They don’t want:
❌ “What makes [Your Product] so much better than [Competitor’s Product]?”
❌ “What is [basic concept that I could find on Wikipedia]?”
They do want:
✅ Access to the knowledge you and your team have learned the hard way.
✅ The how to go along with the what.
B2B companies are the least trusted source of information for buyers and earning trust should be content marketer’s top priority.
Expert-driven content builds reader's trust.
Expert-driven content gives your audience “How I…” content from credible sources and answers specific questions that they’re actually asking.
Your buyers are smart. Give them authentic, trustworthy content that they’ll remember.
Let’s work together.
Whether it’s an eBook, report, or in-depth guide, we’ll create a high quality piece to fuel 6+ months of follow up content.
We’ll help you create technical pieces, features or ghostwritten articles, community-driven roundups, and more.
Case Studies + Playbooks
We’ll talk to your customers and pull out the compelling story + results.
Need help refreshing a goldmine of past content? We got you.
Week 1: We get on a kick off call, establish goals, and confirm where we want to put efforts of scope (ToF, MoF, BoF). After this call, you introduce us to the internal team, share internal documentation (buyer personas, pain points, pitch decks, product marketing materials, sales collateral, successful content you've put out). Inundate us with whatever you think would be helpful.
Week 2-3: We hold interviews, sift through documentation you shared with us, and begin creating your Client Guide and Editorial Strategy.
Week 4: We finalize the Client Guide and Editorial Strategy and come back with our plan for cornerstone content, follow-up articles (ideally, 3 months worth), and a plan for distribution. Then, we’ll get on a call to review and receive your feedback. We confirm any additional SME intros we need to support those. Turnaround time on your content is typically 4 weeks following the recap call.
We get an intro or identify an expert:
Internal: Sometimes it's sitting down with someone in marketing to get their thoughts and context. Sometimes it's somebody who matches the ICP—if you're writing to an HR audience, let's talk to your Head of People Ops. Sometimes it's technical expertise—a product person who can answer more BoFu questions. Sometimes it's your leadership team—for thought leadership that will earn genuine trust from your buyers.
Platform partners / customers: Showcasing your partners' or customers' expertise can take different forms, whether it's a traditional case study, a tactical playbook, or a more product-agnostic customer feature story.
External: We'll ask for intros to leaders in your network or we'll go out and find experts. We have a good track record. For a recent RevOps roundup piece, we reached out to 28 RevOps pros that we were connected with, 21 people responded, and 14 people contributed. We schedule the call within two weeks (experts tend to have full schedules). We send over questions 2-3 days in advance so they can prepare. Then we're on a call with them for 30-60 minutes. We take that transcript, pull out the main insights, and finalize the brief.
The kick off month is critical. We take the time to talk to as many teams as possible:
» Marketing (content, product, brand demand gen)
» Sales (leadership, VP, or AE that has frontline context)
» CS (what issues do people have? what gets them excited?)
» Leadership (depending on company size, ideally we talk to founders or C-Suite to get a high level perspective)
Then we take those interviews and what you already documented (pain points, buyer personas, product info, product marketing), and we create the Client Guide and Editorial Strategy.
Other ways that we ensure quality: We allot 4 hours to build thorough briefs for our writers, ensuring an excellent initial draft that meets expectations. Then, the draft is seen by three of our editors before it’s delivered to you. See our editorial process below for more details on how we edit each piece.
We're not just spitting out a list of random topics.
After the kick off month, we can say: "Here's what we heard the team say, here's what customers say, here's what you have documented. Here's the 3-4 themes that we recommend you cover over the course of this project.”
Then, we create topics under those themes:
» Tactical (here's how to do xyz)
» Strategic (why you should rethink your approach to abc)
» Conceptual (here's how we think x is going to transform y).
We lay the foundation and build in a few layers that starts with your audience's questions, concerns, engagement and taking into account how your team views those things.
Once the topic we suggest is approved by your team, our process looks like this:
» Brief creation. Ideally we're talking to an SME or working with some data and combining that with external research.
» You approve it. Then, our Editorial Lead hands it to the writer.
» The writer creates the first draft.
» Our Managing Editor reviews the 1st draft in suggestion mode for developmental editing (gaps, brief alignment, level of detail, etc).
» Back to the writer—they make those changes.
» Off to the second editor—they handle line editing.
» Editorial Lead makes final tweaks.
» Editorial Lead sends the final piece to you.
Including the brief creation, we have 4 rounds of review before you get the first draft so that it's 95% publish-ready. Every piece is edited by three different people.
Check out Our Work. Or, let’s jump on a call and we’ll send you examples that are close to what you’re looking to create.