Marketing
Content strategy
Good B2B content answers the questions buyers have at each stage of a long decision. We decide what to say, who should say it and where it should appear.
Who it is for
For teams that publish, but without a plan.
This service suits companies that produce posts, articles or videos now and then, with no clear thread connecting them to buyers or to sales.
It also suits companies with real subject expertise that has never been written down in a form that buyers can find and use.
What you get
What you get.
- An audit of your existing content and what it does for buyers
- Content themes based on your positioning and your buyers’ questions
- A content calendar across the channels that matter for you
- Guidelines for voice, format and review, so that content stays consistent
- Briefs and outlines that your team or ours can write from
- A simple way to see which content supports sales conversations
Outcomes
What changes for you.
- Every piece of content has a clear purpose and an intended reader
- Your expertise becomes visible through a steady body of useful material
- Sales conversations start with buyers who already understand what you do
- Less time is spent deciding what to publish next
How we work
Business first. Brief second.
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Diagnose
We review what you publish today, what your buyers ask and what your sales team keeps having to explain.
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Position
We choose the themes you should own and the questions you should answer, based on your positioning.
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Activate
We build the calendar, briefs and guidelines, and begin producing or guiding the content.
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Optimise
We look at which content is read, shared and mentioned in sales conversations, and adjust the plan.
FAQ
Frequently asked questions.
We can plan it, write it, or guide your team in doing so. The balance is agreed after the first conversation, depending on what you already have in-house.
That depends on where your buyers look for information. For many B2B companies this includes LinkedIn and the company website, but we recommend channels after studying your market, not before.
Less than most companies expect, if it is focused. We agree a realistic volume based on your team and your goals.