B2B content marketing strategies that deliver

Content marketing is at the core of digital marketing. Whether you want to attract prospects to your website, engage and nurture them through their buying journey or convert, content is your cornerstone.

Incisive edge Inbound Marketing

Content marketing with a purpose

Creating content for the sake of it is a waste of your time, energy and budget.

Your content marketing should be managed via a clear strategy, which speaks directly to your buyer personas and if part of a SEO strategy, informed by your keywords.

Our content marketing experts will design your strategy and create all the necessary assets to execute on that strategy so your audience gets the right message for them, at the right time.

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Creating a best in class B2B content marketing strategy

Content marketing relies on structure and strategy before you can produce content your prospects want to engage with. 

Our proven method for delivering a results-led, content marketing strategy begins with understanding your content objectives and uses our three step process to deliver.

1. Run a content audit to identify gaps

Whether you're in the early stages of life as a startup, or in the thick of implementing growth marketing to scale, there's every chance your digital strategy will need content marketing.

We take your existing content & compare it against your audience to determine exactly what's missing and what can be optimised.

2. Create a results-led content strategy

Once we've identified the right place to start & assessed your existing assets, we'll perform keyword research, analyse your website traffic & look at the industry leaders who are valued by your potential customers, to create the right content strategy for your audience.

3. Deliver optimised content for your audience

With the hard work done, it's down to our content experts to craft the copy, create striking designs & build your digital marketing assets, to attract, nurture & engage.

The value we bring to your content marketing

Our real-world experience makes us experts at distilling what we need from your business & your industry to create your content marketing process & strategy
Our friendly, experienced team have a winning mindset & a direct approach. We'll design copy that creates an emotional connection with your audience & exceeds your expectations
We operate as a transparent extension of your team. Our clear approach & deliverables make it easy to understand what you're getting and when
Incisive Edge Adrian Faiers

Adrian Faiers

Head of SEO

Meet the team lead

Adrian is our qualified data scientist, with experience building websites (and databases) since 2002. Throughout his 20+ years experience, Adrian has seen SEO grow and develop, delivering targeted SEO and content to drive traffic for companies across several sectors and many countries. Adrian’s SEO expertise is proven to accelerate results for our clients.


"We can't say enough good things about the results and the experience of working with Incisive Edge"

In the last few months since working with IE, we have seen our net new business grow phenomenally. We’ve generated more than £100K of booked and committed revenue purely from the PPC and SEO efforts of Incisive Edge.

Our team are experts in content

Content marketing has been our agency’s primary focus for more than a decade.

Throughout our rapid growth, we have kept content and particularly SEO, at the core of our services.

We’ll build your inbound funnel with SEO optimised content at its heart, to drive both results and scale. 

Let's work together

Read more on content marketing

Content relevant to your buyer personas

The majority of your B2B prospects do their own research before even contacting you. That means your content has to speak directly to them.

By creating a content strategy, schedule and messaging built around your personas’ pain points, and mapped against their buying journey, we create content assets that engage, nurture and convert.

SEO keywords which attract your target audience

Your buyer personas are searching Google to find companies just like yours.

By creating search engine optimised content around the exact terms your personas are searching for, enables your content and brand to be found.

But more than that, through precise keyword research, you will bring best-fit prospects to your site, saving you time and increasing your opportunities for sales conversions.

Increase search rankings

Content created for SEO must add value. But it must also play to the search engine algorithms.

Our content team is expert in creating content that does both, through our proven process which has been crafted over the years by our talented SEO team.

Build authority

Researched thought leadership content presents you and your company as experts in your field and builds credibility, trust and authority.

Our team adopt a journalistic approach to content creation. We will research and analyse, which when coupled with interviews from your subject matter experts, will ensure your thought leadership presents you as an industry leader.

Website content that sells

As your global lead gen asset, your website should be your hardest working salesperson.

Our team will bring your website to life with copy that showcases the value you deliver and the benefits you bring.

But that’s not all. We’ll optimise your site so it speaks to the search engines, increasing leads and conversions.

Design that speaks to your audience

To promote your brand and message, your content needs to appeal to your audience.

Our design team will develop assets that showcase your brand and speak to your audience.

What assets do I need for my B2B content marketing strategy?

It goes without saying that it depends on your marketing objectives, but here are just a few of the assets that B2B companies typically produce to engage, nurture and convert their target audience.

Explainer videos
To showcase your brand and platform

To showcase your product/ platform

Product-led blog posts
To address how your solution solves your personas’ pain points

How-to posts
Answering frequently asked questions about your platform

Quick reference lists for specific tasks that your customers perform on a regular basis

To understand what your customers wants and needs

To display stats about your product in an easily digestible format. They also make great linking assets

Glossary pages
To inform and educate your prospects and customers

Pillar and Cluster Topic pages
To create a solid linking strategy to play to the algorithms

Competitor comparion tables
An easy to digest chart or table to show how you lead the pack

On demand or in-person to showcase your platform

To showcase your expertise. Podcasts can be transcribed, used for SEO and as reference points in blogs and guides

eBooks/ lead magnets
To showcase your industry and platform expertise. To engage and nurture and gain prospect data

Thought leadership
To build sector and industry credibility and authority

Case studies
To showcase your successes. Invaluable as part of a nurture sequence

To name just a few….

Get Lucidity

"One thing I've been really impressed by is that Incisive Edge are highly, highly organised."

Tom Ricca-McCarthy and Get Lucidity enjoyed great results when we formed an extension of their team. Together, we worked to implement an inbound strategy, driving leads and results.

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