In recent years B2B and professional service marketing has become less about exploiting the shortcomings of the search engines and more about building real brands via content that engages, captivates and educates whilst differentiating your brand from the sea of competition.

It all begins with the brand. No matter what market you’re in – from technology to law – there must be a clear sense of what defines your business and why this matters to your target audience. A key part of this is the creation of a brand personality, in which the messaging, language and tone of the content is defined. Will it be concise, punchy and exact, or warm, friendly and informal?

Branded content

What are kinds of words you would use, and more importantly what are the kind of words you would never use? Likewise for images, should they be candid and in the moment, or more professional and serious? Should the subject be looking at the camera or focused on their activity?

We must also conduct significant research into the content marketing activities of anyone that is attempting to engage your target audience (even if they are not a direct competitor). From this research we can build up a sense of the kind of content (both in terms of subject and format) that will resonate with your B2B audience, and the gaps among your direct competition. This is where the opportunities lie.

A content framework

In order to ensure the smooth production of consistently effective and high quality B2B content, it’s essential there is a clear structure in place that segments the content by:


What are the topics we will be talking about?


Will the content be in video, text or image form? What will the precise format of each look like?


Is the content intended to help the website be found in the search engines? Is it there to engage and educate an existing audience? Is it intended to inspire a connection with a new audience? Is it intended to drive sales?


Where will this content be placed? The blog? Email? Social media?

Influencer engagement

Influencer marketing tends to be thought of as an exclusively consumer facing strategy via high profile YouTubers and Instagrammers. However, while less exploited in B2B and professional service markets, it remains just as powerful.

It is a question of finding the people of influence within any given sector, whether that’s senior executives or subject matter experts that speak at large industry events. By engaging with these people, you will capture incredible B2B content, extend your reach among your audience, and raise the credibility of the brand.

You can see more on our influencer marketing campaigns here.

Media planning

Creating the right content is just the beginning. There needs to be an accompanying media plan in place to ensure that the content reaches the audience and achieves the intended objective. This is now particularly true across social media where organic reach has dropped to almost negligible amounts on some platforms. A well constructed media plan, however, can ensure the content cuts through the noise and hits the audience at exactly the right time.

Go big or go home

It’s important to realise that even with a sophisticated content framework and highly influential brand ambassadors, there is still no guarantee that you will be doing anything that the other major players in your market are doing. To ensure you cut through the noise and do something truly unique, you need to lead with a number of big ideas that spearhead all of your activity. Something that you could genuinely imagine your brand becoming famous for in years to come. The more audacious the better.


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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.