1. Ahrefs: The Generous Expert Who Shows Their Work
Ahrefs operates in one of the most brutally competitive industries, SEO tools, and yet they stand out by doing something simple but tough to pull off: teaching their craft transparently.
What they do:
Ahrefs offers a vast library of intensely practical, data-driven blog posts and YouTube videos. Every lesson runs through real-world problem-solving, like finding keywords or auditing sites, live on screen using Ahrefs’ own software. It’s not a hard sell. Instead, it’s a masterclass in product-led content where the value comes first and the product simply is part of the lesson.
Why it works:
This approach builds enormous trust with audiences who feel they are gaining access to the company’s trade secrets. By giving away high-level strategies for free, Ahrefs positions itself as a trusted authority, making the leap to paying customers feel like the natural next step.
Writer’s takeaway:
Ditch broadcasting features. Instead, solve problems step-by-step in your content, using your product as the tool, not the message. Treat your content like a hands-on workshop, not a brochure.
2. Lavender: The Personality That Wins the Inbox
Sales technology can be dry, filled with ROI talk and efficiency jargon. Lavender, a sales email assistant software, flipped the script by infusing personality into a traditionally sterile space.
What they do:
Lavender’s entire marketing lives on LinkedIn, flowing with memes, witty personal stories from their team, and engaging, data-backed insights on writing better emails. Their content is funny, approachable, and unapologetically human.
Why it works:
Lavender understands not just the buyer persona, but the everyday work culture, salespeople who deal with rejection and need a little humor to get through the day. Their content speaks in a language their audience understands, creating real connection and loyalty.
Writer’s takeaway:
Find your brand’s authentic voice and lean into it hard. The risk now isn’t being bold, it’s blending in and being forgettable. A sharp, genuine personality gives your content oxygen in crowded B2B feeds.
3. First Round Review: The Insider’s Playbook for Founders
Many VC firms churn out market forecasts and partner opinion pieces that can feel distant or generic. First Round Review took a different route, a slick digital magazine that reads like a candid chat with a mentor.
What they do:
Publishing long-form, magazine-style interviews with founders and operators from top tech companies, First Round Review digs into the real nitty-gritty of building startups: scaling teams, hitting product-market fit, and solving day-to-day problems.
Why it works:
The content is hyper-relevant and empathetic, answering the actual questions keeping founders up at night. This builds a fiercely loyal audience who don’t see First Round simply as investors, but as essential partners.
Writer’s takeaway:
Get laser-focused on your audience’s pain points. Replace abstract business theories with authentic stories drawn from real experience. That’s how you build credibility and connection.
ProfitWell, now part of Paddle, didn’t just produce content; they built a full-fledged media operation designed for appointment viewing.
What they do:
Their high-production video series, like Pricing Page Teardown, lifts the curtain on pricing strategies of major companies with sharp, uncensored analysis. These shows are binge-worthy and highly anticipated by the audience.
Why it works:
This is next-level content marketing that commands attention. People subscribe and look forward to new episodes. Their candid, no-spin approach builds trust and makes Paddle’s paid products feel backed by experts who genuinely understand the market. The polished production sends a strong signal about quality and professionalism.
Writer’s takeaway:
Think like a showrunner, not a blogger. Create formats that build loyal audiences over time, consistent, expert, and worth subscribing to. Upping your production standards pays intangible dividends.
5. YouGov: Data as a Defensible Content Moat
In a sea of opinion, original data is king. YouGov, the global public opinion and data company, has built its content empire on this principle.
What they do:
YouGov transforms proprietary survey data into authoritative articles, reports, and infographics that answer hot industry questions for sectors like retail, tech, and media. They’re the go-to source for journalists worldwide, frequently cited by major outlets like BBC and Forbes.
Why it works:
They have a sustainable content moat. No one else can replicate their insights because no one else owns their data. This uniqueness earns massive backlinks, media mentions, and visibility, fueling ongoing lead generation and brand authority.
Writer’s takeaway:
Identify what proprietary data or insights your business holds. Turn that exclusive knowledge into content that no competitor can easily mimic. Unique data-driven content builds lasting competitive advantage.
What These Examples Teach Us About B2B Content Marketing in 2025
Across vastly different industries and content forms, these brands have a few key things in common:
Audience Precision: They understand their buyers’ exact pain points and tailor content accordingly.
Content as Problem-Solving: Their content educates, solves, or inspires action before it ever sells.
Diverse Format Mastery: From video series, blogs, data studies, to cheeky LinkedIn posts, they meet prospects where they are.
Authenticity & Transparency: Whether sharing candid founder interviews or behind-the-scenes analysis, their content feels human and real.
Building Trust at Scale: With generosity, originality, and production quality, these brands earn authority over time, not just claim it.
No-Nonsense Strategies for Your B2B Content Program
Be Product-Led, Not Product-Obsessed: Use your product to teach and solve, don’t just hype features.
Develop a Distinct Voice: Whether professional, playful, or brutally honest, make your brand’s personality memorable.
Invest In Long-Form and Episodic Content: Not just blogs, think video series, podcasts, or digital magazines that build anticipation.
Use Proprietary Assets: Customer data, market research, or usage stats transform ordinary content into irreplaceable assets.
Build Content for the Entire Funnel: From awareness to purchase, scale your content to nurture every stage.
Measure True Impact: Track content’s contribution to pipeline and conversions, not just pageviews.
Final Word
B2B content marketing remains the ultimate business growth engine when done with discipline, creativity, and genuine audience empathy. Learn from the pros. Build content that teaches, connects, and converts without the noise.
You should map a content strategy that mirrors these winning plays. Produce content that feels like an indispensable part of your buyer’s day so that they are hooked on your product and service even when they are not using them directly.
