Field notes

Writing on B2B content programmes, from people who run them

Strategy, evaluation pages, research, thought leadership, and enablement without calendar theatre. These articles are built for marketers and content leads who need the operational version, not another list of tips.

Latest · Resourcing

In-House vs Agency vs Freelancers for B2B Content

Resourcing B2B content is a constraint problem. Here is how to choose among in-house, agency, and freelance models without buying a structure that cannot access your SMEs.

INTSEO Media B2B Content TeamJun 16, 202611 min read

Sales enablement

Case Studies Sales Will Actually Use

A case study that only lives on the resources page is a brochure. Here is how to build proof assets reps will put in front of economic buyers.

Jun 2, 202611 min read

Operations

Content Ops for Small B2B Teams

Small teams fail when they copy enterprise calendars. Here is an operating system sized for scarce SME time and honest pipeline goals.

May 19, 202611 min read

Thought leadership

What Makes a Thought Leadership Point of View Worth Publishing

Most executive bylines restates the category consensus in nicer prose. Here are the tests that separate a publishable point of view from brand decoration.

May 5, 202610 min read

Operations

How to Audit a B2B Content Library

A bloated library hides decay, cannibalisation, and missing evaluation pages. Here is a practical audit method that leads to decisions, not a colourful spreadsheet.

Apr 21, 202611 min read

Content and AI Answers: What Still Earns the Click in 2026

AI answers changed the economics of informational search. Here is what still earns a click from B2B researchers in 2026, and what to stop treating as a traffic engine.

Apr 7, 202612 min read

Operations

Getting Executives to Do Content Interviews

Thought leadership without interviews becomes interchangeable. Here is how to get scarce executive time without turning every request into a political fight.

Mar 24, 202610 min read

Research

How to Run an Original Research Study That Gets Cited

Aggregated explainers get summarised. Primary research still earns citations when the question is sharp, the method is clean, and the report is easy to quote.

Mar 10, 202612 min read

SEO

Bottom-of-Funnel Comparison and Alternatives Pages for B2B

Evaluation queries are where many B2B buyers decide the shortlist. Here is how to build comparison and alternatives pages that deserve to rank and get forwarded.

Feb 25, 202611 min read

Measurement

How to Attribute Content to Pipeline in B2B

Last-click demos will undercount almost every useful content programme. Here is a chain of evidence you can defend when the sales cycle is long.

Feb 11, 202611 min read

Strategy

Why Publishing More Stopped Working in B2B

More posts used to feel like progress. In 2026, velocity without a point of view mostly trains answer engines and fills a library sales never opens.

Jan 28, 202610 min read

Strategy

What a B2B Content Strategy Actually Contains

A content calendar is not a strategy. Here is the document set that actually tells a B2B team what to publish, for whom, and how you will know it mattered.

Jan 14, 202610 min read

Next step

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