B2B Content Marketing Agency Services

B2B Content Marketing Case Study

Regardless of the industry or the challenge, we pride ourselves on creating and executing creative content strategies that result in top rankings for buyer-orientated keywords.

Here's a recent case study from a content marketing campaign we executed for a Hollywood talent agency.

Eric Schwartzman, CEO of Los Angeles-based digital marketing agency Schwartzman & Associates.

Eric Schwartzman, CEO of Los Angeles-based digital marketing agency Schwartzman & Associates.

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Established in early 2000 in Los Angeles, California, Schwartzman & Associates, Inc. is a B2B marketing agency specializing in content marketing, content strategy, content design, and SEO.

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Through web development, blogs, whitepapers, podcasts, videos, gated content, webinars, conferences, trade shows, we help companies create media for B2B marketing campaigns. Eric Schwartzman is a B2B content marketing expert with years of experience helping companies reach their target customers.

Eric Schwartzman's best-selling book, Social Marketing to the Business Customer, was the first ever published on B2B content marketing. We use data and expert analysis to create effective B2B marketing campaigns that attract buyers and increase sales on company websites.

B2B Content Marketing Case Studies

Boutique B2B Content Marketing Agency

Schwartzman & Associates, Inc. is a boutique B2B content marketing agency that has helped hundreds of business leaders achieve their goals through fully outsourced digital marketing campaigns, coaching, and training in all of the B2B content marketing ecosystem niches, including:

    • Podcasting for major brands like the LA Opera and The Hollywood Reporter

    • Creative content production for Toyota, UCLA, and the United States Marine Corps

    • Word-of-mouth marketing campaigns for Microsoft and JP Morgan

    • Digital PR campaigns for Mova, Ecast, AARP, and the US Dept. of State.

    • Content marketing campaigns for dozens of SMBs.

Schwartzman & Associates, Inc. is a Los Angeles B2B content marketing agency

Contact us to discuss your next B2B Content Marketing campaign.

Eric Schwartzman, B2B Content Marketing Specialist

B2B Content Marketing Services

    • Business Marketing

    • Content Marketing

    • Thought Leadership Marketing

    • Word of Mouth Marketing

    • Podcasting

    • Twitter Marketing

    • Demand and Lead Generation

    • Brainstorming & Ideation

    • Blogs, Reports and Newsletters

    • Social Media Marketing

    • Account-Based Marketing

    • Marketing Research

    • Digital Public Relations & SEO

    • B2B Influencer Marketing

On the Record...Online was an award-winning B2B podcast producer by Eric Schwartzman. The first episode premiered in 2005.

B2B Content Marketing Expertise

With his expansive knowledge and expertise in the B2B content marketing field, Eric can provide customized strategies tailored to each individual business, allowing them to reach unprecedented heights in terms of demand generation, lead generation, organic search engine optimization, and conversion rate optimization.

For an exciting journey into the future of content marketing, contact B2B content marketing consultant Eric Schwartzman.

B2B Content Marketing Funnel Optimization

If your guests arrive and all the dishes are dirty, there’s no food, and there’s no entertainment or even interesting conversation to be had, chances are they’re going to leave.

A B2B content marketing funnel is a way to attract, convert, and retain customers by creating and sharing commerce content that delivers on the promise of your target market. Content marketing funnels provide expert content to lead business decision-makers through the customer journey. The goal of a B2B content marketing funnel is to convert marketing-qualified leads that become sales-qualified leads.

Hiring a B2B Content Marketing Agency

Obviously, you're more likely to have success working with an experienced B2B content marketing agency. But exactly what kind of experience should you be looking for?

First, you should be looking for content marketers who have experience in your vertical industry sector or your vicinity if you're a local business because it will take less time to get them up to speed.

But you should also look for content marketers with experience handling businesses your size. Small businesses have different needs than enterprise clients. For example, a SaaS company tripling in size every year will have completely different needs than a midsize, family-owned business transitioning from legacy to cloud technology.

So look for comparable experience in your industry first and with businesses of your size and growth trajectory second.


Growth Stage Marketing Explained

Apply these same principles to B2B content marketing, and you'll understand the value if hiring a B2B content marketing agency with blitz scaling experience.


Blitzscaling can be an effective B2B growth strategy for some startups, provided they have the funding to weather the burn rate, but this approach also comes with its fair share of benefits and drawbacks. Let's take a closer look at both.

Benefits of Blitzscaling for B2B Marketers:

    • Rapid growth: The big promise of blitzscaling is utilizing the network effect to achieve winner takes all dominance. By out velocity before efficiency, startups have a chance to rapidly expand their customer base, establish dominance in the market, and use the network effect to make it harder for competitors to catch up.

    • First-mover advantage: By blitzscaling, startups can establish themselves as market leaders, giving them a first-mover advantage. This can be particularly important in crowded markets where many competitors are vying for the same customers.

    • Attracting investors: Rapid growth is attractive to investors. It's what investment bankers, venture capitalists, Wall Street, and investors crave most because growth justifies higher multiples when a company is valued. In some cases, managers use blitz-scale business marketing to pump and dump companies with skyrocketing growth but no profitability.

Drawbacks of Blitzscalking for B2B Marketers:

    1. Risky: Blitzscaling is a risky business strategy. By prioritizing speed over efficiency, startups may overlook important details and make mistakes that could lead to heavy losses in the long run. This might include overspending on advertising with no returns, missing important regulatory deadlines, and failing to actually build a sustainable business.

    1. Limited focus on profitability: Blitzscaling prioritizes growth over profitability, which means that startups may struggle to become profitable in the long term. This can be particularly problematic if the business can't close additional funding rounds or if market conditions change.

    1. Difficulty sustaining growth: As a company matures, it becomes difficult to sustain the same level of growth. This can be particularly challenging if a startup grows too quickly. Hiring a B2B content marketing agency with experience dealing with rapidly growing startups is particularly important to maintaining a cohesive corporate culture and mission.

So while blitzscaling can certainly be an effective growth strategy for well-funded startups, it's also a risky strategy that can be costly in the long run. To see if blitzscaling is right for your business, listen to our exclusive interview with venture capitalist Chris Yeh, author of Blitzscaling: The Lightning-Fast Path to Building Massively Valuable Companies on the Earned Media Podcast. Here's an excerpt.


Chris Yeh on the Promise of Blitzscaling for B2Bs

The difference between virality and the networking effect is the most commonly misunderstood factor when it comes to blitzscaling, according to Chris Yeh, who distinguishes these concepts in this shot video excerpt from the Earned Media Podcast.


Virality is where users recruit other users by talking about a product or service, also known as product-led marketing. The network effect, on the other hand, refers to how the value of a network increases as it grows. Here's where you can listen to the entire interview with Chris Yeh.

Guide to B2B Content Marketing

The lockdown showed us why B2B content marketing is so important. When public events like trade shows and conferences get shut down, the only way to engage channel partners is online.

If you're a B2B marketer who relies on pressing the flesh, it's time to reassess.

Use this 9-Point Guide to B2B Content Marketing to build a content marketing strategy and get started.

Some B2Bs managed to sit the content marketing revolution out by overcompensating with aggressive direct sales tactics. Then, the pandemic put them between a rock and a hard place.

With all business being transacted virtually, digital marketing became the only viable way of finding and pitching qualified leads.

According to the research, if your goal is to make the shortlist, B2B content marketing is the most popular approach.

What is B2B Content Marketing?

The definition of B2B content marketing is the use of digital content in a variety of formats to attract, engage, educate, inform, nurture, and convert prospective B2B buyers into qualified leads.

B2B buyers use caller ID and spam detectors to filter out unsolicited sales pitches.
We screen out cold pitches from salespeople we don't want to hear from.

Since buyers use organic search to filter the web, search-optimized content is a great way to get your content pulled through the filter. This is also called inbound marketing.

But you need text to optimize. And that's what online content is. It's a way to get discovered and considered.

Getting found when business buyers search has become the single most important B2B marketing channel.


For most B2B marketers, unless you have good content for buyers to find, you won't even get considered by potential buyers.

In this FAQ (inspired by Gaetano DiNardi), I explain why B2B content marketing is important, how to build a B2B content marketing strategy, how much time it takes to do it well, and how to earn a top rank for competitive keywords.

I included plenty of B2B content marketing examples, got into the nuts and bolts of content marketing, and included popular B2B content marketing formulas to help you improve your efforts in 2023.

Why B2B Content Marketing is Important

The great thing about researching B2B purchasing decisions online does not have to deal with pushy salespeople.

We tend to think that when we shop online, we're not being sold.

We think we're searching and sifting through information and getting educated on our own.

But the truth is, we're still being sold. But we're being sold through online information, aka content, deliberately produced to engage us at different stages of the buyer journey.

It could be a white paper, webinar, blog post, or service page. But on a more generic level, it's all online content of some sort.

It's no accident that we're finding, downloading, and consuming content to make purchasing decisions. B2B marketers calibrate their content creation strategies around specific problems their target audience is trying to solve.

In Google's thought leadership content marketing materials, they call the online research we do to get educated the Zero Moment of Truth.

It's the first phase of the customer journey and the first place B2B buyers engage with a successful content marketing strategy. In this case, you build brand awareness through different content formats.

You research products before you buy "...whether you're buying a big jet engine or a refrigerator," says Beth Comstock, former GMO of GE.

In fact, 71% of buyers use the internet on a daily to make business purchase decisions.
For business-to-business marketers, this means treating the web like a giant call center, says Jim Lecinski, managing director of US Sales at Google.

In the video, Lecinski and Comstock talk to FedEx and WW Grainger marketing execs about why B2B content marketing is important.

Today, B2B marketers create content to find, nurture and qualify us for a discussion with a salesperson. So content marketing is essentially presales.

We're still being sold. But we're being sold to more passively through content.

Once you realize content marketing is important, there's lots of great content online about best practices.

On the other hand, figuring out how much time and energy to invest in your content marketing efforts is a much more difficult question.

For content marketing tips, check out my interview with Robert Rose of the Content Marketing Institute.

How Much Time Should I Invest in Content Marketing?

Decide how much time to invest in content marketing by reading web pages that are ranking for the keywords you're targeting.

The amount of time it takes to create better content is how much time you need to invest. But you don't necessarily have to write the content yourself.

You can hire an online content marketing consultant to use AI tools like ChatGPT to assign articles to writers and Midjourney to generate images so you can scale your owned media editorial content marketing efforts.

Search the phrase you want to rank for. How fresh are the top-ranking web pages?

Are you seeing outdated content ranking on page one of the search results?

Evaluate the author. Have you ever heard of them? Are they well-known or unknown?

Content written by a non-native English speaker could have been outsourced to an offshore firm.
Maybe the writer knows more about SEO than the topic covered in the post. If so, that's a signal that you may be able to rank fairly quickly.

If the author lacks authority or expertise, that's another opportunity signal.
If you are a bona fide subject matter expert, and you create useful content that's also search optimized, you've got a good chance of ranking.

Whenever you see a lot of weak content ranking high, that's a definite opportunity.

How to Rank for High-Traffic Keywords

If you compare B2B vs B2B SEO, your first thought is probably that B2B keywords are much less competitive than B2C keywords.

They're tougher to find, but B2B has its share of competitive keywords too.

Competing against credit cards, loans, debt consolidation or other competitive sectors is as tough as high-traffic B2C keywords.


The overall authority of the brand has a lot to do with it as well. If it's a known brand, it will be much easier than if it's a brand that isn't particularly established online.

And this is why it's a challenge for a CRM provider like Pipedrive to rank for terms that aren't semantically related.

Google associates a SaaS company like Pipedrive with CRM. And they're still relatively unknown outside their specialty.

So if they acquire a company with an email marketing tool, that's a different topic than CRM.

If they want to start ranking for email marketing terms, it will be very tough.

That's why companies that get acquired often maintain their original website. They don't want to surrender their rankings.

Google likes topical, authoritative websites. They don't like websites that try to rank too broadly.

As any good SEO consultant will tell you, how brand authority aligns to that topical relevance is crucial.

How Content Marketing Helps Buyers

To understand how topic focus applies to B2B content marketing, consider this example.

I specialize in organic B2B growth marketing.

It's easy to see how B2B growth marketing relates to B2B marketing and B2B lead generation.

But in fact, organic B2B growth marketing is actually a very broad discipline related to a very broad set of topics.

11 Critical Content Marketing Skills

1. Off-page SEO (Technical SEO)
2. Artificial intelligence
3. Content marketing
4. Podcasting
5. Digital marketing analytics
6. Mobile marketing
7. Digital public relations
8. RSS content syndication
9. Marketing automation
10. Email marketing
11. Social media marketing

In the eyes of a search engine, that's almost too broad a list to rank for. Established, content-rich sites may be able to pull it off.


But it will be far too broad for someone just starting out to try to rank for.

So it's faster and easier to pick one or two things to rank for and focus on that.

To decide which ones to go for, consult that data. Use Google Search Console to see which terms you're ranking that are relevant but maybe outside the top 10 results. You can also use a content marketing optimization platform to improve your writing.

Cover those bases first. Then go look at new topics you're not ranking for. That will accelerate your ascent.

Nuts and Bolts of Content Marketing

Let's say you search "best sales tools" and the top result is a post on the HubSpot blog.

And let's say the page that's ranking is a round-up post about the 15 best sales tools

Just publish a guest post on a site like SalesHacker with a list of the 150 best sales tools. You'll crush it.


Clobber the competition by giving people more options.

You're more comprehensive.

If you see a search result that has a numbered list, your job is to write up a longer, better list.

If it's really better, you've got a shot at outranking them.

5 Content Marketing Formulas that Convert, Even in a Recession

If you're trying to rank for a "how-to" query like "how to do something," examine the top results for format.

Step-by-step - Often written to help someone complete a specific process. These posts are very focused and include visual charts or video tutorials. An example might be how to check your meta descriptions with Screaming Frog.

Instructional - Written to help someone make sense of a topic or category they're new to. This formula can be beginning, intermediate or advanced. Unlike the step-by-step formula, instructional posts are broader. An example is how to run through a list of off-page SEO activities.

Applied - These types of posts focus on how to use processes and/or topical knowledge to complete a goal that may be unrelated. An example might be a broad article, podcast, video, webinar, or white paper about converting web traffic into qualified leads.

Strategic - These posts focus more on building the business case for why you should implement a system or technology. Strategic content targets senior business decision-makers and is popular in B2B content marketing. The goal of this formula is to establish the author as a thought leader.

Opinion or commentary - The easiest way to get noticed here is by arguing a controversial position or opinion. But be careful not to fake it. Don't put a controversial headline in front of a middle-of-the-road post. It will wind up hurting more than helping. Because the content doesn't deliver on the click-through, and visitor bounces.

4 Ways to Monitor Keyword Competition

Other things to look for when checking out the competition for a keyword are:

• Is the post linear and easy to follow?
• Does it have diagrams?
• Are there videos?
• Is it as easy to follow as Google thinks it is?

Google may rank the site because they have good domain authority or keyword density.
But it may not be the best content.

Go to the domain and ask yourself, can you make better content than this? If it's not as easy to digest as it is in the search results, that means you've stumbled onto an opportunity.

If you search for a term like "sales operations," you would expect to find information about semantically relevant topics.

Analyze the top results for "sales operations" and find what's missing.

If the post doesn't talk about strategy, that's another opportunity signal.

Finding and Filling B2B Content Holes

Let's say you're evaluating the top-ranking pages on Google for a term like "sales operations."

You want to figure out how to win a position on page one of search results.

Here's what to look for:

• Do they talk about the tools?
• Do they talk about how to structure a team?
• Do they talk about the difference between ops and enablement?
• Do they cover relevant entities and LSI keywords?
• Is there an infographic?
• Do they have good data visualization?

These are all potential gaps you can use to outrank them. Once you find those gaps, your job is to go build something that beats the top results by filling those holes.
By identifying and filling the content holes, you win your position on page one.

My B2B Content Marketing Conclusion

How much time you invest in your B2B content marketing depends on how competitive your sector or local vicinity is.

How long it will take you to create better B2B content will depend largely on your experience leveraging AI tools like ChatGPT and Midjourney and how efficient you are at creating content briefs and hiring and managing freelance writers.

Use the process and formulas in this post to evaluate top-ranking content and to determine which keywords to target. And if you need a B2B content marketing consultant, I can help.


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Social Marketing to the Business Customer is the first book ever written on B2B content marketing. It features knowledge on brainstorming, lead generation, podcasting, twitter, social media, marketing research, word of mouth, and more. Break down the silos in your business and realize the promise of b2b content marketing.
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