Finding fresh inspiration for B2B content marketing can be a chore.

You scroll through endless LinkedIn posts from content marketing thought leaders and somehow always end up looking at the same handful of ‘innovative’ Hubspot content campaigns that have been doing the rounds for years.

It’s why I started keeping a personal swipe file of the most creative, unique, smart B2B content marketing examples I come across – so I always have a bank of ideas and inspiration to draw from for my own work.

That personal swipe file morphed into a monthly newsletter called ‘This Month In Content’, where I share one standout content marketing example each month – if you want to build up your own content swipe file, make sure you subscribe.

And in the meantime, I’ll walk you through the 20 best B2B content marketing examples I’ve bookmarked recently – let’s dive in.

B2B content marketing examples

1. Typeform’s ‘Get Real’ influencer marketing research
2. Pinpoint’s Red Flag, Green Flag LinkedIn video series
3. UserEvidence’s ‘The Long Game’ YouTube show
4. Storyblok’s Real Marketing Curriculum
5. Vector’s Proven Playbooks
6. Lovable’s tech history YouTube Shorts
7. Air’s ‘Zoltair Speaks’ predictions report
8. Sourcescrub’s social proof-led competitor comparison pages
9. Fontanesi’s first interview by WePresent
10. 8 SEO Hiring Managers Share Their #1 Interview Question by Ahrefs
11. Synthesia’s library of video templates
12. Domo on data
13. Groobarb’s weekly letters on farm life
14. Traffic Scotland’s Gritter Tracker
15. The Climate Reality Check by Good Energy Stories
16. Google’s Year in Search
17. The best and worst cold call openers by Gong Labs
18. Greenly’s Legislation Checker
19. Relato’s expert-fuelled blog on failed content strategies
20. Pinterest x Thingtesting gift guides

Example 1: Typeform’s ‘Get Real’ influencer marketing research 

Original research reports are one of my favourite formats for B2B content marketing – using proprietary data from your product or conducting a survey to find unique insights on the problems your audience is wrestling with.

The classic approach is to turn those insights into a downloadable PDF (I’m guilty of this myself with our latest Ravio report). 

This can be a good fit for some audiences, but the risk is that the user flicks through the PDF once and then it disappears into their download folder, never to be seen again, no matter how good the insights.

Typeform’s ‘Get Real’ campaign takes a different approach. They surveyed 1,300 influencers, marketers, and content consumers about the reality of influencer marketing – what actually works, what feels fake, and where the industry’s biggest challenges lie.

But instead of hiding insights behind a gated PDF, they created an interactive landing page that presents the key themes across five ‘chapters’ centred around key quotes from the survey respondents.

The most interesting aspect to me is that they gathered 146 video responses as part of the survey, meaning they’ve been able to weave that video throughout the landing page (and use it for the wider campaign – that’s an instant 146 LinkedIn posts right there).

This, plus the heavy use of quotes throughout the landing page too, ensures that human voices are front and centre – it isn’t just showing the data findings, it’s highlighting the stories and evidence behind the data too.

So what makes this a great example of B2B content marketing?

1. Real voices, not just data points. Instead of sterile charts and graphs, you’re hearing directly from the survey respondents with videos and quotes peppered throughout the landing page. Chapter titles like “Let the influencer cook” come straight from respondent quotes, making the insights feel authentic rather than manufactured. The LinkedIn campaign also focused on working with both respondents and other creators, again centring human experiences.

2. Interactive storytelling over static report. Rather than hiding insights behind a form, Typeform made the findings easily digestible and shareable. Each chapter includes actionable takeaways for marketers, influencers, and consumers right there on the page – turning research into genuinely useful guidance that users can come back to again and again. 

3. Natural distribution built in. Distribution is often the hardest part of an original research report – you’ve got some great findings, but how are you getting people talking about them? By asking 146 people to submit video responses, Typeform essentially created 146 potential brand advocates who would naturally want to share their thoughts when the report launched. 

4. Tapping into industry frustration. The findings on over-briefing and micromanaging creators clearly struck a nerve. The campaign sparked loads of organic conversation on LinkedIn, with creators and marketers sharing their own experiences around creative control and authentic partnerships – like Devin Bramhall, Isabelle Hasslund, and Christina Le, for instance.

5. Brand and product all-in-one campaign. Original research via surveys is perfectly aligned with Typeform’s product. The example of showcasing video responses also brings a beautifully subtle way to highlight Typeform’s own survey capabilities, with the option to gather video and audio responses built into their survey tool. It’s a brand campaign, but it’s a product campaign at the same time.

The result is a campaign that moves industry conversations forward whilst also showcasing Typeform’s survey capabilities.

Example 2: Pinpoint’s Red Flag, Green Flag LinkedIn video series

Creative content series are having a moment in B2B marketing – they’re becoming one of the few ways to build a defensible brand moat in an era where AI can churn out generic ‘educational’ content at lightning speed.

Pinpoint’s Red Flag, Green Flag is a great example of this creative series thinking. It’s a distinctive, audience-aligned, ownable content format that’s impossible to replicate without looking like a copy. 

The Pinpoint team filmed talent acquisition professionals  giving their ‘red flag or green flag’ reaction to common candidate scenarios – like “asks about salary in the first 5 minutes” for Lewis Wilson (TA Lead at Telefónica) or “refers to their team as ‘work fam'” for Sam Sharmay (Head of Recruitment & Employer Brand at Penguin).

The result is a set of videos containing genuine and unscripted responses to common hiring scenarios – ranging from thoughtful analysis to visceral “big red flag” reactions. They’re situations that Pinpoint’s audience can instantly relate to, and the comments make it clear that the discussions are resonating. 

So what makes this a great example of B2B content marketing?

1. Audience-first edutainment that actually serves. This series hits the sweet spot of being offering educational insights into how others approach these challenges, whilst also being genuinely entertaining. It addresses daily frustrations, validates experiences, and provides tribal knowledge that only industry insiders would fully appreciate. It’s the content equivalent of overhearing colleagues discussing work problems – immediately engaging because it’s so relatable.

2. Human voices in an AI-saturated world. Whilst competitors churn out generic “5 Tips for Better Hiring” blog posts, Pinpoint is showcasing real practitioners sharing nuanced opinions, with authentic reactions that no AI tool could generate.

3. Smart distribution and relationship building. The videos were filmed at RecFest UK (a large-scale event for TAs) which means the Pinpoint team were able to leverage their audience already being in-person, build relationships through a fun activity rather than a sales-focused stall, and create natural content momentum through linking to the event. Plus, it’s an efficient use of time for a team that were already at a large, likely costly, event. 

4. Earned brand integration. By demonstrating deep understanding of hiring complexities through the content, their tagline “the ATS that simplifies complex hiring” which shows at the end of every video starts to feel less like marketing speak, and more like the answer to those frustrating day-to-day scenarios that the video speaks to.  

5. Strategic positioning beyond product features. This content does something most B2B marketing fails to achieve – it positions Pinpoint not as “another ATS with good features” but as the brand that genuinely understands the human reality of hiring. They’re competing on empathy and industry insight, which builds a lot more brand warmth than functionality. 

Hats off to the Pinpoint team for this one 👏 🎩

Example 3: UserEvidence’s The Long Game

Forget the usual business podcast polished studio background. Mark Huber of UserEvidence is out there filming real life conversations with marketing leaders – while they’re doing the activities they love.

UserEvidence created “The Long Game” – a YouTube vlog-style series interviewing marketing leaders about their career journeys, leadership philosophies, and what actually drives growth at their companies.

Each season spans 4-5 episodes, creating an episodic journey that viewers follow from start to finish.

Instead of another talking-heads business podcast, we get the unscripted reality of how the personal and professional lives of leaders really play out – with tons of anecdotes, career stories, and marketing lessons along the way. 

The series has run two seasons so far. Season 1 featured Dave Gerhardt, founder of ExitFive. Season 2 saw Mark hitting the slopes with his own CEO, Evan Huck.

So what makes this a great example of B2B content marketing?

1. It’s unique, it’s memorable, it’s not what every other B2B brand is doing. Most business podcasts feel like two people reading from scripts. But when you’re in your hometown, walking between ski runs or waiting for someone to tee off, the conversation flows differently. An avalanche story comes up because you’re literally on the mountain where it happened. It might be a planned talking point – but it doesn’t feel like it.

2. They centred voices their audience actually cares about. Dave Gerhardt isn’t just any marketing influencer – he’s someone B2B marketers genuinely follow and learn from. Getting him for season 1 meant their exact target audience would naturally tune in. Then following that with their own CEO for season 2. Evan Huck is pretty well known in his own right, but it also sends a message: we’re not just chasing big names, we’re also confident enough in our own story and insights to put our leadership front and center.

3. Episodic structure that makes people come back. We mostly think about B2B content as one-off pieces – a blog, a report, a webinar, done once published. But when you create a series with multiple episodes per season, viewers get invested. They want to see what happens next, more like a TV show than a business podcast. It becomes a recognisable, memorable series – building the brand recognition we’re all looking for. 

4. Built-in amplification that doesn’t feel forced. There’s a big difference between asking a marketing leader to do another podcast interview versus asking if you can come film them playing golf in Vermont or skiing in Jackson Hole. One feels like work, the other feels like an experience worth bragging about. So then when Dave or Evan share these episodes on LinkedIn, they’re not just sharing yet another podcast appearance – they’re sharing this cool, creative project they got to be part of, and something they genuinely want their audience to see. And that makes distribution a breeze.

5. The format reinforces their core belief. UserEvidence exists to help B2B brands harness authentic customer voices. So of course their content marketing follows the same principle – real conversations with real people, not another polished corporate production. Just like they help brands feature authentic customer stories, they’re creating their own content that centres genuine human experiences over polished messaging. The medium is the message.

Yes, the production value is high – this isn’t something that every team can knock out with a phone and a ring light. But that’s kind of the point. It’s creative, it’s unique, and it makes sense for UserEvidence’s audience and positioning. It’s about finding the formats and stories that genuinely connect with your specific audience. 

Example 4: Storyblok’s Real Marketing Curriculum

Storyblok partnered with established marketing voices to crowdsource the hard-won lessons that only come from actually doing the work – the kind of wisdom you’d share with a trusted colleague, not write in a textbook.

The concept was simple: ask marketing thought leaders to share their biggest lesson with their networks, incentivise contributions with a competition, then compile the best responses into a single resource – The Real Marketing Curriculum.

The result is 29 marketing lessons from practitioners across the spectrum – CMOs, copywriters, marketing ops, strategists – all sharing the real failures, breakthroughs, and “finally, someone said it” moments that shape how we actually do marketing.

Each contribution keeps the original voice and context of the person who shared it – no corporate polish, just genuine insight from people who’ve been in the trenches.

So what makes this a great example of B2B content marketing?

1. Storyblok is positioned as facilitator, not expert. Storyblok didn’t try to be the authority on marketing – they enabled the community to teach each other. That’s a fundamentally different brand relationship. Instead of “here’s what we think,” it’s “here’s what your peers have learned.” It still builds trust and credibility for Storyblok, but without them needing to manufacture expertise. And by framing it as “lessons you won’t find in textbooks,” Storyblok acknowledges what we all feel: the best marketing education comes from practitioners, not polished corporate wisdom.

2. It taps into the universal B2B question: “How are others like me doing this?” Every marketer wants to know how their peers are solving the same problems they’re facing. Are we tracking the right metrics? How do other teams get stakeholder buy-in? What actually works? This resource answers that question with real voices and real stories. Plus, the diversity of contributors means different audience segments find someone they relate to – whether you’re a marketing ops person drowning in attribution models or a content lead trying to prove ROI.

3. Built-in distribution through 29 brand advocates. Every contributor has a reason to share this resource – they’re featured in it. That’s 29 people with established audiences who’ll naturally want to promote something they contributed to. Smart distribution strategy, and community building at the same time.

4. Timing is everything: the antidote to AI-generated everything. Right now, we’re drowning in generic, AI-generated marketing content. Positioning around authentic practitioner wisdom and messy, real human experience cuts through.

5. It feels like a starting point for something bigger. Each lesson could become a video with the contributor expanding on their story, a peer-to-peer community space, workshops where practitioners unpack their lessons, video series diving deeper into specific themes, an annual tradition of collecting new insights to see what’s top of mind each year. The possibilities for taking this concept further are endless – and the foundation is already there.

Example 5: Vector’s Proven Playbooks

I don’t know about you, but Vector’s been popping up all over my LinkedIn feed this year – and providing some serious inspiration when they do.

There are plenty of things I’ve admired – the create-your-own-ghosty generator, Jess Cook sharing their marketing strategy in real-time (via her LinkedIn posts, the bi-weekly Vector newsletter, and the ‘This Meeting Could Have Been a Podcast’ podcast), the influencer posts for new features, the comedy brand ads. Plenty to admire.

But the one I want to call out in this month’s edition is their ‘Proven Playbooks’.

With that list of fun brand content examples, it might be surprising that this is the one I picked.

Don’t get me wrong, I love a brand marketing campaign as much as the next marketer – but I also have huge respect for product content done well, because it’s definitely not a given.

And Vector took what could’ve been bog standard case studies and use cases and turned them into tactical, educational playbooks instead.

Each playbook takes a known problem that demand gen and growth marketers face, suggests a specific tactic to solve it, and then proves it works by showing how real companies have implemented it.

Take their “Stay top of mind with Signal-Driven Ad Audiences” playbook as an example.

• The problem: wasted ad budgets because you’re stuck with broad campaign audiences.
• The tactic: target contact-level audiences instead of company-level, and when a contact does take a specific, high intent action, automatically build them into a LinkedIn audience and add them to outbound.
• The proof: sharing how UserGems does this using Vector.

Some playbooks feature partners or customers, others are Vector themselves sharing different ways to use their platform.

It’s a mix between product-led use case content, case studies, tools and templates, and educational content – blurring all the lines in the best way. It doesn’t feel like a traditional case study – it feels like learning from peers who’ve figured something out.

So what makes this a great example of B2B content marketing?

1. Educational first, product second. Each playbook gives genuinely useful tactical advice and examples of what works, even if you weren’t planning to use Vector to do it. But they naturally weave in Vector’s product value and show real customers using it to achieve results. That builds brand affiliation whilst also building product understanding – you’re learning something valuable, and Vector’s the helpful guide making it happen.
2. Escapes the case study sameness trap. Most B2B case studies follow the same tired format and feel painfully sales-y. These playbooks feel tactical and useful – something you’d actually bookmark and come back to, whilst also offering that much-needed social proof.
3. Formatted for how their audience actually works. Each playbook is structured the way a growth or demand gen marketer would need it: clear goal, specific objectives, time to execute, framed as an experiment to test – it’s a subtle way to show they know their audience well.

4. A strong foundation for multi-format distribution. The playbooks also act as foundational content, which can become the jumping-off point for other formats and channels – like the RevOps Shop case study on automating LinkedIn outreach which was turned into a LinkedIn Live workshop, with Josh Perk (Vector’s CEO) talking through the playbook with the CEO of RevOps Shop.

Plus, they get extra brownie points for the “Wanna booooo-k a demo?” CTA that pops up in the bottom right of the website.

Most B2B brands are pretty bland, and those that do try to have personality often go too far the other way towards painfully try-hard. Vector found the sweet spot with their distinct and memorable ghost mascot, which lets them bring little touches of personality without forcing it.

Example 6: Lovable’s tech history YouTube Shorts

Lovable is an AI builder – founders, designers, marketers, product managers chat to AI to build landing pages, tools, product prototypes.

They’ve had massive growth over the past year, and cite “community and content were key” – specifically X (Twitter), TikToks, YouTube, and partnerships.

Their entire YouTube channel is worth studying.

They’ve got how-to videos with partners (”Build a complete e-commerce store in 20 minutes with AI”), tool tutorials, founder case studies with storytelling angles (”we make $10k/month with AI automation”), short product videos used for ads, and clips from longer interviews.

But one aspect that particularly caught my attention is their YouTube Shorts series on tech developments.

The format: share a fascinating fact about technological scale, explain the tech that made it possible, then draw the parallel to what’s happening with development today.

Example 1: “How much coffee do humans drink?” – 13 million views

The story:

• Humans drink over 2 billion cups of coffee daily.
• Here’s the tech that makes that possible.
• The same thing is happening right now with design – using Lovable.

Watch it here >

Example 2: “How does humanity upload so much content?” – 6.3 million views

The story:

• Creators upload 720,000 hours of YouTube content per day.
• Tech made that possible – moving from complex camera crews to a mobile phone in your bedroom.
• That’s exactly what’s happening with development today with Lovable.
• Here’s an example (shows YouTube comment analyser being built).

Watch it here >

All this content of course lives on TikTok too – they’re cross-posting to maximise reach.

So what makes this a great example of B2B content marketing?

• It’s designed for YouTube, not repurposed for it. Short snappy content, intriguing titles and thumbnails, fast-paced editing, a presenter who feels like a YouTuber, not a brand spokesperson. Lovable’s content aligns with what actually performs on YouTube Shorts, TikTok, Instagram Reels – just because we’re B2B doesn’t mean what engages people on short-form platforms changes.
• Top-of-funnel entertainment leads naturally into product. The first 15 seconds don’t feel like branded content at all – you’re learning about coffee consumption or content creation. Then it transitions into Lovable’s value proposition in a way that still feels engaging because they’re showing something being built (like the YouTube comment analyser), not just talking about features.
• It’s creative in a way that makes sense. My first thought on seeing the coffee clip was “why is Lovable doing Shorts about coffee facts?” – but the connection is instant once you watch. They’ve thought creatively about the stories that relate to their brand positioning (the next era of tech development), and identified that facts, history, and technological development stories work well in short format, and presumably resonate with their builder-type persona too.
• They found a format that works, and they’re repeating it. You can see their experiments over the past year – street interviews, product demos (”how to do X with Lovable”), rebuilding trending things like the game 2048. Some performed well, others less so. Then they hit on the tech development facts format. The first one, “This technique is 4000 years old,” got 24 million views. From there, they doubled down. They still post street interviews and interview clips occasionally, but you can see the focus shifting to what’s actually working.

Example 7: Air’s ‘Zoltair Speaks’ 2026 predictions report

Every December and January, B2B brands flood LinkedIn with annual predictions. Most blend together – the same trends you’ve heard a dozen times, dressed up with slightly different statistics and quotes.

Air’s ‘Zoltair Speaks’ report does something different.

It’s self-aware of how overdone the format is – something their audience of marketers knows only too well. The name alone – a reference to the fortune-telling machine from the film Big – signals they’re not taking this too seriously. And in his introduction, Ariel Ruben (Head of Content at Air) jokes about “the inevitable onslaught of 2026 prediction reports.”

But what I really like is how simple they kept the actual content. Many research reports result from months of survey collection and data analysis.

Air focused it down to asking 20 marketing leaders for one honest take each on what they’ll be focusing on in 2026 – it’s stacked with value from real, trusted expert voices.

Those contributors then became their distribution engine – 20 people with built-in reasons to share, and paid partnerships to ensure the most bang.

My only qualm – I don’t think this really needed to be a ‘report’ (and definitely not a gated one). A blog, or just the series of LinkedIn posts, would have been just as good.

So what makes this a great example of B2B content marketing?

1. Self-awareness cuts through the noise. Every brand publishes predictions content this time of year. By acknowledging upfront that the format is overdone, Air immediately differentiates themselves. The Zoltar reference is whimsical, nostalgic, and thematically perfect – it shows their brand voice is playful rather than corporate.
2. Format makes it actually readable. Most predictions reports are dense documents that get skimmed once and forgotten. Air’s approach – one prediction per person, actionable advice, clear formatting – makes it something you’d actually read through. The bite-sized format and space given to each contributor feels more like genuine thought leadership than crowdsourced trends.
3. Crowdsourced authority over manufactured expertise. Instead of positioning themselves as the prediction experts, Air let practitioners speak. Amplifying diverse voices builds more credibility than claiming to have all the answers yourself.
4. Built-in distribution through contributor network. By featuring 20 marketing leaders, Air created 20 people incentivised to share the report with their own audiences. When contributors like Maegan Loyst shared their top 3 favourite predictions from the report, it felt authentic because they were genuinely highlighting insights they found valuable.
5. Simplicity as strategy. Air asked 20 marketing leaders for their one honest take, compiled it, shipped it. Sometimes the simplest format with interesting voices is the most effective approach to thought leadership content.

Example 8: Sourcescrub’s social proof-led competitor comparison pages

Competitor comparison pages are a classic SEO play – blogs targeting high-intent keywords like “[competitor name] alternatives” or “[your product] vs [competitor]” to convince readers that your product is the better choice when they’re in buying mode.

There’s a fine line to tread here, because often these comparisons can descend into competitor bashing that reflects poorly on your brand. We saw this play out publicly with the recent PagerDuty vs Incident.io scenario, which ended up in a brand win for Incident.io and a brand loss for PagerDuty.

Deal sourcing platform Sourcescrub takes an approach that I haven’t come across before. Instead of subjective claims, they build their comparisons with competitors like Grata or Pitchbook around user survey data.

So what makes this a great example of B2B content marketing?

1. Instant credibility boost. When visitors land on Sourcescrub’s comparison pages, they’re not reading marketing copy, they’re seeing what real users said when surveyed about why they chose Sourcescrub over alternatives. It’s instant trust, instead of scepticism about how truthful the content is.
2. Avoids the competitor bashing trap. Rather than criticising competitors, Sourcescrub simply showcases why users preferred their solution. There’s no negativity, no exaggerated claims – just social proof from people who’ve actually made the decision the prospect is considering.
3. Short and scannable. Instead of lengthy feature comparisons that nobody reads, they present bite-sized insights that prospects can quickly digest, always backed up by social proof from real users.

Example 9: Fontanesi’s first interview by WePresent

WePresent, WeTransfer’s curated platform of creative stories (which is a great B2B content example as a whole) secured an exclusive first interview with Fontanesi – an anonymous Instagram artist known for combining unconnected photos into surreal collages. Despite having 203,000 followers, Fontanesi had never revealed their identity or given an interview before.

The piece opens with irresistible intrigue: “Fontanesi is a true optical illusionist. The Italian image-maker is entirely anonymous, obscured by the mask of his moniker… and he’s never been quoted in an interview – until now.”

So what makes this a great example of B2B content marketing?

1. Genuine exclusivity. This wasn’t manufactured scarcity. WePresent actually secured something no other publication had managed to get.
2. Perfect mystery-to-reveal ratio. The interview satisfies curiosity about the artist while maintaining enough mystique to keep the intrigue alive.
3. Editorial excellence. The writing quality elevates the content beyond a simple Q&A, demonstrating how editorial standards can transform branded content into genuinely compelling reading.

Example 10: 8 SEO Hiring Managers Share Their #1 Interview Question by Ahrefs

Ahrefs created a blog featuring insights from eight actual SEO hiring managers about their go-to interview questions. Rather than generic advice, they collected real questions that these professionals actually use when evaluating candidates.

So what makes this a great example of B2B content marketing?

1. Real expert input. These aren’t made-up personas or theoretical scenarios – they’re genuine insights from people who actually hire in the SEO space.
2. Easy to grasp practical value. The format of asking several experts the same straightforward question creates a library of actionable information that readers can apply to their own job hunting or interview prepping processes.

Example 11: Synthesia’s library of video templates

Synthesia, an AI video generator, created an extensive library of video templates covering everything from CEO business updates to educational content to staff onboarding materials. 

So what makes this a great example of B2B content marketing?

1. Double-duty content. The templates serve as both useful resources and product demonstrations, making the value proposition tangible rather than theoretical. Each template demonstrates exactly what’s possible with their platform whilst providing standalone value.
2. SEO goldmine. Templates capture high-volume searches around ‘[topic] template’ and ‘[topic] example’, driving consistent organic traffic.
3. Natural product trial pathway. After seeing what’s possible through the templates, trying the platform feels like a logical next step rather than a hard sell.

Example 12: Domo on data

Data platform Domo created a content series called ‘Domo on data’ that analyses trending topics through their platform’s capabilities. They’ve covered everything from Sabrina Carpenter’s chart performance to Halloween costume trends to Olympic medal histories.

So what makes this a great example of B2B content marketing?

1. Product demonstration through entertainment. Instead of dry feature explanations, they show their platform’s data analytics capabilities by analysing topics people actually care about.
2. PR-ready content. These data stories are perfectly positioned for media pickup, extending reach far beyond their owned channels.
3. Relevance through trending topics. By tying analysis to current events and cultural moments, they stay part of ongoing conversations rather than shouting into the void.

Example 13: Groobarb’s weekly letters on farm life

This one’s a bit of a false example because it isn’t a B2B brand, but it’s a piece of content marketing that I actually look forward to receiving, and that makes it worth including for inspiration. 

Groobarb’s Wild Farm veg box includes a handwritten letter from head farmer David Fryer in every weekly delivery. These don’t read as marketing materials – they feel like genuine reflections on farming life, covering everything from weather challenges and crop failures to business lessons and climate impacts.

So what makes this a great example of B2B content marketing?

1. Authentic vulnerability. David shares real challenges and failures rather than polished success stories, creating genuine human connection.
2. Educational without being preachy. Customers learn about farming cycles, sustainable practices, and food production through personal storytelling rather than lectures.
3. Builds loyalty through transparency. By showing the reality behind their food production, customers feel more connected to the brand and its mission. The letters create an emotional connection between customers and the farm where their food is grown, making readers genuinely invested in the farm’s success.

Example 14: Traffic Scotland’s Gritter Tracker

Traffic Scotland operates a simple webpage that tracks all gritter vehicles across Scotland in real-time. While the practical value for winter travellers is obvious, they elevate the experience by giving each vehicle a brilliant name – from ‘Grit Tok’ to ‘Yes Sir Ice Can Boogie’ to ‘Ready Salted’ to ‘Licence to Chill’.

So what makes this a great example of B2B content marketing?

1. Utility first, personality second. The tool solves a real problem (understanding road conditions) but in the context of entertainment value too.
2. Memorable through humour. The vehicle names make what could be dry government content shareable and memorable.
3. Annual viral potential. Every winter, the tracker resurfaces on social media, giving Traffic Scotland consistent organic reach and positive brand association.

Example 15: The Climate Reality Check by Good Energy Stories

Good Energy Stories adapted the famous Bechdel test (which measures women’s representation in films) to create their own ‘Climate Reality Check’ for movies. Their version uses just two simple criteria: Does climate change exist in the film? Does a character know it exists?

Depressing sidenote: after analysing 250 films from 2013-2022, they found only 9.6% passed their test – climate change existed in just 12.8% of films and was mentioned in only 3.6%.

So what makes this a great example of B2B content marketing?

1. Familiar framework with fresh application. By borrowing the well-known Bechdel test structure, they made their research immediately understandable and shareable.
2. Shocking but credible results. The low pass rate creates a compelling headline whilst highlighting the problem their organisation exists to solve.
3. Perfect brand alignment. The research directly showcases Good Energy’s mission to help creators tell climate-conscious stories, making it content marketing that genuinely serves their business goals.

Example 16: Google’s Year in Search

Google’s annual ‘Year in Search’ compiles the year’s top trending searches across categories like people, sports, news, and entertainment. 

While the data compilation is relatively straightforward for a company of Google’s scale, the execution consistently generates widespread media coverage and social sharing.

So what makes this a great example of B2B content marketing?

1. Effortless content from existing data. Google leverages information they already collect, demonstrating how proprietary data can become engaging original research content with minimal additional effort.
2. Cultural zeitgeist capture. The trends reflect what people collectively cared about, making the content inherently relevant and shareable – similar to Spotify’s ‘Spotify wrapped’ annual campaign. 
3. Annual reliability. By establishing this as a yearly tradition, Google ensures consistent media attention and reinforces their position every year as the definitive source of search insights.

Example 17: The best and worst cold call openers by Gong Labs

Gong Labs is a series by Gong leveraging their massive dataset of sales calls to create research-driven content. 

It’s a fantastic series as a whole, but to showcase one example, in this blog they analysed 300 million cold calls to identify which opening lines achieve the best and worst outcomes, revealing insights like ‘Have you heard our name tossed around?’ as the top performer.

So what makes this a great example of B2B content marketing?

1. Proprietary data advantage. Few companies have access to this scale of sales conversation data, making their insights genuinely unique and valuable as original research.
2. Actionable for the target audience. Sales teams can immediately apply these findings to improve their own cold calling success rates.
3. Perfect product demonstration. The research showcases Gong’s platform capabilities whilst providing value, making it content marketing that sells without feeling salesy.

Example 18: Greenly’s Legislation Checker

Climate tech company Greenly created a legislation checker tool that helps companies understand which sustainability regulations apply to them. Users input their company details and receive a clear breakdown of required reporting and compliance steps.

So what makes this a great example of B2B content marketing?

1. Solves a complex problem simply. The tool transforms confusing legal requirements into clear, actionable steps that companies can actually follow. It addresses a genuine pain point – sustainability legislation is complex, constantly evolving, and difficult for non-experts to navigate.
2. Strategic SEO positioning. As sustainability legislation increases, search volume for related terms will only grow, making this valuable long-term content.
3. Perfect lead qualification. Companies using the tool are self-identifying as needing help with sustainability compliance – exactly Greenly’s target audience.

Example 19: Relato’s expert-fuelled blog on failed content strategies

With AI making content creation easier than ever, much of what’s published feels generic – multiple brands covering identical topics in nearly identical ways. 

Relato cut through this noise with their blog ‘Why content strategies fail’, featuring honest insights from seven respected content marketing professionals about their own failures and lessons learned.

The content tackles a vulnerable topic that most brands avoid discussing, opening with refreshing honesty about the challenge of getting experts to share failure stories.

So what makes this a great example of B2B content marketing?

1. Authentic expert insights. Rather than theoretical advice, readers get real experiences from people who’ve actually navigated these challenges. Featuring well-known industry experts instantly elevates the content’s credibility and shareability.
2. Vulnerable but valuable topic. By addressing failure openly, they created content that feels genuinely helpful rather than superficially promotional.

Example 20: Pinterest x Thingtesting gift guides

Gift guides flood the internet every festive season, making it challenging to create something that genuinely stands out. Thingtesting cracked the code with their ‘oddly specific’ approach to gift curation, partnering with Pinterest for extended reach.

Instead of generic categories like ‘gifts for dads’, they created persona-driven guides: ‘fashionable foodie friend’, ‘friend who won’t compromise on design and function’, and ‘the cat-obsessed friend’. Each guide features quality items from independent brands that have been tested by Thingtesting’s community.

So what makes this a great example of B2B content marketing?

1. Weirdly-specific targeting. The persona-driven approach makes gift selection feel genuinely relatable to people in our lives, addressing the real problem people face when choosing presents for our loved ones with specific interests.
2. Strategic collaboration. The Pinterest partnership expands reach for Thingtesting whilst giving Pinterest association with a trusted, mission-focused brand – both parties win whilst users get genuinely useful content.

Keep up-to-date with the latest and greatest B2B content marketing examples

So there you have it. 18 examples of B2B content marketing that deliver real value to its audience in creative ways. 

Subscribe to This Month in Content – a monthly newsletter where I share one standout content marketing example each edition – to stay up-to-date with the best examples of B2B content marketing in the game, as they happen.

FAQs

What is B2B content marketing?

B2B content marketing is creating and sharing valuable content to attract and engage other businesses as your target audience. Rather than selling directly to consumers, you’re building relationships with professionals who might need your product or service to do their work effectively. This includes everything from research reports and case studies to video series and interactive tools – all designed to demonstrate expertise, build trust, and help prospects make informed buying decisions.

What is an example of B2B marketing?

A strong B2B marketing example is Typeform’s ‘Get Real’ campaign, which surveyed 1,300 people about influencer marketing and presented findings through an interactive landing page with embedded video responses from 146 contributors. Rather than hiding insights behind a gated PDF, they made the research easily accessible whilst naturally demonstrating their survey platform’s capabilities. The content campaign sparked organic conversations on LinkedIn and turned contributors into brand advocates – showing how effective content marketing in B2B educates your audience whilst building credibility for your brand.

What are the best examples of B2B content marketing?

The best B2B content marketing examples deliver genuine value whilst naturally showcasing what makes a brand different. This includes Pinpoint’s Red Flag, Green Flag video series creating distinctive short-form content that positions them beyond just features, UserEvidence’s The Long Game filming conversations with marketing leaders whilst skiing or golfing, and Vector’s Proven Playbooks turning traditional case studies into tactical guides. What makes these examples stand out is that they’re creative, audience-focused, and provide value even if you never become a customer – which is exactly what builds long-term brand trust.

Where can I find ideas and tactics for B2B content marketing?

Subscribe to This Month In Content for one standout B2B content marketing example delivered every two weeks. Each edition breaks down what brands did, why it worked, and what you can learn from it – building your content swipe file with creative approaches you can adapt for your own strategy. Beyond that, follow B2B brands doing interesting work on LinkedIn, save examples you admire when you come across them, and study how companies in adjacent industries approach content differently to your own sector.