Content Marketing Services
Most businesses aren't short on content — they're short on a plan that connects it to revenue. We build the strategy and editorial calendar, then coordinate blog, social, email and video production against it, so every piece has a job to do.
Where content marketing programs actually break down
Content Marketing Institute's 2026 survey of 1,015 B2B marketers found 97% already have a content strategy. Having one isn't the problem most businesses have — these four things are.
Plenty of content gets published. Far less of it is built around a specific action a reader should take next. We map every piece to a stage of your buyer's journey before it's written, not after.
Most in-house teams can write, but not on top of everything else, in every format, every week. Our Managed Production program takes the execution off your plate against a calendar you approve.
Content strategy work is where we set the KPIs before a single asset ships — traffic, engagement and pipeline influence tied to specific content types, not a vague "brand awareness" line item.
Blogging, copywriting, social and video each have their own dedicated service page. This one is the layer above them — the strategy and calendar that makes sure they're pulling the same direction.
Format-specific execution lives on its own pages: blogging, copywriting, social media management, video marketing and email marketing. This page is where the plan connecting them gets built.
What Content Marketing Institute's 2026 research actually shows
From CMI's 16th annual B2B survey — 1,015 marketers, fielded June–August 2025. We read the primary report, not a summary of it.
Almost everyone has a strategy now. Refining it is what separates the improvers.
97% of B2B marketers told CMI they have a content strategy — only 3% don't. Among those with one, 61% say it improved over the past year. But the driver wasn't new technology first: 74% of the marketers who improved credit strategy refinement itself, ahead of team restructuring (40%), better measurement (26%) and new tools (51%, still a factor, just not the leading one).
What this means for you: if you already have a content plan sitting in a folder somewhere, revisiting and sharpening it is usually higher-leverage than starting from zero or buying new software.
The top challenge isn't producing content — it's making content that prompts a specific action
When CMI asked B2B marketers to name their top three content challenges, 40% named "creating content that prompts a desired action, e.g. conversion" — the single most-cited issue, ahead of resource constraints (39%) and measuring effectiveness (33%).
This is a strategy failure more often than a writing failure. Content without a defined next step — a specific CTA, a specific stage of the buyer's journey it's meant to move someone through — reads well and does nothing. We map format and call-to-action to funnel stage during strategy work, before any brief goes to a writer.
AI speeds up content production. It doesn't reliably improve it on its own.
89% of B2B marketers now use AI tools for content creation, and 87% of them report a real productivity gain. But push past speed to quality, and the picture splits: only 58% saw content quality improve, 21% saw no change, and 12% actually saw quality decrease.
The gap: AI is genuinely useful for outlines, research synthesis and a faster first draft — the same pattern we describe on our AI SEO page. The judgment, original insight and editing that make content worth reading still comes from a person, and CMI's own data backs that split.
Almost every brand does thought leadership. Almost none resource it properly.
96% of B2B marketers say their organization creates thought leadership content, and LinkedIn is by far the most effective distribution channel for it (76%, ahead of email newsletters at 54% and webinars at 52%). But 37% of respondents said fewer than 5% of their employees with real subject-matter expertise actively contribute to it — meaning most "thought leadership" programs are a small content team trying to sound authoritative alone.
Getting real subject-matter voices into the content — even briefly, even by interview — is one of the highest-leverage, lowest-cost fixes available, and it's part of how we structure a strategy engagement.
Three ways to engage us
Scroll horizontally on mobile. Every engagement starts with your existing content and goals, not a blank template.
| Strategy & Calendar | Managed Production | Audit & Refresh | |
|---|---|---|---|
| Best for | Businesses with no documented plan, or one that's gone stale | Teams that have a plan but not the hands to execute it weekly | Businesses sitting on years of content that's underperforming |
| Timeline | 2–3 weeks | Monthly, 3-month minimum | 3–4 weeks |
| Buyer persona & journey mapping | Included | Uses existing | Uses existing |
| Editorial calendar | Delivered | Executed against | Updated |
| Content production (blog, social, email, video) | Not included | Coordinated monthly | Rewrites only |
| Existing content audit | Light pass | Ongoing | Full inventory |
| KPI framework & reporting | Delivered | Monthly reporting | Before/after only |
| Pricing | Fixed quote after scoping call | Monthly retainer | Fixed quote after audit |
We quote after a free scoping call, because a five-page local business and a 40-post-a-year publisher need very different scopes.
Content Strategy & Editorial Calendar
Buyer persona research, a content pillar map, format mix decisions and a working editorial calendar — the plan everything else in this list executes against.
CMI's own definition of a documented content strategy includes a written audience definition mapped to each stage of the buying journey, channel and format priorities based on research rather than trend-chasing, a realistic publishing calendar, and defined conversion goals per content type. We build to that standard, using your existing content and analytics as the starting point rather than a blank page.
What you get
Buyer persona and journey-stage mapping, a light audit of what you've already published, a content pillar and format-mix plan, a 90-day editorial calendar, and a KPI framework tying each content type to a specific goal — traffic, engagement, or pipeline.
What it's not
It's not production — this engagement delivers the plan, not the blog posts and videos themselves. Most clients move straight into Managed Production once the calendar is approved, but the strategy stands on its own if you want to execute it in-house.
Best for: businesses with no documented strategy, or one that hasn't been revisited in over a year — which CMI's data suggests is most of the value-add, ahead of new tools or headcount.
Managed Content Production
Blog, social, email and video content produced against your calendar every month, coordinated under one plan instead of five disconnected briefs.
This is where the strategy becomes output. We coordinate execution across our specialist teams — blogging, copywriting, social media, video and email — against one calendar, so a blog post, its social promotion and its email mention ship as one coordinated release rather than three unrelated tasks.
What you get
Monthly content production across your agreed formats, all scheduled against one editorial calendar, monthly performance reporting against the KPIs set in strategy, and ongoing adjustment as what's working (and what isn't) becomes clear.
What it's not
Not unlimited-volume content production — scope is agreed upfront based on format mix and cadence. And not a guarantee of a specific traffic or lead number; we report honestly against baseline, including when something underperforms.
Best for: businesses with an approved strategy and calendar but no internal capacity to execute it consistently across formats every month.
Content Audit & Refresh
A full inventory of what you've already published, with the underperformers updated, repurposed or retired.
Most businesses that have been publishing for years have more content than they realise, and a meaningful share of it is stale, duplicated, or was never aligned to a goal in the first place. We inventory everything, flag what's actively hurting you (outdated facts, dead internal links, cannibalizing pages), and produce a prioritised list of updates and repurposing opportunities — turning an old blog post into a video script, or a guide into a social series.
What you get
A full content inventory scored by current performance, a list of pages to update, merge or retire, and a repurposing plan for evergreen content that's underused in its current format.
What it's not
Not a rewrite of everything — we prioritise by expected impact, because refreshing 200 pages of content is rarely worth the effort compared to fixing the 20 that matter. If you need it done anyway, we'll quote that separately.
Best for: businesses with a content library that's grown organically over several years with no owner keeping it current.
How an engagement runs
Strategy before production, every time — content without a plan is just activity.
- Scoping call (free). We look at what you're already publishing, your goals and your team's capacity, and tell you honestly which engagement fits.
- Research. Buyer persona work, a review of your existing content and analytics, and a look at what's actually resonating with your audience versus what you assume is.
- Plan. Content pillars, format mix, and a calendar with realistic cadence — not an aspirational one nobody can sustain past month two.
- Produce (if in scope). Content built to the calendar, coordinated across formats, with each piece tied to the specific action from step 3.
- Measure. Reporting against the KPIs agreed at the start — traffic, engagement, pipeline influence — not vanity metrics with no connection to your goals.
- Refine. The calendar and format mix adjust based on what the data shows is actually working, month over month.
What we won't claim
Content marketing results compound slowly and unevenly. Here's where we stand.
- We won't promise a specific traffic, lead, or conversion number upfront. Outcomes depend on your starting content, your industry and your budget for the production and distribution work — we'll give you a realistic range once we've seen your situation, not before.
- We won't claim AI-assisted content is automatically better content. CMI's own 2026 data shows only 58% of marketers using AI for content creation saw quality improve, and 12% saw it decline. We use AI to speed up research and drafting, and put a person on judgment, editing and anything requiring real expertise.
- We won't publish content with no clear next step just to hit a volume target. CMI's research names exactly this — content that doesn't prompt action — as the single biggest challenge B2B marketers report. Padding a calendar with directionless posts works against the goal, not toward it.
- We'll tell you when content marketing isn't your bottleneck. If your real gap is paid traffic or on-site conversion rather than content, we'll point you to PPC or conversion rate optimization instead of selling a content program you don't need yet.
Frequently asked questions
What's the difference between this and your blogging or copywriting services?
Content marketing is the strategy and calendar layer; blogging, copywriting, social media, video and email are the execution channels underneath it. If you already know exactly what you need written, our blogging or copywriting pages cover that directly. This page is for when you need the plan that decides what gets written, in what order, and why.
Do you write the content yourselves, or just plan it?
Both, depending on the engagement. The Strategy & Calendar package delivers the plan only — some clients execute it with an in-house team. The Managed Production program includes execution, coordinated across our specialist writers and channel teams against that same calendar.
How do you measure whether content marketing is working?
Against the KPI framework set during strategy, which ties specific content types to specific goals — a top-of-funnel guide measured on traffic and engagement, a case study measured on pipeline influence, and so on. CMI's 2026 research found measuring effectiveness is one of the three most common challenges B2B marketers report, which is exactly why we set the measurement plan before content ships, not after.
Do we need every content format — blog, video, social, email?
No, and we'd advise against it if your audience doesn't actually consume all of them. Format mix comes out of the persona and journey-mapping work, not a default checklist. A B2B software company and a local retailer will land on very different mixes.
How long before content marketing shows results?
Strategy and calendar work delivers a usable plan in 2–3 weeks. Content performance itself is slower and compounds — blog and SEO-driven content typically takes a few months to build meaningful traffic, while social and email content shows engagement signals faster. We set realistic timeline expectations per format during the KPI framework step rather than a single blanket promise.
What does content marketing cost?
We quote after a free scoping call, because scope depends heavily on format mix and cadence — a monthly blog post and email is a different job from a weekly multi-format program. The Strategy & Calendar engagement is the smallest fixed-scope option and the usual starting point; Managed Production is priced from the calendar it's built to execute.
We already have years of content. Do we need a new strategy, or just a refresh?
Often just a refresh. If your existing content was ever aligned to a real plan and just needs updating, pruning and repurposing, the Content Audit & Refresh engagement is the right scope and cheaper than starting over. If the content was never mapped to a strategy in the first place, a fresh Strategy & Calendar engagement is worth doing first.
Get a plan before you get more content
Book a free scoping call. We'll look at what you're already publishing and tell you honestly whether you need a strategy, a production partner, or a refresh.
Book a free consultation