We do B2B content marketing

Peel back our life-like latex masks and we’re essentially content people. Why? Because content is the single most powerful and most versatile tool in the bag of B2B marketing tricks.

Whatever door they come in, almost all of our clients end up at the business end of the Velocity content marketing machine. This is where we:

  • Identify all the little pools of expertise hidden in your company.
  • Find the things that your target audiences most need to know about.
  • Put them together into compelling content that makes people involuntarily break into that ‘jazz hands’ thing and sing, “Sell to me”.

Content marketing works because it starts with what your prospects need to know instead of what you need to tell them.

That’s why content is the way you succeed in demand generation, search, social media, paid media, email and outbound marketing. It’s what works.

We know because we practice what we preach. Velocity is an agency built on content marketing. Here’s our resource library for B2B marketers—and not a form in sight.

(Humblebrag: Two of our pieces, Crap and The Search for Meaning in B2B have earned more than 5 million views each.)

And for a sample of our way of doing this stuff (and a kick-ass guide to writing your own content strategy) check out The B2B Content Marketing Strategy Checklist. It’s had like a zillion downloads.

B2B Content Marketing programs

Our content marketing programs often combine these pieces:

A Content Audit
In which we figure out all the assets you’ve already got, in whatever format or state. (Hint: you’ve got a lot more than you think).

A B2B Content Playbook
In which we nail your goals, personas, priorities and gaps in the market, then turn them into action plans, editorial calendars and KPIs.

B2B Content Creation
Where we come up with ideas for killer content, then write it, design it, produce it and buff it up with a soft, dry chamois.

Content Distribution
Driving your content to market – and your market to your content – using social media, search marketing, email, pay-per-click, banner campaigns… whatever.

Lead Nurturing
Using marketing automation to move prospects along until they’re sales-ready.

B2B Content Analytics
Setting up the right metrics and the best ways to track them, whether that means Google Analytics, Salesforce, Marketo, Radian 6 or SEOmoz. We’re technology-agnostic but data-obsessed.

How we do B2B Content Marketing

We’ve been evangelising content marketing since the dot in dotcom and we’ve captured a lot of our thinking about it in a bunch of B2B Content Marketing Resources you can collect and trade.

We’ve learned a hell of a lot about delivering successful content marketing campaigns at scale. At this point, we really do know what works and we’ve captured that in a process:

A rigorous methodology
Developed over dozens of engagements

Built on insight
Generated from an intensive first phase

Fuelled by data
Collected before, during and after each step

Delivered in long-term, rolling programs
Investing in the things that work

Mapped to the purchase journey
And tracked from ‘unknown’ to ‘ka-ching’

What works is a long-term commitment from your top people. So that’s what we ask for: a commitment to follow the program, learn from the data and stay the course.

A few examples of B2B Content Marketing

This is emphatically not our first B2B barbecue. Check out some recent work we’ve done for B2B clients like you.