B2B Inbound Marketing &
B2B Content Creation
Creating quality B2B content to fuel your inbound marketing engine
A successful inbound marketing program for B2B lead generation is all about producing useful content for your target audience. The principals of Saratoga B2B Group have been doing just that for 30 years, focusing squarely on an IT audience.
We’ll work with your marketing team to assess what content you already have, what can be retained or refreshed, and what needs to be developed. The goal is to have content for every step of the buyer’s journey – awareness, consideration, decision, retention – so you can deliver appropriate content for wherever potential buyers are in the process.
Our team will do the heavy lifting to produce a steady stream of blog posts, white papers, case studies, webinars, email campaigns, press releases and more. And we’ll apply our expertise in search engine optimization (SEO) at every step, to help ensure potential customers can find content that’s relevant to them.
What’s more, many of the inbound marketing techniques we provide can easily be tied in to lead generation campaigns on LinkedIn, which we also can manage for you.
Saratoga Content Production Services Include:
Writing: Working from background materials and the occasional interview with one of your subject matter experts (SMEs), we produce white papers, blog posts, case studies and more. Blog posts typically require just a 15-20-minute call with your SME. From that we can produce a blog post ready for your review and approval. White papers are likewise painless, requiring only slightly more time on the phone. We’ll produce an outline for your review, to make sure we’re on the same page, then a finished draft. It’s rare that the draft requires more than one round of edits, but if more is needed, we’ll do as many as it takes.
Editorial Calendars: Good content needs to be planned. Saratoga will work with your team to create an editorial calendar that reflects your marketing initiatives and product goals. It will also ensure you have content for every step of the buyer’s journey.
SEO: Ensuring your content is found in Google searches for the keywords and topics that are important to you requires it be written with SEO in mind. Content also needs to be posted with all the right tags, meta descriptions and more. With our SEO expertise, we’ll ensure your content is Google-friendly.
Lead Generation: The whole idea behind content marketing is to generate leads. Having a consistent stream of fresh content is a key component, but so are effective landing pages that convince visitors your content is valuable enough for them to part with an email address, a phone number or to engage with your chatbot. We’ll help you produce landing pages that convert visitors into leads.
Reporting & Analysis: We’ll keep a constant eye on your content to see what’s resonating best and what needs more work. Using our analysis and reporting tools, we’ll produce reports that show you the results your program is getting. And we’ll constantly refine the program to make it more effective, to keep the leads flowing.
Websites: It’s not unusual that a new content marketing program coincides with a website redesign. Saratoga can help you develop a website that clearly and succinctly articulates your value proposition, while also providing a “deeper dive” for those who want it.
Long experience in B2B technology content
Saratoga’s principals have a long history producing technology content, dating to when they worked together at the award-winning newsweekly Network World. Learn more about Paul Desmond and Charley Spektor on our About Us page.
Let us know what your content marketing goals are, and we’ll propose a program that most effectively meets them.