Content Marketing Strategy Agency
We’re a senior-led boutique content marketing strategy agency helping brands build authority, create demand, and turn content into a scalable growth system – with clear direction, consistent quality, and measurable impact.
✅ Define the content that will move your audience and your pipeline
✅ Build a plan aligned to your ICP, positioning, and funnel
✅ Turn content into a repeatable engine – not random output
Award-winning | Senior B2B specialists | Proven results | 5-star reviews
Is Your Content Missing a Strategy?
If the challenges below sound familiar, your content is likely underperforming or disconnected from pipeline.
Producing content, but results feel unclear?
Without clear goals, content becomes “nice to have”. Strategy defines what content needs to achieve – and how you’ll measure whether it’s working.
Not sure what to create, or what to prioritise?
Content has endless possibilities. Strategy helps you choose the topics, formats, and distribution that will drive the biggest impact for your audience and business.
Content isn’t supporting growth or sales?
Great content should do more than educate. It should build trust, shape demand, support conversion, and help sales teams close – especially in competitive markets.
Working with Common Ground
Why choose Common Ground for Content Marketing services
Boutique agency of senior B2B specialists
Our strategy work is built to drive commercial outcomes – not vanity metrics. You’ll get senior delivery with no juniors, no layers of account management, and direct access to the people doing the work. The result is faster decisions, sharper execution, and more of your budget going into outcomes.
AI-powered efficiency, human-led strategy
AI helps us streamline research and planning workflows, so more of your investment goes into thinking and decisions rather than manual groundwork. It supports faster insight, smarter planning, and better prioritisation – while direction remains human-led by experienced strategists.
Proven case studies backed by 5 star reviews
We don’t rely on promises – we bring proof. Our case studies show how we’ve helped brands build authority, create demand, and turn content into a measurable growth channel. If you want to go deeper, we can share relevant examples and talk you through what we did, why it worked, and how we’d apply the same thinking to your market.
Content marketing strategy services
Our proven content marketing process
Step 1
Discover – insight that shapes the right content
We start by understanding your business, ICP, positioning, and goals. Through stakeholder input, audience research, and competitor review, we align on what success looks like and the role content needs to play – whether that’s building authority, creating demand, or supporting sales.
Step 2
Topic research – depth that builds real authority
Next, we go deep on the subject matter. We research the topic landscape, buyers’ questions, competitor coverage, and the angles your brand can credibly own. The goal is to find the highest-value opportunities – where expertise, relevance, and demand intersect.
Step 3
Content briefs – a clear blueprint before we write
Before creation begins, we produce a detailed content brief that removes ambiguity. This includes the core message, target audience, search intent (where relevant), recommended structure, key points, proof sources, internal links/CTAs, and the tone of voice – so production is efficient and outcome-led.
Step 4
Creation – expert content, built to perform
We write and produce the content to a publish-ready standard, aligned to your brand and audience. We can deliver end-to-end, or collaborate with your in-house copywriters – providing briefs, editing, expert input, and QA to ensure every piece meets the bar.
Step 5
Measure – reporting that connects content to outcomes
Content is only valuable if it drives impact. We track performance against the metrics that matter – visibility, engagement, conversions, and pipeline contribution (where available) – and use insights to refine topics, formats, and future content priorities over time.
Trusted by ambitious B2B brands
From fast-growing challengers to established industry leaders, across SaaS, technology, and e-learning – we’ve helped turn organic search into a scalable demand channel.
Trusted by ambitious B2B brands
From fast-growing challengers to established industry leaders, across SaaS, technology, and e-learning – we’ve helped turn organic search into a scalable demand channel.
What Our Clients Say
Esme Cottle
Director of Demand Generation at Thomas
Laura Galyer
Marketing Director - DigitalXRAID
Sarah Harris
Drive Fuze
Nick Liddle
Digital Marketing Manager - Thomas International
Lauren Donnebaum
Channel Marketing Manager - Elmtec
Lindsay Willott
Customer Thermometer
Client Success Stories
Content case studies
Thomas International
+200%
online visibility
Grosvenor
200%
Boosting tenant views by more than
Drive Fuze
+300%
brand visibility
5 Stars on Google | Trusted by growth-focused B2B Brands
Let's Turn Strategy Into Revenue
If you’re serious about driving measurable B2B growth, we should talk.
We’ll bring the strategy. You bring the ambition.
Resources
Content Marketing Resources
FAQs
Frequently asked questions
What’s included in a content marketing strategy?
A content strategy typically includes audience research, topic planning, format recommendations, messaging guidance, distribution approach, and a prioritised roadmap. The goal is to give you a system you can execute – not a set of vague ideas.
How long does a content strategy project take?
Most content strategy projects take 2-4 weeks, depending on stakeholder input, content volume, and how much research is required.
Will the strategy include SEO considerations?
Yes – where relevant. If organic search is a key channel, we’ll incorporate keyword opportunity, search intent, and content structure recommendations. If SEO isn’t a priority, we’ll focus on the channels that matter most.
Can you build a strategy if we already create content regularly?
Yes. In fact, strategy is often most valuable when you already have momentum but want better outcomes. We’ll refine direction, improve prioritisation, and help you focus effort on what drives impact.
Do you provide a content calendar?
Yes. We can provide an editorial plan or calendar as part of your strategy – outlining topics, formats, cadence, and priorities to make execution clear and manageable.
Can you help with execution after the strategy is delivered?
Absolutely. We can deliver end-to-end content production, or support your in-house team with briefs, editing, QA, and ongoing optimisation.
How do you measure content marketing success?
It depends on the goal. We typically measure performance across visibility, engagement, conversions, lead volume, and pipeline contribution where possible. Strategy ensures you’re tracking the right things – not just the easy ones.
Is content strategy a one-off or ongoing?
Strategy can be delivered as a standalone project, but the best results come from revisiting and evolving it as performance data comes in. Many teams treat strategy as a quarterly or bi-annual update cycle.