B2B content marketing agencies are easiest to compare on where the material comes from. Ours comes from your own sales calls and your own engineers.
Fewer pieces, each one answering a question a buyer actually asks, written well enough that a salesperson would attach it to an email.
What B2B Content Marketing Agencies Should Do Instead of Volume
Start with the sales calls. The questions your prospects ask, in the order they ask them, including the awkward ones about price. Those questions are the brief, and they are already answered verbally a dozen times a month.
Write fewer pieces properly. One thorough answer ranks better than six shallow ones and survives being sent to a prospect. That last test is the useful one.
Interview the people who know. Your engineers and consultants hold the material, so the job is extracting and shaping it. An hour of their time is worth a month of desk research.
Update rather than accumulate. A piece that ranks and goes stale is worth more effort than a new piece, so the calendar includes revisions as first-class work.
Written by People, Sourced From Experts
The argument and the writing are human. We use tools for research and outlines, and the thinking comes from the interview.
That is what produces something with a claim behind it: a specific figure, a named technique, a constraint your competitors do not mention. If a piece would survive having your logo swapped for a competitor’s, it goes back for another pass.
We also write only about the topics you can genuinely serve, so the traffic it earns is traffic your sales team wants.
What a Piece Looks Like
Fifteen hundred to two thousand five hundred words, structured around the question rather than around a keyword, with the answer in the opening paragraph.
Sources named, figures attributed, and internal links to the service pages that actually serve the reader next. Anything a prospect could challenge is either evidenced or removed before publication.
How the Programme Runs
An interview round first, usually three or four conversations recorded and transcribed, which becomes the outline set for a quarter.
Then a fixed price per piece, with the draft going back to the expert who supplied the material before it publishes. You own the transcripts, the outlines and the finished work.
Reporting is monthly against enquiries influenced rather than sessions, using the attribution described on digital marketing.
What You Get in the First Quarter
Typically six to eight substantial pieces, an updated set of existing pages that already rank, and a documented list of the questions still unanswered.
The best b2b content marketing agencies leave your team able to brief the next round without them. Tell us the three questions your sales team answers most often.
Related Services
Where content needs to earn coverage rather than rank, that is link building.
Where it exists and is not converting, that is conversion rate optimisation. Where the site cannot rank whatever you publish, start at technical SEO.