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The Brands with The Best Content Marketing

We’ve singled out these four B2B brands with some of the best content marketing around.

Content marketing has become a fundamental part of any successful B2B marketing strategy. It allows businesses to engage with their audience, establish authority, and drive leads by creating and sharing valuable content. In fact, 91% of B2B marketers use best content marketing practices to successfully reach customers, and this trend is only expected to grow and become more competitive with the advent of AI-generated content.

But as the AI content arms race intensifies, which brands stand out with the most engaging and user-aligned content marketing? Read on as we showcase four amazing examples of B2B content marketing from SaaS, software and IT, fintech, and professional services industries to inspire founders and demonstrate the power of content marketing.

Contents – our pick of the brands with the best content marketing

  1. Adobe – best content marketing harnessing UGC
  2. Deloitte – providing users with knowledge and insights
  3. SAP – carefully segmenting content for audiences
  4. Airwallex – creating content for each stage of the buyer journey

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Adobe – best content marketing harnessing UGC

Adobe is a well-known software company that provides tools for creative professionals. Their content marketing strategy is centered around their vast blog and resource centre, which covers a wide range of topics, including design, creativity, and technology. They use their blog to share informative and educational content with their audience, and they do this in a way that’s highly engaging and interactive for their users.

We picked Adobe as a great example of best content marketing practices because:

  • They create useful and engaging content that’s relevant to their audience, especially around trending topics in creative design.
  • They highly encourage user-generated content through social media and their Instagram campaign #Adobe_Perspective where the brand sourced and reposted content from creators who used Adobe products to create amazing designs.
  • They also get B2B customers involved with user-generated content for example through the #createyourstory hashtag campaign where professional users uploaded examples of the work they created with Adobe tools.

The results of Adobe’s content marketing strategy are impressive. Their blog.adobe.com generates well over 500k visits a month, and their social media channels have 1.5 million followers on Facebook, 1.5m on Instagram, and 900k on Twitter.

If you want results like Adobe, remember many UGC platforms can help you get started.

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Deloitte – providing users with knowledge and insights

Deloitte is a global professional services firm that provides audit, consulting, tax, and advisory services. Given the breadth of Deloitte’s services and the span of its user base, gearing up its content towards a specific target audience is rather complex. So the Big Four consulting firm has spent years building up a knowledge hub for its client base. Their content marketing strategy focuses on creating informative and educational content designed to help their clients solve complex business challenges—and they do it very well indeed.

We picked Deloitte for best content marketing because:

  • Their educational content hub, Deloitte Insights, covers trending topics in the industries they serve including the latest research, analyses, and insights. 
  • From trending topics and insights to spotlight pieces and reports; readers can easily find relevant articles to their industry by browsing through the well-designed space.
  • Did we mention they publish their Insights magazine on their blog too? You can read the publication and sign up to their newsletter and listen to their podcast to catch their latest content in a format that suits you.

Deloitte does content marketing at its best, and they have the stats to prove it. With their combined channel strategy, their website racks up an impressive 10m visits per month and their pages per visit and average time spent on page show that users are staying and engaging with multiple bits of content too. That’s why it pays to produce decent content packed full of insights that are relevant to your audience.

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SAP – carefully segmenting content for audiences

SAP, the German software company providing enterprise-grade software to manage business operations and customer relations, is one of the largest of its kind and spans over a dozen sectors. Their content marketing strategy is centered around segmenting their target audiences and fine-tuning their messaging for each segment.

We picked SAP as our third example of best content marketing because:

  • Their content marketing includes generating content for 19 distinct user groups and they tailor their messaging to be relevant and engaging for each industry.
  • Did we mention they include content relevant to all industries and workplaces too? They produce great coverage of current trends and challenges people and brands face too.
  • SAP distributes its targeted content via its blog plus email newsletter, LinkedIn and Twitter as well as their SAP Community Network and events marketing.

So how does SAP’s content marketing measure up? Well, taken as a whole, their sales and marketing expenses stood at €7.5bn in 2021, while their revenue reached €27.84 in the same year. A key component of SAP’s marketing that contributes to its impressive revenue is that its content caters for existing customers as well as new business, which is especially important for upselling and retention.

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Airwallex – creating content for each stage of the buyer journey

Airwallex is a financial technology company that provides international payment and financial services to businesses. Their blog is well laid out and a great example of how to classify content. The Australian fintech posts about relatable topics such as customer interviews, guide-style posts, finance trends, and company news.

We picked Airwallex as our fourth example of best content marketing because:

  • They include carefully designed product pages optimised for search discovery and UX.
  • Their content funnel is very well laid out with CTAs on their bottom-of-funnel pages, such as product pages, and minimal or even no CTAs on their mid-funnel pages.
  • The brand positions itself as an expert in their field with solutions to the challenges customers face, and with this approach, Airwallex understands what its users are searching for and how to tailor content towards them.

So, how effective is Airwallex’s content marketing? The fintech is now a global leader in cross-border operations and they have helped brands remove traditional barriers and costs to international remittance. Since they were founded in 2015 they have successfully scaled to 1,200 people across 19 regions, and their revenue surpassed $200m in Q3 2022 with the company valued at $5.5bn during their latest funds raise.

The proof is in the pudding – a genuinely useful product backed by steady and consistent content marketing gets results.

Inspiring you to do your best content marketing

The benefits of amazing content marketing are demonstrated by the successful strategies of the world’s leading B2B brands such as those listed above. By producing high-quality, engaging content that educates and entertains audiences, these companies have been able to build strong relationships with their customers that drive impressive revenue and growth.

Taken together, these examples should inspire you and your fellow founders to showcase your brand and demonstrate your amazing services through the power of content marketing. At Linguakey, we specialise in helping businesses of all sizes develop and implement effective content marketing strategies.

Contact us today to learn more about how we can help you achieve your marketing goals through the power of content marketing.

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