5 PERFECT Examples of B2B Content
Episode
25 min
Read time
2 min
Topics
Career Growth, Productivity, Relationships
AI-Generated Summary
Key Takeaways
- ✓Brand Journalism at Scale: Recorded Future operates a complete media brand with daily newsletter, twice-weekly podcast, and multiple daily news articles using only 12 dedicated people. They spent $300 on promoted content for one news story and generated 11 million impressions on X plus 250,000 page views, demonstrating how focused editorial teams can punch above their weight in mid-market B2B companies through consistent, timely industry coverage.
- ✓Product as Character Strategy: Lavender's Genverse Will series positions their email-grading tool as the judge in a competition between two sales experts, not the hero. The product appears only near the video's end but feels essential to the format. This approach creates evergreen content that continues performing years later even after original hosts leave the company, similar to how Netflix shows remain valuable without new seasons.
- ✓Scripted Video Execution: Ahrefs built 560,000 YouTube subscribers and 26 million views by making scripts nonnegotiable, using 15-year SEO expert Sam O as consistent on-air talent, and optimizing titles, thumbnails, and opening hooks intentionally. Scripts force deliberate delivery and increase average view duration. Heavy B-roll usage and deep subject matter expertise from credible hosts separate their content from competitors in the crowded SEO tool market.
- ✓Media Brand for Influencer Leverage: Clue's Compete Network creates entire limited-run series around external B2B influencers rather than paying for individual LinkedIn posts. This Netflix-style hub with multiple shows offers influencers valuable positioning as experts plus high-quality content featuring them as stars. The approach generates more authentic partnerships than traditional influencer payments while building a sustainable content library with varied formats including comparison page breakdowns and co-hosted commentary.
- ✓Personal Profile Distribution: Motion employs four team members (head of talent acquisition, head of content, social manager, and biz dev) who generate significant engagement on personal LinkedIn profiles while company page posts with 31,000 followers receive only 31 likes. They create smart commentary on major brand advertising campaigns like Oatly and Taco Bell, allowing them to leverage larger brands' credibility while demonstrating expertise to creative strategists, their target buyer persona.
What It Covers
James presents five B2B companies executing exceptional content strategies: Recorded Future's brand journalism with 12-person team driving 11 million impressions, Lavender's product-integrated competition series, Ahrefs' scripted YouTube content reaching 26 million views, Clue's Netflix-style content hub with internal and external creators, and Motion's personal LinkedIn distribution strategy supporting their $31 million Series B raise.
Key Questions Answered
- •Brand Journalism at Scale: Recorded Future operates a complete media brand with daily newsletter, twice-weekly podcast, and multiple daily news articles using only 12 dedicated people. They spent $300 on promoted content for one news story and generated 11 million impressions on X plus 250,000 page views, demonstrating how focused editorial teams can punch above their weight in mid-market B2B companies through consistent, timely industry coverage.
- •Product as Character Strategy: Lavender's Genverse Will series positions their email-grading tool as the judge in a competition between two sales experts, not the hero. The product appears only near the video's end but feels essential to the format. This approach creates evergreen content that continues performing years later even after original hosts leave the company, similar to how Netflix shows remain valuable without new seasons.
- •Scripted Video Execution: Ahrefs built 560,000 YouTube subscribers and 26 million views by making scripts nonnegotiable, using 15-year SEO expert Sam O as consistent on-air talent, and optimizing titles, thumbnails, and opening hooks intentionally. Scripts force deliberate delivery and increase average view duration. Heavy B-roll usage and deep subject matter expertise from credible hosts separate their content from competitors in the crowded SEO tool market.
- •Media Brand for Influencer Leverage: Clue's Compete Network creates entire limited-run series around external B2B influencers rather than paying for individual LinkedIn posts. This Netflix-style hub with multiple shows offers influencers valuable positioning as experts plus high-quality content featuring them as stars. The approach generates more authentic partnerships than traditional influencer payments while building a sustainable content library with varied formats including comparison page breakdowns and co-hosted commentary.
- •Personal Profile Distribution: Motion employs four team members (head of talent acquisition, head of content, social manager, and biz dev) who generate significant engagement on personal LinkedIn profiles while company page posts with 31,000 followers receive only 31 likes. They create smart commentary on major brand advertising campaigns like Oatly and Taco Bell, allowing them to leverage larger brands' credibility while demonstrating expertise to creative strategists, their target buyer persona.
Notable Moment
Motion converts newsletter subscribers through positioning product demos as personalized creative strategy audits rather than sales calls. After subscribers join their Thumb Stop newsletter focused on ad creative analysis, Motion offers 30-minute consultations framed as helping evaluate the subscriber's specific creative approach, transforming what could be perceived as sales pressure into one-on-one value delivery that naturally qualifies potential buyers.
Episode Transcript
Five b to b companies are absolutely crushing it with their content. We'll show you what makes their approach work and how you can apply what these brands are doing to help level up your own strategy. James, you were recently on a pretty cool trip in Iceland and got invited out there to speak specifically around a lot of what we talk about on b two b growth. So first, explain just maybe a little bit about that trip and then what your your talk was on. So I get this DM from this guy and no. I think it was an email. I get this email from this guy and asking me if he can fly me out to Iceland to speak at this event. Yes. You can. And I like, this is fake. Like, this is You wanna cruise? This is is this from a Nigerian prince? Like, what what is going on here? So I go back and forth with them. I was like, I think this might actually be legitimate. Turns out, the conference is the day before my ninth wedding anniversary. And so he's like, hey. Yeah. We'll fly your wife out too. And so I'm like, oh my gosh. I tell my wife, and my wife is like, spend our nine year anniversary in Iceland? Absolutely. So my wife and I go, Todd Klauser from Audience Plus, he also gets invited, so I'm texting him. And he's like, oh, your wife's coming? So his wife comes. So it ends up being, like, an incredible couple's trip for us. The day after so on our nine year anniversary, they take us on this countryside tour. One of the one of the marketing agency owners, that was putting on the event, his dad, like, runs this does, like, guided tours all over the country. Yep. Like, all over this area. He's also an actor in, like, Hallmark movies, so he was just in a Hallmark movie. That's the weirdest crossover. I did not see that. He's like he's like a he he got famous doing some Icelandic ad that popped off in the eighties that everybody knows. And so he's this, like, famous Icelandic actor, but also loves doing guided tours. So, it just an incredible experience. The first night, one of the other agency owners' dad hosted us in his in his home. His his dad was a famous press journalist in Iceland. And so you have all these photos across the wall, like, iconic moments in Iceland's history that his dad was there for. Wow. And so he's walking us through all the images, incredible meal. I mean, just the entire experience was, like, super top shelf. They have a museum in Iceland, which I think we have to either blurt that out because I think our YouTube views are gonna go down for you saying that, but that is the wildest. This got wilder and wilder. So, anyway, incredible experience. But I …
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company
“Recorded Future's brand journalism with 12-person team driving 11 million impressions”
“Lavender's product-integrated competition series... Lavender's Genverse Will series positions their email-grading tool as the judge in a competition between two sales experts”
“Ahrefs' scripted YouTube content reaching 26 million views”
“Clue's Netflix-style content hub with internal and external creators... Clue's Compete Network creates entire limited-run series around external B2B influencers”
“Motion's personal LinkedIn distribution strategy supporting their $31 million Series B raise”
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