Creating High-Quality Content for B2B Companies

Companies need to use content in their marketing efforts to make their messages more likely to resonate with the target audience and remain at the top of their minds.

There are plenty of examples of companies in the B2B industry using content in a smart way to generate better results.

Other businesses can use these examples as inspiration or as a learning opportunity to create their own high-quality content that is going to attract their target audiences.


Several years ago, the popular email marketing company MailChimp created an advertising campaign that placed the company’s ads during podcasts.

That meant the podcast hosts had to read the advertising copy that MailChimp had sent out to them to advertise the platform.

However, at one point, one of the podcast hosts ended up mispronouncing the company’s name.

Instead of Mailchimp reacting negatively to the situation, the company decided to lean into that with a more creative campaign.

To do that, the company created an advertising campaign that focused on words that sounded similar to the brand’s own name, Mailchimp.

The campaign was titled “Did you mean MailChimp?”, and utilized fashion statements, a musical app, snack food, as well as visual short films.

The goal of the campaign was to get more people talking about and looking up the strange word combinations, such as “kale limp”.

Then, whenever a person looked up the combination of words on a search engine, the search engine would ask them about the real meaning behind the words, which was obviously MailChimp.

This campaign from the company managed to generate a lot of free press across a variety of outlets, including BuzzFeed and Rolling Stone, ultimately getting twice the industry average for time for every engagement.


Smartsheet is a productivity solution business that wanted to raise awareness of its integration with Microsoft Teams.

To do that, the company created a promotional campaign that utilized visual elements and influencer content, as well as an attention-grabbing hook that would get the target audience involved and engaged in creating their own pieces of content.

And the campaign was titled Fruitful Work and began by categorizing the different work styles that people have as different types of fruit.

Then, the company’s social media followers, as well as the influencers that collaborated on the campaign with the business, were asked to share their work style, and how they’re able to best collaborate with other types of fruit, or in this case, work styles.

The result of the campaign was an attention-grabbing video, as well as a piece of static content that people could easily share with their own followers on social media platforms, and generated over 10,000 page views.

Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.

With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.