When you think of social media influencer marketing, your first thought is probably not General Electric. However, GE provides one of the best content marketing examples for B2B brands. Rather than highlighting their consumer products (like washers and vacuum cleaners), the company decided to use social media influencers to highlight their other business – like jet engines and wind turbines.

Content marketing works for B2B businesses. Ninety three percent of B2B companies say content marketing generates more leads than traditional marketing strategies. Meanwhile, 74 percent of companies indicate content marketing is increasing their marketing teams’ lead quality and quantity. But what about content marketing examples of companies doing it right?


Extract knowledge from your subject matter expert. Put together a list of questions for your SME to answer to painlessly extract his or her knowledge. It’s completely OK if your SME isn’t a natural writer; that’s what your content marketing team members are there for. What’s most important is that you communicate his or her expertise, and that’s where this process comes in handy. Your questions should be highly specific to get the right information from your SME’s brain and create unique, high-quality expert content using those insights.
Once you've been regularly publishing content on your own site for a while, it might be time to start thinking about distributing your content on other sites. This could mean repurposing content into new formats and publishing them on your blog, creating original content specifically for external sites -- such as Medium -- or publishing website content on various social networks.
Social media websites are among the most valuable resources a business can have. Sites such as Facebook, Twitter, and LinkedIn are chock full of members of your niche audience and other potential customers waiting to be found — so be sure to share your content with them! It can even help answer many of their questions while simultaneously establishing your credibility.
“Making work simpler, more pleasant, and more productive” since 2014, Slack helps business teams communicate and function more efficiently while bringing them closer to their goals. The company’s blog, Several People Are Typing, looks and reads like a top digital magazine while successfully balancing product and company information with a selection of industry stories. And its bi-monthly podcast, “Work in Progress,” explores the meaning and identity we find in work, from the gig economy to Silicon Valley and the corporate world, and how technology is affecting us all.
A valuable asset that often sets off discovery and awareness for potential SAP customers, FCEC is clearly dedicated to producing high-quality content that drives leads – without pushing sales pitches. Instead, Hatch puts audience needs and interests first, with articles that are timely and relevant to industry executives and the field at large. As a result, her team continues to cultivate loyal readers. The FCEC newsletter has 5,000 subscribers and an approximately 22 percent open rate each month. And pageviews are on the rise, as well, with an entirely organic 20 percent increase back in 2016.

If you’re going to be putting valuable resources into growing your content strategy, then you have to make sure your efforts are actually paying off. The last thing you want is to spend time budgeting for content marketing and then discover later that you don't have any way of knowing whether your investment paid off. Many marketing teams struggle in this area because there are so many different metrics you could track to determine your content’s performance. However, before you can even begin to set these key performance indicators accurately, you must be crystal clear on your purpose for creating content and how it fits within your strategy.
19. American Express: Departures. Departures is a content brand that encompasses travel, fashion, shopping, arts, and culture advice for American Express cardholders. It’s available in both print and digital formats. I personally enjoy receiving the print version every season; it’s a photogenic taste of what’s of the moment around the world, and it gives me aspirational ideas of where I’d like to visit.
Customer success refers to the ways companies help customers get the most value from products and services. In this era of personalization, it’s no longer enough to make the sale, move on to the next one, and handle complaints as they arise. Now, companies need customers to get maximum value from their purchases to encourage word-of-mouth marketing and develop stronger relationships.
But if you can also create content that aligns with the core of your product or service, that’s also great. As we mentioned before, Wistia creates visual content technology -- so it makes sense that it would have unique visual content. Identify what your business does particularly well, and then make the most use of the channel that best aligns with your strengths.

Yet, not everyone is ready to sign up for Plated on the first visit, and the company takes that into account. A newsletter subscription button allows people to sign up by simply entering their email addresses. Or, they can become one of Plated's 279,000 Facebook followers, 99,200 Instagram followers, or 21,000 Twitter followers. To engage its community – and show how easy it is to create Plated meals – Plated often reposts images from users who have cooked Plated meals and shared them with the hashtag #platedpics. In addition, Plated shares the five best photos of the week on Morsel, in an ongoing blog series.
A prominent newsletter subscription box sits on the upper right corner of the content hub's homepage and every story – a smart strategy for capturing existing or potential Twitter customers who want regular updates for optimizing their distribution strategies. For those who have read enough to want to create their own Twitter ads, a call to action at the bottom of each page gives them the option to do so.
NewsCred’s inaugural #ThinkContent Awards celebrate best-in-class content marketing brands. Their approaches are fresh, innovative, and creative. Even better, these brands have found solutions to some of content marketing’s most pressing issues, including using personalization to give people the right content at the right time, leveraging new content formats, and measuring ROI.
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