Content for a B2B company: articles written with your technical people

In B2B content marketing you are not writing for someone who buys today. You are writing for an engineer comparing solutions, for a purchasing manager who has to justify the choice and for a finance director asking what it costs to change nothing. The decision is made over months and in several offices.

The knowledge that convinces these people already exists in your company, in the heads of those who design, install and repair. We draw it out, give it shape and take it where buyers are looking: onto the website, onto LinkedIn and into the hands of your sales people.

The “News” section nobody opens

The usual situation: the website has a news section with an appearance at a trade fair and holiday greetings. The sales people each cobble together their own presentation, with different figures.

Those who would have something to say, the engineers, the design engineers, the production managers, do not write: they have work to do, and writing is not their trade. So exactly the information a technical buyer is looking for stays in emails and in conversations on site.

The interview with the technical expert: how field experience reaches the page

We do not ask the specialist for an article. We ask for a short conversation, on a topic chosen in advance, which we record with their consent. The questions are the buyer’s: how do I choose, what goes wrong, what does it compare with, what does it cost in the long run. The writer writes the text; the specialist corrects it and puts their name to it.

The byline matters. An article on sizing an installation, signed by the engineer who does it every day, carries a different weight from one signed “the marketing team”. Standards are cited with a reference to the official text, not from memory.

• The selection guide: criteria, materials, compatibility, sizing errors.
• The honest comparison: when your solution fits and when another one is better.
• The common mistake: what usually goes wrong during installation or in operation, and how to prevent it.
• The calculation: how to estimate consumption or operating cost, with the formula in plain view.

B2B content marketing on LinkedIn: the company page and the specialists’ profiles

The company page is the place for announcements, new articles and vacancies. Trust, though, is built between people: a technical director is more likely to read what another engineer writes than what a logo publishes. That is why we also work with the specialists who want to be visible, without obliging anyone.

We prepare the texts from the same interviews, in the person’s own voice, and they publish them from their own account after reading them. We do not ask for passwords and we do not post in anyone’s name. We do not use software that automatically sends connection requests and bulk messages: LinkedIn’s rules prohibit it.

Materials the sales team actually sends

A good article has a second life in the sales rep’s email: when a buyer asks the same question for the tenth time, the answer already exists, clearly written and signed by a specialist. We start from the objections the sales team hears most often.

Project write-ups are the most convincing material and the most delicate. We publish them only with your client’s written consent, after you have checked the confidentiality clauses in the contract and after they have approved the text, the photos and the figures. Without consent, we describe only the type of situation, with no detail that would allow identification, or we drop the idea.

• The one-page sheet: what the product or service does, who it is for and its technical data.
• Answers to objections: price, delivery time, compatibility, servicing.
• The project write-up: the starting situation, the solution chosen and the reason, approved by the client concerned.
• Post-quote messages: a few short emails that point to the relevant articles.

What we track when a sale closes after months of discussions

Google Search Console shows which searches the articles are found for, and Google Analytics 4 shows which pages a visitor reads before requesting a quote. Links from LinkedIn and from emails get UTM parameters, tags that say where the visit came from. What matters most is the CRM, the software in which the team keeps track of enquiries: we add a field for the source, and the question “how did you find us?” at first contact.

One limitation has to be stated: a buyer reads three articles, sees an engineer’s post, gets a sheet from the sales rep and calls two months later. No tool divides the credit between them exactly. We follow the trend: whether enquiries arrive better informed and whether the sales team uses the materials. We promise neither impressions nor a number of enquiries.

This is a typical project description: it shows how we usually approach this kind of work and does not present a project carried out for a particular client. Every real project starts from your company’s situation, and the stages, timescales and price are agreed after the initial discussion.