marketing — and maybe sneakily sell our services too. Though we say so ourselves, it’s mid-funnel SEO content done right. 

4. Eco Office’s localized blogs

It wouldn’t be a complete list of B2B content examples if we didn’t include at least one local SEO blog.

If your company operates in one given area only, there’s no point appearing in search results outside of that district. That’s where local SEO content comes in. It allows you to improve your visibility in local search results and reach prospects near you. 

Eco Office, for example, offer office furniture in the Bay Area. To appear in local searches, they created a series of local SEO blogs focused on office furniture in San Francisco, the Bay Area, San Jose, and Oakland, including Affordable office cubicles in the Bay Area: What are your options?

5. RatedPower’s product explainers

While we recommend that a good 90% of your blogs should be SEO-optimized, there is value in creating branded, sales-driving, bottom-of-the-funnel blog content too. 

RatedPower, for example, pepper their content calendar with brand and product update articles. One such example is their Enverus’ Solar ROI calculator: assess PV plant’s profitability blog, which shows prospects how much money they could save by integrating their tools into a solar design workflow.

6. Workhorse’s onboarding explainer

Workhorse is a customizable order and inventory management system for SMEs. Their approach to inventory management software is unique: offer flexible, configurable software that actually makes things easier. And it’s all backed by a team of real humans, ready to answer their users' questions. 

The Workhorse team noticed that the businesses they were targeting often had one thing in common — they were still using spreadsheets to manage inventory, not because they worked, but because it was a system their teams already knew.

So, Workhorse takes a more hands-on approach to user onboarding than most tech companies, personally guiding new users through the software and setting them up for success. 

But it wasn’t enough just to have this onboarding system in place. That’s why they explained how it all works on their blog, creating a valuable branded asset that acts as both a sales tool (showing prospects the type of customer service they’ll receive) and a statement of brand values (showing just how much Workhorse cares about the human touch behind their tech.) We told you it was one of the best b2b content marketing examples!

7. JT’s timely coverage of data breaches

Sometimes a new story in your industry is so big, you have to comment on it. It shows that you keep up with relevant news and trends — and that your brand has a unique take on it that’s worth listening to. 

JT is a trusted name in telecommunications and cybersecurity, so when major UK retailers were hit with ransomware attacks, they knew they had to comment. This blog post discusses the attacks and explains how hackers exploited weak passwords and human error to take down major names like Marks & Spencer, Co-Op, and Harrods. And, more importantly, what businesses need to do to protect themselves and their customers from similar attacks in the future. It’s a good example of B2B content marketing that demonstrates real expertise.

8. Block & Tam’s LinkedIn polls 

Of course, industry commentary doesn’t have to just exist as blog content. LinkedIn is a great place to discuss trends with your peers and clients.

Take Block & Tam’s B2B content, for example. Their Standard Shopping vs Performance Max LinkedIn post allows them to recognize the changes in the paid advertising industry while acknowledging the limitations of jumping on a trend. They explain their approach to using PMax while opening up the discussion about other potential strategies, creating both engagement and conversation.

9. Moodle’s step-by-step

Educational content should form a key pillar of any B2B business’s top-of-funnel content strategy. Why? Because prospects at this level of the sales funnel aren’t interested in sales-driven content. They’re looking for answers, information, and guidance.

Moodle knows this better than most, publishing regular educational blogs. 

Let’s take their How to create a digital employee onboarding process blog, for example. Rather than saying “hey, we at Moodle can help you create a digital employee onboarding process”, this guide meets the audience exactly where they are: grappling with remote work, digital transformation, and scaling their HR function. It provides a clear step-by-step guide to creating an onboarding process, as well as additional tips for success. Only at the very end of their article do they hint at their own services.

10. Visual Quiz Builder’s social proof 

Most B2B businesses host customer reviews on their website to showcase their good reputation and the tangible ROI of their services. But have you thought of repurposing these reviews into your B2B content marketing? 

For example, Visual Quiz Builder use LinkedIn to share testimonials that add authenticity and act as social proof. Alternatively, you could quote a satisfied customer in your case studies, sales emails, or videos.

Inspired by these B2B content examples?

Have you been inspired by these B2B content marketing examples? We can help you produce written content that is just as impactful. Book a free content strategy call with Scribly to get started today. We only offer a handful of free strategy calls each week to ensure each one gets our full attention. So grab your slot before they fill up!