Content & Authority Marketing

Publishing that makes a company a known quantity before a buyer is ready to talk. In B2B technology the buying group researches privately for months, so the goal is to be the vendor they already recognise when the shortlist gets written, rather than the one that shows up in an ad at the end.

Less than most publishing calendars assume, and better. A small number of pieces that answer the questions your buyers ask before a decision will outperform a high volume of posts written for a keyword tool. Depth is what gets cited, linked and remembered.

Not by traffic. The useful signals are whether the accounts you want are reading, whether content shows up in deals your sales team is already working, and whether the pages that rank are the ones tied to what you sell. Attribution on a nine month cycle is directional, and treating it as exact is how teams end up cutting the work that was compounding.

It depends on whether the bottleneck is production or judgement. A writer helps when you already know what to say and cannot get it published. A partner helps when the harder question is what to say at all, and what to stop doing. Our Authority program is built for the second case.