7 B2B Content Examples that Demonstrate How Content Is Evolving in 2025

By Don Knapp
July 30, 2025

What does the very best B2B content look like right now? What’s the new benchmark for kicking ass?

Once or twice a year I’ll peruse all the latest marketing award winners with these questions in mind. But it’s a more interesting research project in 2025, in the context of all the AI disruption and how quickly content marketing is now evolving.

I picked out these award-winning content examples from enterprise B2B companies because they’re not just editorially or visually well-crafted; they capture some facet of the changes and challenges we’re seeing now and in the last few years—and how brands are navigating them successfully.

Anatomy of Award-Winning B2B Content Examples

Involve your translation or localization team early in the process, before you start writing copy. They’re the experts, and they can give you invaluable tips for writing copy that’s easy to localize, as well as insights about your international customers. Build this communication into your writing process so they can help your brand voice shine through.

PwC strategy+business

Content type: Interactive digital magazine; a “10-minute power read” focused on a single, timely topic for business leaders
Award: dotCOMM Awards – multiple Platinum and Gold categories (animations, website creativity, navigation design)
Content evolution takeaway: PwC’s digital magazine reminds us that the bar is so much higher today for what “great” content looks like and what busy professionals will take time to read. Scroll down the page to engage with rich visual storytelling elements (animations, graphs, interactive data), intuitive navigation, and eminently readable brand journalism on par with a publication like the Harvard Business Review. A vanilla, text-only blog post can’t compete with this for your reader’s attention.

ADP Grit & Wisdom

Content type: Community-driven, multichannel content campaign; structured as a contest for small business owners to submit tips and advice, then compiled into evergreen assets including an e-book, coffee table book, microsite, and social media series
Award: Elevation Awards – Gold, Best use of content
Content evolution takeaway: Play the long game and invest more in brand marketing. Well before making any sales pitch, you need to engage your target audience—showing up consistently on their preferred channels—in an authentic way to build brand affinity and trust. ADP makes an emotional connection with its audience through shared storytelling.

GitHub Blog

Content type: Corporate blog with “practical guidance for developers”
Award: CMI Content Marketing Awards – Best Corporate Blog
Content evolution takeaway: Marketers have been crowing about the death of the company blog, and at least this much is true: Today only the most valuable and well-executed company blogs have a loyal following. The GitHub Blog is one of those exceptions. It maintains an attentive audience with authoritative content, written by and for engineers and developers. AI tools haven’t eaten into its organic traffic, either. GitHub employs what it calls “journalistic SEO” for keyword gap analysis to identify developer needs and craft original, non-copycat content. This strategy helped them grow organic traffic by 30% in 2024.

Unisys AI-driven ABM program

Content type: Hyper-targeted ABM content with account- and buyer-specific messaging and omnichannel delivery
Award: Elevation Awards – Silver, Best demand or lead generation program
Content evolution takeaway: Right time, right message has been a mantra for years, but more than ever, getting content engagement and conversions rides on your ability to be hyper-relevant to each account and each member of the buying committee (rather than relying on generalized customer challenges from some low-fidelity persona created five years ago). Unisys took it next-level with forensic analysis of closed deals to uncover buyer behaviors, buyer readiness, and decision-maker profiles, along with real-time intent data fed into a proprietary AI model to qualify opportunities.

GE Aerospace, the Sound of Flight

Content type: Immersive 360° spatial audio clips with sound visualizations to capture GE’s jet engine testing; distributed across Spotify, Instagram, YouTube, and LinkedIn and amplified by influencers
Award: Elevation Awards – Gold, Best digital experience initiative, and Bronze, Best use of social media or influencer marketing
Content evolution takeaway: Diversify your content types and think beyond the usual formats. Before you write your next data sheet or produce a B-roll-heavy video, explore creative, rich media options to tell your brand stories. GE Aerospace communicates so much, with so few words. The brand earned millions of impressions and video plays because it truly put the experience in content experience.

Baker Tilly, REcap: Commercial Real Estate Market Report

Content type: Gated quarterly report for real estate owners, developers, investors and professionals
Award: CMI Content Marketing Awards – Best Use of a White Paper
Content evolution takeaway: Be super-selective about gated content, reserving form-fills for the highest-value assets like proprietary research, analysis, and expertise. CMI mentions that the Recap report is Baker Tilly’s most consistently downloaded gated content, which speaks to its quality and to how the public accounting firm built it into a well-known and anticipated publication. Today, gating most content is a recipe for low engagement. Too many marketers ruined gated content with overhyped, fluff-filled e-books that fell far short of what they promised to deliver.

One More Award-Winner to Profile from Cisco, Supported by Tendo

Cisco Marketing Velocity Reimagined

Content type: Website/co-marketing partner platform offering always-on learning, customizable content, free marketing services, and more
Award: dotCOMM Awards – Platinum, Website – Other – Redesign
Content evolution takeaway: If you want visitors to engage more deeply with your website and content, get serious about creating a simplified user experience. As technologies like AI expand our capabilities, they often add complexity. But as my colleague Simon Mathews wrote, AI experiences require subtractive UX design. My agency, Tendo Communications, helped Cisco reimagine, redesign, and rethink the content strategy and user experience of its signature partner marketing platform with the end-user in mind. We implemented partner feedback to better serve their needs, whether they are looking to download the latest content, deploy automated campaigns, analyze customer intent data, or customize their own co-branded collateral. Cisco’s Marketing Velocity platform delivers advanced features to help partners execute marketing campaigns and drive pipeline, while remaining simple and intuitive to use.