Ten examples of brilliant inbound B2B content marketing

How B2B companies are using content marketing to drive engagement, trust and transaction

In my recent post on making the case for inbound marketing, I talked about how the need for information has led to the emergence of new approaches to the promotion of credibility and experience through content marketing.

Interest in content marketing shows no signs of abating, but many companies still seem to find it difficult to review the impact. In a recent B2B content marketing benchmark survey, B2B Marketing found that although 56% of respondents saw content marketing as having an impact on sales, there were more concerning undertones:

  • 15% saw little or no increase whilst 29% simply could not quantify the impact of content marketing on their business
  • 46% found demonstrating content marketing return on investment a key challenge

Finding good relevant B2B examples online often proves challenging because although everyone is talking about doing it, there are hardly any examples of real-world, real budget examples that bubble to the surface. Here are ten that I've stumbled across over recent months. Something to learn from each.

1. Nokia Solutions and Networks using hosted PowerPoint on Slideshare

Nokia Siemens Slideshare Oct 2013

Nokia Solutions and Networks offers a great case study of how to use Slideshare. The Finnish telecommunications giant has shared over 145 different files showcasing their expertise and sharing their knowledge. The company’s portfolio strays from the norm with only 36 classed as presentations, 77 as documents and a further 32 in video format. (Video is a benefit for Pro accounts, but you can get around this by embedding video in your PowerPoint before uploading to Slideshare).

2. Atlas Copco using iTunes apps to help customers on the ground

Atlas Copco mining app iTunes Oct 2013

Atlas Copco is one of two industrial equipment manufacturers included because of their innovative use of apps in the B2B space. The underground mining and equipment app for iPhone and iPad delivers 360 degreeC 3D product information, technical specifications, images, movies and customer case studies for poor/no signal hazardous workplaces - where having information at your fingertips is paramount. The app is already on its 5th version since launching on the iTunes store in 2012.

3. Flowcrete's flooring blog with Dr Flowcrete to indicate heritage and experience

Dr Flowcrete Oct 2013

Flooring specialist Flowcrete is doing some really interesting stuff when it comes to content and social media at the moment. Taking the potentially dry subject matter of epoxy resin and polyurethane resin floor and wall coatings, the company has created something in Dr Flowcrete that is simple, nostalgic and potentially very engaging. The blog is currently playing host to an interesting optimised infographic and is one to watch given the company's use of Pinterest and Twitter.  

4. GE using Pinterest to influence and inspire

B2B - GE Pinterest Oct2013

GE uses Pinterest to great effect showcasing creativity right across the company with dedicated boards which cover what the business likes, is inspired by, what it is doing, where it has come from and so much more.

5. Sherwin Williams using video to demonstrate Google Glass experience

Sherwin Colorsnap Glass Oct 2013

Sherwin Williams has recently released an upgrade of its popular ColorSnap app in the US, aimed specifically at Google Glass users. The app helps users convert whatever they're looking at into a palette of Sherwin-Williams' paint colours, and then directs them to their nearest store. The free app is an expansion of the company's popular ColorSnap mobile apps for smart phones and iPads, and indicates how creative brands can get in creating an experience that will lead tangibly to sales.

6. Evernote using email and video marketing to stimulate trial

Evernote email case studyEvernote case study landing page

As an Evernote user, I get a periodic email, which I don't mind. This one got my interest as it incorporated so many elements in one. As an email it was landing in an opted-in inbox, not hard selling but talking about a case study of a agency like mine using Evernote right across the business. It took me to a simple landing page where I could watch the video case study and find out more. Brilliant. Simple. Effective.

7. Trelleborg maximising iTunes with a suite of engineering apps

Trelleborg O ring iphone app Oct 2013

The Trelleborg Sealing Solutions O-ring app on iTunes, is one of a suite of tools designed to assist customers on the ground and in remote workplace environments. Based on inputting simple specification data, users can quickly and easily determine O-ring dimensions and sizes for a range of critical applications. Designed for iPhone (above) and iPad (below), you can see how the rich information, of paramount importance to its engineer audience, offers lots of valuable data.

Trelleborg O ring ipad app Oct 2013

8. Hubspot email and dedicated landing page campaigns

Hubspot SEO email

A piece talking about inbound content marketing wouldn't be complete without mention of Hubspot. Few of us may invest in the software, but their outreach attempts and sheer commitment to providing generous amounts of brilliant content has created a unique trust platform for a software company. Again, the example above shows how the carefully design the call to actions in their emails and landing pages to ensure people provide the data to secure the download.

9. Hosting whitepapers (and other content) in established industry watering holes

PackWorld white papers

In some sectors, there is a well established trade media or portal where the market congregates. In this instance, it makes sense to seed content where the audience is rather than try to cox them out to your website. The website for Packaging World magazine operates in this way with companies like Bosch placing content like feature articles, whitepapers and webinars there for customers to stumble upon and engage with. Check out the opportunities in your sector.

10. Zendesk video marketing

Zendesk video

Finally, another great use of video to tell the story of a call centre ticket. Again, an example of how clever storytelling can rely the benefits of just about anything. Watch the video here.


These examples show that great content doesn't necessarily have be innovative. If it solves a problem or makes a process easier, it will be valuable to its intended audience. Showcasing your uniqueness, credentials and expertise isn't straightforward but these examples show it be achieved with a little creativity.


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