B2B content strategy

Most companies publish more content than ever and get fewer calls from it. The problem is not volume – it is that the content is made for the feed, not for the person trying to make a decision.

Why frequent publishing does not bring deals. When content has no owner it becomes an activity instead of a tool. Something is published every week, nobody asks what it should do and for whom, and six months later there is no body of content a customer could actually use. The second common mistake is that content only lives in the feed. A LinkedIn post is a starting point, not a destination. The buyer comparing suppliers looks for an answer they can save and show internally – not a post they scrolled past.

Start in the buying journey, not in the feed. Content should be mapped to the stage the buyer is in. Three stages cover most B2B companies, and each stage has its question.

The problem: 'we have an issue but do not know what causes it'. Here analysis is needed, not product.

The consideration: 'what solutions exist and what do they cost?'. Here you need pricing, comparison and clear limits on what you do not do.

The comparison: 'we are talking to three suppliers'. Here you need references, process, what happens after the purchase and who is responsible.

The requirements on every piece of content. Four checks, before publishing. None of them is a matter of taste.

Does it answer a question someone actually asks, and does it state the answer in the opening?

Is there evidence: an example, a number, an image, a case?

Can sales and customer service use it in a conversation without explaining where it came from?

Who updates it, and when is it wrong to leave it up?

Formats and channels. Choose the format by the question, not by the trend. Text suits comparison and pricing. Video suits demonstration and trust. Podcasts suit long consideration, where the listener is a decision-maker who wants context. We produce the content, but you own it. Photography from SEK 850/hour, videography from SEK 1,200/hour, editing from SEK 595/hour. Audio podcast SEK 875/episode or SEK 3,500/month for one episode a week; video podcast SEK 1,300/episode or SEK 5,200/month. Social media administration and advertising from SEK 850/hour. Everything excluding VAT.

Who owns the content?. Content without a responsible person dies within a quarter. You need someone who owns the questions, the pace and the quality – even if production sits with us. That role decides whether the investment pays off, not the tool you publish in. Our role is to produce and keep the pace: plan, recording, cutting, copy, publishing and follow-up. Your role is to supply the subject: your customers, your examples, your prices.

When you do not need to publish more often. If you cannot answer who reads it and what they do afterwards, more posts is the wrong answer. Then three pages answering your three most common sales questions are worth more than thirty posts nobody saves. We have seen the pattern repeat: the company spends time on the feed while the buyer is looking for price, reference and process. Those pages are the ones that must exist. Not sure where to start? The analysis is a good first step: it is free, done manually by a person who reads your existing content against the buying journey, and returns an action list with no obligation.

How to see whether the content works. Follow returning visitors, enquiries that mention a specific piece of content, how often sales sends your pages in proposals, and the time from first contact to decision. These measures show whether content affects the deal, not whether it is liked. One piece of content the sales team uses on its own is worth more than ten that get likes. Measure that, and retire what nobody uses.

Content should be made for the person deciding, not the person scrolling.

Every piece needs to answer a question, carry evidence, be usable by sales, and have an owner.

Three pages answering sales questions beat thirty posts nobody saves.

Budget SEK 850/hour for photo and operations, SEK 595/hour for editing, SEK 875/episode for podcast – excluding VAT.

How often should we publish? The frequency you can hold without losing quality. Four owned pieces a month beat sixteen without, and the content should stay correct for a year.

Can we reuse the same content? Yes, and you should. One conversation can become a page, three posts, a podcast episode and a film. But reuse requires the underlying subject to be thought through from the start.

Do we have to show our face? No, but someone has to be the face. Content without a person behind it is harder to trust, and trust is what B2B content is really about.

What does a content plan cost? It is included when we work together. If you only want a plan to run yourselves, we do it as a defined engagement – start with the analysis and we will see what is missing.

What do you do if we already have content? Then we review what exists against the buying journey. Usually the material is there – it is just in the wrong format, in the wrong places, with no link to the next step.

Moredigitals · hi@moredigitals.com · 073-846 09 72 · Wargentinsgatan 4, 112 29 Stockholm, Sweden