Content Strategy
Create Content That Drives Action, Not Just Traffic.
In B2B, content isn’t just about filling space, it’s about building trust, answering questions, and moving prospects through a long, complex buying journey.
Marcel Digital helps you develop content strategies that support every stage of that journey - from awareness to decision and beyond. Whether you're launching a new website, overhauling your messaging, or looking to scale SEO and demand gen, we’ll help you plan, produce, and optimize content that actually works.
Why Content Strategy Matters
Your prospects are doing most of their research before they ever talk to sales. Content is how you show up, earn attention, and build credibility.
A strong content strategy helps you:
Speak to the right audience with the right message at the right time
Support SEO, demand generation, and sales enablement - without guessing
Create consistency across marketing, web, and email channels
Measure what’s working and optimize based on performance
We bring structure, clarity, and purpose to your content efforts, so you’re not just publishing, you’re performing.
The Problems We Solve
Too much content, not enough results?
We audit what you have and create a plan focused on quality, not quantity.
Unclear messaging or voice?
We define your positioning, tone, and messaging framework so your brand speaks consistently across teams and channels.
Content gaps in the buyer journey?
We map content to key decision stages and personas, so you’re not missing opportunities to educate or convert.
SEO content that’s not driving traffic?
We blend SEO strategy with buyer insight to create content that ranks and resonates.
No clear plan or process?
We build a content calendar, governance model, and production workflow that keeps your team on track.
Our Approach
We focus on strategy first, so the content you create is always tied to business outcomes.
Content Audits & Gap Analysis
We review your existing content, performance metrics, and user journeys to identify what’s working, what’s missing, and what needs to go.
Audience & Messaging Strategy
We define personas, map buying journeys, and craft messaging frameworks that bring focus to your voice and priorities.
SEO & Demand-Driven Planning
We pair SEO keyword data with actual buyer behavior and intent to plan content that attracts, engages, and converts.
Editorial Calendars & Workflows
We create realistic, scalable publishing plans that balance quick wins with long-term goals and align with your internal resources.
Performance Measurement
We help you track what matters, traffic, rankings, conversions, engagement, and use those insights to optimize over time.
Content That Supports Growth, Not Just Awareness
Your content shouldn’t stop at brand visibility - it should drive conversations, support sales, and contribute to pipeline. We work with B2B teams to turn content into a real business asset: something that aligns with buyer needs, reflects your expertise, and helps close the gap between marketing and revenue.
Whether you’re targeting niche industries, long sales cycles, or multiple decision-makers, we make sure your content strategy connects the dots between what your audience is looking for and what your business actually offers.
Frequently Asked Questions
Both. We can create the plan, the calendar, and the content itself or work with your internal team and writers to support execution.
We focus on metrics that align with your goals: organic traffic, keyword rankings, engagement, form fills, demo requests, and lead quality.
Absolutely. Our content strategies support marketing and sales, covering top-of-funnel traffic as well as bottom-of-funnel decision content.
Not at all. We often start with a content audit or priority campaign, then expand into broader planning and optimization over time.
We work with CMSs like Umbraco, SEO tools like Semrush, CRMs like HubSpot, and analytics platforms like GA4 and BigQuery.
Hear From Our Happy Partners
We've been with Marcel Digital for over 14 years and they have helped us grow our organic traffic by leaps and bounds. This year our organic traffic was up by over 19% and continues to grow. I would highly recommend them as SEO strategists and Google Analytics consultants.
Michael Vedders
Director of Marketing, Bethel University
Marcel Digital is simply the best Digital Marketing agency. We hired them years ago, and I can't say enough amazing things about their dedication to the field, to my team, and their phenomenal leadership team. Top-notch professionals all around.
Kim Rafalowitz
Dir. of Global Marketing, Worldpoint
I went with Marcel Digital over a larger - and much higher priced - competitor and it's one of the best decisions I've made. Marcel Digital are lovely people to deal with, extremely knowledgeable and approachable and willing to take the time to examine possible solutions that differ from how they would normally proceed. I value the partnership with their company and am planning on having our company be a client of theirs for years to come. Can't recommend them enough.
Michael Duquet
Director, Web Strategy, Absolute Software
Having a partnership with Marcel Digital has been a lifesaver for our business. We could not be happier with their work ethic, attention to detail, and superior expertise. I highly recommend them if you are looking for a talented, and trustworthy partner!
Diane Locher
Director of Sales and Marketing, Precision Medical
We have been using Marcel Digital for the past few years. We attribute our growth to the staff at Marcel and have embraced them as part of our company. Their insight and attention to detail have been indispensable. They take a personal approach to our products and processes and see our success as their own. We highly recommend Marcel!
Rob Dunbar
Marketing Manager, Lightmart