Content should earn its budget like every other part of the business. I help B2B marketing teams figure out what’s bringing in leads, what isn’t, and what to write next.
Content keeps your marketing running around the clock. It’s how buyers learn you exist, and how they start to trust you before they ever talk to sales.
But in B2B, the path from blog post to signed contract is rarely a straight line. Sales cycles are long. So when leadership asks what content is bringing in, many teams fall back on counting what they published.
Meanwhile, the content itself goes stale. The same sales pitch, rewritten for the 20th time. Intro-level blog posts for an audience that already knows the topic better than you do. It’s written around what the company wants to say, and readers can tell. That kind of content is a slog to read and an even bigger slog to write.
I’ve worked on teams where the goal was three posts a week, whether or not anyone had something to say. Where no one could tell me the call to action of a post, or how we’d know if a campaign worked.
I’ve sat across from CEOs who’d been burned before, explaining why they should keep paying for something that, in their eyes, never sold a thing.
I’ve written for agencies that cared more about keywords than whether a human could stand to read the result.
And here is what I learned.
Content exists to woo prospects and turn them into customers. And prospects are people.
So to succeed in content marketing, you have to create content for people.
Native English speaker. Degree in writing. Based in Sweden. In content marketing since 2010.
I look at your content through several lenses: who it's written for, how it sounds, how easy it is to find and whether it moves buyers toward a decision. Together, they give a well-rounded view of what your content is doing and where it's falling short.
You get a report with clear, prioritized next steps. It could cover anything from fixing your tracking to rethinking your brand voice.
Run with the plan yourself, or I write it for you. Either way, you know what each piece is meant to do before anyone writes a word.
A findings report written for the people who need to act on it, from leadership to sales to marketing. The audit stands on its own. One price, agreed before we start, with no retainer required.
Your buyers rarely start by searching for your company name. They search for answers to the problem in front of them, right now. The company that shows up with a useful answer wins a little favor. With enough favor, they win the business.
So when a prospect asks for help and you’re not there, they won’t choose you. They’ll choose whoever was.
When you are there, content starts pulling its weight. It meets buyers early, when they’re still figuring out the problem, and again later, when they’re deciding who to trust. Your sales team finally has pieces worth sending.
And the next time leadership asks what content is doing, you have an answer.
