B2B content marketing: publish what only you could write.
Articles, blog programs and the copy around them, reported out of your own experts and structured to be found. Writing only. No video, no podcast crew.
● Start here
Tell us about the business.
It takes about a minute. It reaches the people who would do the work rather than a sales inbox, and if we are not the right fit for what you need we will say so.
Goes to hello@katama.io. No sequences, no newsletter, no list.
● Content marketing versus content production
Content marketing is publishing the writing a buyer needs in order to choose you, then making sure it gets found.
Content production is filling a calendar. The difference shows up in two places: whether sales forwards the pieces into live deals, and whether an assistant quotes you when the buyer never clicks through at all.
Most blog programs are written for nobody.
A theme gets chosen in a planning meeting, handed to a writer who has never sat on a customer call, and published on schedule. It reads like every other piece on the topic because it was assembled from every other piece on the topic.
Nobody links to it, sales never sends it, and an answer engine has no reason to quote it ahead of the dozen near-identical pages that got there first.
Pieces sales actually sends
Counted every month, by name. A library nobody forwards is a cost centre with a publishing schedule.
The second failure is volume as a strategy. Output climbs, each piece gets thinner, and the site fills with pages competing against each other for the same query.
Fewer pieces, each carrying something only your team could say, beats a calendar nobody reads. That something usually sits in the heads of two or three people who are far too busy to write it down.
Expert hours booked
An hour of an expert’s time is the raw material. Everything downstream of it is ours to carry.
What we write.
The scope is deliberately narrow: words. Long-form articles, the blog program around them, the copy on the pages that convert, and the written assets sales needs inside a deal.
We do not shoot video, produce podcasts or run a design studio. Those are real disciplines with their own crews, and pretending otherwise would spend your budget badly. When a piece needs a diagram or a screenshot we build it. When it needs a film crew we tell you to hire one.
Every piece starts from an interview with somebody at your company who knows the answer. That constraint is what makes the work worth reading, and it is the one part we cannot do without you.
- Editorial strategy and topic mapping
- Long-form articles and guides
- Blog program and publishing cadence
- Expert interviews and reporting
- Website and landing page copywriting
- Sales-facing writing and one-pagers
- Email and nurture copy
- Editing, fact checking and house style
- On-page structure and internal linking
- Refreshing pages that have gone stale
How the work runs.
Map the questions
What your buyers actually ask, in their own words, taken from sales calls, search demand and the answers the assistants already give about your category. You keep the map whether or not we write a word of it.
Interview the experts
An hour with the people who know. This is where a piece gets the thing no competitor can copy, and it is why we will not write from a brief alone.
Write and edit
Drafted by a named writer, edited against a house style, checked back against what your team actually said. Nothing publishes that the expert has not seen.
Structure to be found
Headings, internal links and on-page structure built so a search engine and an answer engine can both parse the argument. Publishing is not the end of the job.
What we report.
Published count is available on request and is not the headline. The headline is whether anyone used what we published.
Pieces sales sends
Named and counted monthly. The cleanest signal that the library is useful rather than decorative.
Entries and citations
Which pages people arrive on, and which ones the assistants quote when they answer a question about your category.
Pipeline touched
Opportunities where somebody read something before the first call, reported with the honest caveats about attribution attached.
Who this suits.
- Two or three experts will give an hour a month
- You would rather publish fewer, better pieces
- Your category rewards depth over frequency
- You can wait two quarters before judging it
- Nobody internally will sit for an interview
- The goal is a post every weekday
- You need pipeline inside this quarter
- You are shopping for video or podcast production
Fair questions.
Do you produce video or podcasts?
No. This is written content: articles, blog programs, landing page and site copy, and the sales-facing writing around them. Video and audio are real disciplines with their own crews and budgets, and pretending otherwise would waste your money. If you need them we will say so and stay out of the way.
Who actually writes it?
People who interview your subject matter experts and then write. Not a model left running unattended. We use tooling for research and outlining the way any writer does now, and every piece is reported, drafted and edited by a person whose name we will tell you.
How much do we have to be involved?
About an hour a month per expert, in interviews. That is the part nobody can do for you, because the reason a piece is worth reading is that it contains something only your team knows. Everything after the interview is ours.
How long before this does anything?
Two quarters before the compounding is visible, sooner for the pieces sales starts sending. If you need pipeline this quarter, content is the wrong purchase and outbound is the right one. We would rather say that now than at the first quarterly review.