Blog posts, eBooks, infographics, oh my! Keeping up with the demand for content—and making it informative, fresh and on-message—can be overwhelming. That’s why the outside perspective of a B2B marketing agency can help your company uncover a host of content ideas and keep your messaging consistent across all platforms.

Content is Your Marketing Core

Marketing content fuels your inbound programs by offering pieces that prospects actually want. And it consistently establishes your company as a thought leader in the industries that you serve. Exchanging useful content for contact information helps you turn a visitor into a lead, a lead into a prospect and a prospect into a customer. Content also supports your public relations efforts. It provides ideas to pitch to trade publications as potential articles, Q&As and web content.

Importance of Integrated Marketing

To be most effective, your content needs to be more than a string of unrelated pieces. The people responsible for researching and creating your content shouldn’t work in isolation. An effective, integrated content program is a team effort. And sometimes, if you are a team of one or two, it makes sense to enlist the help of a B2B marketing agency.

I’m not just saying that because I work for a B2B marketing agency. Think about it. Researchers, writers, editors, proofers, designers, video creators, web developers and SEO specialists are all important to developing exciting content. In addition, a project manager is key to keeping everyone on track and the messaging consistent.

Fresh Set of Eyes

If you think you’ve said everything you can about your company’s products or services, you’ve been around them too long. Fresh eyes can really help. A B2B marketing agency can find creative ideas by looking beyond the obvious features and benefits. With access to personnel from various areas of your business, agency experts can discover new angles. Some of the best suggestions come from customer-facing team members, like tech support and salespeople.

Here to Help

If you’re smacking your head on your keyboard trying to jostle some fresh content ideas or hitting a brick wall trying to squeeze fresh product information from your colleagues, maybe it’s time to partner with a B2B marketing agency.

An agency can guide you in developing a clear, consistent messaging platform informed by an overall game plan. From there, they can work with you to determine the right kind of content to reach your audience. They can then send in their team of content development experts to create the targeted pieces, so you don’t have to.


In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Lisa Goetz991_goetzphoto is a public relations executive at Schubert b2b, where she primarily writes content and manages media relations. She brings 20 years of editorial and communications experience to Schubert b2b and holds a PhD in English literature from Duquesne University. When not in the office, Lisa likes to take excursions with her husband and hang out with her cat and a good book.