B2B content marketing that compounds, not content that fills calendars.
Most content marketing produces volume nobody reads. Generic blog posts on broad topics, written for search engines and ignored by buyers. We do the opposite. Less, deeper, specific. Pieces that earn links, get cited, and rank for the queries your buyers actually type.
The state of B2B content
Most of it is wallpaper.
There is more B2B content published every day than at any point in history. There is also less of it being read, by a wide margin. Buyers got faster at recognising templated SEO posts and AI-generated thought leadership. They are looking for the specific 1-2 pieces that actually answered their question.
Most agencies still optimise for volume. 8 blog posts a month, 2 case studies, 4 social posts, all middle-of-funnel and broadly forgettable. The work fills a calendar. It does not change anyone's mind.
The shift is towards fewer, deeper, more specific pieces. The piece that took two weeks and cited 40 sources will outperform 20 generic posts. We pick the deeper bet.
How we approach it
Five principles, all unfashionable.
Anchor pieces, not volume
1-2 substantial pieces per month, 2,500-5,000 words each. Designed to rank, earn links, and get shared. Supported by 4-6 derivative posts.
Original research where possible
Surveys, customer interviews, internal data analysis. The most-cited B2B content is research-backed, the rest is opinion.
Senior-written, not junior-templated
Every anchor piece has a senior strategist on it. Junior writers are not let near the strategic content.
Distribution before publication
Half the work is in distribution. Pre-launch outreach to people we want to amplify the piece. Post-launch repurposing across LinkedIn, podcast, newsletter.
Real measurement
Pipeline-attributed traffic, time-on-page, citations from other sites, inbound DMs about the piece. Not pageviews on their own.
When this works
Honest scope.
This is for
- B2B companies between £1M and £25M ARR.
- Categories where buyers research before buying.
- Founders willing to commit 12+ months.
- Teams comfortable with fewer-but-better content.
- Average deal size above £15k (the economics work above this).
Not for
- High-velocity transactional B2C.
- Companies needing pipeline in 90 days (this is a 6-12 month play).
- Teams who want 8 blog posts a month for SEO volume.
- Pre-PMF startups (find the message first).
- Industries where buyers do not read longform.
FAQ
Volume vs depth. Most agencies bill per post. We bill per outcome. Fewer, deeper, more strategic. Senior writers throughout.
Anchor pieces take 6-12 months to compound. The first 90 days is mostly setup and the first 2-3 anchor pieces. Patience required.
No. We use AI for research, outlining, fact-checking, distribution. We do not use it to draft the actual writing. Buyers can tell, and they have stopped reading it.
Standalone content programmes from £4,500/month with 6-month minimum. Bundled with Demand Gen from £2,500/month additional.
Yes, but it is not the primary goal. Anchor pieces tend to rank because they are deep and useful, not because we keyword-stuff them. SEO is a side effect of writing well.
Yes. Onboarding includes a 60-min voice extraction with the founder or relevant subject matter expert. First few pieces are reviewed line by line. By month 2 the voice is locked.
Want to talk through your situation?
Thirty minutes with the team. We will pressure test your numbers, not pitch.
Book a strategy call →