How the best B2B brands create content that builds trust

Real-world strategies from HubSpot, Wealthsimple, and Beehiiv

Reade Milner
May 06, 2025

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Great content marketing involves reaching the right people. It earns their trust with clear and useful strategies.

We’re looking at three B2B brands that get it right — and what you can steal from their playbooks to build a stronger, more trusted presence.

Before HubSpot was a household name, they were simply answering questions.

Their early blog posts, templates, and how-to guides didn't talk about HubSpot’s features. They solved problems marketers were already facing.

The idea was simple: teach people something useful today, and they’ll come back when they’re ready to buy.

It worked.

Today, HubSpot’s blog drives millions of monthly readers, and their inbound marketing engine is the backbone of their business.

Key takeaways from HubSpot:

Answer real questions. Build content around what your audience is already searching for. Think "how to," "why," and "best ways to" guides.
Stack beginner and advanced content. Meet your audience where they are now and stay relevant as they grow.
Be consistent. One good article won’t build a brand. Publishing valuable content week after week will.

Wealthsimple could have played it safe.

They could have stuck to financial tips, retirement plans, and dry explainer content.

Instead, they built an entire magazine around one idea: money is personal.

Wealthsimple’s content tells the real stories of how people — from nuns to NBA stars — think about money.

They rarely mention their platform. Instead, they connect emotionally, making finance feel human and relatable.

Key takeaways from Wealthsimple:

Tell stories, not specs. Help people see themselves in your content.
Invest in tone and voice. Good writing is an asset. Don't settle for dry or generic copy.
Lead with emotion. Even in B2B, people are still people. They remember how you made them feel, not just what you sold.

Beehiiv shares stories of real creators who grew successful businesses and explains step-by-step how they did it.

Instead of talking about Beehiiv's platform, they talk about customer journeys, experiments, and lessons learned.

The result? Content that feels practical, inspiring, and achievable.

Key takeaways from Beehiiv:

Spotlight your customers. Case studies and user stories build credibility and inspire action.
Be specific. Real numbers, real tactics, real results beat vague advice every time.
Niche down your audience. Speak directly to a defined group, and you’ll build loyalty faster.

Top brands make better content that teaches, connects with people, and encourages them to take action.

If you’re ready to build a content system that earns trust the right way, start with a free Marketing Clarity Report.

You’ll get a practical roadmap designed to help you simplify your marketing and scale your results.