Four brands who are producing great B2B content
On April 17th the CMA will be hosting its first ever ‘Future of B2B Summit’ where speakers from both established brands and startups will be dissecting some of the challenges B2B marketers face. The agenda looks at everything from creating stand out B2B content, through to how to use technology to distribute that content. There are also presentations on harnessing influencers in the B2B space, alongside a deep dive into what the dark social means for marketers.
The summit is a reflection of the increased profile of B2B content, and the fact that while B2B content strategies have largely been developed in the US, there are now many brands this side of the Atlantic that are adopting them.
Here are four brands that we think are doing B2B content exceptionally well.
Following on from the tweak of its news feed algorithm and its issues with data sharing, there is currently a lot of discussion on the place that Facebook has as a platform within content marketing. Yet there are however many brands that are still using Facebook to impart information and engage with their audiences, and one of the best examples is Harvard Business Review. It not only boasts a lively Facebook feed, but has also been utilising Facebook Live to cover a variety of topics from the history of leadership, blockchain, to time management techniques, and types of organisational performance.
At the DIS event in Berlin in March, Maureen Hoch, editor of Harvard Business Review’s HBR.org reported high levels of engagement from the Facebook feed and crucially reported that the experiment has driven email registrations and product purchases. Interestingly she also maintained that getting the right speaker, who has an affinity for the live and interactive nature of the platform, is crucial. It certainly appears to be working well for HBR.
Often the most effective B2B strategy is not to engage with the latest tech or the newest platform, but to focus on getting the basics right. It is a ploy that appears to be working well for UK based company Gather Content. Its core product is an online platform that helps companies easily organise and produce content for website projects. Not surprisingly then, content is a key part of its new business strategy.
The company’s website boasts a large amount of high quality, carefully targeted, SEO aware editorial. The articles are short, to the point and crammed with tips and calls to action. And while they act as a ‘top of the funnel’ tool for generating interest in the company, there’s plenty of deeper dive, premium content for potential customers who want to explore more, including guides and webinar recordings.
The best B2B marketers think a little outside the box to attract audiences and create engagement. One really good example is First Round, a US VC company that wants to build relationships with founders and early stage startups.
To achieve this it has created a series of online magazines that are targeted at different demographics and roles including women in tech, founders, sales teams and fundraisers. What’s really smart is that the content is housed in easily marked and accessible places, which is a real break from some B2B companies who tend to dump a lot of content in one place and hope their audience can wade through it. It emphasises the point that quite often it not the amount of content that is important, but the quality of the content and the way it is organised and distributed.
If you are attending the summit one of the speakers you will hear is Chieu Cao, Co-founder and CMO, Perkbox which is a company that seeks to help businesses build happy and productive workplaces through offering additional perks to the employees.
The company has built up a superb content marketing arsenal which includes a lot of the basics, including explainers, blog posts and videos, but some innovations too. For example, Perkbox hosts its own series of mini TED style talks covering issues such as the science of happiness and and the gamification of HR, with the videos available on its site.
Another smart move is the collation of a chart of the top 30 HR influencers. It is an interesting and useful list and is fascinating, even for people from outside the HR industry, to see the strategy and tactics that the influencers are adopting. It also positions the brand as authority on HR influencers and is sure to have been widely shared on social after it was created.
For more details on the B2B Summit click here.
Ashley Norris, Consultant Editor, The CMA