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B2B content insights

B2B content marketing

Thought leadership credentials are a must to validate and support growing brand fame and to generate leads. That’s why we have rules when creating content for our clients - B2B insights must be brought to life and value must be added with every blog, ebook, whitepaper, video, gif and every other digital asset and landing page. And the aesthetics must enhance and clarify the message. Anything less than everything above and fame might only be fleeting, misplaced or wishful thinking.

Marketing content that doesn't lack punch

Consider a content marketing overhaul if any of this rings true:

  • You have no content strategy in writing or in place
  • Your content to date has no leadership credentials nor voice of authority
  • Your target personas are indifferent to your opinion or have never heard of you
  • You need to increase site visits, social engagement and leads
  • Your people don’t have the time nor ability to build your brand’s voice, tone and expertise through multimedia content formats

What does this look like in practice?

Through research and planning we start with the basics - do your buyers know you or care what you have to say? How will you capture their attention? What should you talk about and how should you say it? And how does it all link back to what you offer? We study persona pain points and industry trends, and guided by SEO, we hone the schedules, formats, pillar pages, content clusters, themes, topics and tone of voice. We have the expertise in strategy, copy, art direction, designs, animation and video production to create branded content that can cut through, make a lasting first impression and drive traffic to your site.

B2B marketing content

How you frame your content visually, tonally and psychologically governs its impact and audience. We bring insights to life with expertly researched and beautifully designed ebooks, infographics, surveys, reports, whitepapers, RFP builders, videos, animations and back up your credentials with webinars, podcasts, trending articles, expert opinion blogs and influencer outreach articles and digital PR. Good content that has thought leadership credentials, offers valuable advice and is all beautifully wrapped in your signature branding, creates better engagement with your target audience.

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B2B social media content

Millennials are first generation social media natives. They are also the single biggest demographic among B2B buyers today. So it’s important to find the right balance between short form content that is visual, snackable and attention grabbing and longer more engaging content that adds value, advice and tips. From branded videos and animations, to GIFs and other branded social and sponsored posts, we raise your profile on social channels. We atomise your bigger assets for social promotion. So for example, one well researched and comprehensive ebook, could have any number of short form assets produced (video summary, GIFs, quote cards, charts, graphs, stats etc) to help promote the hero asset on social channels to drive traffic to your website resources.

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B2B sales support content

Marketing needs to be aligned with sales, in terms of objectives and support, and we can help be the glue between the two. First up is your website content - you should consider your website your single best salesperson. You’ll need to regularly freshen up your website with top quality content, as up to 70% of the buyer’s journey is complete before a B2B buyer even initiates first contact. We can also help your sales teams with that final, critical, 30% of the journey with sales decks, branded brochures, print and event collateral. Businesses grow faster when all channels are firing and everyone is singing from the same hymn sheet, telling the same story.

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A proven process that delivers

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Our latest content success stories

01 / 06
ETU

Transforming a B2B enterprise technology brand and making behavioural learning famous across corporate America.

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02 / 06
Arkphire

Making a fast growing IT brand famous in all the right circles from Silicon Valley to Dublin’s Silicon Docks

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03 / 06
Origina

A David vs Goliath brand building story where we helped a third party IBM support brand take on the mighty IBM. And win.

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04 / 06
Travelport

Generating buckets of leads and sales opportunities for a global travel brand through an immersive, multimedia, thought leadership campaign

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05 / 06
Deanta

Helping a book publishing tech and services provider make waves across both sides of the Atlantic

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06 / 06
Intact Software

Rising up Google’s search results through clever SEO strategy and implementation while competing against the likes of Salesforce & SAP on a budget

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“I was absolutely thrilled with the new website and brand positioning that Squaredot delivered. I truly feel like this is going to change the game for ETU and bring us to the next level. We’re already making inroads into corporate America as we now have the marketing foundation and strategy in place that’s primed for growth. We simply could not have done this without Squaredot”

East Apthorp

Head of Marketing, ETU

“Squaredot took our senior leadership team on a journey of self discovery as we honed in on our brand positioning, marketing strategy, identity and place in the market. The resulting rebrand work, new website, creative, positioning and content assets are enabling us to realise our vision for the company which is to create a global brand that will resonate with our target personas. Our brand awareness has grown exponentially and we are generating Marketing Qualified Leads (MQL’s) that are a marketers nirvana.”

Aisling Bolger

Head of Marketing, Arkphire

“We wanted a brand building campaign that would put us on the map, give the brand a warm personality, and get people talking about us. This campaign has achieved this and more. We have had an increase in conversations from events, people are asking us more educated questions, they are warmer leads! We have already doubled our overall traffic and tripled our returning visitors to the site.”

Sinead Geraghty

Marketing Director, Origina

“We’ve been working with Squaredot for a number of years and we work very much as a partnership. They understand our business, B2B marketing and the inbound methodology. Squaredot worked hand in hand with us to create and deliver this end to end campaign, including the digital hub, eBooks, research and related content that delivered exceptional results for our business”

Aisling White

Head of Marketing, Travelport Digital

“Squaredot helped raise our profile in the market. With a limited total addressable market we had to make a splash with our content to help us establish the reputation of an industry thought-leader. We always felt in safe hands dealing with Squaredot and the results speak for themselves - we’ve even created an audience in New York that we’ve never had before, and that’s big.”

Darren Ryan

CEO, Deanta Global

''We compete against some of the biggest tech companies in the world. So we need to be smart and efficient with our marketing budget. Squaredot have helped us with our SEO strategy, producing content clusters and pillar pages and optimising our website - all of which helps us rank higher on Google search results.”

Emma Duffy

Head of Marketing, Intact Software

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Why are we the only B2B tech agency you need to speak to?

We could wax lyrical about our understanding of the nuances of the industry and the competitive landscape. Or tell you how we cover every base from discovery sessions to winning accounts. Or we could point out the case studies success stories, the awards we’ve won, and the relationships we’ve built with our clients over the years supported by testimonials. It all points in the same direction - we help B2B tech brands get famous.

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Marketing insights to help you
grow your brand

The forgotten B’s in B2B - Brand fame

On the contrary to the general belief, we think that there has never been a better time to inject imagination and creativity into your B2B brand building storytelling and seek fame.

Get all the results

Breaking down B2B tech marketing storytelling

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