B2B content marketing experts

What our B2B content marketing experts do

B2B content marketing at Profile is built around the research a buying committee does before it ever makes contact. The programme opens by narrowing what the firm and its senior people will argue in public, then produces against that: bylined articles, research, newsletters and commentary, drafted by Profile's own editorial team and signed off by the client. The same arguments are offered to the trade and business titles that committee already reads, and carried on LinkedIn under the names of the people who made them. Photography and video from in-house shoots run alongside, so a written argument arrives with a face and a voice attached.

How they work

Business-to-business writing is read by someone who already knows the subject, which rules out most of what passes for content marketing. A piece has to be specific enough that a specialist finishes it without mentally correcting it, and useful enough that they would forward it to the colleague who signs the purchase off. Profile writes to that standard by drawing the argument out of the client's own operating knowledge in interview rather than assembling it from what is already published. Anything a language model could have written from public sources has no reason to exist. Claims are attributed to named people, because a committee comparing suppliers is comparing people.

When to bring them in

The usual trigger is a long sale in which most of the deciding happens before anyone makes contact: a committee researching independently, a shortlist forming out of what it finds, and a firm discovering it was never on the list. Others come when a competitor is quoted repeatedly on a subject the firm knows better, or when a strong bench is invisible to anyone outside the building. Profile asks for at least six months, because publishing month after month is what compounds.