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3 B2B Companies That Do Content Marketing Right

Earlier this year we took a look at B2C brands implementing content marketing well, and now we’re heading over to the other side of the coin, B2B brands.

Traditionally, B2B marketing is seen as the less sexy, boring cousin of B2C marketing. But content marketing – and these examples below – prove that the industry isn’t as important as the content. If it’s helpful, your readers will tune in, read, and and share whether they’re a business or a consumer.

Here are three companies whose content draws us in:

James Hardie: This industrial building materials company headquartered in Ireland breaks down its site into four categories: homeowners, builders, developers and distributors. From there, it offers each type of customer tips on best practices, design and more. One of our favorite options is its site dedicated to safe worksites, JHSafeSite. It offers a Q&A section, covers regulations, provides comprehensive manuals on best practices, and features tips on setting up work stations. This type of guided content helps James Hardie’s clients use its tools well, and ensures they maintain a safe worksite no matter what kind of tools they’re using.


AAPS:  In general, business associations provide an array of content and continuing education for their members, and the American Association of Pharmaceutical Scientists is no exception. It provides webinars, scientific journals, a newsmagazine, eCourses, a blog and more. However, our favorite examples of its content marketing prowess are the annual Salary Survey and Calculator it commissions and distributes, the discussion groups it facilitates, and its round-up of pharmaceutical news.

Sony: When the brand Sony comes to mind, you probably think of the TV in your living room or the camera you use to snap photos of your family. But Sony expands beyond our homes and into businesses in the forms of A/V Solutions, Mobility, Computers and tools for A/V professionals. Sony’s Digital Motion Picture Center is a great example of B2B content marketing, as it offers the production community a place to come together and learn. DMPC has a physical location on Sony’s studio lot in Culver City, Calif., where they offer camera and lens testing and training, classes, and workflow optimization. In addition, Sony’s VideON Online Network provides professionals with webinars, features collections, and technology and tip videos.


What B2B brands do you think implement content marketing well?

For more content marketing tips, download our free guide 10 Tips for Creating Great Content.

About Lisa Denten

Lisa Denten is the Social Media Manager of Cision U.S., where she leads social strategy, coordinates the blog editorial calendar and manages public relations campaigns. She regularly hosts Cision webinars, was chosen as a #FollowFriday guest on industry blog Spin Sucks, and has spoken on panels for Inbound Marketing Summit and Publicity Club of Chicago. She worked in the newspaper industry before joining Cision in 2008. Connect with her on LinkedIn or Twitter at @lisaml15.

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