Playbooks and guides by Grizzle

Around 85% of people have been convinced to purchase by watching a video. But most SaaS companies still use YouTube as a dumping ground for webinar recordings or outdated product demos. 

Winning brands are using video marketing to tell real stories, share experiences, and build authority that compounds over time.

This list covers six of the top SaaS video marketing agencies to help you achieve those outcomes.

How we compiled this list

Grizzle has worked in B2B SaaS content since 2016. Over that time, we’ve built our own video program and proved what a comprehensive strategy can do for pipeline, organic visibility, and customer retention.

We selected every agency on this list against the same criteria:

• A SaaS-heavy client base
• Clear content specialism rather than a generalist “we do everything” offering
• Demonstrable portfolio evidence, with a track record of outcomes

Who are the top video marketing agencies for SaaS, and what does each do best?

While many of the agencies on this list offer overlapping services, we singled out a specific lane that each excels in.

Here’s the shortlist before we dive in:

1. Hey Digital: best for YouTube ads and paid video

Hey Digital is a SaaS performance marketing agency specializing in paid video for specific platforms like YouTube and Google.

The team runs campaigns and produces video creative, with attribution tooling that tracks the full journey from a YouTube view to a closed deal (even months later).

Hey Digital works exclusively with B2B SaaS companies, which means targeting decisions, creative approach, and measurement frameworks are never adapted from e-commerce or consumer playbooks.

The agency currently manages over $2.3M in monthly ad spend across more than 200 B2B SaaS accounts (as of writing).

A recent Hotjar campaign rebuild delivered a 94% drop in CPA on YouTube. Plus, a 1,257% increase in click-through rates, without sacrificing lead quality.

Hey Digital’s key capabilities:

• YouTube Ads strategy and campaign management built around B2B SaaS buying cycles
• In-house video production for UGC-style ads, product demos, motion graphics, and founder-to-camera content
• Audience targeting and segmentation based on buying intent
• Creative testing and experimentation in structured sprint cycles
• Cross-channel coordination alongside LinkedIn and Google Ads
• Pipeline and revenue attribution to connect YouTube views to closed deals

SaaS companies that want YouTube ads and paid video managed and produced under one roof rely on Hey Digital to prove revenue impact to leadership.

2. Grizzle: best for video content engineered for AI search visibility

Grizzle is a B2B SaaS organic growth agency that offers video production as part of a cohesive content engine.

Our team maps all content to buyer behavior, handling everything from storyboarding and scriptwriting to final production. Every video is optimized for discovery in AI search channels like Google AI Overviews and ChatGPT.

Meaningful distribution and repurposing (e.g., YouTube Shorts and LinkedIn posts) give your assets more chances to get in front of buyers.

Grizzle has created video content for clients like Tipalti that appeared in Google AI Overviews within 24 hours of publishing:

Grizzle also produces podcasts, like “Everything Clicks” for Smart Panda Labs. From ideation and branding to weekly remote filming, the podcast drives long-term authority and generates high-quality leads for the technical marketing agency.

Grizzle’s key capabilities:

• YouTube strategy rooted in buyer research, mapping topics to how your customers actually search and evaluate solutions
• High-end video production that balances performance, brand narrative, and technical quality
• Generative engine optimization (GEO) videos engineered to surface in Google AI Overviews and other AI-powered discovery tools
• Distribution and repurposing for every channel you have a presence on
• Remote podcast production built for sustained organic reach and compounding visibility (wherever you are)
• Video weaved into a wider organic growth engine that covers editorial, digital PR, and more

B2B SaaS companies partner with Grizzle for video content that surfaces in YouTube, Google, and AI search. Everything works as part of a broader organic growth program.

3. Demo Duck: best for explainer videos

Demo Duck is a video explainer agency that creates single clips to complete campaigns for SaaS brands.

Since 201, the team has built a reputation for turning complex ideas (e.g., technical products, abstract concepts, and healthcare innovations) into immediately understandable concepts.

Demo Duck’s client roster spans Google, Dropbox, Netflix, and FEMA. But their sweet spot for SaaS is in BOFU explainer content for product pages or sales sequences, converting curious visitors into confident buyers.

Unlike strategy-led agencies, Demo Duck is more focused on the final video.

The production partner works best when you already know what you want to say and need a team that can bring it to life with precision and personality.

A long-running partnership with Rippling—spanning animation, live action, and even puppets—demonstrates what an ongoing relationship with Demo Duck looks like in practice.

Demo Duck’s key capabilities:

• Explainer videos using character animation, motion graphics, and kinetic text
• On-set live action production for product stories, testimonials, and brand narratives
• Blended video formats for teams that like different styles in one clip
• Screen-based product demos brought to life through visual storytelling
• Short-form digital ads designed to perform across paid channels
• Ongoing retainer-style engagements for teams that need a consistent creative partner

Demo Duck helps SaaS and tech companies communicate complex products or concepts clearly and quickly through high-quality video.

4. Yans Media: best for animated videos

Yans Media is a video marketing agency specializing in animated explainers for SaaS and technology companies like Cisco and Visa.

The agency delivers content that tangibly impacts metrics with clear messaging woven into action-driving storytelling. 

Yans Media can handle the throughput for scaling SaaS teams that need animated product explainers, motion graphics, social ads, and UI clips.

The team handles every stage in-house, from concept and scriptwriting through to voiceover, animation, and final polish. So, quality stays consistent across high asset volume.

And the animation-first studio’s numbers are hard to ignore. While a Cisco campaign generated 10 million views in three months, a DoorDash engagement spanned 20+ videos that reshaped its funnel.

Yans Media’s key capabilities:

• Performance-focused animated explainers that clearly communicate SaaS products
• Motion graphics and UI, including Lottie animations and interface walkthroughs
• Social media ads designed to stop the scroll and drive action
• End-to-end delivery from concept and script to final polish
• Ongoing retainers for SaaS teams that need consistent video output
• Flexible collaboration model for marketing and creative agencies

SaaS and tech companies partner with Yans Media when they need results-driven animated videos that scale marketing performance.

5. Vireo Video: best for organic YouTube growth

Vireo is a YouTube-only marketing agency for SaaS companies focused on driving organic growth on the channel.

Vireo doesn’t offer paid social or SEO retainers. So, every process, framework, and hire is optimized exclusively for what works on YouTube.

While most SaaS brands treat the platform as a distribution channel for content they've already made, Vireo builds channels from the ground up as standalone growth assets.

The agency is particularly suited to teams that need someone to own YouTube end-to-end, managing strategy, production, optimization, and reporting. (Not just execute a brief.)

Across 300+ brand clients, Vireo delivers an average growth of 3.9x subscribers and 2.8x watch time within six months.

Vireo’s key capabilities:

• Complete YouTube channel strategy, including audience research, competitor analysis, and content blueprints
• SEO optimization for thumbnail design, title strategy, and more
• Full production from scripts to filming, editing, Shorts, and long-form content creation
• Channel audits to identify what’s working and growth opportunities
• YouTube advertising to accelerate channel growth alongside organic efforts
• Performance tracking tied to views, watch time, subscribers, and revenue impact

Vireo suits SaaS and B2B brands that want to build or improve their YouTube channels to grow sustainably.

6. Explainly: best for post-sale and onboarding videos

Explainly is an end-to-end video production agency with SaaS and tech clients like HubSpot and Google.

The agency particularly shines in creating onboarding and training videos for post-sale success.

SaaS companies with complex products and high onboarding overhead can automate what would otherwise require a customer success manager on every call.

If churn is eating into expansion revenue, a well-produced onboarding series can do more for net revenue retention than another TOFU campaign.

Explainly handles the full production process in-house across 2D, 3D, live action, and mixed media formats.

With 14 Davey Awards, 14 MUSE Awards, and 17 Telly Awards, the agency’s commitment to quality is clear.

Explainly’s key capabilities:

• Animated walkthroughs that guide new users through your product
• Employee onboarding and training videos to scale knowledge transfer
• Product-led explainers that communicate core use cases
• Flexible animation styles (2D and 3D) matched to brand guidelines and content complexity
• Mixed media and live action production for teams that need more than animation
• Short-form versions and localized adaptations that extend the value of each asset

Explainly is best for SaaS companies that want to reduce churn, improve product adoption, and take the pressure off customer success teams through video.

How do I choose the right video marketing agency for my SaaS company?

The right video marketing agency depends almost entirely on where your SaaS company is in its growth journey.

Early-stage startups should start with founder-led content or testimonials for social proof.

This content format builds authority, helps your brand feel more human, and allows new users to understand your solution’s value faster.

If you already have a sophisticated SEO program and want an additional layer, you’ll be better placed to invest in GEO video or YouTube growth. (Especially if your audience is already active on YouTube or your owned site).

And if you’re already generating pipeline but losing customers, consider onboarding and retention videos before adding more TOFU spend.

Use the table below to sense-check your situation before reaching out to anyone:

Once you’ve worked through those questions, book calls with two or three agencies that feel like a fit.

Ask how they’ve handled clients at your exact stage. Push on what they don’t do well. The best agencies will welcome those questions.

The difference between a good agency relationship and a frustrating one is usually down to whether expectations are set and met honestly.

FAQs about the top SaaS video marketing agencies

What does a video marketing agency for SaaS actually do?

Video marketing agencies often handle a combination of strategy, production, and distribution to drive measurable outcomes like pipeline or retention.

How much does SaaS video marketing cost?

A standalone explainer video costs roughly $5,000–$15,000, depending on complexity and production style.

Ongoing programs for paid video, organic YouTube, or content retainers are monthly fees that usually start from around $2,000 for basic packages.

These can rise to $6,000–$15,000 per month for high-volume or full-service support. The more strategic the engagement, the higher the price.

Is YouTube worth it for B2B SaaS companies?

Yes. YouTube is the second-largest search engine in the world, and video is appearing in an increasing share of BOFU Google searches.

AI tools like Perplexity and Google AI Overviews also draw on video content.

SaaS companies that publish with intent are seeing compounding returns that written content alone can’t replicate.

What's the difference between a video production company and a video marketing agency?

A production company only makes videos. A marketing agency makes videos and takes responsibility for the results.

Starting with your business goal and working backward to format, distribution, and measurement.

If you have a clear brief and an in-house strategist, a production company can be the right call. 

If you need a strategy and help with distributing, go with a marketing agency.

How long before video starts driving pipeline for SaaS?

The type of video and channel it’s on has a huge impact on how quickly it drives pipeline.

Paid video can generate it within weeks, given the right setup. Organic YouTube typically takes three to six months before growth compounds.

Onboarding videos can show an impact on retention within the first few customer cohorts.

Despite the boom of AI writing tools, almost half of B2B SaaS companies still outsource 26–50% of content production.

The right partner helps you create revenue-driving assets, avoid Google’s spam penalties, and retain your buyers’ trust.

Use this list of eight SaaS content marketing agencies to find the one that fits your growth stage and goals. Then, reach out for a sales call to dive into details.

How we compiled this list

Grizzle has operated in this space for 10 years. So, we’ve come to know many of the agencies we work alongside.

Most of the companies on this list are our competitors. But all excel in SaaS content marketing.

To be included, every agency had to clear three bars:

1. Be SaaS-only or have a SaaS-heavy track record
2. Offer clear specialisms that drive real outcomes
3. Have case studies with named clients that show they've done the thing they’re selling

Who are the best SaaS content marketing agencies?

These eight agencies operate in the same B2B SaaS space. What separates them is philosophy, frameworks, and execution style.

While AI-generated content has driven down production costs, it has flooded the internet with inaccurate, generic output.

Buyers can spot thin, repetitive content a mile off. The agencies on our list use AI-enabled workflows while prioritizing human expertise, editorial rigor, and factual accuracy. Because that’s what actually converts.

Here’s the shortlist before we go deeper on each one:

1. Siege Media

Siege Media is an organic SaaS growth agency specializing in SEO, content marketing, and digital PR.

The team is known for combining high-quality content with proactive link acquisition. Two things most agencies treat as separate workstreams.

Siege Media’s DataFlywheel approach uses original studies alongside digital PR efforts to create up-to-date posts that stay fresh in Google and LLMs.

‍Case study: Zoom needed to redefine its brand perception and build authority in AI-powered collaboration.

Siege Media developed a content and SEO strategy that generated 600+ conversions and increased traffic value by $1.9 million.

What Siege Media’s clients say:

“The team is receptive to feedback, direction, and integration with our workflows. We have a lean SEO team, and Siege is a true extension of it. They're candid, no fluff, and will give you the counsel you need.” — Joe Manna, Senior Content Marketing Manager at Nextiva

Siege Media’s key capabilities:

• SEO strategy and keyword research focused on high-value opportunities
• Creative content marketing that attracts the right audience and converts organic traffic into qualified leads
• Digital PR and link building to grow presence alongside content output
• Graphic design and visual content that strengthens performance and shareability
• GEO and LLM optimization to maintain visibility as AI-driven search continues to grow

Siege Media is a strong fit for global SaaS companies looking to grow quickly through content.

2. Grizzle

Grizzle is a B2B organic growth agency that creates end-to-end content programs for SaaS companies.

Grizzle becomes your operational infrastructure, unifying what most SaaS marketing teams have siloed—strategy, writing, video, design, QA systems, and cross-channel distribution.

Flexible plans let you scale multiple or single motions (e.g., SME-led content or original research), each tailored to your unique needs.

Every content engine ties directly back to pipeline and revenue. Whether that’s ranking in AI search or converting high-intent traffic.

‍Case study: Customer feedback platform SmileBack needed to build authority and drive growth in a competitive industry.

So, Grizzle developed an expert-driven thought leadership program that increased revenue by 47%.

Product-led video explainers ran alongside written content to generate trials and improve adoption:

What Grizzle’s clients say:

"Working with Grizzle has been a great experience. They've helped us scale up our SEO and content program, folding in seamlessly with our internal content operations. All while maintaining a high standard of content quality." — Kyle Byers, Director of Growth Marketing, Semrush

Grizzle’s key capabilities:

• SEO and AI search strategy and editorial planning, so every piece has a purpose in the funnel and drives action
• Long-form blog and data-driven thought leadership content built to rank, resonate, and move buyers closer to a decision
• Video and podcast production (including scriptwriting) that turns complex SaaS products into clear, compelling stories that drive trials and adoption across YouTube and beyond
• Distribution across organic, social, digital PR, and email, so the right assets reach the right audiences
• Reporting and pipeline attribution that connects activity to revenue to pinpoint what’s working
• Content translation and localization to scale into new markets, including French, Italian, German, and Spanish (FIGS)

Grizzle quickly becomes a valuable extension of your in-house team.

It’s ideal for enterprise SaaS companies seeking human-led, organic content production that’s engineered to scale.

‍Book a call to chat about how Grizzle can solve your biggest challenges.

3. Animalz

Animalz is a content marketing agency with a strong reputation in the SaaS space for high-quality, editorial-led content.

The team specializes in producing long-form written content designed to build brand authority and organic visibility.

Using customized dashboards and monthly analysis, Animalz tracks results and makes tweaks to maximize ROI.

‍Case study: Online meeting tool Parabol needed to stand out in a crowded space with an opinionated audience and a startup’s budget.

Through a long-term “content journalism” approach, Animalz took Parabol’s blog from almost zero to over 150k monthly visits.

What Animalz’ clients say:

“Content marketers must be keen observers of how their audience behaves online. The content we’ve created in partnership with Animalz is the result of continuous research and testing to understand not just who Preply learners are but what they like.” — Nadia Mykhalevych, Senior Content Marketing Lead at Preply

Animalz’ key capabilities:

• Content strategy built on your GTM context and measurable growth goals
• High-quality, editorial content crafted for each channel’s unique audience
• Thought leadership posts designed to build authority over time
• Performance tracking through customized dashboards
• Multi-channel content adapted to meet buyers at the ideal stage

Animalz is a strong fit for SaaS brands that want an organic editorial strategy that compounds over time.

4. Grow & Convert

Grow & Convert is a content marketing agency built around one core belief: the wrong traffic won’t convert. No matter how much of it you have.

The team’s Pain Point SEO methodology targets buyers when they're actively searching for a solution, rather than high-volume keywords that attract the wrong audience.

By extending this thinking into generative engine optimization (GEO), Grow & Convert builds visibility in AI-driven search results for high-intent prompts.

‍Case study: Level AI was working toward ranking for high buying-intent SaaS SEO keywords like “call center customer analytics tools”.

With Grow & Convert’s GEO strategy, the customer intelligence platform earned brand mentions in 100+ product-centric prompts.

What Grow & Convert’s clients say:

“They were true thought leaders in the SEO and content marketing spaces. They reject the conventional belief that content success = more traffic, and instead focus on content as an ongoing driver of revenue (with the data to back their claims up).” — Todd Parmley, COO at eWebinar

Grow & Convert’s key capabilities:

• Pain Point SEO and content strategy targeting high-intent buyers
• GEO strategy focused on earning LLM recommendations for topics that drive pipeline
• Content creation built around metrics like customer acquisition, ARR, and retention rates
• AI visibility tracking via their proprietary tool, Traqer.ai
• Long-form blog content and landing pages mapped to buyer pain points

SaaS businesses use Grow & Convert when they’re frustrated by content that generates traffic but no leads.

5. Perceptric

Perceptric is a B2B content marketing agency for startups that prioritizes high-intent, BOFU content that reaches buyers already evaluating solutions.

The team’s process starts with interviewing your sales reps, product leaders, and subject matter experts (SMEs) before they write a single brief.

The result is accurate, commercially focused content that’s built to drive pipeline from day one.

‍Case study: Software testing platform Katalon was producing high-ranking content for the wrong audience. 

Through a BOFU-led SEO and content program, Perceptric increased traffic by 300% and dominated the SERPs for 3+ years.

What Perceptric’s clients say:

“We're handling social media and DevRel in-house, while Perceptric handles all of the content production and organic growth. Thanks to their help, we're seeing tremendous growth that allowed us to prepare for our next funding round.” — Huy Tieu, Founder of ScoutQA

Perceptric’s key capabilities:

• BOFU content strategy built around buyer interviews and commercial intent
• Long-form content production with custom graphics, screenshots, and interactive elements
• Technical SEO and website audits with quick wins
• GEO and LLM optimization for visibility across ChatGPT, Claude, and Perplexity
• Monthly reporting on MQLs, SQLs, pipeline revenue, and CAC

Perceptric helps SaaS startups build content around commercial outcomes from the start. Particularly those frustrated by TOFU assets that generate impressions but not pipeline.

6. Foundation

Foundation is a SaaS content marketing agency that puts distribution at the center of everything it does.

Many agencies focus on creation alone. Foundation builds marketing engines that reach buyers across every channel they actually use—search, LLMs, social, Reddit, and email.

Before creating anything, Foundation’s team studies your customers, validates content-market fit, and maps distribution channels.

That way, content is engineered to perform before a word is written.

‍Case study: A SaaS company (case study names are anonymous) needed to launch a new product in under three weeks.

Foundation developed a full GTM content strategy across Product Hunt, Reddit, influencer outreach, and social media, resulting in 400 console sign-ups on launch day.

What Foundation’s clients say:

“Foundation literally became a part of our marketing team for our GTM launch. Not only were they as excited (if not more) than we were, but they also stepped in to fill any missing roles and skillsets we needed in order to execute our campaign.” — Anonymous, VP of Marketing

Foundation’s key capabilities:

• Research-led content strategy covering keywords, audience, channel, and LLM opportunity
• Long and short-form content built around search intent and pipeline generation
• Content distribution across Reddit, LinkedIn, YouTube, email, and social
• Content repurposing to extend the reach of existing assets across formats and channels
• GEO and SEO optimization to improve LLM visibility, search rankings, and on-site conversion rates

Foundation is a solid choice for SaaS companies that specifically want content built to distribute (especially on Reddit).

7. Directive Consulting

Directive Consulting is a B2B digital marketing agency that connects organic strategy to paid media.

Their content methodology is built around their ICP’s Jobs-to-be-Done (JTBD) at every stage of the buyer journey.

Every piece is tracked from first interaction to closed deal via CRM integrations that give SaaS clients full visibility into what's actually driving revenue.

‍Case study: Data analytics platform Sumo Logic wanted to boost market presence across sub-industries like cloud security and cybersecurity.

Directive Consulting combined a comprehensive glossary with BOFU application-based content, boosting organic users by 20% and impressions by 38% in a quarter.

What Directive Consulting’s clients say:

“Directive provides a true team-based approach, meaning they cover multiple marketing disciplines and get ‘economies of scale’ benefits associated with leading campaigns for over 70 SaaS companies.” — Mike Greeves, Head of Digital at Sumo Logic

Directive Consulting’s key capabilities:

• Revenue-driven strategy mapped to JTBD at every funnel stage
• Content creation built for traditional search, AI Overviews, and LLM visibility
• Paid media and social integrated with organic content to accelerate pipeline generation
• CRM-connected reporting via Salesforce and HubSpot that ties every content touchpoint to closed revenue
• CRO bundled with production to continuously test and improve conversion performance

For SaaS companies that want organic and paid working from the same playbook, Directive Consulting’s reporting infrastructure proves ROI across both.

8. Codeless

Codeless is a content operations agency built for growth-stage SaaS companies that need to scale content fast.

Codeless implements repeatable infrastructure: dedicated pods, documented workflows, QA checkpoints, and performance dashboards.

The result is content that compounds over time rather than stalling when bandwidth runs out.

Case study: monday.com wanted 100 articles in the first month of working with Codeless.

In 18 months, the work management platform achieved this and increased monthly blog traffic from 12,586 to 304,856.

What Codeless’s clients say:

“Codeless helped enable us to launch a world-class content program, actually driving results, without really having to take a lot of time or energy from us internally.” — Sam Shepler, CEO at Testimonial Hero

Codeless’s key capabilities:

• Content strategy and editorial roadmapping aligned to business impact
• Full-service production across blog posts, landing pages, social, and video scripts
• Scalable content operations with clear briefs and predictable delivery timelines
• Performance dashboards that track impact and inform ongoing prioritization
• Flexible engagement models like full-service, consulting, or coaching

Codeless creates SaaS content at scale without ever sacrificing quality or strategic direction.

How do I choose the right SaaS content agency for me?

The top SaaS agency for your company fits your growth stage and can achieve exactly what you need right now.

Before reaching out to anyone on this list, ask yourself these four questions:

Every agency on this list produces quality work. But quality looks different depending on who's delivering it, how they communicate, and whether their process aligns with your team’s.

Book a call with two or three that feel like a fit. You’ll learn more from a 30-minute conversation than any case study.

The right one is led by people you’d actually want to work with every day.

Best SaaS content marketing agencies FAQs

What should I ask a SaaS content agency before hiring them?

Crucial answers to gather include:

• How the agency ties content to pipeline, traffic, or other metrics
• What a typical onboarding looks like
• How long before you see output
• Whether they offer other services you may need, like demand generation or paid search and PPC

Finally, ask for client examples from companies at a similar stage to yours (not just the most impressive case studies).

How much does a SaaS content marketing agency cost?

Most retainers start between $5,000–$10,000 per month for a focused engagement, scaling to $20,000+ for full-service programs.

Pricing varies significantly based on output specifics and volume.

Should I hire a content agency or build an in-house team?

For most growth-stage SaaS companies, an agency gives you a full team of strategists, writers, and designers from day one.

Building in-house makes more sense once you have the volume, budget, or content maturity to justify it.

How long before content marketing shows results?

Most SaaS content programs take three to six months to show meaningful organic traction.

However, quick results are possible in newer features like AI Overviews.

Pipeline impact typically follows.

UK content marketing agencies deliver unmatched editorial quality and revenue-driving assets for both local and US-based brands.

Here’s what eight of the best specialize in, and how to select the right one for your needs.

A quick overview of UK content marketing agencies

The table below covers eight leading UK-based agencies to help you quickly identify the right partner:

UK content marketing agency selection: our methodology

We selected these nine agencies based on real-world fit for modern marketing teams, from digital PR to social-first growth and brand-led advertising.

Of course, we think Grizzle is the best choice for our target market. But we’ve also included one of our closest competitors, Velocity Partners, that we’d genuinely recommend as an alternative.

This list prioritizes agencies with clear positioning, proven case studies with measurable outcomes, and third-party review data while covering a range of industry specialities and capabilities.

Who are the best content marketing agencies in the UK?

The best UK content marketing agency depends on your industry, growth stage, and unique needs.

For example, a large B2B SaaS company will have different goals from a startup e-commerce brand targeting Gen Z. We’ve aimed to include various industry coverage and use cases throughout this list.

1. Grizzle: best for B2B SaaS

‍Grizzle is a global content marketing agency headquartered in London that builds performance-driven content engines for B2B and SaaS companies.

Every client gets access to a senior team of creators, strategists, and editors. The process starts with deep research to understand complex target audiences, industries, and categories. We then craft a tailored end-to-end content marketing strategy.

B2B brands get a performance-driven content engine powered by high-quality, multi-channel content to drive growth across search, social, and AI-powered discovery platforms.

For example, Grizzle handles the entire content creation process, from editorial to video production.

Grizzle’s key methodologies and services include:

• End-to-end SEO and AI search. Our flagship offering for fast-scaling, mid-market and enterprise B2B companies. Grizzle caters to the entire buyer journey, from discovery to conversion.
• High‑quality content creation. A unified content engine spanning everything from BOFU articles to case studies, original research, and product marketing pages. All based on acquired subject matter expertise.
• Video production. Get YouTube videos, testimonial videos, explainers, podcasts, and short‑form clips for broader reach.
• Digital PR. Increase authority, build brand equity, and earn off-site mentions with original reports and relationship-driven outreach.
• Content performance optimization. Monitor asset performance and make improvements where needed. Refresh content for organic search and LLM visibility. Includes other on-page elements.
• Translation and localization. A standalone service for market expansion, including French, Italian, German, and Spanish (FIGS) + other English-speaking regions (more to come soon).

Why should you work with Grizzle?

Grizzle blends editorial rigor and high-end video with the latest SEO and generative engine optimization (GEO) methodologies to capture demand and drive revenue. We’re best suited for scaleup, mid-market, and enterprise brands looking to scale their existing content and organic growth efforts.

However, we’re not the best option for pre-PMF startups or companies that haven't yet proven the value of content.

Get in touch if you’re a SaaS team that needs multimedia content built for competitive, evolving search landscapes and complex buyer journeys.

Plans start with a 60-day commitment, then move to a rolling 30-day contract. Pause or cancel anytime.

2. Velocity Partners (Pretzl): best for complex B2B brands

Velocity Partners (now part of Pretzl) is a London-based B2B agency that specializes in content marketing, design, and performance services.

The team works with ambitious tech organizations to define clear market positions, express them with confidence, and turn assets into a consistent source of revenue.

Known for its sharp messaging and distinctive brand positioning, Velocity helps B2B companies stand out in crowded categories and create campaigns that drive measurable demand.

The agency’s most popular offerings include:

• Brand positioning and messaging frameworks. Clarify what you stand for and why it matters.
• End-to-end campaign development. Get big ideas executed across digital, paid, and owned channels.
• Thought leadership and research-led content. Publish reports, flagship assets, and executive narratives that build authority.
• Website strategy and rewrite projects. Improve everything from structure to conversion paths.
• Demand generation alignment. Connect all creative to pipeline goals.
• Audience research and insight work. Identify buying triggers, objections, and decision dynamics.

Why should you work with Velocity?

If you’re a B2B organization with a strong offer but an unclear market story, Velocity is a credible alternative to Grizzle.

They’re particularly well-suited to companies that need stronger positioning and high-impact campaigns to compete in crowded sectors.

3. ClickSlice: best for e-commerce SEO and PPC

ClickSlice is a bespoke SEO, GEO, and PPC agency for e‑commerce brands looking to fuel more traffic and sales.

Combining search optimization with paid ads, the team increases stores’ online visibility in organic listings to shopping results.

ClickSlice ranks for its own competitive search terms like “SEO agency London” and “ecommerce SEO agency”:

‍

The agency’s key attributes and services include:

• Blended SEO, GEO, and PPC campaigns. Expert integration of organic search, AI-driven discovery, and paid ads for immediate and sustainable traffic growth.
• Search engine optimization. Technical SEO, keyword research, link building, and content alignment to increase visibility.
• Paid media management. Google Ads, Shopping, and social ads aim to convert visitors into customers.
• Landing page and CRO improvements. Website design and page updates turn more traffic into leads and purchases.
• Flexible engagement. Rolling monthly contracts with transparent reporting and dashboards.
• Digital PR and link-building. Outreach and media strategies that support long‑term search authority.

Why should you work with ClickSlice?

E-commerce brands can stay ahead of evolving search with ClickSlice’s tried-and-tested growth playbooks.

By keeping strategies transparent and flexible, e-commerce teams can easily track performance and scale results across channels.

4. GRM Digital: best for complex brand technical marketing

GRM Digital is a Leeds-based agency that helps complex organizations design and deliver advanced digital experiences.

Their technical expertise and data-driven digital strategies suit large, multi-team companies looking to modernize their marketing.

As GRM Digital is technology agnostic, they can work with any software in your stack:

The agency’s main attributes and services include:

• Agile delivery. Flexible project management that adapts to evolving business needs.
• CRO tactics. Updating and improving digital experiences to increase leads, sign-ups, or purchases.
• Data, analytics, and GEO. Making informed decisions using metrics and AI-powered optimization tools.
• Digital and marketing automation. Streamlining processes across websites, portals, and apps.
• Mobile and web development. Building websites, web apps, and mobile apps for complex workflows.
• Strategic client services and discovery. Understanding goals, audiences, and technical requirements for large-scale campaigns.

Why should you work with GRM Digital?

GRM Digital’s in-depth technical expertise is perfect for companies with complex systems, multiple teams, or advanced digital needs.

Contact the team if you need to modernize your customer journey, improve your site or app, or coordinate large-scale strategy and execution.

5. M+C Saatchi: large-scale brand and advertising campaigns

M+C Saatchi is a full-service digital marketing agency for enterprises that want high-impact, culturally relevant ads.

With headquarters in London, their expertise lies in creative, multi-channel campaigns that build desire and deliver measurable brand growth.

For example, M+C Saatchi’s proprietary “Cultural Power Index” uses AI to analyze billions of data signals.

By understanding a brand's true cultural impact, the team uses the insights to shape ad projects:

M+C Saatchi’s key attributes and services include:

• Creative advertising campaigns. Content production, including digital, social, video, and traditional media ads, that engage and convert.
• Strategic planning and creative consultancy. Aligning ad creative with business goals, audience insights, and cultural trends.
• Global campaign management. Vast experience executing campaigns across multiple markets and regions.
• Performance tracking and analytics. Ongoing measurement of reach, engagement, ROI, and campaign impact.
• Specialist services. The agency also handles experiential marketing, events, talent management, sponsorships, and partnerships.

Why should you work with M&C Saatchi?

Companies that want to launch large-scale advertising campaigns and tap into cultural influence can benefit from M&C Saatchi’s creative and global expertise.

Consider this agency to reach the right audience across channels, shape brand conversations, and track performance to maximize impact and ROI.

6. Brainlabs: best for TikTok and influencer-led Gen Z campaigns

Brainlabs is a global digital agency that acquired Fanbytes, an influencer and TikTok specialist that now operates as its influencer marketing arm.

The team helps companies reach and engage Gen Z audiences through creator‑led campaigns and data‑driven insights.

Proprietary data platform Bytesights analyzes millions of influencer profiles to spot trends, track competitor activity, and connect brands with hyper-relevant creators.

Here’s a little bit more about how it works:

Key attributes of Brainlabs’ influencer services include:

• TikTok and social influencer campaigns. Creative content that resonates with younger audiences like Gen Z.
• Relevant partnerships. Working with targeted creators to amplify brand messages authentically.
• Cross‑platform social strategy. Tailored campaigns for TikTok, Instagram, Snapchat, and YouTube.
• Paid and organic social execution. Combining influencer content with paid amplification for broader reach.
• Trend and audience insight. Using real‑time data and trend analysis to guide campaign decisions.
• Performance reporting. Tracking reach, engagement, and impact across campaigns.

Why should you work with Brainlabs?

Brands targeting younger demographics or looking to strengthen social presence will benefit from Brainlabs’ data‑driven approach.

Supported by Bytesights, the mix of influencer and strategic content helps brands connect deeply with Gen Z while measuring impact across platforms.

7. Rise at Seven: best for B2C digital PR and content

Rise at Seven is a UK-based agency best known for creating category leaders through attention-grabbing content and digital PR.

They help brands earn coverage, backlinks, and visibility by creating stories that journalists actually want to publish.

Rise at Seven even offers a targeted US digital PR service, with a team of local experts and solid relationships with American media outlets:

Some of the agency’s most popular attributes and services include:

• Digital PR campaigns. Pushing out newsworthy stories in the UK and US that earn media attention and backlinks.
• Content amplification. Expanding your content’s reach (beyond your site) through press, social media platforms, and search.
• Onsite SEO. Updating websites so they’re indexable and crawlable to improve rankings.
• Creative ideation. Thinking of bold, timely campaigns built around data, trends, and culture.
• Media relationships. Building strong connections with journalists and publishers at home and across the pond.
• Performance tracking. Measuring links, coverage, traffic, and search impact.

Why should you work with Rise at Seven?

UK-based companies that already invest in SEO content but struggle to reach their audience use Rise at Seven to amplify their work.

They’re a strong fit if your goal is to earn attention and build authority through coverage rather than publishing more and more assets.

8. Kitch: best for community-driven lifestyle and food content

Kitch is a UK-based social media agency that helps lifestyle, food, drink, and hospitality brands grow engaged communities through paid campaigns.

The female-led team handles everything from strategy to audience engagement and collecting creative user-generated content (UGC) that resonates.

With a founder who grew up in a family business with 17 restaurants, Kitch pairs real hospitality experience with social-first strategies that drive engagement and revenue:

Some of the agency’s key services include:

• Strategy and planning. Building content plans that align with brand goals and audience behavior on platforms like TikTok, Instagram, Pinterest, and X.
• Social media content creation. Creative content writing, visuals, and platform-native storytelling tailored to each audience.
• Community management. Active engagement and moderation to nurture followers and spark real conversations.
• Paid social advertising. Targeted campaigns on Meta, TikTok, and wherever else your audience is to boost reach and drive traffic.
• Influencer marketing support. Identifying and managing creators that align with each brand’s voice and goals.
• Performance reporting. Tracking engagement, growth, and campaign impact to inform next steps.

Why should you work with Kitch?

Kitch markets itself specifically to lifestyle and hospitality brands that want to build strong communities and measurable engagement.

With years of experience across social media marketing, the creative agency manages all aspects to increase your company’s visibility on key platforms.

9. Croud Luxe: best for luxury brand digital marketing

Croud is a global agency (headquartered in London) that helps luxury and premium brands grow through content, digital marketing, and performance media.

Since acquiring VERB Brands, it specializes in reaching high-value audiences while protecting brand image and positioning.

Here’s the showreel for the “Croud Luxe” division of the agency:

Croud Luxe’s key content marketing services include:

• Luxury content creation and copywriting. High-end editorial, visuals, and video content built for premium brands.
• SEO and search visibility. Organic growth strategies tailored to competitive keywords.
• Paid media and performance marketing. Content marketing campaigns designed to reach affluent audiences and drive demand.
• Digital strategy. Aligning content, channels, and messaging with elevated brand positioning.
• E-commerce and conversion support. Turning interest into sales without eroding value.

Why should you work with Croud?

Premier brands expanding into the UK or Europe can draw on Croud’s deep understanding of luxury marketing.

With offices in New York and Dubai, the award-winning agency has the global resources to help you maintain exclusivity, consistency, and long-term value across channels.

How do I choose the right UK content marketing agency?

The right content marketing agency depends on your industry, how much support you need, and whether you’re working across borders.

Use this quick checklist to narrow your options:

Choose an agency that deeply understands your niche, generates tangible results, and scales with your marketing goals.

Review case studies and testimonials and ask detailed questions during discovery calls about pricing and any additional services.

Prioritize fit over fame, and you’ll end up with a partner who succeeds in growing your business.

FAQs

Are UK content marketing agencies a good fit for US companies?

Absolutely. Many UK content marketing agencies (like Grizzle) work with US companies.

With a mix of in-house and global freelance employees, they’re often perfectly suited to brands expanding internationally or competing in crowded search markets.

What makes a UK content marketing agency different from a US agency?

UK agencies often emphasize editorial quality and more accurate advertising claims (due to stricter regulations).

Many also bring years of experience with international SEO strategy and digital PR, while staying updated on evolving AI-driven content discovery.

Which UK content marketing agency is best for B2B SaaS brands?

Grizzle is one of the best UK agencies for B2B SaaS and tech companies.

The team learns fast to understand your target audience, produce thought leadership-style content, build scalable frameworks, and track the results.

Grizzle drives traffic, demand, and revenue across organic search engines and AI-powered discovery for clients.

Should I choose a full-service agency or a specialist one?

Choose a full-service agency if you want integrated services like branding, web design, content marketing, paid ads, and SEO in one place. 

Need deep expertise in B2B SaaS, e-commerce SEO, or luxury brands? Reach out to a specialist (who can still provide end-to-end service).

How do I evaluate a UK content marketing agency to pick the right one?

Look for marketing companies with clear specialization, relevant case studies, measurable results, and experience working with international teams (if applicable).

Say you need help with content marketing strategy or email marketing. Reach out and ask if that’s something the agency offers.

Strong agencies can clearly explain how their work drives business outcomes.

Today’s B2B buyers tune out the moment a page feels untrustworthy. Yet, weighing up options is still a key step in every buying cycle.

In this post, you’ll learn six key steps to create honest comparison pages that help best-fit customers choose your product or service.

The problem with traditional comparison pages

Most ineffective comparison pages focus too much on themselves or on discrediting competitors.

That mindset produces the same weak patterns:

• Long feature lists with no context
• Cheap shots at competitors (e.g. “X is too slow”)
• Claims with no proof (e.g. “The #1 alternative to…”)
• Tables engineered to make you look good and nothing else

None of this helps potential buyers.

People visit comparison pages to understand the real differences between options and make informed decisions.

Talking only about yourself doesn’t solve that. Tearing down competitors makes you look defensive and untrustworthy.

By being honest and objective, you’ll position your product as the best fit for the right audience while acknowledging where competitors might be a better fit for unqualified buyers.

Here are six steps to help you strike that balance.

1. Highlight unique value before any features

Lead with your product or service’s unique value. The model, process, or capabilities that make you worth choosing in the first place.

Instead of lining up every feature side by side, put your strengths right at the top to anchor your comparison in what actually matters to buyers.

For example, ActiveCampaign’s edge lies in powerful automation, which enhances every customer journey touchpoint:

It’s a clear advantage over competitors like Mailchimp. So, the comparison page starts there.

The tone is factual, not boastful, and reads like something a neutral reviewer could write.

ActiveCampaign’s positioning does the heavy lifting while recommending Mailchimp as a simpler tool for beginners:

“Because the builder is so straightforward to use, Mailchimp is a good option if you're just starting or aren’t trying to automate very much.”

The brand then positions itself as the better choice for advanced automation:

When you’re clear on what sets you apart, you don’t need hype or competitor bashing.

You just explain the value that only you provide.

Before writing any comparison page, define your specific differentiators against that competitor.

Then, build the entire narrative around those.

April Dunford’s product positioning exercise is a solid framework for this:

• Understand where you stand today and your core value
• List your unique attributes
• Link each attribute to a real customer pain point you solve
• Identify who cares most about those strengths (i.e. your ideal buyers)
• Pick a market frame that makes your value obvious to those buyers

When you anchor comparison pages to your differentiators, you give buyers clear, useful context while staying honest.

2. Create trust with your comparison tables

Strong comparison tables help potential customers make informed decisions by attracting best-fit buyers and filtering out those who aren’t a match.

While these visuals are one of the fastest ways to show how you stack up, they’re also easy to misuse.

For example, we’ve all seen tables like Asana vs. Monday:

Buyers don’t trust one product coming out on top in every category, and can tell when you’ve cherry-picked features.

Instead, focus on 6–8 core features that are directly tied to buyer needs and pain points. (Not just those you excel at.)

This keeps your brand honest and even improves usability.

NN Group eye-tracking studies suggest that people tend to read comparison tables in a lawnmower pattern.

If your table is too long or cluttered, readers struggle to keep track of information.

There will likely be products that share similar capabilities. So, the real value comes from how you frame differences.

Show strengths clearly, without pretending the competitor offers nothing.

App-building platform Nocoly simply presents facts when comparing itself to Outsystems:

The neutral tone makes the comparison feel more believable, while the differentiation on data, languages, and pricing stands out naturally (without attacking the competitor).

Don’t aim to “win” every buyer with your comparison tables. Instead, use them to clarify who you serve best.

3. Give competitors credit to strengthen your own positioning

Acknowledging where competitors shine makes your comparison page feel trustworthy and differentiators more believable.

Some competitors will outperform you in certain areas.

You know it. Buyers know it.

Being upfront about that sets your page apart from the majority and builds instant credibility.

For example, Claap recognizes Gong’s leadership in “Revenue Intelligence” instead of downplaying it:

Then, Claap explains why it’s a strong alternative to its respected competitor.

Vidyard uses a similar tactic, first acknowledging Loom as a powerful tool:

ActiveCampaign even takes this a step further, praising Mailchimp’s superior ease of use:

This kind of honesty stands out because it’s factual and confident.

It’s also the opposite of the “talk ourselves up while trashing everyone else” approach that most companies use (and buyers ignore).

It all ties back to positioning.

When you’re clear on your own strengths, giving competitors credit reinforces your authority.

Here are some tips on how to credit competitors effectively:

• Identify where others excel (e.g. features, usability, or reputation your audience respects)
• Acknowledge it clearly but briefly (one line is usually enough)
• Avoid an exaggerated tone or backhanded compliments, which can feel insincere and undermine trust
• Use visuals when possible—screenshots or data points make recognition feel factual, not promotional

This approach signals confidence. You communicate: “we know what others do well, and we still believe we’re the best fit for you.”

4. Address the real alternatives buyers are using

Buyers aren’t just comparing you to competitors. They’re also comparing you to existing processes and spreadsheets.

Highlighting and outpacing these solutions wins trust and conversions.

SaaS brands often define competitors too narrowly: “Who else makes software like ours?”

In reality, your competition includes everything buyers are currently using to solve the problem.

April Dunford calls these “status quo” solutions—the free, simple, or familiar tools people rely on before they even see your product.

For instance, many businesses manage projects in spreadsheets or via email.

Therefore, comparison content for project management platforms should address these solutions—especially in middle-of-funnel (MOFU) “alternatives” articles.

Take ClickUp, which acknowledges Excel’s value when comparing its platform to spreadsheets:

Then it subtly positions ClickUp as the more effective solution in a table:

By addressing the status quo, ClickUp earns trust before prospects even start comparing other project management tools.

Here are three ways to identify these alternative solutions:

• Ask, “How are our target customers solving this problem today?” and list the answers
• Review market research, customer interviews and sales conversations for recurring patterns
• Pinpoint the alternatives that actually influence buyer decisions to talk about

Dunford warns against “phantom competitors”—solutions your prospects don’t know or care about.

Trying to position against them dilutes your messaging and weakens your differentiation.

Focus on the alternatives that matter, show how you improve on them, and your comparison content will resonate with buyers where it counts.

5. Help buyers select the right solution for their specific needs

Comparison pages should help prospects make informed decisions about the right product for them. Don’t just pitch your product to everyone.

Your goal is to attract the right prospects and make them feel confident in their choice with genuinely helpful information.

Let’s circle back to ActiveCampaign’s Mailchimp comparison page.

It positions Mailchimp as a cheaper, simpler alternative.

Then highlights its own tool as having the “best deliverability” and “powerful (but easy to use) automation”:

Vidyard takes a similar approach vs. Loom.

Instead of answering “Which is better?” with biased sales copy, it presents an objective view and lets readers decide for themselves:

Grizzle helped XTM create an opening table to show that its website localization tool is for large enterprises.

Then, it highlights other solutions that are more suitable for small teams or solo business owners:

XTM’s ideal customer is naturally drawn to its product, while everyone else is pointed in a different direction.

Describe who your product is for (not just how it beats competitors) in comparison pages, so readers can see which solution fits their needs best.

Present features and differences clearly and transparently. Trust your positioning.

That’s how you create neutral, informative comparisons that still demonstrate superiority.

6. Use targeted customer stories to validate your claims 

Letting customers tell their own stories adds credibility and proves your product wins in the real world.

Generic reviews don’t move buyers at the comparison stage.

Hearing from people who switched from the same competitor to you does.

For example, FreshBooks nails this on its QuickBooks comparison page:

A testimonial from someone who moved from QuickBooks carries far more weight than a five-star rating with no context about why they switched.

It details the customer’s pain, the change, and the outcome achieved.

To capture this type of social proof, build it into your workflow:

• Note which product customers switched from during sales or onboarding
• Follow up a few weeks later and ask for a short interview
• Question what wasn’t working before, why they switched, and what changed after adopting your tool
• Pull the clearest quotes that map directly to the comparison you’re making

You can also borrow FreshBooks’ approach and pull switcher reviews from third-party sites like G2 or Capterra.

Brands like Nocoly take this further, inviting customers to contribute directly to comparison pages.

Founder Phil Ren explains this transparent, user-led approach:

“We regularly update this section with real, selective insights from customers. While the content is curated, it reflects genuine customer experiences and offers valuable context for potential buyers facing similar decisions.”

The more real customer experiences you highlight (especially from switchers), the more objective and persuasive your comparison pages become.

A comparison page is an extension of your positioning

When you anchor comparison pages in your unique strengths, you give best-fit buyers clear, compelling reasons to choose you.

Help potential customers evaluate fairly. Show what competitors do better. Support your claims with real-world testimonials.

Do this consistently, and comparisons will feel less like sales pitches and more like trust-builders.

Need help creating comparison pages that strengthen your credibility and drive conversions? Book a demo today and let’s chat.

However, true localization means matching how people actually speak, search, and make buying decisions in each region. These nuances help your content feel more natural and trustworthy.

In this guide, you’ll learn six steps to build a content localization model to speed up UK and EU market expansion.

Step 1. Research local customers to reveal pain points

Collect regional customer insights to ensure you create assets that truly matter to those audiences.

For example, a localized guide on domestic ACH payments (which are limited to the US) won’t be relevant in Denmark or England.

So, you’ll waste time repurposing content that isn’t relevant to this audience.

On the other hand, Voice of Customer (VoC) research in these target regions reveals real-world pain points that you can then build content around.

Here are some typical places to find this data:

• Customer interviews. Arrange conversations or surveys to understand your audience’s challenges, goals, language, and buying triggers.
• Employee insights. Ask your sales, support, and success teams what buyers query, where they get stuck, and what they care about.
• Support and sales data. Analyze sales calls, tickets, and emails for recurring issues and themes.
• Social listening. Search your brand on LinkedIn, X, Reddit, and other forums to see how people discuss the problems you solve.
• Review platforms. G2, Capterra, and Clutch are goldmines for seeing what users love, hate, and expect.

Sites like G2 are now even using localization themselves to make it easier for European buyers to evaluate software vendors:

Note: If you don’t have enough first-party regional data, search for public competitor insights. How buyers talk about similar products can still reveal relevant priorities and unmet needs.

The more local insight you collect, the easier it becomes to see the full buyer journey and exact language prospects use.

These nuances help you create content that feels native and builds trust faster.

When Grizzle localized Tipalti’s US-based financial guides for the UK and EU, we conducted in-depth research to align updates with local laws, regulations, and audience priorities.

For example, this OCR processing guide speaks to local priorities with research that highlights the cost of late payments to the UK economy.

And the benefits of this research go beyond marketing:

• Product teams get clearer direction for regional features
• Customer service can better prepare for objections
• Sales aligns more closely with how buyers think

A strong localization engine becomes a competitive advantage across the entire business.

Want help turning your UK or EU research into a clear content strategy? Book a demo today and let’s talk.

Step 2. Prioritize revenue-driving content to reach new markets

Use your localized customer research to prioritize key articles, landing pages, and other assets that solve regional problems and drive revenue.

Forrester suggests that 75% of B2B buyers want sales materials in their language, while 67% want the whole website.

Start with assets that help buyers:

• Find your product or service. Product, comparison, and other landing pages that attract potential customers.
• Learn how it works. Blog posts and guides addressing real problems from your research.
• See it in action. Case studies and product walkthroughs that demonstrate value.

Validate your priorities and identify additional opportunities using data to gauge potential impact.

Internal performance data and SEO tools can help confirm where real demand exists.

Ask yourself:

• Which of these pages already attracts sales from your target countries?
• Which English keyword terms have strong search volume and moderate cost-per-click (CPC) in the UK and Europe? (These metrics demonstrate the likely value of regional traffic.)
• Which topics suggest clear interest in multiple target markets?

For example, some English content can perform well in EU markets with high English-speaking populations (e.g. the Netherlands or Nordics), offering quick wins before fully localizing.

Other topics like “open banking” show strong demand across the US, UK, the Netherlands, and Sweden:

These topics are often safe bets to localize early as they’re already resonating.

From there, you’ll expand into fully localized versions for regions where native language content matters (e.g. Germany, France, Italy, or Spain).

But keep in mind that some terms don’t exist locally.

For instance, “sales enablement” isn’t common in France or Germany, so you’ll need to explain it for your audience to understand.

This approach lets you build a solid content foundation quickly, start engaging new buyers, and gather insights for original, region-specific content later.

Step 3. Build out a regional content team

A team with local expertise is essential for creating content that resonates and avoiding missteps that confuse or even offend audiences.

For example, first names or casual phrases are widely accepted by Americans.

But German differentiates between “you” with “du” (informal) and “Sie” (formal)—the latter is generally preferred unless speaking to kids or loved ones.

Gartner research also suggests that while German consumers value familiarity (think local testimonials and case studies), French buyers favor market leaders (i.e. top-rated positioning).

Translation tools often overlook these small details, but they can significantly impact engagement.

A high-performing regional team needs:

• Native-level fluency, including awareness of local trends, culture, and idioms
• Specific industry knowledge
• Transcreation skills (i.e. adapting tone and meaning, not just translating)

However, not every team member needs all of these skills.

For example, a localization manager can focus on strategy and technical SEO, while writers and editors bring native fluency and tone expertise.

Here’s the suggested breakdown of roles and responsibilities:

If in-house resources are limited, agencies or freelancers can fill the gap. Agencies like Grizzle provide scalable, all-in-one solutions—ideal for targeting multiple EU markets at once.

The key is finding the right expertise that fits your goals and budget.

Prioritize local knowledge, bilingual skills, and cultural fluency over cost savings (where feasible).

Your content’s effectiveness depends on it.

Step 4. Involve local subject matter experts to ensure accuracy

Local subject matter experts (SMEs) add credibility, verify facts, and make your content culturally relevant—especially in regulated industries or markets with unique rules.

You need to build trust with regional audiences. SMEs help you earn it by showing authority.

For example, Wise’s guide on UK pension withdrawal includes expert input as minimum age and tax treatment differ from countries like Ireland and Canada:

These experts fill knowledge gaps that even skilled bilingual writers can’t fully cover, ensuring accurate content for local regulations, workflows, and customs.

Your in-house experts (like product managers or compliance officers) can serve as SMEs, depending on the topic.

However, building a network of external SMEs with real-world experience expands your reach and helps you cover topics your team can’t.

Here’s where to find them:

• Audience research tools. Use platforms like BuzzSumo or SparkToro to find thought leaders your audience follows.
• LinkedIn. Search for authoritative figures by title, industry, or experience.
• Help A Reporter Out (HARO) or Qwoted. Submit queries to connect with verified experts.
• Clarity.fm. Connect with specialists in niche industries.
• Professional associations. Reach out to certified experts in your field.
• Industry conferences. Scan speaker lists for those with specific expertise.
• Competitor content. Identify authors or podcast hosts demonstrating niche authority.

Note: For co-created content, collaborating with SMEs who also have an online presence can amplify reach and help you achieve early traction.

When quoting SMEs in your content (instead of hiring them to fact-check), make sure you:

• Double-check names and roles
• Include a link to their website or resources
• Let them review content before publishing

A strong SME network can even open doors to other recommended experts, so your content is always backed by credible, specialized knowledge.

Step 5. Create localized guidelines to scale without losing quality

Create localization guidelines to maintain consistency in your content’s voice, quality, and cultural fit as your business grows.

Don’t be part of the 27% of tech CEOs who didn’t create dedicated resources for regionalized marketing campaigns and wish they had.

For example, Wise’s “Foundations” document aligns every writer, designer, and marketer on the brand’s online presence.

The “Go global, write local” section explains how to write content while staying mindful of diverse cultures:

It flags things like avoiding literal wordplay, staying culturally sensitive, and remembering that translated text often expands by 30% or more (when considering UI design).

This ensures Wise’s content resonates locally while scaling production faster.

A comprehensive localization guide should include:

• Positioning, tone, and personality specifics for each region
• Grammar rules, style choices, and regional conventions (e.g. UK vs US spelling)
• Glossaries with approved translations for product and technical terms
• Design rules and example content
• Tools, workflows, and quality assurance (QA) checklists

Keep the guidelines accessible and update them as the market evolves.

A living document makes it easier for teams to produce high-quality localized content without costly revisions.

Step 6. Optimize content for local search and market entry

Localize content, headings, keywords, and URLs to match each market’s search intent. 

Optimizing on-page SEO (often by creating regional versions of your website) supports your GTM strategy by driving visibility and awareness.

For example, Pipedrive localizes 2.7 million words in 24 languages annually.

Like this Italian version of the homepage:

When nearly 66% of software buyers prefer providers’ websites and landing pages in their primary language, you see why localization is critical for complex products.

For more moderate expansion (where you’re testing a market or scaling gradually), focus on optimizing key pages that drive awareness.

For example, Tipalti’s UK PayPal guide localizes the most important on-page SEO elements (URLs, headings, keywords, and body copy):

By meeting intent and improving search visibility, the finance solution now ranks on the first SERP for “How PayPal transfers work in the UK”.

Committing to a full country launch?

Localize all customer-facing content—from marketing pages to help docs—to support SEO and sales.

This strategy works best with local teams (e.g. sales, support, or product experts) to respond to demand and keep channels consistent.

It takes more time and resources, but helps you capture search intent and drive conversions faster.

AI tools can speed up translation for guides, tutorials, and help pages.

But always have bilingual editors review content nuances before publishing.

Localized content drives trust and growth

Anyone can translate text in seconds thanks to AI, but localizing your message to each market’s language, culture, and expectations gives you a competitive edge.

Start with the pages that matter most, test, and refine based on performance data. Base your UK or EU content on local insights and customer needs at every step.

Over time, you’ll build trust, strengthen your presence, and drive sales.

Ready to get your content moving in new markets? Book a demo today and let’s talk.

B2B podcasts drive audience growth, authority, and pipeline (even with a small audience). 

The issue? Most sound the same, are too salesy, or fail to grab attention.

In this post, you’ll learn how to create a B2B podcast that people actually listen to using the PVP Framework.

Why most B2B podcasts are boring, salesy, or forgettable

Scroll through the Apple Podcast charts, and you’ll notice a pattern. Corporate artwork, cookie-cutter formats, and the same tired playbook:

• Book a target account as a guest on the show
• Ask a few “safe” questions
• Try to sell to the guest post-recording and hope your ICP also decides to buy

Most feel like networking sessions that someone hit “record” on.

Others mimic consumer podcasts, chasing entertainment value over substance.

The titles promise insights, but listeners leave with nothing actionable—45-minute episodes that often could be done in 10.

Busy buying committees don’t have time for another generic show.

To stand out, your B2B podcast needs the PVP framework—a clear “premise”, a distinctive “vibe”, and production “polish” that makes your show impossible to ignore:

1. Premise. Clear direction based on what matters to your audience.
2. Vibe. Style and personality that resonates.
3. Polish. An aesthetic that grabs attention.

Here’s how to deliver all three.

1. Premise: solve real problems, don’t sell

Focus on delivering highly specific and relevant insights and solutions through your podcast (instead of pitching your product) to build trust.

Start with two key questions to determine your premise:

• Who do we serve? Become the go-to resource for a specific segment of your target audience.
• What do they care about? Align topics with this segment’s career goals, challenges, or Jobs to Be Done (JTBD).

For example, content marketers want practical tips that improve performance. Founders prefer growth strategies and peer insight that drive revenue.

Neither want aimless chatter that could apply to anyone.

Dave Rogenmoser scaled Proof’s Scale or Die podcast using the same tactics his tool now offers customers.

The podcast extends that experience into actionable lessons, with successful founders sharing strategies that helped them scale past $1M ARR.

Episodes deliver specific, actionable advice for startups. Not generic marketing tips.

In an episode with CXL founder Peep Laja, Dave walks listeners through improving conversions with user research.

Don’t create a podcast for everyone. Hone in on your expertise and passions.

The more specific and authentic your premise, the more you’ll cut through the noise.

Who should host my B2B podcast?

To build trust and drive action, your host must be authoritative and credible.

The right person pulls better stories, asks sharper questions, and creates conversations listeners can actually use.

At Grizzle, we recommend founders and CEOs. They’ve lived the journey, can speak with conviction, and attract high-quality guests.

Listeners are more likely to trust someone with vast experience, wins, and losses.

Plus, high-profile guests are drawn to peers with similar authority.

Examples include:

• Exit Five founder Dave Gerhardt hosts The Exit Five CMO Podcast

• Smart Panda Labs co-founder Shamir Duverseau hosts Everything Clicks

• Grizzle founder Tom Whatley hosts Maker Mixtapes

• Wednesday Women founder Melissa Moody hosts 2 Pizza Marketing

If your founder isn’t comfortable on the mic, ask other senior leaders (e.g. the COO, CMO, or managing director) who are likely to be around long term.

Marketing managers (who may have less experience) can still earn authority through preparation, research, and tight framing.

Data enrichment tool Clay doesn’t have its own podcast.

But an array of team members host videos and webinars that feel credible and expert-level:

Each host has done their homework and knows how to extract and explain insights.

A clear premise and the right host lead to impactful episodes that build a loyal, engaged audience.

2. Vibe: stand out with personality and eye-catching visuals

Your “vibe” is the style, personality, and look that attract people to your show and make it memorable.

First impressions happen visually, so this is your chance to signal that you’re not just another copy-paste B2B podcast.

To nail your vibe, focus on these four crucial elements.

Pick a B2B podcast brand name that grabs attention and signals value

A standout podcast name grabs attention, reflects your premise, and hints at the experience listeners can expect.

Here are a few examples:

• Everything Clicks. Shamir Duverseau’s show focuses on the post-click experience (PCX). But the name also nods to what happens when marketing works (more “clicks”).
• Maker Mixtapes. One guest, one playbook. The alliteration rolls off the tongue, conveying creativity and action. “Mixtapes” makes it feel personal and approachable.
• The Exit Five CMO Podcast – Strong brand and host credibility make this to-the-point name work.

While the name sets expectations, your launch (when ready for it) sets the tone.

Here’s how Shamir announced his new podcast on LinkedIn:

I want to announce that, today, I’m launching my new podcast: Everything Clicks.

The world doesn’t need another podcast, but I need a place to talk about what’s on my mind.

We marketers throw around a lot of buzzwords, like “personalization”, “AI”, and “making data-driven decisions”.

Yet, a lot of enterprise marketing leaders have no idea how to deliver them.

Businesses are struggling to connect marketing strategy and technical execution:

- Teams are siloed

- Collected data gathers dust

- And systems are rarely up to the task

Meanwhile, customer expectations keep climbing (thanks, Amazon), and companies are left scrambling to fill the gap.

“Everything Clicks” doesn’t just talk about these challenges.

It helps you SOLVE them by interviewing the experts driving profitable growth.

We’ll dive into the gritty realities of CX, performance marketing, and tech strategy with:

🔹 Concrete advice

🔹 Real-world stories

🔹 A direct approach to marketing’s most pressing issues

Each episode tackles practical, behind-the-scenes insights from top B2C marketers at leading Fortune 5000 companies who are actively solving problems.

Here’s what you’ll learn from 3 of our first guests:

1️⃣ Alex Corzo (Smart Panda Labs)

→ A crash course in personalization strategies that actually work, and how to tie in your post-click experience (PCX).

2️⃣ Bill DeCourcy (AmeriLife)

→ Dive into the world of performance marketing and how to use YouTube to grab attention.

3️⃣ Aurelia Pollet (CarParts[dot]com)

→ Aurelia covers the C-suite’s role in CX and how to shift your focus from KPIs to customer needs.

Ready to tackle the issues everyone’s talking about and delight your customers?

Listen now on YouTube, Spotify, or Apple Podcasts. Come and join the conversation.

Link in comments below 👇

If you can’t rely on an established brand or host when naming your podcast, consider your premise and company philosophy.

Brainstorm widely. Look for industry terms you can twist into something memorable, clever, or surprising that signals your show’s focus and value.

More ideas make it easier to land on a name that highlights exactly what you’ll deliver.

Craft a visual identity that gets noticed

Your visual identity should be unique and make your podcast instantly recognizable (without compromising readability or what it’s actually about).

Lean into your company’s history or your CEO’s personal interests or passions to give your podcast character.

For example, Everything Clicks channels Shamir Duverseau’s love of ‘80s pop culture.

So, Grizzle created memorable artwork that stands out in a sea of generic corporate blue:

The retro aesthetic carries through to episode artwork, with high-quality guest photos and snappy headlines that grab attention:

Take inspiration from B2C, entertainment, and pop culture. But never let creativity negatively impact clarity:

• Text must be readable at 55 x 55 pixels (Apple Podcasts’ smallest display)
• Keep visuals simple and minimal—name and tagline only
• Avoid intricate details that blur at small sizes

When creating episode titles, treat them like blog headlines.

Focus on listener outcomes (e.g. specific insights, numbers, or solutions) that make it clear what’s in it for them.

Strong visuals signal professionalism, grab attention, and guide listeners toward the value you’re promising.

Pick a structure that keeps listeners engaged

Your style and structure determine how listeners experience your podcast. These elements reinforce your premise and make your show worth subscribing to.

Pick a format that plays to your strengths and fits the value your audience is hungry for (as per your premise).

Here are some typical options:

This format shapes your runtime. For example:

• Interviews and roundtables tend to be 30–40+ minutes
• Solo episodes often work best as 10–15 minute insights or Q&A sessions

Mixing formats is totally fine as long as your core premise stays consistent.

Grizzle recently helped Everything Clicks host a special Q&A episode answering listeners’ biggest customer experience questions:

Even without a guest, the episode stayed true to Shamir’s signature style—practical, personable, and focused on delivering actionable insights.

No matter which format you choose, these rules apply:

• Do the research. Base conversations on specific deep dives, not surface-level talking points.
• Know the value. Identify likely takeaways before you hit record.
• Stay on topic. Cut anything that doesn’t serve the listener.
• State the payoff early. Tell busy B2B listeners “why this matters” in the first 30 seconds.
• Prepare a brief. Outline your intro, outro, and key beats. Draft questions to prevent rambling.

Nothing kills a podcast faster than winging it.

Preparation keeps the conversation tight, actionable, and aligned with your premise.

Choose guests who make episodes worth listening to

Engaging conversations keep listeners hooked, while the wrong ones waste time and damage your vibe.

When choosing guests, start with your network:

• Colleagues
• Partners and industry friends
• LinkedIn connections

Familiarity makes the back-and-forth flow naturally—crucial when you’re just starting out.

For example, Shamir’s first guest was his Smart Panda Labs co-founder, Alex Corso:

Their shared expertise and friendship create a smooth, engaging discussion.

For guests outside your circle:

• Schedule a 15-minute pre-call. Build rapport, brief them on the topic, and gauge fit.
• Check alignment. Ensure the guest can speak confidently on the subject and has chemistry with the host.

Pre-screening guarantees episodes are valuable and engaging—saving you time and protecting your podcast’s reputation.

3. Polish: make your podcast look professional

Podcasts aren’t just audio anymore. High-quality video production makes your repurposed content stand out on YouTube and LinkedIn.

On the other hand, low-quality visuals or muffled sounds get skipped by fast-scrolling viewers.

Over a billion people watch or listen to podcasts on YouTube every month.

Video podcasts:

• Extend your reach
• Provide shareable snippets for social media
• Make your show more engaging for both new and existing audiences

For instance, Shamir regularly shares snippets from Everything Clicks on LinkedIn: 

Each episode goes further as bite-sized content that drives awareness and engagement.

Here are three fundamentals for producing high-quality video and audio.

Need help producing a remote podcast that looks and sounds incredible? Book a demo today and let’s chat.

Invest in gear that elevates your podcast

Clear visuals and crisp audio make your podcast feel professional and credible. Poor production drives listeners away.

Forget your built-in laptop camera.

Affordable 4K webcams create a sharper, more professional image.

External mics with a pop filter (to eliminate popping noises during speech) also dramatically improve sound quality.

Here are some more top tips from Grizzle’s Video & Media Lead, Adam Hart:

• Consistent lighting prevents shadows—a ring light behind the camera works well
• When using green screens, avoid green, reflective, or sparkly clothing to prevent visual glitches
• Keep shoulders in frame and leave ~5–6 inches above your head

Use the pre-call to brief guests on setup, framing, and lighting.

This informal chat reduces recording-day stress and keeps visuals consistent.

It’s also the best time to schedule the actual interview, while you’re both present with calendars in front of you.

Proper setup ensures every episode looks and sounds professional. In turn, this can increase engagement, shareability, and audience retention.

Capture clean recordings

A solid recording process preserves audio quality, encourages natural flow, and minimizes technical issues.

Even remotely, recording tools like Riverside.fm record hosts and guests separately:

This makes it easy to fix background noise or adjust levels without compromising quality.

As Riverside uploads in the background, it also prevents lost recordings due to internet issues.

On the day, remember to schedule more time than the interview needs.

A 15-minute buffer (for a 45-minute session) lets you set things up and check equipment.

Use this time to:

• Walk through any software or equipment settings (e.g. ensure external mics are ~30cm from the speaker’s mouth for clear audio)
• Make the guest feel comfortable and relaxed (explain that you’ll be able to edit out any awkward pauses or fumbling over words)
• Confirm both sides are ready before hitting record

Thoughtful recording setup saves editing time, ensures consistent quality, and produces episodes that sound professional and engaging from start to finish.

Turn raw recordings into impactful content experiences

Editing turns a long (and sometimes messy) chat into a focused episode that delivers value at an appealing velocity.

Listeners decide in the first 30–60 seconds if they’ll stick around, so you must hook them immediately.

Even in non-B2B formats, strong openings like “Diary of a CEO” use key insights to set the tone, tease value, and make people want to hear the whole story.

Editing matters as much as the recording itself to shape the episode’s flow and ensure it delivers on the intro’s promise.

Here are six tips to polish every episode to perfection:

You can also separate yourself by borrowing ideas from other media.

Find out how your favorite:

• YouTubers keep attention high
• TikTok creators use pacing and jump cuts
• Filmmakers use sound, silence, and atmosphere to immerse the audience

Motion graphics, light animation, or contextual B-roll can make your podcast feel fresh.

Cultural references or unexpected clips interrupt expected patterns, especially in the B2B world, and keep viewers engaged.

For example, Everything Clicks uses 80’s pop-culture references to underscore jokes or metaphors:

It’s quirky, memorable, and breaks the “corporate podcast” mold.

In a crowded market, production with personality is what people remember.

Create the B2B podcast that only your company can

You don’t need a massive audience to reap the benefits of a successful B2B podcast.

You just need a show that feels different from everything else in your space.

Create one that reflects your host, point of view, and the problems you solve. Then, treat every episode as a feedback loop.

The more you learn from your listeners, the faster your show will evolve (and the easier it becomes to attract more like-minded people).

Want your own B2B podcast that drives results? Book a demo today and let Grizzle bring it to life.

Exit Five is a rare exception that 40K+ B2B marketers are excited to read.

In this post, you’ll learn five core principles from Head of Content, Danielle Messler, that you can copy to make your own newsletter more successful.

1. Write for one reader at a time to build relationships

Write each issue as if you’re sending it to one person you know, not a buyer persona, to make your newsletter feel personal.

While most B2B newsletters act like link dumps, Danielle treats every Exit Five issue as a relationship-building channel.

“Today, I’m writing an email for Chelsea because I know she’ll care about this topic. Tomorrow, it’s Amruta, who just started a job where she’s managing an 80-person marketing org.”

That small shift changes the tone instantly.

Each email is focused on solving a real problem that others are looking to solve.

Danielle’s writing feels human and conversational because she’s willing to share her own challenges, successes, and failures:

Most B2B newsletters never go there, which makes Exit Five’s stand out.

They send two newsletters each week:

• The Exit Five Weekly Newsletter (long-form strategic insights)
• Marketing Snack (bite-size tactics)

Both appeal to different reading styles. However, they follow the same relationship-driven approach to drive organic growth.

Subscribers get double the value from a single newsletter, and Danielle gets richer data to keep improving content.

By comparing long-form and bite-sized version performance, she can see:

• Themes that spark higher opens
• Formats earning the most clicks
• Where attention drops off

Those signals help Danielle fine-tune future issues, balance depth with speed, and prioritize the topics readers consistently crave.

2. Be transparent to drive trust and signups

Showing people what they’ll get from your newsletter before they subscribe removes skepticism and can increase sign-ups. 

Most B2B newsletters hide their content behind an opt-in form, which frustrates readers and makes them hesitant to opt in.

As Danielle explains:

“It’s a big ask. Our inboxes are packed with a lot of unwanted senders. To invite someone in, I think marketers have to prove why they deserve to get in the door.”

Exit Five overcomes skepticism by publishing previous issues on its newsletter landing page:

Framing the newsletter as a publication demonstrates what subscribers can expect.

It also makes it feel more thoughtfully produced with clear themes and consistent formatting, suggeting a higher editorial standard.

It also attracts the right audience: marketers who might later become community members.

This “try before you buy” approach:

• Builds trust
• Provides social proof
• Reduces perceived risk

All without adding extra work for the team.

Transparency upfront helps turn more curious readers into subscribers.

3. Give readers a clear, actionable takeaway in every email

To increase engagement and loyalty, every issue should offer practical advice that readers can apply immediately.

Danielle’s rule is:

“Make sure there’s something in your newsletter readers can learn today. Something they can implement in some way.”

Sometimes, that’s a tactical hack. Others, a strategic framework or insight from industry research.

For example, Danielle breaks down Mutiny CEO Jaleh Rezaei’s growth strategy:

Then, she explains exactly how readers can apply this strategy themselves:

To keep ideas fresh, Danielle turns to her audience and existing content to consistently deliver topics marketers care about.

Exit Five stays relevant and spots real pain points by:

• Listening to community feedback
• Monitoring trending conversations
• Repurposing proven content from LinkedIn posts, podcasts, or other channels

Then, Danielle frames every newsletter angle with a new perspective and practical steps.

Founder Dave Gerhardt labels it Exit Five’s “content flywheel”:

A post becomes a newsletter, fueling feedback that feeds future content. This creates a self-sustaining cycle of actionable insights.

So, ditch the vague summaries.

Instead, focus your newsletter on usable insights.

“Avoid regurgitating information. Add narrative and a new angle. ‘Dave talked with this person, and here’s what they said about making sure your positioning is clear instead of broad, and here’s how to do it.’”

Instead of simply reposting content:

• Extract the lesson from the original material
• Add context that explains why it matters or how it fits into a bigger picture
• Show readers how to apply it in their own work

That way, every email teaches something useful, keeps readers engaged, and gives them a reason to open the next issue.

4. Prioritize email replies to increase deliverability

Email responses are an opportunity to start two-way conversations with your subscribers and buyers. They also signal to email servers that recipients trust you with their inboxes.

While open and click-through rates matter, replies tell you who’s actually engaging while improving deliverability.

The simplest way to get replies is to ask for them.

Danielle includes value-led P.S. prompts to invite thoughts or reactions, which grabs the attention of readers who skim:

Exit Five often gets 30-40 replies per send. Almost unheard of in B2B.

Danielle has built this over time by replying to every message.

That personal touch builds trust and deepens relationships.

According to Dave Gerhardt:

“One other thing I love is Danielle's ‘PS’ tactic...super unscalable, right? She's going to email everyone the link to the article she mentioned? Yep. She will. And that's exactly why it works.”

Email automation is still crucial for B2B marketers. But it can’t replicate the human connection that spurs loyalty and advocacy.

5. Use curiosity-driven subject lines to increase opens

Exit Five’s most opened subject lines hint at relevant value within emails but withhold key details to boost open rates.

Zero Bounce research shows people are more interested in emails from work, friends, and family or brand discounts.

Relevance and subject lines are the top motivators for people opening brand emails:

To improve open rates, Danielle creates a “curiosity gap” with her subject lines:

“The art of storytelling is withholding information, but you also want to give them just enough that they know it’s valuable.”

She pulls readers in by promising a payoff without giving it away:

• “Here’s what to do when you’re not the subject matter expert”
• “The mindset shift that helps marketing leaders move faster”

Honesty is the key to making these work. Your subject line must set a realistic expectation that’s fully delivered in your email.

Exit Five’s subject lines avoid clickbait. That consistency creates an expectation with readers that they can trust them to deliver value in future issues.

One way to write better subject lines is to study emails that you open.

Make observations in length, tonality, and psychological principles at play.

For example, you might open an email with the subject line: “The one shift that doubled our pipeline”.

Adapt this to your own emails.

For example, a product analytics brand might try: “The small shift that improves your onboarding flow”.

Track open rates over time to see which hooks resonate best with your audience.

Reward people’s curiosity with real value and watch engagement compound over time.

Start now instead of striving for perfection

Successful B2B newsletters show up consistently, write for humans, and share actionable insights.

You don’t need to nail the perfect format on day one. As Danielle says, you only figure out what works by getting reps in.

Start small, iterate fast, and improve with every issue.

Need help creating a newsletter people actually enjoy? Book a call today and let’s chat.

What is bottom-of-funnel (BOFU) content?

Bottom-of-funnel (BOFU) content helps your audience research products and solutions. It’s designed to educate buyers that your product is the best option and overcome objections.

While BOFU is designed to convert, it must still add value to readers.

Common bottom-of-funnel content formats include:

• Comparison pages
• Product listicles
• Case studies
• Explainer videos

Content at this stage of the funnel:

• Eases prospects past their objections and builds enough trust to take action (e.g. book a demo or sign up for a trial)
• Gives solution-aware prospects the information they need for product research

Top-of-funnel (TOFU) and middle-of-funnel (MOFU) content have slightly different goals. They build awareness and capture users early in the customer journey.

BOFU content directly contributes to customer acquisition.

For example, here’s a BOFU article we created for Pipedrive. It teaches their audience how to create client reports—a common jobs-to-be-done (JTBD):

It offers practical advice and tips on what to include in client reports. More importantly, it walks readers through creating them using Pipedrive’s reporting features.

We call this product-led content, which adds value and teaches users how to solve relevant problems with your product:

Further down the funnel, you can create product content to attract in-market buyers.

Like this article we wrote for HiringBranch listing the best candidate assessment tools:

This piece of BOFU content:

1. Gets HiringBranch’s product in front of searchers looking for their product
2. Adds huge amounts of value for readers researching their options
3. Includes a relevant CTA to sign up for a demo

Both top- and bottom-of-funnel content have their place in the marketing mix.

For B2B and SaaS startups getting started with content and SEO, it’s best to focus on the latter.

Why? Because revenue and growth are your core priorities. BOFU content gets you in front of the buyers who are looking for your product right now.

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How to find bottom-of-funnel content topic ideas

To find the right BOFU content ideas, you need to understand why customers buy from you.

• Not just: “Our customers need an invoicing tool.”
  
  
• But more like: “Our customers want to send invoices and reminders on mobile devices. They don’t want to chase clients to get paid.”

“Mobile invoices and reminders” is the what. “Not having to chase clients” is the why.

Which is exactly what this Tide article covers:

Here’s how to conduct BOFU content topic ideation:

Interview your customers

Customer interviews will uncover insights to improve your messaging and help you understand:

• Which problems you help customers solve
• Why they invested in your product
• What positive and negative experiences they’ve had

The key to effective customer interviews is to a) be direct and b) ask good follow-up questions. 

This is where you’ll find their true motivations and insights you can act on.

Here are some examples of initial and follow-up questions. We've based these on hypothetical customer responses for an asynchronous meeting platform:

From these initial and follow-up questions, you might learn:

• Customers choose you over competitors because you keep meetings organized and on track.
• Teams are able to spend more time on deep work and implement a four-day workweek.
• Automated minutes would allow teams to clearly communicate and stay present during meetings.
• Customers send voice messages over video because they feel it’s easier to hit record. They don't have to worry about their appearance.
• Screen sharing isn’t a priority because Loom offers a best-in-breed solution. Customers would rather see an integration.

Take these insights and use them in your BOFU content. Be open to critical feedback. You’ll discover ways to improve your content and messaging.

How we'd use these insights to create content for clients:

Using the responses above, we could write a “Zoom comparison article.”

If we were writing it for them, it would emphasize that it helps customers save time and improve productivity as key differentiators.

We’d even share how one customer implemented a four-day workweek—all thanks to the number of hours saved.

This would position them not just as a meeting tool, but as a way to improve remote working cultures.

Customer interviews allow you to collect feedback from your customers. You can ask follow-up questions and understand their trust motivations, challenges, and goals.

You can also send email surveys—like Miro have done here:

Collaborate with sales and customer success teams

Customer success and sales teams talk to your customers on a daily basis. They have their fingers on the pulse of common challenges and goals.

Use these insights to eliminate friction from the conversion and onboarding process.

Look to customer support tickets and forums, as many users go here first to find answers.

For example, this ClickUp article teaches readers how to manage large amounts of content:

It shares a system for scaling content production—a common use case shared among ClickUp users.

Regularly meet with your sales and customer success teams. Uncover questions customers ask before and after investing in your product or solution.

Find out:

• Which product features have the most usage? 
• How do prospects compare you to competitors?
• What features are customers rarely interested in?

Your BOFU content must answer these questions and overcome objections.

Here's how HockeyStack addresses user challenges in its Can You Dashboard It? series:

The team shares how to create ad tracking and sales dashboards.

It shows users how to measure impressions and sales activities using their product.

Essentially, the series teaches potential HockeyStack customers how to solve their biggest problems. It's an educational and entertaining series of product marketing materials.

Make it easy for customer-facing teams to share their observations and objections.

Create a dedicated Slack channel or spreadsheet to keep insights organized and accessible.

Run a competitive analysis

Analyze how your audience talks about your competitors. Use this insight to create strong positioning and differentiation.

Use reviews, communities, and support forums to find out what questions they're asking.

What are they saying in G2 and TrustPilot reviews? What objections and complaints do they have?

For example, here’s a response to a Reddit post asking HubSpot users about their biggest problems with the software:

Pricing is a common issue in this thread, their customer base feels it as a whole.

A competing CRM could create a comparison page to show how it fills these gaps. Here’s one we created for Pipedrive:

Your competitor analysis might uncover pain points you weren’t aware of. Use these to fill gaps in the market with your BOFU content.

For example, this Reddit post expresses confusion around Notion' digital asset management capabilities:

As an indirect Notion competitor, Airtable wrote an article that teaches an easier way to build one:

Conduct BOFU keyword research

Optimizing your BOFU content for SEO gets your message in front of potential customers.

BOFU keywords indicate a high intent to invest in a product or service. This includes queries including words like “vs” and “pricing” or “demo.”

Here are some BOFU keyword variations for a SaaS brand:

• best [product type] software
• [product name] free trial
• [product name] demo
• [product type] for [role]
• [product type] for [industry
• [brand name] pricing page
• [brand name] vs. [competitor]
• how to [do a thing] with [product name] (also known as JTBD content)
• [competitor name] alternative

For example:

• best project management software
• crm for real estate
• Notion vs. Airtable
• how to create a marketing report

These are search terms used by in-market buyers who are problem- and solution-aware. They might be close to making a buying decision, as indicated by the search engine results page (SERP)

Here are the results we get for the term “best project management software:”

Product listicles indicate that searchers are learning about and evaluating their options.

We use the word “best” in the above keyword list loosely. “Best” could mean any combination of specific features and needs unique to your audience’s criteria.

If keyword research is new to you, HubSpot's guide is a solid starting point.

For now, here’s a workflow specific to finding BOFU keywords:

1. Brainstorm relevant terms. Based on your customer interviews and research, identify terms your audience searches when they’re ready to take action.
2. Validate demand with a keyword research tool. Put these terms into a keyword research tool like Semrush or Ahrefs to measure demand. Uncover other related keywords using “Terms Match” in Ahrefs or “Keyword Variations” in Semrush.
3. Build your keyword clusters. Organize terms that fulfil the same search intent (i.e. have the same results in the SERPs). This helps you maximize results by getting a complete picture of the demand for a topic.
4. Analyze search intent. Look at the SERPs for your keywords to commercial intent. For example, if the SERPs for a topic contain product listicles or landing pages, it’s likely that users are researching their options.
5. Prioritize ruthlessly. Focus on opportunities based on product relevance, search volume, and brand competition. Prioritize keyword clusters that align with your offering and target audience.
6. Test and iterate. Continuously measure performance by monitoring rankings, search visibility, engagement metrics (such as avg. time-on-page), and most importantly, conversions.

Your BOFU content must drive business results. Trials, demos, sales-qualified leads (SQLs), or revenue should be your north-star metrics.

When in doubt, follow the EPIS model: experiment, pivot, iterate, and scale.

7 bottom-of-funnel content types (with examples)

Your chosen BOFU content formats will depend on search intent, customer needs, and goals. Here are nine proven frameworks you can use.

1. Comparison pages (you vs. them)

Comparison pages pit you and your competitors against each other. It makes it easy for customers to compare the features of two solutions in a visual format.

For example, QuickBooks uses a simple table to compare features against Xero—one of their biggest competitors:

It allows users to quickly compare features when evaluating the two platforms.

And here, Shopify has created a page comparing them against WooCommerce. The four-column layout allows Shopify to lean into what makes them different:

Tips for writing comparison pages:

• Lean into your product’s strengths, and don’t be afraid to talk about who your product isn’t for.
• Don’t misrepresent your competitors. This can erode trust and lead to cease-and-desist notices.
• Dedicate sections to the features and benefits that you offer and others don’t.
• Feature testimonials and case studies to build social proof. If you can find stories of customers who made the switch from a competitor, even better.
• Back up your claims with data. For example, average server uptime.

Be impartial and focus on attracting your best-fit customers. Demonstrate who you’re for and don’t be afraid to alienate people to attract your best-fit customers.

2. Product pages

Product and landing pages highlight the benefits of your solutions and features. They can also cater to specific audience segments, roles, and industries.

Take this product page we wrote for Pipedrive’s web forms feature (which generates over 400 visitors a month). It focuses on the features that customers care about the most:

It also shares helpful information on what to look for in a web form tool:

‍Tips for writing product pages:

• Dedicate full-width sections to the most important features and benefits.
• Edcate users by writing punchy copy using a framework like PAS or SCQA.
• Pair product features with benefits, outcomes, and your customers’ JTBD.
• Clearly state what your features help customers achieve.
• Use grid layouts (e.g. 3x3) to increase the perceived value of your product or features.
• Educate your readers on what the feature is and how to choose one.
• Reduce friction with step-by-step instructions on how to get started.
• Improve visibility by optimizing product pages for SEO.

Optimizing your product pages for search helps you capture new in-market buyers. To date, we’ve helped Pipedrive generate approx. 

3. Alternative pages

Alternative pages offer lists of similar products to a particular brand.

For example, it's likely someone searching for “asana alternatives” is in the market for project management tools. They might also be an Asana customer looking to switch:

‍Tips for writing alternative pages:

• State what each tool is best for in subheadings and table of contents.
• Add a table at the top of the page to give readers a summary.
• Include additional content (definitions, how to find the best solution, etc.).
• Give your sections uniformity by including the same elements e.g. pros, cons, pricing, description, etc.

3. Best of

“Best of” pages offer lists of products and solutions in a specific category. The format is similar to alternatives pages, as they offer tools and solutions in a list format.

For example, this article from PandaDoc lists the top e-signature software platforms. It uses several of the principles shared with “alternative pages” above:

‍Tips for writing “best of” pages:

• Feature your product or brand at the top of the list for maximum exposure.
• Don’t be afraid to list your competitors. This will build more trust with users.
• Follow the same principles in the “alternative pages” tips above.

“Best of” pages are once of the best BOFU SEO content assets you can create.

Why? Because it gets your product in front of an audience who are at the early stages of the buying process. Use them to get into their consideration set.

4. Case studies

Case studies share the success stories of your customers. They build trust with your audience while allowing them to learn more from their peers.

At Grizzle, we follow a traditional case study framework:

1. Challenge: Share the problem that your customer faced, and why they decided to invest in your brand.
2. Solution: The specifics of how your product or solution solved their problems.
3. Results: How you helped your customer achieve a specific outcome.

Like this content and SEO case study we produced with Tide:

‍Tips for writing case studies:

• Feature a snapshot of results at the top of your case study.
• Include industry and business model to build social proof with similar companies.
• Add information that shares how you helped your customers.
• Include imagery and multimedia.
• Featured client quotes throughout the case study.

5. Ebooks

Ebooks are a long–form content format that offer huge amounts of value to readers. They're often used for lead generation in exchange for email and other information.

Despite their reputation, ebooks are still an effective form of content—when done right.

For example, this playbook from Madison Logic offers a system for creating an account-based marketing (ABM) motion:

Readers have everything they need to get started with this marketing practice. From strategy and targeting to creating effective ABM content, it reveals the entire system.

Tips for creating ebooks:

• Don’t hold back on value. Give away plenty of guidance, examples, frameworks, and templates to make it worth your audience’s time.
• Make the reading experience delightful with good design.
• Pair your ebook with a high-converting landing page.
• Use email nurture workflows to further educate your audience. 

6. Webinars

Webinars are online events where a host shares a presentation with an audience. They can be live, recorded, or evergreen.

Whichever format you choose, your webinars must be educational. And they must be relevant to your product or solution.

For example, this webinar series from Later offers social selling advice from other experts:

The series dives deep into a specific social selling practice, offering plenty of how-to advice. 

Most importantly, many of the webinars teach attendees how to achieve their goals or solve problems using the Later platform. This makes them educational while mentioning features, increasing awareness of Later’s products.

Tips for running webinars:

• Partner with other experts and brands to reach a wider audience.
• Make your webinar a live event and let attendees interact with the host to increase engagement.
• Request questions from the audience before the live event.
• Record the webinar and allow users to access it later in return for their email address.
• Include a call-to-action at the end of your webinar to convert attendees into leads, demos, and users.

7. Explainer videos

Explainer videos are animated or live-action assets that communicate product features and benefits.

Here’s an explainer video we created for SmileBack’s CSAT feature:

It talks about a specific problem faced by SmileBack’s audience of MSPs before sharing the solution.

The video also shares step-by-step instructions on how to get started with the feature. This reduces friction for new users and shows viewers how easy it is to get started.

Tips for creating explainer videos:

• Get specific with the problems you solve. Kick the pain to hook users and keep them engaged.
• Invest in high-quality motion design, voice-over artists, and animation to establish credibility.
• Showcase product features and how they work with motion design.
• Use animation to tell a story and illustrate your points.

Generate more revenue with BOFU content

Bottom-of-funnel content drives customers to trust your business and make purchases.

It satisfies their search intent by positioning your solution as the perfect answer to their problems.

Talk to existing customers, spend time where they hang out, and study your competition.

Build a BOFU content strategy to address those challenges. Feature your product as the natural solution to your customer’s problems and JTBD.