Top 10 B2B Companies Doing Content Marketing Right

Top 10 B2B Companies Doing Content Marketing Right

Content marketing is an increasingly important tool for businesses looking to stay ahead of the competition and attract new customers. As the demand for engaging and effective content marketing continues to rise, so does the number of companies offering B2B content marketing services. 

In my research, I have chosen the top 10 B2B content marketing companies doing it right. These companies understand the power of creating and delivering high-quality content to engage, educate, and convert their audiences. 

They are successfully creating content that resonates with their target audiences, and they’re reaping the rewards. But first, let’s define content marketing.

What is content marketing?

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. The ultimate goal is to drive profitable customer action. 

Content marketing is an essential part of any B2B company’s marketing strategy, which helps build relationships with potential customers, drive traffic to their websites, and increase conversions. 

According to Content Marketing Institute, 77 percent of B2B marketers employ content marketing as a component of their entire marketing plan. Content marketing aims to establish business owners as thought leaders in their industry, thereby creating customer loyalty. And the best part? Businesses of all sizes can use content marketing!

What makes great B2B content marketing?

What separates the great B2B content marketing companies from the rest of the pack? Why are they able to have such a big impact on the sector?

Some critical factors set these companies apart. Great B2B content marketing is all about creating content that is relevant, valuable, engaging for your target audience, and able to inspire the expected response.

Content must also be well-written and well-researched, with a focus on quality over quantity. And it’s expedient to continually experiment with new formats and strategies to find what works best for your audience.

If you’re looking to improve your content marketing efforts, you can take a cue from the following content marketing companies:

The top 10 B2B content marketing companies

Here are the 10 most influential content marketing companies, based on expert analysis.

  1. Content Marketing Institute
  2. Copyblogger
  3. FinidiWrites
  4. Oracle Marketing Cloud
  5. Zendesk
  6. Hubspot
  7. Quick Sprout
  8. Coschedule
  9. Salesforce Content Marketing
  10. Contently

I will expand on the first three and their areas of focus that makes them stand out.

1. Content Marketing Institute

Content Marketing Institute (CMI) stands out by consistently providing high-quality and valuable information on the subject of content marketing. Here are some ways in which CMI distinguishes itself from other content marketing resources:

  • Comprehensive Coverage: CMI covers a wide range of topics related to content marketing, from content creation to distribution, and from SEO to social media. The brand’s content is tailored to different levels of expertise, from beginners to advanced practitioners.
  • Practical Advice: CMI’s content is highly actionable, providing practical tips and strategies that marketers can use to improve their content marketing efforts. The site offers templates, guides, and tools that make it easy for marketers to implement its advice.
  • Expert Contributors: CMI works with some of the top thought leaders in content marketing, who share their expertise and insights through articles, webinars, and podcasts. This helps to ensure that the content is up-to-date and based on the latest trends and best practices in the industry.
  • Engaging Formats: CMI uses a variety of formats to engage its audience, including articles, videos, podcasts, and webinars. The site’s content is designed to be easy to consume and visually appealing, making it more likely that readers will stay engaged.
  • Community Building: CMI has built a strong community of content marketers who share their experiences and insights with each other. This community includes a forum, a blog, and a variety of social media channels, where marketers can connect with each other and share their successes and challenges.

2. Copyblogger

Copyblogger provides high-quality resources and tools for writers and content creators. These resources help writers improve their writing and content marketing skills. The platform has a strong community of practitioners who share their experiences and insights with each other. Plus, the posts are highly actionable and based on the latest trends and best practices in the industry.

Here are a few ways in which Copyblogger distinguishes itself from other content marketing companies:

  • Emphasis on Writing: Copyblogger places a strong emphasis on the craft of writing, providing writers with practical tips and advice on how to improve their writing skills. This includes guidance on everything from headlines to storytelling, and from grammar to style.
  • Focus on Content Marketing: While Copyblogger’s content is geared towards writers, its focus is squarely on content marketing. The site provides writers with the tools they need to create content that is engaging, effective, and optimized for search engines.
  • Community Building: Copyblogger has a strong community of writers and content creators who share their experiences and insights with each other. The site’s community includes forums, a blog, and a variety of social media channels, where writers can connect with each other and share their successes and challenges.
  • Practical Advice: Copyblogger’s content is highly actionable, providing writers with practical tips and strategies that they can use to improve their writing and content marketing efforts. The site offers templates, guides, and tools that make it easy for writers to implement its advice.
  • Expert Contributors: Copyblogger works with some of the top thought leaders in content marketing and writing, who share their expertise and insights through articles, webinars, and podcasts. This helps to ensure that the content is up-to-date and based on the latest trends and best practices in the industry.

3. FinidiWrites

FinidiWrites provides practical tips and advice on a diverse range of topics related to writing and blogging. The agency has a team of expert writers and content creators who specialize in creating high-quality content for B2B companies and places a strong emphasis on communication and client satisfaction.

Here are some of the ways FinidWrites stands out

  • Focus on Practical Tips and Advice: FinidiWrites provides practical tips and advice on writing, blogging, and content marketing. The content is geared towards helping writers and bloggers take actionable steps to improve their skills and grow their online presence with a special focus on Software as a Service (SaaS) writing.
  • Strong Emphasis on Conversion: Finidiwrites places a strong emphasis on creating content that is designed to convert readers into customers. The agency uses proven techniques and strategies to create content that drives engagement, builds trust, and ultimately leads to conversions.
  • Comprehensive Coverage: Finidiwrites covers a wide range of content types, including blog posts, social media content, email marketing, and more. The agency is capable of creating high-quality content for any platform.
  • Attention to Detail: FinidiWrites places a strong emphasis on quality and attention to detail. The platform’s team of writers is skilled at conducting research and crafting content that is accurate, informative, and engaging. They also pay close attention to grammar, spelling, and formatting to ensure that the content is error-free. Making them very reliable for delivering excellent work.

Insights on their content marketing campaigns and strategies

If you’re wondering what these companies’ campaigns and strategies look like, let’s take a deeper dive.

One strategy that stands out across all these companies is their focus on data-driven content marketing. Utilizing A/B testing and predictive analytics, they can tailor content to their target audience’s needs to effectively engage users. 

Additionally, most of these companies ensure their content is visually appealing with the help of design experts. It’s always a good idea to consider the strategies used by successful B2B content marketing companies for your process. That way, you can cull some great ideas for your strategy!

Related Post: How to Build a Successful Content Marketing Strategy for B2B Companies

So what can companies learn from these top 10 B2B content marketing companies? For starters, hone what you do best. These well-known industry names have leaned into their strengths to build exceptional content marketing strategies.

Now, this doesn’t mean there isn’t room for creativity, but if you focus on just a few topics or industry-specific topics and ideas, you’ll be able to create more engaging and effective content than if you try to spread yourself too thin.

Furthermore, pay attention to how these companies promote their content through social media, email campaigns, and even television spots. Also, glean from the level of detail they use when creating it. 

When it comes to content marketing, it’s not just about quantity but quality. Ensure that your messages are tailored to your target audience and that every piece of content is optimized for maximum visibility.

Examples of successful B2B content campaigns

Let’s take a look at some of the most successful B2B content campaigns that have been created by influential content marketing companies.

#1. HubSpot’s Rebrand and Refresh

HubSpot’s “Rebrand and Refresh” is one of my favorites for many reasons. The campaign was designed to refresh the company’s brand image and increase customer engagement. The campaign featured a series of insightful blog posts, webinars, and in-person events that provided valuable resources and insights to HubSpot’s customers.

#2. Oracle’s “Data-Driven”

Oracle’s “Data-Driven” campaign focused on educating tech professionals on the power of data-driven marketing. This campaign included videos, white papers, case studies, and an interactive quiz that tested customers’ knowledge about data-driven marketing.

These campaigns demonstrate how content can be used to educate and inform customers about a particular product or brand. By creating informative and engaging content, these B2B marketing companies have been able to build relationships with their customers and drive meaningful ROI for their businesses.

Why is B2B content marketing important?

Any effective marketing approach must include content marketing, mainly because it enables businesses to reach potential customers, build relationships, and showcase their expertise in a way that other marketing techniques can’t. 

B2B content marketing is particularly important, as it allows businesses to reach an audience of decision-makers interested in learning more about your industry and services. B2B content marketing also helps boost visibility and credibility. 

Aside from that, content marketing helps to create relationships with prospects, generate leads, and ultimately drive conversions. Additionally, content marketing helps to build brand loyalty by showcasing a company’s unique approach and values. 

Wrapping up

So, there you have it: the 10 most influential content marketing companies in the B2B space! These brands are killing it with their content marketing campaigns, and they are worth keeping an eye on if you want to up your own content game. Whatever your content marketing needs may be, there’s a solution out there for you.

Are you looking for a content marketing expert that can help you reach your target audience on a budget? FinidiWrites is a content marketing professional with six years of helping individuals and companies get content marketing right. Book a free consultation with me now!

How to build a successful content marketing strategy for B2B business in 2022

How to Build a Successful Content Marketing Strategy for B2B Companies in 2022

Many industries constantly experience dynamic changes that disrupt conventional global processes, including content marketing. To build a successful content marketing strategy for B2B in 2022, you must follow the latest trends and do things differently than your competitors. 

WebFX research showed that 69 percent of B2B companies have a documented content marketing strategy for creating awareness and promoting their brand. Therefore, it is clear that having a well-defined content marketing strategy is crucial to getting results in business.

In this post, I’ll show you a failproof method for building an effective content marketing strategy for your B2B business in 2022.

Intro to content marketing strategy for B2B

Knowing your audience, their interests, and what makes them pay attention is vital before creating content for your business. That is, an effective content marketing strategy essentially revolves around your audience.

Content marketing for B2B businesses aims at promoting goods and services to other companies using written, graphical, or other forms of content. Content marketing also helps build brand reputation and awareness. Amazon is a prime example of a B2B corporation that acts as a bridge for vendors to sell to customers or other businesses. 

Why is content marketing important for B2B?

Content marketing has multiple benefits, including cost-effectiveness, traffic generation, brand awareness and reputation, and lead generation. 

According to a CBS News article, the world has moved from viewing between 500-1,600 advertisements daily in 1970 to more than 10,000 daily ad impressions in 2022. 

What this means is content marketing has become crucial for all businesses in 2022, making it necessary to develop an effective content marketing strategy that puts you in front of your audience and helps you get measurable results.

What is content marketing strategy for B2B? 

Content marketing focuses on creating, managing, and updating content across various channels to build brand awareness, attract qualified leads, boost website traffic, and drive CTAs that result in more sales for a company.

The content marketing strategy addresses the audience’s most pressing issues, so they will choose to do business with them over their competitors. The foundation of every successful content marketing strategy must be a thorough understanding of the target audience.

Tips on how to build a successful content marketing strategy for B2B

1. Define your content marketing goal

The strength of an effective content marketing strategy is the capacity to live up to your established expectations in a B2B space. Many companies often aim to amass traffic and generate qualified leads as a return on investment.

It would help to hire an analyst to assist you in defining a realistic content marketing goal based on accurate data and statistics. This decision can help you avoid spending a significant content marketing budget but getting little results.

A content marketing goal should typically spell out the market, content channels, content format, key objectives, and expected results.

For instance, a B2B business selling services to online vendors might want to focus on building brand awareness and reputation. Tailoring content marketing to social media, advertising platforms, etc. may be a more efficient strategy to achieve this goal. 

2. Understand your target audience

Understanding your audience’s demography is critical to building a successful marketing strategy because that’s the only way to ensure your efforts don’t go down the drain.

Many business owners often get carried away with meaningless engagement that does not lead to any significant result. Interestingly, some companies buy likes and engagements to look promising and successful. 

This behavior looks good in the short run but will eventually harm your business and stifle real growth. 

That said, understand your target market to the littlest detail. A simple rule to help you pin down your target customer is the “ask three times, top-to-bottom” rule.

For instance, if your business caters to accounting firms, you can ask the following questions:

  1. What kind of accounting firm do my products fit perfectly?
  2. What department in such an accounting firm needs my products/services?
  3. Who is the head of such a department in that accounting firm

With these questions, you’ll understand who to target more clearer. And then, you can decide the best way to target them by finding out the platform they are more likely to spend most of their time.

Their favorite platforms may be LinkedIn, Instagram, Facebook, or Twitter. On the other hand, they may simply be out of social life and more interested in emails, long-form blogs, newspapers, etc.

Once you have resolved that, you can hire a writer that can help you curate content on those platforms.

Related Post: Best Platforms to Hire Content Writers for Your B2B SaaS Business

3. Pay attention to SEO and keywords

Keywords and SEO are vital for online businesses as they leverage consumer behavior while making searches on the internet. After understanding your target audience, you need to find out how they behave on the internet.

If you are a talent marketplace for matching companies with software developers, for instance, your prospective audience (companies) will likely search “best platforms to hire software developers.”

It would help to use a keyword tool, such as Ahrefs, KWFinder, Moz, Semrush, Ubersuggest, etc. These tools have more valuable metrics to help you determine a unique set of keywords for reaching your audience.

Other SEO practices, including on-page and off-page SEO, can get you through the roof in reaching your audience.

4. Choose the correct content formats and channel

Your prospective clients have different interests and behavior online. First, learn the best channels to reach them. Do they lurk on social media groups, scroll through their feeds, or consume more complex materials? If you have discovered their favorite platforms or channel, you need to know what content they like.

For instance, businesses that are more active on Instagram may enjoy fun-like and graphical content. Other companies may hardly have a social media presence, and it would be best to reach these companies via blogs or emails.

5. Position your brand with a unique voice and feel

Every aspect of your content marketing should tell your prospects something about you. Your brand colors, tone, design, and packaging carry a message to your market. And so, you have to be conscious of the message you are passing across to your customers. 

One popular example is Nike. Using a Nike product, you’ll tend to feel motivated because of the brand’s slogan: “Just do it!”

It’s best to have a consistent style and tone to give your prospects an idea about you and help them quickly determine if they want to use your services.

6. Be creative

Content marketing for B2B strategy becomes successful when you mix thoroughness with creativity. If your content is uninviting, your audience will likely gloss over or ignore it. Therefore, you should take the time to create content that appeals to your audience.

To improve your creativity, try different content formats until you find the one that resonates more with your audience. Once you discover a more inviting content format, build on that and double your creativity in that area.

7. Be consistent

No company would take you seriously if you are inconsistent in your content campaign. Being consistent does not mean you are always saying something 24/7 but that you are regular with your campaigns. Your prospects know when you’ll show up, and they never get disappointed.

It’s vital to note that the more frequently you show up, the more you’ll win your prospects’ hearts. And that’s because consistency is proof that you are authoritative in your industry and can effortlessly solve their problems. 

Wrapping up: How to build a successful content marketing strategy for B2B companies in 2022

The world is changing quickly, and your content marketing strategy needs to be adaptable. To build an effective content marketing strategy in 2022, set a clear goal, identify your audience, use SEO, be creative, and be consistent.

Are you a business owner looking to grow your company with an effective content marketing strategy? You have come to the right place! Book a free consultation with me now, and let me teach you how to get 2-3X results for your company.


1. How do you create a B2B content strategy?

i. Set a clear goal

ii. Identify your target audience

iii. Define your content type

iv. Be creative

v. Be consistent

2. Does content marketing work for B2B?

Yes, content marketing helps B2B businesses build trust with customers. It also helps them establish an authority in their industry.

3. How do you attract a B2B customer?

i. Create new products/services or update existing ones regularly.

ii. Use content marketing and other digital marketing channels.

iii. Ask current clients to refer you.

iv. Facebook and SEO come in handy for local businesses.

v. Use direct emailing to stand out.