How we chose these examples
Every example is public, so you can see it for yourself, and each one is a different format. We’ve focused on what the content does for the buyer, not on how big the company is. You don’t need a large budget to borrow the idea behind any of them. All links were checked on 26 October 2026.
Nine B2B content marketing examples
HubSpot’s Website Grader: a tool, not an article
Website Grader is an online tool from HubSpot that grades a website on performance, mobile readiness, SEO and security.
it gives people something useful straight away, and it’s closely related to what HubSpot sells. Anyone who runs it is likely to care about their website.
build a simple calculator, checklist or scorecard around the problem you solve. It doesn’t need to be complicated to be useful.
Gong Labs: research from its own data
Gong publishes Gong Labs findings on its blog. Gong says its research draws on sales conversations, deals and workflows.
original data is hard to copy and easy to quote, so other people can cite it.
look at what you already know that others don’t, such as patterns across your projects or a short survey of your customers. Share the findings honestly, including the limits.
Basecamp’s Shape Up: a whole book on its website
Shape Up is a book by Ryan Singer about how Basecamp plans and builds products. The full text is published on Basecamp’s website, with a print edition available.
it shares a real way of working in depth. Readers who like the thinking are more likely to trust the company behind it.
write down your method. A detailed explanation of how you work, with your reasoning, can build more trust than any sales page.
Zapier’s integration pages: a page for every app
Zapier has pages for the apps it connects with, such as its Slack integrations page.
each page matches what someone is already searching for (“connect X to Y”) and shows them how to do it.
if your service works with specific tools, industries or job roles, a focused page for each one can meet buyers exactly where they’re searching. Only create pages you can make genuinely useful.
HubSpot’s State of Marketing report: a recurring report
HubSpot publishes a State of Marketing report on trends in marketing. The current edition is the 2026 report.
a recurring report gives people a reason to come back, and others can cite it.
pick one question your buyers care about and answer it every year with fresh data, even on a small scale.
Notion vs Confluence: a comparison page
Notion has a page comparing itself with Confluence, aimed at teams thinking about switching.
buyers comparing two options are close to a decision. A clear comparison page meets them at that moment.
write honest comparison pages for the options your buyers weigh, including doing it in-house. Stick to facts you can back up.
Jason Fried’s writing: founder posts
Jason Fried, co-founder and CEO of 37signals (the company behind Basecamp and HEY), publishes his own posts at world.hey.com/jason.
posts from a founder have a clear voice and point of view, which buyers often trust more than company announcements.
if your founder or leaders have strong views about your industry, help them share those views regularly. More on that in our guide to thought leadership content.
Stripe Guides: in-depth guides for buyers
Stripe Guides is a library of guides for developers and businesses, on topics like global payments and building marketplaces.
the guides answer big questions Stripe’s buyers have, well before they’re ready to choose a provider.
write the definitive guide to the two or three biggest questions your buyers have. Keep them up to date.
The Ahrefs blog: teaching the topic buyers work on
the Ahrefs blog publishes articles on SEO and marketing, the subjects Ahrefs’ customers work on every day.
it teaches the skills its buyers need, so readers come to see the company as an expert in their field.
teach the job your buyers do, not just your product. Practical, specific how-to content builds trust over time.
What these examples have in common
They’re useful on their own
Each one would be worth reading or using even if the reader never bought anything.
They match a buying stage
Tools and guides attract early interest; comparison pages help buyers decide.
They show expertise rather than claim it
Original data, worked examples and clear explanations prove you know the subject.
They’re built to last
Most can be updated rather than replaced.
To turn ideas like these into a plan, read our guide to B2B content strategy.
How RocketFuel can help
Our B2B content marketing service plans and produces content like this for B2B companies, built around the questions your buyers ask.
The amount depends on your package and needs. We write expert interviews, founder ghostwriting, LinkedIn posts for your own profile, and blog and SEO articles. Our team writes everything in your brand voice, you get unlimited review rounds, and nothing is published until you approve it.