# B2B Content Marketing

> B2B content marketing is the practice of publishing content that compounds into qualified inbound demand. A typical UK retainer runs £4k–£12k/month and produces 4–8 substantive pieces per month with full distribution.

**From:** £4,000

Most B2B content fails because it's written for algorithms instead of buyers. We build content engines that publish opinionated, useful, founder-credible content — and then distribute it so it actually reaches the people who can buy from you.

## What you get

- **Content strategy + cluster map** — A 12-month content plan organised around the topics your buyers care about and the keywords that drive commercial intent.
- **Founder-led content production** — We interview, ghostwrite and edit founder content for LinkedIn, the company blog, and email. You sound like you, only sharper.
- **Long-form articles + landing pages** — Pillar articles built around buying intent, internally linked into a topical cluster Google rewards.
- **Video and short-form** — Founder talking-head shoots, repurposed into clips for LinkedIn, YouTube and the website.
- **Distribution playbook** — Email, LinkedIn, partnerships, syndication. Creating content without distribution is shouting into a void.

## Process

1. **Audit + strategy** — Topic audit, keyword research, competitor gap analysis, founder voice sessions. Two-week sprint.
2. **Editorial calendar** — Quarterly calendar mapped to commercial outcomes. Weekly review cadence.
3. **Production sprint** — Monthly production cycle: research, draft, founder review, design, ship. 4–8 pieces per month plus social repurposing.
4. **Measure + iterate** — Monthly review of pipeline-attributed content, ranking improvements, and qualitative feedback. Iterate quarterly.

## Key facts

- **Typical retainer**: £4k–£12k/month
- **Output**: 4–8 pieces/month + social distribution
- **Time to results**: 90 days for early signal, 6 months to compound
- **Best for**: Founder-led B2B businesses with a real point of view

## FAQs

### How long until B2B content marketing generates pipeline?
Plan for 90 days before you see the first inbound conversations and 6 months before content meaningfully compounds. Anyone promising faster is selling you spam.

### How much does B2B content marketing cost in the UK?
Realistic UK retainers run £4k–£12k per month. Below £4k you're getting either thin content or no distribution. Above £12k you're either at enterprise scale or paying for agency overhead.

### Should we do founder-led or company-led content?
Founder-led, almost always. In B2B the founder's profile carries 5–10x the organic reach of the company page. Company-led only when the founder is genuinely unwilling or unavailable.

### Who writes the content?
We do — but always from your point of view. Every piece is built from a founder interview or written transcript. Generic ghostwriting is dead in the LLM era; original perspective is the only thing left worth publishing.

Canonical: https://potentpositioning.com/services/b2b-content-marketing