Content Marketing that Builds Trust for B2B Technology Companies

Nobody impulse buys big-ticket B2B technology.

That’s why content marketing that’s hyper-focused on SEO, traffic, and conversion yields disappointing results for B2B tech brands.

Instead of getting as many people as possible to your website, you need to get in front of the right people and convince them, over a series of months (or longer!), why you’re the absolute best provider of the technology they need.

Trust-Building Content That Influences High-Stakes Buying Decisions

In other words, you need to build trust. When potential customers trust your brand, everything gets easier, from closing the sale to delivering your services.

But what goes into trust? In content for B2B tech companies, it’s these four things:

Credibility

Show the strength of your brand with case studies, blog posts, social media posts, newsletters, and more.

Authority

Demonstrate the brilliance of your people via thought leadership (blogs, social posts, contributed articles), original research, trend analysis, news commentary, and more.

Network

Show off the company you keep through the data you cite, the people you interview and quote, the events and resources you highlight, the customer stories you highlight, the people you engage with on social, and so on.

Momentum

Convey forward motion via the milestones you write about and your publishing frequency.

In the Age of AI, Expert Content Sings

Many companies are intrigued by the potential of generative AI to power a content marketing program. But while generative AI writes quickly, it isn’t up to the task of building trust through the medium of words. Why? For three reasons.

1. Information ≠ emotional impact

LLM output is often boring. While it can convey information, it can’t evoke emotions.

That’s a business disaster: people most often make decisions first based on emotion and only then backfill logic to justify those decisions. If your writing isn’t crafted to evoke a particular emotion, it likely won’t do much to move potential clients.

With Propllr as your content partner, you’ll get content that not only communicates your message but also moves your audience.

Director, Aspen Tech Labs

Lana Shumyn

"The team is highly experienced and qualified with many good ideas. And of course, the content is always great and of high quality."

2. No thought leadership

LLMs can’t do thought leadership. They can at best synthesize what’s already out there. This means they cannot output anything that actually adds to the conversation.

AI-generated pseudo-thought leadership can have real economic consequences for your brand: Edelman has found year after year that, while high-quality thought leadership leads to more business and more pricing power, low-quality thought leadership has the opposite effect.

When you work with Propllr, you’ll get content that synthesizes the latest research with your personal experience and insights. You’ll get pieces that could only have come from you.

CMO, Firmspace

Christian Goy

"With Propllr, you get an army of content experts. They work as a team, they listen, and each and everyone pushes for deliverable excellence."

3. Content marketing is more than writing

Content creation – especially around thought leadership – is more than writing. It’s an act of adaptation. You’re adapting thought leaders’ ideas, salespeople’s conversations, or customers’ desires and fears into writing.

You’re adapting things that are dynamic, complex, and nuanced into a different medium.

Why ask anyone but an expert to help you with the task?

Strategic Partners from the Jump

From our first conversation, we’ll push you to talk about your company’s big-picture goals. We want to know what you’re really trying to achieve so we can determine how content can help you get there.

As we work together, we’ll keep our focus on increasing the return on your content investment.

The world of online publishing and promotion is constantly evolving. Part of the role we play as your partners is staying abreast of these evolutions and recommending tweaks to our program as needed.

Get into the weeds: 4 frameworks for measuring thought leadership content

Read how we do it

What’s it Like to Work with Propllr?

Get comfortable in the passenger seat, because we like to drive.

We’ll steer the program from day one to get your content marketing running and keep it on track to meet your goals.

And don’t worry about logistics: we’ll take care of that, too. In bi-weekly check-ins, we’ll share updates and ideas, gather any info we need, and ask for feedback.

We’re organized as heck, communicative, and predictable without being boring.

When we interview your thought leaders, we’ll help draw out insights they’ve never fully articulated before.

Sustain Momentum Over an Epic Buyer’s Journey

See the case study

Firing Up a Content Powerhouse