B2B Content Marketing
Many businesses either create too much content, fail to segment the content strategies they develop or optimise the channels they use.
Creating content that converts
We produce too much content for the same reason we amass too much data: we assume more is better and we are wrong.
When Cognition builds content strategies, we use our knowledge of psychology to create the minimum amount of content necessary to achieve our client’s core objectives.
This involves repurposing successful content in multiple formats across multiple channels, providing clear persona-based messaging and keeping all content as simple and digestible as possible.
B2B content marketing
Even the most traditional B2B brands now get the importance of content marketing. That means standing out is harder than ever. The proliferation of content is not just overwhelming for audiences - it’s a burden for in-house marketers, too. Especially when all that effort doesn't translate to clicks, leads and results.
Only through simplicity, clarity and true audience empathy can brands cut through the noise and launch sustainable content marketing strategies. That’s where we come in.
Strategists, psychologists and creatives
At Cognition, we have enormous experience of planning, creating, measuring and optimising content for B2B brands.
We revel in complex sectors where engagement and advocacy is hard earned.
Our psychologists and SEO specialists obsess over audience mindsets and search intents. Our creatives thrive on crafting stories that resonate on an emotional level. While our account teams see the big picture, providing strategic direction and commercial focus.
All our team are HubSpot experts, fully-versed in inbound and hands-on with platform support and training.
Data. Stories. Engagement.
As with all Cognition services, our approach to content marketing boils down to data, stories and engagement.
In data, we find the evidence we need to develop targeted, measurable content programmes.
Stories turn the numbers and insights into compelling messages, which change customer behaviours and prompt action.
And Engagement is the tactical roll out and execution - in turn generating data to feed back into this iterative model we call ‘The Cognition Brain’.
"The CORGI brand has always been very well known in our industry, but people were confused about how we could support them today. The idea of creating a topic focus was fantastic, as it enabled us to position ourselves as a leading authoritative figure, and fill a gap in the marketplace.”
Cognition were engaged to restructure Wall Street English's global marketing strategy and roll this out using HubSpot, their chosen CRM, marketing and sales platform to multiple territories. All territories required HubSpot onboarding and set up. Also, bespoke training on the HubSpot CRM, Marketing Hub and Sales Hub.
Following a series of in depth discovery sessions with the senior team at Shojin – Cognition revised the messaging and branding for Shojin’s business. Using its team’s extensive background in psychology, Cognition simplified Shojin’s overall proposition and redesigned the website – paring elements of overcomplicated pages back and applying consistent branding throughout.
Before working with Cognition, Lifelink Global had spent 3-4 years looking for a marketing partner that could fully understand its requirements as a non-profit. They were desperately in need of an agency that could not only help them communicate with certainty, clarity and passion, but also help them locate the people who would be most receptive to their message – a message that is not always popular in this day and age.
As Galebreaker continues to expand its operations across the world, it needs a revised proposition and messaging that both reflects its varied offerings yet is simple enough to understand for a wide range of audiences. As well as reaching new audiences using digital marketing, it also wants to be able to track customer journeys through its sales funnel.
It’s still one of the most cost-effective and conversion-rich forms of marketing. So let’s do it properly.
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