Industries · Long sales cycles
Content marketing for B2B companies where a buying committee reads everything
When a purchase takes months and four people sign it off, content has to answer each of them. We map the stages from your CRM, write the decision pages first and report pipeline by page.
Nearest case study: UPay, a fintech: a fintech card product Google could not read went from 10 to 3,000 organic visits a month in five months.
The three things content for a B2B company has to get right
In the order buyers meet them.
Write for the whole committee
The user, the budget holder and the person who says no all search differently; the calendar covers each.
Publish the proof
Case studies with numbers, interviewed and written by us, on pages that rank for the outcome terms.
Give sales something to send
Guides and one-pagers for after the first call, tracked by open.
Pages and content we produce for B2B companies
- Case studies
Interviewed, written and designed, one a month on Growth.
- Comparison pages
You versus the alternatives, including doing nothing
- Industry pages
One per sector you sell into, from customer interviews.
- Buyer guides
How to choose a supplier in your category, written to be the page a committee shares.
- Pricing explainers
What it costs and why, which ranks and pre-qualifies.
- Thought pieces
Founder opinion on LinkedIn and the site, distributed to the people who buy.
Details that matter in this industry
B2B calendars are weighted by the CRM: whichever stage loses the most deals gets the most pieces. In most companies that is the decision stage, which is also the one with the fewest pages, so the first quarter is comparison pages, pricing explainers and case studies before any top-of-funnel guide.
Every piece ships with a LinkedIn version for the founders, because that is where B2B buyers meet content first, and sales reads drafts before publication so the pages answer what the last ten calls asked.
What content and SEO for a B2B company costs
The retainer that usually fits is Growth, which runs $3,000 to $5,000 a month for clients invoiced in dollars. Where you land inside that depends on how much has to be written each month, whether links are part of it and how much technical work the site needs first; the pricing page sets out all five. Nigerian clients are priced in naira on a separate local list, not a conversion, and we give you that list on the call. A standalone audit and a content strategy are also sold as fixed projects, each credited against a retainer started within 60 days.
| Retainer | Price | Minimum Terms | Includes |
|---|---|---|---|
|
Growth |
$3,000 to $5,000 a month |
Three-month minimum, then month to month |
8 articles a month, plus refreshes; 6 to 8 links a month from outreach |
Questions B2B companies ask
It can remove the questions that cause delays. Pricing explainers, security pages and case studies answer objections before the meeting where they would have stalled the deal.
Yes: we interview the customer, write, design and get approval. One a month on Growth.
CRM events by page. The report shows which pieces were opened by contacts on deals that closed, and pipeline value by first page visited.
What to have ready for the first call
None of it has to be perfect; rough notes are enough to start, and the research in the first two weeks fills the gaps.
- Search Console and Analytics access, or an invitation to set them up.
- The competitors you lose to and the ones you beat.
- Three customers and one lost deal willing to talk for 30 minutes.
- Sales call notes, or the five questions every prospect asks.
Recommended retainer
Growth
ight pieces a month weighted to the stage where the pipeline leaks, six to eight links, and case studies interviewed and written.
Related industries
SaaS
Comparison pages, use cases and guides that feed demos.
Finance and fintech
Product pages, guides and compliance-checked copy that ranks.
Crypto and Web3
Exchange, coin and how-to content in a market that changes weekly.
Similar work
UPay
A fintech card product Google could not read went from 10 to 3,000 organic visits a month in five months.
UEEx
A crypto exchange that ranked 99th for its own name now ranks second, with 2,500 organic visits and 4,000 backlinks.
All retainers
Foundation
$1,500 to $2,500 a month
Four articles a month on a fixed keyword map, technical fixes first. For a site that is not yet ranking for its own name.
Growth
$3,000 to $5,000 a month
Eight articles, link building and landing pages every month. The retainer we recommend for a site that has to rank for new terms, and the closest fit to the UPay and UEEx work.
Scale
$6,000 to $9,000 a month
Sixteen pieces a month, digital PR and a second market. For teams that already rank and want to hold the category.
Case studies
What happened, month by month, with the numbers and their sources
Four clients, four situations: two app-based sites Google could not read, an estate agency in a crowded market, and a review site that needed refreshing rather than rewriting
UPay
A fintech card product Google could not read went from 10 to 3,000 organic visits a month in five months.
- Technical SEO
- Vue rendering
- Keyword research
10 to 3,000
organic visits a month, in five months
99 to 1
rank for “UPay”
UEEx
A crypto exchange that ranked 99th for its own name now ranks second, with 2,500 organic visits and 4,000 backlinks.
- Cloudflare Workers
- Content
- Link building
3 to 2,500
organic visits a month, in four months
99 to 2
rank for “UEEx”
Propsult Realty
A Lagos estate agency gained 150 per cent more organic traffic and 60 per cent more qualified leads.
- Local SEO
- Neighbourhood pages
- Content
150%
more organic traffic, to 2,500 visits a month
60%
more qualified leads
How it goes
First call to first report
Three stages, the same in every industry. Only the pages and the terms change.
01
Weeks 1 to 2
Discovery and strategy
A 30-minute call, then two weeks of research: your audience, the buying stages, competitors, and a keyword map of the terms worth ranking for. You approve the calendar before anything is written.
02
Month 1 onward
Execution
Technical fixes ship first, then the articles, pages and links on the calendar. You see every piece before it goes live, and the dashboard fills in from the first week.
03
Every Month
Measure and improve
A one-page report on the first business day of every month, with a call. What worked gets more of the budget; what did not gets dropped, in writing.
Content your buyers will find, and trust Book a call.
We will show you the closest case study and propose the retainer that fits, with the goal and the month in writing.