11 B2B Content Marketing Examples in 2024
Creating good content is a must for B2B brands in 2024. Today’s top companies know how to plan content marketing to connect with audiences, establish authority, and offer real value.
This can be done through various formats, such as blog posts, e-books, and in-depth reports.
Some brands are also leaning into more interactive options like webinars, events, and even podcasts to keep things fresh and engaging.
That’s why, to get you inspired, in this blog post, we’ve shared 11 brands that have truly mastered B2B content marketing and the top 5 B2B content marketing examples you should know about.
Let’s go!
TL;DR
11 Brands That Are Doing it Right
Here are some top brands that know what they’re doing when it comes to delivering valuable B2B content marketing.
1. Trello
Trello is a great platform for keeping all your tasks and team projects organized in one place.
It’s definitely my go-to tool for project management because it’s so simple to use and has such a clean, visually pleasing layout. Tasks are organized on cards; you get a clear view of them and their status (like To Do, Doing, or Done).
It has a drag-and-drop interface, so managing tasks and moving them across tickets is really practical.
75% of organizations report seeing real value from Trello within the first 30 days of using it.
Trello adds even more value for businesses with its community and content hub. These are spaces where you can find resources on project management, productivity, and collaboration.
You’ll find guides, templates, and industry case studies that show how different teams use Trello to stay on top of tasks.
The content is available in six languages, which makes Trello a great B2B content marketing example that’s both useful and accessible worldwide. Breaking down language barriers is a feature that supports businesses no matter where they operate and makes the platform tools even more useful for international teams.
Pricing
Trello comes with a free plan for you and your team. For more advanced features, you can choose from the Standard Plan, at $5 per user/month, Premium Plan at $10 per user/month or Enterprise, which is flexible and starts at $17.50 per user/month.
Rating
G2: 4.4/5.0
2. HubSpot
HubSpot is a platform that helps businesses connect with B2B customers and manage all aspects of their marketing and sales in one place.
A big part of their strategy is sharing free resources, such as reports, guides, and e-books, that bring value to readers. You’ll find such materials as soon as you scroll on their website or read through a blog post.
Because they are so well-researched and relevant, HubSpot has become a top choice for business owners and marketers who want valuable advice in their niche.
My favorite part of their content strategy is HubSpot Academy, where you’ll find many courses on popular topics such as digital marketing, email marketing, revenue operation and more.
By creating a library of educational content, HubSpot has positioned itself as a leader in business learning. It gives people the tools to succeed and grow, regardless of whether they’re HubSpot customers.
Pricing
HubSpot offers a free plan with basic marketing tools. For more advanced features, the Starter plan begins at €15 per user/month, while the Professional plan starts at €792/month. For enterprises, the plan starts at €3,300/month.
Rating
G2: 4.4/5.0
3. Buffer
Buffer is all about making social media easy for businesses. It’s a platform where B2B companies can schedule posts, manage multiple social accounts, and even check what’s working through clear analytics.
On LinkedIn, Buffer shares helpful tips that businesses can use right away. They talk about tips on how to use the platform, data they’ve worked on, the latest updates, and much more.
Buffer’s team always posts or reshares valuable content. They also like to mix it up with posts that include charts, infographics, and short videos to make their advice easy to follow and engaging for anyone reading.
For companies looking to build their brand and connect with customers, Buffer is a go-to tool that takes the stress out of social media management.
Pricing
You can use Buffer’s Free plan if you’re an individual or small business. For more features, the Essentials plan starts at $5 per month per channel. The Team plan begins at $10 per month per channel. Agencies handling multiple accounts can opt for the Agency plan, which starts at $100 per month.
Rating
G2: 4.3/5.0
4. Slack
Slack is a great B2B content marketing example that helps teams communicate and collaborate on projects.
Instead of relying on long email threads, Slack lets teams chat in real-time, with dedicated channels for different projects or topics.
For businesses, this means faster responses, clearer updates, and less time spent sorting through emails - a huge win for productivity.
Slack team seems to know what they’re doing when it comes to B2B content marketing strategies. Their resources library is where the magic happens. It’s full of helpful guides, e-books, and tips on using Slack for different business needs, covering industries like healthcare, finance, and retail.
A great B2B content marketing example from Slack was their "State of Work in 2023" report. It highlighted workplace trends and challenges, giving businesses practical insights on increasing productivity and adapting to new changes.
For B2B companies, Slack also makes it simple to collaborate with external partners or clients.
This is thanks to Slack Connect, where businesses can set up secure channels to chat directly with other organizations.
Pricing
Slack’s pricing starts with a Free plan for basic use. The Pro plan costs $8.75 per user/month, which is ideal for small teams, while Business+ costs $15 per user/month for growing teams that need more support. For large organizations, Slack offers Enterprise Grid with custom pricing.
Rating
G2: 4.5/5.0
5. Salesforce
Salesforce is a go-to platform for businesses that need help managing customer relationships. Its main tool, Salesforce CRM, integrates sales, marketing, and customer support in one place.
Their “Learning” section has guides on everything from sales and marketing to specific industry insights, all organized by topic and role.
Another great resource they offer is the "State of Sales” report, which shares practical trends and best practices for businesses.
By having everything connected in one system, businesses can get a clear view of each customer’s journey. Such insights help teams personalize their approach and build stronger relationships.
Salesforce is also big on helping users learn and grow. With Trailhead, “The fun way to learn” as they call it, businesses can train their teams on everything from using Salesforce tools to understanding the basics of sales and marketing.
Pricing
Salesforce pricing plans all depend on the solution you’re after. For small businesses, prices start at $25/month.
Rating
G2: 4.4/5.0
6. Mailchimp
We all know the power of a well-timed email. It’s one of the best ways for businesses to stay connected with customers and keep them in the loop, and Mailchimp is a top choice for making email marketing easy and effective.
Mailchimp’s content marketing focuses on helping small businesses at every stage, from launching to growing and scaling up. They keep their approach diverse in different content formats, like blog articles, tutorials, a business magazine (Courier Media), and even original video series.
Everything is designed to make marketing feel accessible and practical.
What I love about their marketing strategy is that it doesn’t just focus on promoting. They educate the audience by creating and publishing valuable yet fun content.
Pricing
Mailchimp offers four main pricing tiers to fit different needs. The Free plan is best for smaller teams, while the Essentials starts at $13/month for more advanced tools. For growing businesses, the Standard plan begins at $20/month and the Premium plan from $350/month.
Rating
G2: 4.3/5.0
7. Zendesk
One great B2B content marketing example is Zendesk.
Not only it’s helpful for businesses who want to streamline customer support, but they provide value through their content as well.
Zendesk’s content marketing is all about making customer service easier. Their resources library has guides, articles, and reports that explain important customer service trends and give useful advice.
Teams can learn more about this platform through their training and certifications.
To connect with users, Zendesk hosts webinars and events and has a community forum where people can share tips and help each other.
Zendesk also provides insights and reports that help companies improve their service. Businesses can see what’s working and where to make adjustments.
Pricing
Pricing plans depend if you need them for services or for sale. For services, the pricing plan starts at $55 per agent/month billed annually and for sale at $19 per agent/month billed annually.
Rating
G2: 4.3/5.0
8. Shopify
Shopify is a top choice for B2B businesses that want to sell online.
Their blog offers insights on starting and scaling an online store, e-commerce trends, and practical tips for entrepreneurs.
Shopify Academy is where you’ll find free online courses that help businesses grow their knowledge on topics like marketing, product management, and customer retention.
Shopify also shares in-depth research reports, like the "Future of Commerce" report, which highlights trends shaping the retail and e-commerce landscape.
Pricing
You can use Shopify for free, or if you need more features, you can try the Basic plan at $24/month. For expanding teams, the Shopify plan is $69/month, and the Advanced plan is $299/month. Larger businesses can choose Shopify Plus with custom pricing to support enterprise needs.
Rating
G2: 4.4/5.0
9. Hootsuite
Hootsuite is a favorite tool for B2B companies that have ‘hundreds’ of social platforms to manage.
With Hootsuite, teams can schedule posts, track engagement, and monitor multiple platforms. This saves time and keeps everything organized, making it easier for businesses to keep up a strong, consistent presence on social media without switching between accounts or platforms.
Their resources include everything from case studies, webinars, blogs, courses and social media trends.
Hootsuite’s analytics feature is a big plus for B2B companies looking to see what works and what doesn’t. The platform provides detailed reports on metrics like engagement, reach, and follower growth so teams can adjust their strategy based on real data.
This means businesses can understand what types of content connect best with their audience and make data-driven decisions to improve performance over time.
Pricing
The Professional plan is $99 per month, while the Team plan is $249 per month. For larger organizations, the Enterprise plan offers customized pricing.
Rating
G2: 4.2/5.0
10. LinkedIn
LinkedIn is the most powerful B2B marketing platform for networking.
Its content strategy is centered on sharing valuable value-driven posts, articles, and engaging visuals, which attracts an audience interested in professional growth and industry insights.
LinkedIn’s approach to B2B marketing encourages companies to create content around industry-relevant topics, positioning themselves as thought leaders.
For B2B companies, LinkedIn’s tools like LinkedIn Analytics and Campaign Manager track content performance, audience demographics, and engagement.
LinkedIn’s native features, such as live streaming, polls, and carousel posts, also allow B2B marketers to keep the interaction going.
Employee advocacy programs are another LinkedIn strength, through which, employees get to share and interact with branded content.
Pricing
LinkedIn is Free to use. LinkedIn Premium ranges from $30/month to well over $100/month.
Rating
G2: 4.3/5.0
11. Asana
Asana is a top choice for B2B companies to organize their content and projects. Its content marketing is designed to make complex workflows and project management more accessible.
They promote themselves by sharing resources like forums, certificates, events and other materials that help businesses grow.
Another great content marketing strategy they use is offering free templates you can access with one click.
Altogether, Asana’s resources empower teams to “work smarter, not harder”, and it does make a standout example in B2B content marketing for project management.
Pricing
Asana comes with these plans: a free Personal plan for individuals and small groups, the Starter plan at $10.99 per user/month, Advanced at $24.99 per user/month, and Enterprise, which provides custom pricing.
Rating
G2: 4.4/5.0
Real-Life B2B Content Marketing Examples
Here’s a look at some other top B2B content marketing examples that show how brands can creatively engage their audiences and establish authority in their fields.
1. McAfee’s “Hackable” Podcast
Winner of Best Branded Podcast at the Shorty Awards (10th Edition), McAfee’s “Hackable?” podcast is a great example of B2B content marketing.
It’s interesting to see the evolution of B2B from the same content format (like case studies, webinars, reports) to engaging, helpful and fun content like podcasts.
McAfee’s Hackable? podcast is a perfect example of this shift. Instead of sticking to typical B2B content, Hackable? Answers real cybersecurity questions, like “Can someone hack your Bluetooth?”
Not only that’s very informative, but it’s entertaining to listen to.
Instead of pushing their products, McAfee uses this platform to discuss security in a relatable way. For B2B brands, a podcast like this translates into more credibility and meaningful connections with the audience.
2. CB Insights Newsletter
Getting newsletters has never been this fun before! CB Insights’ newsletter combines useful tech and venture capital insights with a dash of humor, using witty subject lines and clever memes to make complex business topics more engaging.
It’s a go-to for busy professionals who want to stay informed in an easy-to-read format, and it proves that even “serious” industry news can have a fun side!
3. Gong’s LinkedIn Mini-Content Series
If you have never seen Gong on LinkedIn before, let me tell you more about it.
Gong is a revenue intelligence platform that has turned LinkedIn into a powerful B2B marketing tool by sharing valuable content.
The LinkedIn strategy they use focuses on making its brand stand out by sharing helpful, easy-to-digest insights. They regularly post tips for sales professionals, backed by data, that followers can apply right away.
The posts are clear and direct, with engaging visuals that make them easy to spot in a busy feed. Gong's team also shares in a friendly, relatable way, making even technical data feel accessible.
For a full breakdown, check out this great analysis here.
4. Deloitte Insights
Deloitte has established its Deloitte Insights platform as a knowledge center for B2B audiences across various sectors, including government, technology, and finance. Through in-depth reports, case studies, webinars, and podcasts, businesses can find the solutions to their challenges.
It’s a “resource hub” that’s both educational and informative, but at the same time, a smart strategy that positions Deloitte as an authority.
5. Google’s “Think with Google”
Google launched a series of thought leadership pieces on its “Think with Google” platform.
Long-form reports are published, such as those analyzing digital trends and consumer behavior.
This platform engages B2B marketers through in-depth insights and practical data. At the same time, it establishes Google as a go-to resource for industry knowledge.
Final Thoughts
Building a strong B2B content marketing strategy is all about knowing your audience and providing value through content that solves their problems. Many brands, like those mentioned in this blog, have mastered this “secret” and continue to come up with brilliant ideas when it comes to fresh content marketing strategies.
The examples above show how they easily engage and provide value in ways that resonate with users, whether that takes the form of a podcast, newsletter, blog post, or another format.
We hope these B2B content marketing examples inspire you as much as they inspired us! And if you’re looking for the right agency to elevate your B2B website design, feel free to check out our guide to B2B Website Design Agencies for a list of top agencies that understand B2B needs.
FAQs
1. What are some effective B2B Content Marketing Examples in 2024?
In 2024, top examples include brands like Shopify, Trello, HubSpot, Mailchimp, and LinkedIn, which deliver valuable, audience-focused content through blogs, newsletters, and interactive social posts.
2. Why is B2B content marketing important in 2024?
B2B content marketing helps brands build authority, engage target audiences, and provide value through relatable content. The 2024 examples show how brands succeed by sharing insights, resources, and industry knowledge.
3. How can my brand implement strategies from B2B Content Marketing Examples in 2024?
Learn from leading brands by studying their strategies. Understand your audience's needs, and then choose the right format to deliver valuable content.
