Our B2B content marketing service is based on these three pillars:
• Collateral: articles, case studies, white papers and more to build buyer trust and engagement
• Optimisation: content written in SurferSEO, structured for AI search citation for easy discovery
• Distribution: social media, backlink building, digital PR and more to extend content reach and influence
A successful content marketing strategy needs to get these three things right:
Content must address buyers' specific commercial problems and pain points. To understand these, our writers and editors speak directly to your sales and service teams to find out why deals stall, the features clients want the most, and what they call up for help with. We turn this raw feedback into content that reflects how customers actually think and what they need to hear to buy.
We write for everyone involved in a buying decision. For non-technical executives, we focus on the commercial outcome. For technical executives, we provide the details they need to understand how the product or service delivers the commercial outcome. This approach ensures that every stakeholder can say yes for their own reasons and no one gets left behind in the buying journey.
We run monthly social media, backlink building and digital PR campaigns to ensure your content reaches a wider audience. This in turn builds the website authority needed to rank higher in search. This approach is ideal for conversational search tools like Google AI and ChatGPT. They generate answers by citing trusted, high-ranking sources, making your website content more visible and influential.
Before we start work, we develop and agree a detailed campaign plan with you.
You have full visibility and control over the process. You know what's being done, why we're doing it, when it will be done and where we're distributing it.
It takes around a month or so to plan your campaign. There's a lot to get right. We work with you and in-house team to create a detailed plan you have confidence in that will deliver the results you're after.
What we do is performance marketing and, here, performance is achieving what you define as success. Tell us what you want from the campaign, whether it's more traffic, stronger leads, raising brand awareness or breaking into a new market.
Next, we embark on a major exercise to understand the commercial landscape you operate in. This includes interviewing your key team members to determine your unique company expertise, leading buyer objections and competitor strategies.
Now that we understand your marketplace and your target customers, we then identify the key sites, publications and influencers your audience trusts. This allows us to create a plan for placing guest articles and building valuable backlinks.
At the end of the planning stage, you receive a detailed content calendar showing all planned articles, case studies, white papers, thought leadership content and social media activity. Give us your feedback and we'll make the necessary changes.
Production only begins once you give final approval of the plan. Our team then works to the agreed schedule, ensuring we leave you enough time to review the content we create for you properly without feeling rushed before sign-off.
Every piece of content we create has a specific job to do, whether that's answering a technical question early on or providing evidence of product and service suitability at the time buyers make their decisions.
Easy-to-understand articles that answer genuine buyer concerns on issues like price, features, use cases and more to build awareness of your products and services and draw traffic to your site.
Detailed, action-led stories that explain an issue or pain point your client faced, detailing exactly how you solved it and the benefits that delivered. Excellent lead generation and bottom-of-funnel content.
Share your opinions on the industry and strategic commentary on where it's heading to position yourself as a sector leader. Build your reputation long-term so clients pay a premium to have you on their project.
As well as blogs, case studies and thought leadership pieces, we can create other content for your site including home pages, "About Us" pages, staff bios, product and service descriptions and more.
Let us identify and update older, underperforming content to bring site authority up across the board. We can also structure it for AI search and refresh the SEO to increase your firm's online visibility.
In-depth, evidence-based reports that explore a key issue for your market. This is authority content designed to influence the thinking of senior decision-makers as they come to the point of purchase.
Creating great content is half the job. Making sure it gets in front of your target decision makers is the other. Here are the six effective ways we achieve that:
We optimise all your content for search engines and AI, helping your buyers find you on Google precisely when they're looking for information. You appear at the exact moment they need answers to questions on your products and services.
Daily posts on LinkedIn linking to the very latest content on your website place your expertise into prospects' newsfeeds. Use this visibility to engage them in discussions and promote your products and services.
We place your content on industry websites your audience already trusts and respects. Gain valuable exposure to a wider audience of key decision-makers and influencers involved in the buying process.
We source and negotiate the placement of backlinks on authoritative online publications pointing to your key content. Each link builds your credibility with Google, leading to more search and AI visitors.
We create two targeted emails each week for your campaign: one for your existing customer base to share new content and highlight services, and another for prospects designed to encourage new enquiries.
Our monthly email marketing campaigns promote your content and services directly to a GDPR-compliant list of up to 10,000 named decision-makers that you can select by line of business, location and company size.
Your content campaign is underway. You need to know exactly what’s happening, how it’s performing and what we'll do to improve results further. Here’s how we keep you fully updated and in control:
We regularly identify underperforming pages and propose content refreshes. Our proposals outline the expected, specific improvements to your site's traffic and search rankings.
You receive frequent reports detailing site traffic, AI placements, keyword rankings, backlinks and social media activity. You'll see successes and new opportunities for further growth.
We continually monitor rival firms' content strategies and alert you to significant changes to their approach and propose a new plan with clear milestones to keep your competitive edge.
Each quarter, we review campaign results against the initial objectives we agreed. We track progress and set fresh, strategic goals together with you for the next three months.
We create and distribute commercially sharp, practical content tailored for complex buying cycles. Fast turnaround, clear reporting, internal visibility: everything you need from a content partner.
Here's how to get in touch:
Get in touch to tell us about your company, target market, products and services and what you want from content marketing.
After extensive research and talking to your staff, we send you a detailed plan of the content we believe would work for you.
When you approve the plan, we start creating your content, keeping to deadlines, then upload and promote it every day.
A monthly report on everything we've done for your campaign together with full analytics showing the results you've achieved.
New content:
LinkedIn social media content:
Other activity:
Minimum commitment:
New content:
LinkedIn social media content:
Other activity:
Minimum commitment:
New content:
LinkedIn social media content:
Other activity:
Minimum commitment:
Rank higher in local searches to attract more targeted traffic to your website and increased enquiries from ready-to-buy customers. Dominate your local search engine results pages and grow your sales.
Everything under one roof: design, copywriting, technical SEO, and hosting. Get a website that your target audience can find easily in AI and general search with persuasive writing to convert them from visitors to customers.
Here's a selection of the types of questions customers ask when they contact us.
A: B2B content marketing agencies plan and execute inbound marketing campaigns to attract and nurture qualified leads from their clients' target audience.
A: Both B2B and B2C use digital content to attract customers. B2B content tends to be more logical and persuasive for decision-makers buying products and services on behalf of their organisations. B2C content tends to play more on people's emotions, needs and wants to sell.
A: We create content for many kinds of clients, depending on their commercial goals and target audiences. In addition to general website content like blogs and product descriptions, we also create credibility content (like "About Us" pages and staff bios), white papers, ebooks and thought leadership content.
A: B2B marketing content plays two roles in supporting sales teams. First, the content draws in leads from websites and social media channels which help build reps' sales funnels. Second, white papers and case studies are highly effective at helping reps close deals by proving that their product or service delivers the desired result.
A: You need a digital strategy for your content so each item of marketing collateral performs its own role in the funnel. For example, blogs and articles are great for decision-makers finding out about a subject while product descriptions and comparisons help them shortlist. You should always make sure a piece of content helps achieve a business goal.
A: What we build into your content production and distribution schedule depends on what you want the campaign to achieve, our market research and interviews with staff members and customers. We want to get a picture of your business in the round to create a strategy that speaks directly to the needs and priorities of your buyers.
A: The most valuable content targets the pain points, frustrations and desired outcomes of decision makers. When we're putting content ideas together, we focus on finding those topics that answer the questions your buyers are already asking and are struggling to find answers to.
A: Thought leadership is important in B2B because it builds the authority and credibility of the company and its key players. It's a form of insightful, memorable content that positions your team as the people who understand the issues before others do. Its long-term goal is to get clients to a place where they pay a premium just to have you and your firm involved in solving their most complex challenges. It builds brand loyalty and is a form of influencer marketing where you are the influencer.
A: Search engine optimisation (SEO) is a way of writing content so that it has the highest chance of ranking in blue-link, traditional search. Writers first do keyword research to figure out what buyers are searching for and then examine competitor content to make sure your website is more comprehensive and useful. We track key metrics like number of visitors, dwell time, SERPs rankings and more to check your progress.
A: The B2B buyer's journey describes the steps the decision-makers in a business take from the point of realising they need a product or service right up to the point of purchase and beyond. It's rarely linear so, as part of your campaign, you need to create content for multiple digital channels including your website, social media, third-party sites and more.
A: We ensure technical accuracy in B2B content marketing in two ways. First, we encourage creativity in our writers, but they need to source every assertion in their content. Second, all creative content is subject to review by you and the editor.
A: Case studies are effective in B2B sales because they de-risk purchasing. By that we mean that a company has a problem they need to fix. If you present a case study showing a similar company with the same problem, show them how you overcame it and the benefits of doing so, it makes your company more trustworthy. The best case studies use a variety of creative production strategies including video testimonials, data-rich infographics and detailed written narratives.
A: Social strategy is a key part of effective B2B content marketing. Our social media marketing team creates and distributes content on platforms like LinkedIn to drive conversation and present your products and services in front of relevant decision-makers.
A: Content refreshes are when you update older, underperforming blogs, articles, how-to guides and more on your website. A key website development strategy to rank highly is to make sure all your online assets are accurate and relevant so they perform better in search.
A: AI overviews and AI search engines like Perplexity summarise the results from top-ranking pages to answer user queries. This means a drop in traffic but statistics show that decision-makers that visit your site from an AI link are 4.4x (Semrush) to 23x (Ahrefs) more likely to convert.
A: To measure the ROI of B2B content marketing, track metrics like increases in qualified leads, supported sales conversations and ultimately, increased business revenue.
A: Results typically begin to appear in 3-6 months. Building authority and organic traffic takes time, but momentum builds as you consistently meet audience demand for expert content.
A: The cost depends entirely on the scope of work. We build our pricing around delivering clear commercial value, ensuring the investment is aligned with the specific outcomes you need to achieve.
A: The method is to create the best and clearest answer available.. Content must be highly authoritative, well-structured with clear headings, and directly answer the specific user query. This makes it easy for an AI to parse and cite it as a trusted source for its generated summary.
A: It provides specialist expertise and scale. An agency gives you immediate access to a full content team of writers, strategists and SEOs who have experience across the wider business world.
