10 Cool Examples of Content Marketing in Russian B2B Services

In PR we pump up the brand. For the media we do unique research on our database of entrepreneurs.

The main leadgen channel is SEO. We don't have a single recipe for funnels, we test different hypotheses. People's information consumption patterns change, and we are constantly changing. For example, we made 7 lead magnets for just one marking.

In May, the blog collected 420,000 readers and 8,000 leads. At the same time, content marketing is not a high-cost part of the mix.

Mindbox

Marketing automation platform

Revenue in 2023 — 2126 million rubles

Marketing Index — 1072

Website traffic — 1058 thousand visits per month

The target audience: marketers, directors and founders of companies

Channels and formats: blog on the sitecases, telegram channel, youtube channel, podcast

Content strategy

Focus on customer stories from different industries and use cases for a complex product. Developing a community of experts.

What's useful

Podcast with CMOs from different business areas, marketing calculators, community of marketing directors.

3 examples of materials:

Not everyone needs brand media

On the one hand, the selection once again confirms that content around the product is enough to successfully solve marketing tasks. On the other hand, among companies where there are no banks or corporations, there were two successful media outlets that not only promote the brand, but also earn money from advertising.

Which strategy to choose depends on your goals and resources.

The minimum set of channels and formats that not a single company in our top ten could do without: cases, a blog on the website, a newsletter, a telegram channel.

I hope this selection was useful to you. If you have found new ideas for content marketing or want to share your experience, write in the comments.

If your company needs help with content strategy and content creation— write meLet's discuss your tasks.