B2B content doesn’t have to be boring. From infographics to podcasts, there are many content formats you can use to educate, entertain, inspire, and connect with your audience. But why do so many B2B marketers produce material that is boring, generic, or completely unreal? Maybe they don’t have the right resources. Maybe they don’t have the right content strategy. Or maybe they don’t have the right ideas. If you fall into any of these categories, don’t worry. We can help you get back on the right track, starting with some fresh inspiration. Here you’ll find some of our favorite recent B2B content examples that prove how creative you can be – even in B2B.
10 Unique and Exciting Examples of B2B Content
Top brands use creativity, diversity, and good storytelling to create engaging content that goes far beyond a boring B2B eBook. These examples prove how different formats, good design, and valuable content can make your brand stand out at every stage of the buyer’s journey.
1) simple changes by Bender (Video)
Why we love it: Ridiculously entertaining
How do you use a small budget to get people interested and tell your brand story in less than 20 seconds? If you are a binder, you dress up as a dinosaur and get creative. This is a great example of smart content that stands out. It’s a simple and fun concept, but most importantly it delivers a simple message: “Don’t get caught up in prehistoric processes.” Bynder invites you to think outside the box and develop your content creation process, something they’ve proven to be experts at in this video alone.
2) The return of personal events from Splash (Tools)
Why we love it: Bright and bold brand identity
Coming back to personal events after a pandemic may seem intimidating, but this delightful toolkit makes it exciting. It’s full of helpful resources to make event planning easier, but it’s really the colorful creative therapy that caught our eye. A lot of B2B designs are considered “safe,” but Splash follows his name and makes a true statement with a playful purple palette that makes you feel like you’re after a piece of entertainment.
3) The Art and Science of Content Collaboration By Ceros (interactive guide)
Why we love it: A + design
Ceros is a cloud-based design platform that powers the most exceptional interactive content on the web. It’s no surprise that they use interaction in their marketing content. Not only is its content great but the presentation is perfect. The visuals have personality, the animations are smooth, and the content is easy to navigate. We’ve been consumed with a lot of content about the power of great storytelling, but this guide does a great job of telling the brand’s story as well, as their personality is in every part. It’s the type of resource you want to bookmark and come back to over and over again.
4) Search for Salai By SAP (podcast)
Why we love it: experimental approach
This podcast was a unique part of the SAP Leonardo brand marketing plan (SAP business unit and software platform focused on using smart technologies like blockchain and IOT in business). But instead of taking a more traditional approach (for example, a business podcast that discussed innovations in technology from thought leaders), they decided to try something completely different and produce a 9-episode narrative podcast that combines time travel, mystery, and more. Ultimately, the goal was to reformulate the cultural narrative around new technologies (such as SAP technologies) using storytelling as a key tool. The project was so successful that it was awarded Best Content Marketing and Podcasting Project at the Content Marketing Institute in 2019.
5) Videoump (website)
Why we love it: Distinctive design
Every piece of content that your brand creates reflects your personality, and your website is one of the most important ways to express that. At a time when many B2B sites were completely generic, model-driven, and uninteresting, VideoAmp used their website to tell their brand’s story from the moment you click on it. Sleek design, data-inspired animation, and powerful messaging differentiate them from competitors and tell you everything you need to know about who they are and why you should work with them.
6) Davy (social content)
Why we love it: amusing AF
Credit card management isn’t always the most attractive or interesting topic, and you rarely think of a financial company as an entertaining source of content. Then Divvy came along. Their social strategy blends great design with a dash of trickery to create compelling social content that will make you LOL. For example, their #ExpenseHorrorStories feature anecdotes about the craziest things people have tried to present as corporate expenses. Not only are the stories fun, but they create a sense of camaraderie and empathy among Divvy’s clients. It’s hard to do in B2B, but they do it brilliantly.
7) Assess the maturity of your customer service by Freshworks (@Quiz)
Why we love it: Valuable personal content
Quizzes are the perfect gateway to help you build a relationship with a potential client. It is particularly effective because it builds a personal story about the user, directing them toward the information they need. This Freshworks test helps you understand the state of your customer service process, providing an overall score, a detailed analysis of your performance, and recommended improvements. The test, presented in this simple and well-designed package, offers value and helps users make better decisions to improve their success.
8) The Ultimate Back to Work Checklist for Managers, IT Leaders, and Employees By Wrike (checklist)
Why we love it: Simple but effective
Anytime you make your audience’s life easier, they’ll appreciate you. Guides, workbooks, toolkits, and checklists like these are especially effective. We love Wrike’s simple checklist for two reasons: It’s well-designed, it’s brand-related, it’s comprehensive, and it provides readers with all the information they need to keep their workplace safe in the wake of the pandemic.
9) Selling ROI Calculator (a tool)
Why we love it: My work with personality
The tools are very useful, but they are almost indistinguishable from each other. If your brand is providing valuable content to someone, you want them to know that it is your brand. Bardot does this well. Their ROI calculator is directed by a friendly mantra that adds context to each question. It feels less like a calculator and more like a game, which completely changes the experience.
10) 2020 Siemens Sustainability Report (Infographic)
Why we love it: Highlights people time
Your company values are a huge part of any B2B brand story, so creating content that highlights that is crucial. Siemens is doing this well with its 2020 Sustainability Report. To make it easier to access the insights from the report, they’ve created a simple graph detailing progress. Using design to bring content to life, they can share their highlights without having to dig through the entire report. (However, it’s also a great starting point for encouraging people to check out the full report.)
How to make B2B content better
No matter what your product or service is, you can create interesting and engaging content if you have the strategy and infrastructure in place.