In the context of B2B marketing, the all-important content principle is to create stuff that people are actually glad appeared in their feeds or inboxes. Something that helps them do their job better, opens up conversations, conveys the uniquely differentiated value you offer, and generally brings your brand position to life
The creation and distribution of relevant, useful content overtook the head-on sales pitch as the marketer’s implement of choice a while back.
The approach may be different, the outcomes shouldn’t be – as long as the content you create is of a high enough quality. There’s a secret to that. Use world-class B2B marketing content experts to interview and extract information from the real subject matter experts – your employees, customers, prospects, and thought leaders in your space.
There’s no shortage of B2B marketing content out there, but that doesn’t mean yours can’t stand out. The trick is to identify the best stories, the right formats, and the angles your audience will be interested to hear. Easier said than done? Maybe.
It all comes down to thorough research and carefully crafted content, backed by a targeted promotional campaign.
Beneath researches, writes, designs, produces, develops and creates all manner of stories, in multiple formats. Stories that your target audiences actually want to consume.
Yes their feeds are cluttered with content nowadays, but you’ll be amazed what happens when you start producing best-in-class content they feel grateful to consume.
B2B writing works best when it’s grounded in your positioning and brand narrative.
With your story as a starting point, we’ll make use of your industry and product expertise, and translate all that into great copy, scripts and content of all shapes and sizes
Most B2B companies struggle with both of them – the light touch of shortform copy and the more expansive craft of longform content creation. That’s normal. The solution is to work with an agency with a heavyweight writing team that excels at both.
No one knows your industry, your customers and your products better than you do. And no one can help you translate that expertise into great writing better than we can.
Even the best writers will fail if they don’t have solid positioning and strategy foundations in place to build on.
Some agencies specialise in the strategy stuff while others can crack writing briefs for you. Beneath does both better than any other B2B agency.
Brands and individual leaders alike know that an effective thought leadership practice can deliver huge value not just in the form of audience building but in real commercial outcomes too.
The leaders we work with aren’t short of ideas, but they do need a partner who can take a journalistic approach and help them build a strategic, sustainable, stand-out thought leadership practice.
Here’s an uncomfortable truth about thought leadership content in B2B: most of it isn’t very thoughtful, and almost none of it is leading. It’s usually just a thinly veiled sales pitch.
True thought leadership is possible – we’ve helped to create it. Together we can produce content that authentically combines your expertise with an editorial mindset to grow your audience, your authority and your engagement.
A good thought leadership partner acts like a reporter exploring your business for the stories worth telling.
They know your positioning and brand story – but they know that their job isn’t to regurgitate that narrative. As your ghostwriters, they create genuinely interesting content for your important audiences.
A lot of agencies can help you design good-looking, intuitive and accessible content, but very few can marry design best practice with a deep understanding of B2B tech branding – and of your brand in particular.
Everything we do at Beneath is built on (and made stronger by) the work we do to position your brand and tell your story the right way. Design is no different.
It’s true. You can ask them. As B2B specialists, they know the best work combines creative flair with a considered approach rooted in brand positioning, visual identity and design systems.
This means working closely with strategists, copywriters and, of course, clients. Only then can design begin.
If you’ve been in B2B marketing as long as some of us here wouldn’t care to admit, you’ll have seen it shake its legacy print mindset and step into the digital light (slowly, slightly awkwardly, but surely).
So where should you invest your digital marketing bucks in this day and age? How do you create high-quality digital experiences, on the right channels, with the right story? How do you stay ahead of the competition?
A multi-disciplinary team of expert B2B marketers and creatives can provide solutions to all your challaneges.
A website build is the most multi-disciplinary of all content projects. Successful B2B website builds require precision planning, locked-down user journeys, UX-friendly design, skilled storytelling, elegant development, SEO – the list goes on and on. Between us, our team has been involved in many dozens of website builds – and even stepped in to rescue a fair few projects that were heading south.
When it comes to B2B websites, we know what good looks like, and we know what can be done for different budget brackets. And we know the very best digital experts to pull in from our network when the web project demands it.
Digital experiences without proper planning, measurement and optimisation are just expensive vanity projects.
So we make sure you’ve got the best of both worlds: creative execution guided by performance marketing principles.
If you need a great B2B video you go to a great production team. If you need a great B2B animation you go to a great animator.
These statements are only partly true. Because B2B marketing expertise has to be applied to every element of video production for it to have even a remote chance of success. B2B videos and animations work best when they speak to a particular audience’s needs, while balancing clarity, creativity, and credibility.
Great video can bring nuanced clarity to complex B2B offerings – if it’s created by a skilled production team with a deep enough understanding of the subject matter and its intended audience.
We’ve worked on video projects for some of the biggest names in B2B tech. Come and speak to us to find out more.
You’ve invested time, money, and no small amount of soul to craft a powerful positioning and compelling marketing content.
But now you find that your sales team is pitching bastardised versions left, right and centre. Or not using it at all.
It doesn’t have to be this way. We’ll help you ensure sales and marketing are telling the same story, the right way.
The most effective sales enablement materials are those created with sales teams. We’ll work together with you and your sales team so we can learn from them and productise their experience.
This creates a business-changing sales-marketing partnership. It also results in the creation of effective, brand-faithful sales content.
Research reports are still one of the most powerful forms of B2B content – if they’re designed to be sufficiently informative and revelatory to the audiences that matter.
The best research reports raise brand awareness, build trust, and position companies as trusted authorities with a unique perspective on their industry. What’s more, they can be lead-genration machines too. It’s the one B2B marketing asset audiences tend to be happy to exchange their content details for.
A single research study can be converted into a content ecosystem and a multi-month content play, with: segment-specific reports, blog posts, infographics, webinars, sales collateral, and PR. So it couldn’t be more important to ensure that the planning and execution of the research is nailed.
Our specialist B2B and technology research offering will generate the insights that matter to you and your customers.
We’ll help you with everything from survey design, commissioning of the fieldwork, and report production, to your promotional campaign. We can even help you amplify the impact of research you’ve already done.
In B2B tech things move quickly – that presents a content opportunity. With original research you’re in possession of the latest insights, and you have the proof points to connect your brand with solving them.
Testimonials
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