Turn B2B Content Marketing into a growth channel
If your B2B Content Marketing does not drive enough traffic, engagement and qualified leads, then you can do better. We can help.
What is B2B Content Marketing?
What is B2B Content Marketing?
B2B Content Marketing is a strategic approach to creating, distributing and managing the process of providing educational content that addresses the specific needs of business decision-makers. It helps earn audience trust, attracts, engages and convert potential customers over more complex sales cycles. When executed effectively, it positions your company as a trusted resource, leading to increased engagement and higher conversion rates.
Are you getting the results you want from your B2B Content Marketing?
Do you have any of these challenges?
Content Strategy
You're creating content without a guiding strategy or framework
Traffic from Content
Traffic from content is stagnant or declining and needs attention
Engagement & Leads
Audience engagement & qualified leads are not materializing much
Content Creation
It is a struggle for your company to develop quality content
Executive Buy-In
Executives not fully buying into the benefits of Content Marketing
Sales & Marketing
Sales & marketing don't seem to be aligned with content marketing
Fleeting Audience
Your audience may be reaching you, but they are not sticking around or coming back.
What Content to use
You aren't sure what content is best to reach your audience
Low links to content
Not many are linking to your content, reducing your backlink impact
Do you want sites to link to your content (Backlinks)? Do you want better engagement from your audience?
Then stop wasting time on content that your audience won’t engage with. Focus on a value-first content strategy.
Our B2B Content Marketing System
The VIA Method
An effective approach to B2B Content Marketing
What Is the VIA Method?
Trust is the new currency in today’s marketplace. The VIA Method is our own B2B content marketing model designed to help businesses generate more trust, engagement & qualified leads.
We created this method so you can create and execute a content marketing strategy with confidence and rooted in what today’s buyers actually respond to; help before hype.
It combines three strategic pillars with three outcomes to create a clear, scalable and effective approach to B2B content marketing.
We then execute based on
Our B2B Content Marketing capabilities
B2B Content Marketing and its benefits are easy to understand. Executing and sustaining a successful B2B Content Marketing strategy, is not. Mainly because people over-complicate the approach, make poor decisions or they neglect it if its not part of their core business mandate.
Our strategy focuses on addressing your audience’s needs instead of the ticking time bomb of frustrating Google updates.
Hire us to work with your team and help you achieve better audience marketing reach, engagement & leads through the power of B2B Content Marketing.
- Deliver a strategy unique for your business
- Content Marketing Framework
- Training on our VIA Method (VALUE-FIRST methodology)
- Content SEO
- Content Marketing Audits
- Content Creation
- Competitive Analysis
- Lead Generation
of web pages receive no traffic: underscoring the importance of having an effective content marketing strategy.
“Your present content strategy is designed to get the results you are getting right now. For the trajectory & results to change, your content marketing approach must change. A clear and achievable strategy will lead towards better audience reach and engagement. Period.”
garnerOne Media
Our flagship B2B Content Marketing training helps with best practices, proven frameworks, strategy & tactics so your team levels up their B2B content marketing skills.
- Develop the knowledge and skills to execute a content marketing strategy with confidence
- Teaches a proven framework that gets results
- Training on the concepts we use to achieve better ROI
- Live & Online Training
- Training is customized to your situation and not generic
64% of the most successful B2B marketers have an organization content marketing strategy, highlighting the importance of a structured approach in driving consistent success.
Detailed assessment of your current B2B Content Marketing strategy and execution. We help identify any issues in your B2B content marketing process, including:
- We don’t just audit your content, we audit your entire content marketing process
- Are there any red flags in your process?
- Are there any opportunities to leverage?
- Content-Audience Fit
- Content Creation Strategy & Process
- Competitive Analysis
- Keyword Search & Analysis
- Content Distribution
- Content Selection process
- Executive buy-in, Corporate culture fit
The goal of Content SEO is to drive engagement and conversions (leads). Focusing on developing content based on search intent instead of search traffic volume is more valuable and will result in better conversions.
- SEO Strategy & Planning – Strategic approach to organic search growth and increased engagement
- Reduce the dependency and cost of paid search
- Keyword Research & Optimization – Targets high-intent keywords, focusing on content that your audience wants
- Content SEO Audit – Identifies weak points and opportunities to enhance competitiveness, content creation and engagement
- Competitive Analysis – Research competitor rankings, keywords, traffic sources, popular content so you can compete for their rankings
Organic web listings receive 73% of clicks, indicating that users predominantly trust and select non-paid search results over paid ads.
Content for every step of the customer journey; from foundational thought leadership, to whitepapers, to lead magnets, infographics, eGuides, articles to traffic generating assets.
- Content Planning – Aligns content with business goals to attract and convert customers
- Mapping Content to buyer journey
- Optimized Content – Improves relevance and search rankings, thus driving organic traffic
- Multi-Format Content Creation – Educational content, blogs, whitepapers, eGuides, case studies, Industry reports, surveys, Infographics, checklists, reports, etc
- Competitive Benchmarking – Identifies gaps and opportunities to outperform competitors
- Infographics – Simplify complex information for better engagement, ranking and shareability
- Multi purpose Content – Brand awareness, Product Marketing, Sales content, Lead Magnets, content not-for-search-engines, etc
- Editorial Planning – Determining what content to publish, by when, by whom,
- Thought Leadership & Authority – Positions your brand or executives as industry authorities, and indispensable resources; building trust with prospects. Trust delivers sales.
Did you know?: B2B buyers engage with 3 to 7 pieces of content before even initiating contact with a business.
Takeaway: if your content is not found or not engaging enough to be either found or consumed, you are not being shortlisted.
Lead Generation within a Content Marketing context is about publishing content and developing processes that will improve the probability that prospects will want to engage with you and convert into valuable leads.
- Develop effective Lead Capture strategies for your specific situation
- Develop content that builds trust & demonstrates expertise
- Capture prospect leads: eBooks, whitepapers, case studies, webinars, industry reports, templates, checklists, eGuides, research, courses, tutorials, toolkits, quizzes, etc
- Determine how/where to best distribute your content for optimal exposure and lead capture
-96% of website visitors aren’t ready to buy immediately
-B2B buyers engage with 3 to 7 pieces of content before initiating contact with a business.
If your content is not found or not engaging enough to capture a lead, then you are wasting your content marketing efforts
Get your B2B Content Marketing SCORE
- Its' Free
- Quick Strategy Audit
- Get Recommendations
Find out what is and isn’t working
You must audit your current content marketing process and get a deeper understanding of how you reach your audience and how they engage with you.
Is your content selling or teaching? Is it random or with purpose?
The goal is to pinpoint weaknesses, highlight strengths and identify opportunities for improvements so as to align more closely with your stated content marketing objectives.
Lead with a value-first content mindset
How businesses communicate with audiences is both confusing and rather condescending.
Trust is the new currency in today’s marketplace. A VALUE-first mindset is the foundation of trust-building content. It means delivering content your audience genuinely needs — long before they’re ready to buy — and continuing to support them throughout their decision-making process.
This isn’t about promoting features. It’s about serving. It’s about caring enough to provide value before expecting attention.
What your audience cares about should drive what you create. Not the other way around. When your content makes people better at their jobs, they begin to trust your brand before a single sales conversation ever happens.
The result? Your business becomes a go-to resource. Trust grows. And that trust becomes your strongest competitive differentiator — ultimately rewarding you with qualified leads.
We guide our clients through a step-by-step content process so they can apply this VALUE-first approach in a practical, repeatable way—helping them consistently deliver the kind of content that earns attention, respect and long-term engagement.
Follow a structured approach
Following a framework brings clarity, consistency and scalability to your efforts.
There are many good frameworks you can follow, including ours. The point is to actually follow a structured approach to your content marketing process. The framework we follow guides clients step-by-step through the entire B2B content marketing process, not just content creation—from research to strategy and planning, including content SEO, content creation, distribution, measurement and operational support.
In short, a framework can transform your B2B content marketing process from a set of random activities into a repeatable, results-driven system that drives growth without depending too heavily on paid ads to generate leads.
Own Access to Your Audience
Owning access to your audience is truly a competitive advantage; owning your audience distribution channels builds your moat; a protective barrier around your brand. A durable asset that amplifies your content, lowers your acquisition costs and gives you independence from platforms you can’t control.
If you don’t have direct access to your audience and you keep “renting” access from ad networks, search engines or social networks, then you don’t have real control. And without control, you can’t build long-term value from your content efforts.
If you want your marketing to have a direct relationship with your audience and to reduce dependency on third-party platforms then investing in Audienceship is becoming a competitive necessity.
- Start by auditing how much access you actually have
- Identify gaps and prioritize strategies that give you more control
- You don’t have to do it all at once, but you should definitely start.
Read a little more on the subject in an article we published titled: Owning Access to your Audience is the new Marketing Moat
Next Steps
Four simple steps to position yourself for success.
Simplification leads to execution. Yes, our methodologies and frameworks are thorough. However, they are straightforward and effective so you get the content marketing results you are targeting.
Providing real value to satisfied customers
Who we've worked with
what you get
Process & Pricing
Review our process and pricing to determine if we are the right service for what you’d like to achieve.
What does our process look like?
Our process depends on what we are hired for. Here are some guidelines:
Consulting Audit (we tell you what to do)
Output: Audit + Recommendations
Features: Short term, one off project
Training & Coaching (we show you what to do)
Output: Audit + Recommendations + Training on Implementation
Features: Short term, one off project
Consulting & Implementation (we do it for you and with you)
Output: Audit + Recommendations + Implementation
Features: Mid to longer term, monthly retainer, includes implementation services
**See each individual service page for specific pricing on that service
Book a Call: Let’s kick things off with a conversation to understand where you are in your content marketing journey, what challenges you’re facing and goals you want to achieve. We’ll also figure out if our consulting services are the right fit for you—no pressure, no hard sell. And whether or not we work together, we are sure you will leave the call with insights you can start using.
Customized Proposal: Every client is different. We’ll send you a proposal clearly outlining our services, fees, and agreed upon deliverables.
Pricing for our services
Our pricing can vary, as there are a few factors to consider. These factors include:
- The service required (consulting, auditing, content creation, etc)
- Company/Team Size
- Revenue or Startup stage
- Industry Complexity
- Client’s internal capabilities
- Competitiveness of Industry
- Timeline & Urgency
- Scope of Work – Audit/Strategy-only, full execution, or ongoing content creation impacts pricing
- Content Volume – The number of content assets required
- Type of Content required – whitepapers and infographics are priced differently for instance
- Goals – Lead generation, brand awareness, etc; different goals require different strategies.
- Retainer vs. One-Time Engagement – Long-term retainers vs. project-based pricing.
Our pricing is determined on a tailored pricing approach and based on statements of work and scope. Pricing follows a per project fee or on a monthly retainer. We do not work on a flat hourly fee basis.
With that in mind, budgets can range from one-time fees of $3,500 to $38,000 per project based services. Services on monthly retainers can range from $3,500 per month for smaller organizations, up to $28,000+ per month for larger organizations that require more in-depth services.
On average, clients will invest between $7,500-12,500 per month for retainer based services. One-off projects vary greatly. More specific pricing details for all our services can be viewed on each service page.
We encourage you to contact us for a discussion and proposal.
Discovery Call
You’ll know if we’re a fit after just one call
Discovery & Fit
Speak directly with our principal consultant. You’ll talk through your current situation and how we can help.
Proposal
Every client is different. We’ll send you a proposal clearly outlining services, fees and agreed upon deliverables.
Fine tune
We will fine tune the proposal based on further discussions, decide on a start date and finalize our agreement.
FAQ
FAQ: B2B Content Marketing
Learn more about our B2B Content Marketing Services
When reading about B2B Content Marketing Services, we often come across the statement “If it won’t rank, it doesn’t get built.” We believe this statement is rather dramatic and missing a significant point, frankly, it’s nonsense.
The goal of content is to get your audience to consume your content and engage with it. Creating content that only ranks on search engines is a limiting strategy. Meaning, how about all those contacts your company has in their email database? Creating content for your email marketing list is extremely valuable. This content may not rank, may be difficult to rank, but if of value, your audience will consume it, use it, and it will deliver more leads for you.
Content should be created based on the value it provides to your customers. There is content that helps with ranking and traffic and there is content that is only consumed by those in your mailing list or other private contact lists or on social networks like LinkedIN. As long as you focus on providing value across your buyer’s journey, you will be fine.
Where do we start?
There are 3 major reasons for bad content.
- It’s Google’s fault! That’s right. Google has put such an emphasis on content production, keywords, length of content, etc. Companies write 2000 word articles on topics that should take one paragraph. This has led to a massive amount of fluff content that is turning people off.
- Simply put, as great as Ai is, it’s a problem! It has brought a tidal wave of mediocre content. This has led to flimsy link bait and repetitive content.
- It’s marketers’ fault. Many companies and teams simply do not understand what content marketing truly is and how best to leverage it. Many erroneously believe that its simply about publishing blog posts or about their products/services. This leads to technical writing, or sales writing, or writing for search engines instead of writing for their audience. Making content not very relevant.
Despite advances in content strategy and understanding, the above 3 reasons have led to a serious lack of content quality, which all leads to poor traffic and engagement from potential buyers.
A reminder that about 96% of all content receives little to no traffic from search engines.
Content must provide value to your audience above all. Only then can their engagement turn into trust which turn into qualified leads.
We absolutely work with other marketing agencies. Marketing agencies and consulting firms that require a specialization in B2B Content Marketing ask us to work with them and their clients. Many marketing agencies do not focus on this specialization as deeply as we do. They are busy providing an entire range of other marketing services.
B2B Content Marketing comes in many forms. The goal of which is to provide value to your audience. This value will generate more authority and more trust, which will improve engagement and interest from your audience.
The skill is NOT only to focus on what type of content to provide, but rather, a combination of what is provided, why it’s provided, when is it provided and to whom is it provided.
Here are some examples of effective content pieces. As always, its the execution that counts.
- Educational Content
- Articles & Blog Posts
- Whitepapers
- eGuides, eBooks
- Reports & Checklists
- Pillar Content
- Infographics & Data Visualizations
- Spec Sheets
- Case Studies
- Web Copy
- Buyer Guides, Price Guides
- Surveys, Polls & Quizzes
- Online Learning
- Presentations & Webinars
- Interviews & FAQs
- Tools & Templates
- Press Releases
- Videos
- Training
- Books
