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Content that a buying committee can actually use

Strategy, briefs, writing, and refresh cycles for software companies. Written by people who have sat in a QBR and had to explain what the content did.

Get a free teardown What you get

The problem

Generic content is now worthless, and getting more so

Anything a language model can produce in nine seconds no longer ranks, because there is an unlimited supply of it and search engines have adjusted. The floor for "useful" moved up sharply, and it moved up fastest in B2B where the reader is an expert evaluating a serious purchase.

What still works is content carrying something a model cannot synthesise: your customer data, your engineers' opinions, a real implementation story, a number nobody else has published.

So our production process is built around extraction — getting things out of your team's heads — rather than around word count.

You probably recognise

  • Your posts read like every other post in the category
  • Rankings decay three months after publishing and nobody refreshes
  • Writers who have never used the product are writing about the product
  • Briefs are a keyword and a word count
  • Sales never shares your content because it does not answer real questions

What you get

Everything included in
b2b seo content strategy & production

01

Intent-mapped content plan

A quarter of planned pieces, each with its search intent, target cluster, internal-link role, and the specific business outcome it exists to produce.

02

Briefs that a writer can act on

SERP analysis, required subtopics, the angle, the sources, the internal links, the CTA, and what to leave out. Ten pages, not one.

03

SME interview program

We run recorded interviews with your engineers, AEs, and customers, then build content around the parts nobody else could have written.

04

Production and editing

Writers with real B2B backgrounds, a technical edit, and a fact-check pass. Every claim gets a source.

05

Refresh and pruning cycle

Quarterly review of every URL: refresh, consolidate, redirect, or delete. This is where a large share of the gains come from and almost nobody does it.

06

Distribution hooks

Each piece ships with a LinkedIn angle, a newsletter blurb, and a sales enablement note so it does not just sit there.

How we run it

The sequence, start to finish

Same order every time, because the steps depend on each other. Skipping ahead is the most common reason these programs underperform.

  1. 01

    Audit what exists

    Every URL classified by performance and intent. Usually a third of the library should be merged or removed before anything new is written.

  2. 02

    Build the cluster architecture

    Pillar pages, supporting articles, and the internal-link map that connects them to commercial pages.

  3. 03

    Brief

    The brief is where SEO happens. Writers should be writing, not researching SERPs.

  4. 04

    Extract and write

    SME interview, draft, technical edit, fact-check, publish.

  5. 05

    Measure per piece

    Rankings, assisted conversions, and sales usage per URL. Pieces that miss get diagnosed, not quietly forgotten.

  6. 06

    Refresh on a schedule

    A piece published 14 months ago is a liability or an asset depending entirely on whether anyone maintains it.

A good fit if

  • Teams with subject-matter experts who will give 45 minutes a month
  • Products complex enough that generic content fails
  • Companies with an existing library that needs rescuing

Probably not if

  • Anyone wanting 30 articles a month at $80 each
  • Teams that cannot make an expert available for interviews

Questions

About seo content

01 Do you use AI to write the content?
We use it for research synthesis, outline pressure-testing, and first-pass editing. We do not ship model-generated prose, because it does not rank and, more importantly, your buyers can tell. Every published piece has a named human writer and an SME source.
02 How much content per month?
Typically four to eight substantial pieces, plus refreshes. In heavily regulated categories it is fewer and longer. Volume is an output of the strategy, not an input to it.
03 What happens to our existing blog posts?
They get classified: keep, refresh, consolidate, or remove. On a typical 200-post B2B blog, around 40 percent should be merged or deleted. Cutting dead weight often produces a measurable lift on its own.

Related reading

How we think about this

Content 11 min read

SaaS content marketing after the floor moved

Generic explainer content stopped working, and the reason is supply rather than any algorithm change. What replaces it, and how to get things out of your engineers' heads efficiently.

Jul 7, 2026

Often bought with

SaaS SEO Rank for the terms buyers search two weeks before the demo call. B2B SEO Long sales cycles, small keyword volumes, big deal sizes. Programmatic SEO Templated page sets that rank instead of getting filtered.

No cost, no call required first

Get a teardown of your site
plus an initial SEO strategy

Send a URL. Four working days later you get a recorded walkthrough of what is holding the site back and a plan for the next two quarters.

Get my free teardown
  • The specific reasons you are not ranking
  • A commercial keyword map for your category
  • A 12-month plan with expected results
  • A price, so you can decide