B2C and B2B content marketing examples

B2B Content Marketing examples:

• GE’s content marketing strategy

GE back in 2008 created creative campaigns for its B2B business. One of the best examples is “What If Millie Dresselhaus, Female Scientist, Was Treated Like a Celebrity?” which aired during last year’s Oscars and staked GE's commitment to hiring 20,000 women in technical positions by 2020.

This video had 1 million views on YouTube, the Millie Dresselhaus video has delighted feminists, science fans, and more in general the target of GE’s business. This company’s content has managed to capture a bigger and broader audience while promoting its mission and attracting great talents

• How Barclaycard leverage on content marketing strategies

In order to involve its audience of small companies Barclaycard for Business has created its “News and Insights content” hub. In this hub there are articles with content which is very interesting for the target market, these articles range from serious one to some more funny and entertaining.

Later on Barclaycard launched The Fast Track an interactive online course. This course contains video, audio, articles and offline guides. The Fast Track is content marketing strategy with content appropriate for both new and existing customers.

• Bloomberg content marketing articles

Bloomberg's Diversity & Inclusion Blog shares articles about leadership and research in their field. For example they give advice to improve workplace inclusivity, or how to leverage the diversity in human resources. Bloomberg has also created video content to increase popularity.

• How Ellevest is involved in gender gap

Ellevest is using content marketing to reach its target audience. Their mission is closing the gender-investment gap, teaching woman how to invest by themselves.

Readers will find many posts by Sallie Krawcheck, Ellevest's CEO. It’s really clear that the content is focusing of female point of view

Ellevest also offers guides like "The Go-Getter's Guide to Investing.

• Progressive commercial practical contents

Progressive targets small businesses with auto insurance needs. They have a magnificent content marketing strategy.

Business Onward, the insurer’s B2B blog contains useful, interesting information in an attractive way with articles that are full of practical lessons and advice.

The content is fun and easy to understand, and it gives to the audience a lot of knowledge for thought regarding business expansion and success.

B2C content marketing examples:

• Ben & Jerry’s political content marketing

In the website of Ben & Jerry’s there a lot of articles about social and political issues, for example they write about racial justice, refugees, climate change, voting rights, and LGBT equality. The objective of this company consists of using their voice to have an impact on important social movements, and so leverage on this audience to increase their market.

• Taco Bell’s social content

Taco Bell has a wide social audience, mainly thank to Instagram (more than 1 million followers) and twitter. On their content hub they spotlight interesting creators, employees and also fans. While on YouTube they have some series, for example one of these shows how to cook some taco bell’s recipe at home.

• Land Rover marketing strategy

The main content of land rover socials consists of video of adventures riding a Land Rover car; in these videos the content is full of professional photographs and landscapes. There’s a video series regarding a couple’s two week trip in Europe with a Land Rover.

• Marriott’s short films

In the last months of 2014 they created a content studio with the objective of creating engaging digital content to attract new travelers/customers.

Since 2014 they create short films highlighting Marriott’s services, like booking agency.