Content Marketing for Enterprise Tech Companies: 5 Powerful Examples to Inspire Your Next Campaign

by | Content Strategy

Having a robust web presence is now table stakes for enterprise tech companies, and offering high-quality content for your prospects should be the foundation of your overall online marketing strategy.

Useful content not only helps you attract more prospects, but done well, it can also help you build relationships with your potential buyers so they are more likely to reach out to you when they’re ready to buy.

Read on to see how 5 top tech brands used content marketing to boost sales and scale their reach.

5 Enterprise Tech Companies That Are Capitalizing on Content Marketing

Gladly’s Content Empire

Customer service platform Gladly helps businesses provide highly personalized customer experiences. The company publishes a wide variety of free content for prospects and customers, including:

  • Blog posts
  • On-demand and live webinars and demos
  • Reports and guides
  • Assessments and quizzes
  • Live events
  • The Radically Personal podcast

Clearly, the company’s strong content marketing strategy is paying off — Gladly has already raised over 113 million in six funding rounds, and some experts value the company at over $1 billion.

Mailshake Mixes It Up

Marketing automation platform Mailshake created an in-depth piece of content called the Cold Email Masterclass to teach people how to do effective email outreach. The masterclass is made up of eight comprehensive lessons, and each one is housed on its own pillar page on the company’s site.

Then Mailshake, recognizing that most people won’t consume the entire masterclass in one sitting, broke up the content into an eight-part email series and created an automated email sequence that dripped out the information to subscribers in bite-sized pieces.

This is a great example of how companies can create large, foundational pieces of content, then repurpose that information in different ways to connect with audiences at various phases of the buying journey.

Hubspot’s Content Marketing Foundation

HubSpot, a CRM tool for inbound marketing, customer service, and sales, is a well-known content marketing veteran.

Back in 2006, when the company was still a startup, HubSpot started publishing free how-to and FAQ content, along with gated case studies, white papers, e-books, and webinars.

Since then, they’ve maintained steady growth by using content as the backbone of their marketing strategy.

According to Mike Volpe, former CMO of Hubspot, the company generates 75% of its leads from its blog.

Buffer’s Guest Blogging Success

Buffer, one of the world’s leading social media scheduling tools, launched their product by using a proactive guest blogging strategy. Co-founder Leo Widrich pitched the new app to well-known media outlets during the initial launch, but the big players turned him down and didn’t cover the scheduling tool. So Widrich switched gears and started focusing on attracting sign-ups from guest blogs.

He wrote and published over 150 guest posts in a little under a year, and his team built an internal analytics dashboard that showed them how many sign-ups they were receiving each day, as well as the source of those subscribers. They used that data to tailor their ongoing guest blogging strategy.

Using guest posting as their primary marketing tool, Buffer grew to 100,000 sign-ups in just 9 months.

KISSmetrics Rocks Twitter

KISSmetrics, a web analytics tool that shows users key insights about user interaction on their sites, uses content curation to reach new customers and build trust with existing ones.

Back in 2008, the company started sharing other people’s content on Twitter and rapidly established the KISSmetrics team as marketing experts who stayed “in the know” on breaking news topics. Using strategic hashtags, which were fairly new at the time, also helped them build visibility.

Eventually, the KISSmetrics site was flooded with Twitter-generated leads. Learn more about how KISSmetrics leveraged Twitter to become an analytics behemoth by reading this post by founder Hiten Shah.

The Key to Content Marketing Success

Consistency is key to content marketing success, and these companies’ steady efforts really shine. Publishing useful, authority-building content is one of the best things you can do to generate more leads and make more sales — so use these examples to inspire new ideas and campaigns for your enterprise technology company.

Connect with Jessica Mehring on LinkedIn to find out more about how Horizon Peak Consulting can help you plan and execute a highly successful content marketing strategy.