How To Create A B2B Content Marketing Agency From Scratch

Starting a content marketing agency isn’t for the faint of heart. It’s a ton of work and requires you to be at least competent in digital marketing, business management, client handling, design, and more. 

To get your agency off the ground, it helps to have a partner or two to share the burden. Starting small with just one or two clients is also a good way to keep stress low while building up your portfolio and reputation. 

I’ve been running my own B2B content marketing agency for almost 5 years now. In that time I’ve made plenty of mistakes but luckily I’ve also learned a few things along the way! Here are some tips on how to make sure your B2B content marketing agency is built right from the start:

How To Start A Digital Marketing Agency From Scratch In 2023
1. Understand the B2B Landscape
2. Define Your Niche and Services
3. Develop a Strong Brand Identity
4. Build a Portfolio of High-Quality Content
5. Establish Client Relationships
6. Leverage Networking and Partnerships
7. Focus on Targeted Marketing Strategies
8. Prioritize Consistent Content Creation
9. Monitor and Adjust Your Strategy
10. Embrace Continuous Learning

Focus On The Content Marketing Basics

While you’re building your agency, keep the basics at the front of your mind. Here’s what to focus on:

Writing: If you want to write content for B2B companies, you have to know how to write copy that appeals to these businesses. 

You need to know how to speak directly and clearly about their products or services and present them in a way that’s helpful and engaging for potential customers.

Editing: In addition to writing great copy, you also need skills in editing within the framework of a given brand’s voice and tone. 

Editing is important because it helps make sure every piece of content is written with clarity and consistency throughout all customer touchpoints from social media posts up to sales pages for customers (and prospects) to get an accurate picture of who you are as an agency right away. 

That makes their decision-making process easier when they’re deciding whether or not they should work with your company on a particular project!

Publishing & Promotion: Once someone has written a blog post or other type of web content from scratch, there are still several steps before anyone sees it online…and even more after publishing happens! 

After publication comes promotion so people see what was created by an author; then once readers see something on their screens/screenshots.

They may decide whether or not they like what they’ve seen enough yet again based upon whether or not something specifically appealed to their interests/needs (which brings us back again)…

Then maybe those same people might share those same things online too or maybe even forward them to friends through emailing etcetera.

When establishing your B2B content marketing agency, remember that creating stunning B2C marketing videos can be a valuable strategy. Engaging video content can capture your target audience’s attention and convey your message effectively.

Create A Profile For Your Ideal Client

If you’re going to create a B2B content marketing agency, you need to know who your ideal clients are.

So what does that mean?

The first step in creating a profile for your ideal client is defining the goals and pain points of the type of businesses that would hire you. You can develop this by doing research online (you can read my guide on how to do this research here) or by asking around in the industry. 

Once you have an idea of what these companies look like and what their challenges are, it will be easier for you to figure out how they’ll benefit from hiring a B2B content marketing agency like yours.

Determine The Stages And Steps Of Your Project Management Process

You need to identify the stages and steps of your project management process.

For each stage in a project, you should define:

The steps that need to be completed for that stage. These are what will make up your content marketing strategy. For example, “Identify potential customers” or “Come up with ideas for content.”

The roles and responsibilities for each step. This could be an internal team member or an external contractor or a freelancer (or both). 

For example, if you want someone to manage a survey using SurveyMonkey, then they are going to be responsible for setting up the survey template first before asking questions and sending out invites.

How long each step will take from start to finish (start time plus duration equals finish time) so you have an idea of when everything needs to be finished this is important because it helps ensure deadlines are met! 

You might also want some flexibility in there so things don’t go off the rails too much if something goes wrong (like when somebody gets sick) but still keep things on track as much as possible by giving yourself some breathing room where possible.

Looking to enhance your B2B content marketing agency’s impact? Consider leveraging the power of influencers. Learn how to grow your brand business with influencer marketing and tap into a network that can elevate your reach and credibility.

Understand And Abide By All The Laws That Govern Agency Work

The first thing you need to do is make sure you have a basic understanding of all the laws and regulations regarding what an agency can or cannot do. You should also understand how those laws apply to your business, so you can avoid any problems down the road.

Get Legal Advice Whenever You Need It

If something happens that isn’t covered by these basics (like an issue with a client), talk with an attorney who specializes in B2B agencies or hires one if necessary to help guide you through the process of finding answers, resolving disputes, and taking appropriate action as needed.

Find resources online for free advice on how best to handle common legal issues in this field such as employment law questions like “Can I ask my employees to sign NDAs?” or regulatory compliance questions such as “Do I need my chatbot?”.

Take Advantage Of Free Tools To Get You Going

There are many free tools in the Google suite that you can use to get your content marketing agency off the ground. 

The most obvious one is Google Documents, which allows you to create and edit documents with multiple collaborators, who will be able to see each other’s changes as they’re made. 

You can also use Google Sheets for spreadsheets and forms; all three of these programs will allow you to share your work with other users at no cost.

Google Slides is another excellent option if you need a tool for presentations or slide decks the software lets people collaborate on presentations online.

Making it much easier for several people to work together on an event or presentation without having to meet in person first (or even at all).

If you’ve got something more technical than a presentation but not quite enough data for something like Excel, try out Drawings! 

This app allows users with the little-to-no artistic ability still create complex images and designs using their computer’s mouse or stylus pen (if they have one).

Boosting sales and generating leads are key goals for any B2B content marketing agency. Explore creative marketing tips that can help you achieve these objectives with innovative and effective strategies.

Outsource What You Can’t Do Well Or Have No Time To Do

If you don’t have time to do it yourself, or if you lack the skills or resources necessary to complete a project, outsourcing is an excellent idea. 

This can be done in-house through a third party. Some companies are willing to hire freelancers for a small fee, which can add up over time but may still be cheaper than hiring someone full-time. 

A good option is also hiring contractors through Upwork or Freelancer; these websites work as middlemen between employers and employees so you don’t need to worry about finding people on your own. 

The advantage of using one of these platforms is that they vet applicants’ backgrounds before they’re allowed onto the site and there’s no reason why your company should take risks when it comes down to security matters!

The main thing is that outsourcing lets you focus on what matters most: creating great content!

Make Sure Everyone Understands How Much Time A Project Takes

An important step in making a content marketing agency successful is ensuring that everyone on the team understands how long it takes to complete a project. 

You should have a clear idea of how long each project will take and what resources are needed for each stage of production, as well as an understanding of your team’s strengths and weaknesses.

If you’re working with clients who have strict deadlines, make sure that everyone understands this from the start so there are no surprises later on down the line.

Have A Backup Plan For Every Project

If you’ve ever worked with a team of people, you know that things don’t always go according to plan. The same is true for your business. You should always have plans in place to change your course when necessary and make sure those changes are simple enough to implement quickly. 

To make this easier on yourself, keep a log of every step you take throughout the process of creating content for each client. 

This way, if something goes wrong and one project doesn’t work out as planned (or worse yet: the client disappears), it will be easy for you to move on to another project or find new clients who want similar services from their content marketing agency

Assign An Editor To Every Piece Of Content

It’s crucial to have an editor for every piece of content. As you scale, it will be difficult for editors to keep up with the number of writers you’ll have, so you’ll want to make sure your editors are experts at what they do. A good editor should:

Be an expert in your field. This is important because it means they know the terminology and know what questions to ask when reviewing a piece of content. They can also proofread more effectively if they understand how things work in your industry.

Write well themselves so that they can pinpoint any grammatical errors or spelling mistakes (and find other kinds of errors as well).

Know how to check facts, logical flow, and even copywriting style (if applicable).

Invest In Professional-Grade Equipment

To attract the best clients, you need to put your best foot forward. Invest in professional-grade equipment everything from office furniture to computers. It’s not just about looking nice; it also helps you produce better content and attract better employees.

When new people see your workspace, they’ll be impressed with how well you handle yourself as a company. 

You’ll set yourself apart from other companies who haven’t invested in this kind of infrastructure because you’re serious about your business and know that having the right tools can make all the difference between success and failure.

Scaling your B2B content marketing agency requires a deep understanding of successful tactics. Discover the 16 “dirty tricks” that are B2B marketers’ greatest strengths—effective and ethical strategies that can give your agency a competitive edge.

Devote At Least One Marketing Channel Completely To Promoting Your Services

Of the many marketing channels available to you, at least one must be devoted entirely to promoting your services. Doing so will help you establish yourself as a thought leader in the industry, which can lead to more clients and better ones over time.

You don’t have the time or resources (yet) to do everything at once, so pick your battles wisely and start with one type of content that’s easily shareable online. 

Social media posts are a great place to start if you’re already active on social media just make sure they’re relevant! Don’t post about subjects unrelated to content marketing just because they’re popular; instead, find new ways of expressing yourself within this space.

If email is something you’re interested in working with long-term, consider sending out monthly newsletter updates about what’s happening at [YOUR AGENCY].

Attend Events In Your Niche And Network

To become an expert in your niche, you must attend events in the industry and network with people. There are plenty of ways to do this:

Local events – Attend local networking events where business owners, entrepreneurs, and professionals gather to exchange ideas and build relationships. If there are no such events in your area, consider starting one yourself!

Conferences – Conferences provide a great opportunity for learning about trends, meeting potential clients, and forming valuable partnerships with other businesses. 

Some conferences will have a “meetup” section where attendees can sign up for time slots at the event that are separate from conference sessions or workshops.

So they can meet other attendees at their leisure over coffee or lunch; this is an excellent way to network while still getting all the benefits of attending a full-day conference session every morning.

Workshops – Another great way to get involved with other professionals is by attending workshops hosted by various organizations like SHRM (Society for Human Resource Management).

Which hosts annual conferences as well as smaller regional workshops throughout the year featuring speakers who specialize in topics like employee engagement, diversity training, recruitment strategy optimization, etc. 

It’s also possible that some companies will be hosting their internal workshops during these times which may be open only based on company size requirements..e 500 employees vs 250 employees, etc.

B2B Content Marketing Agencies Take Time, Money, And Patience To Build

Building a brand is not an overnight process. It takes time, money, and patience to build a brand.

As you’re starting your business from scratch, it will take time for your content marketing agency to become known in the industry. You’ll need to create great content that attracts attention and builds trust with potential clients. 

You may want to consider buying advertising on Google Ads or Facebook Ads until you have enough of a following on social media where people can find you organically without being paid for it.

An agency needs funding to operate successfully but this isn’t as easy as opening a bank account at any local bank branch near your office.

Because banks have strict criteria in place when they review requests like yours which means there’s still work that needs doing before any funds can be released into your account (i.e., getting references from previous clients).

Unlocking the secret formula for driving marketing results at scale is crucial for your B2B content marketing agency’s success. Explore the insights in this guide to learn how to achieve impactful growth in your marketing endeavors.


As you can see, it’s possible to build a profitable B2B content marketing agency from scratch. This path takes more time and effort than becoming an independent contractor, but the financial rewards are much higher in return.

Further Reading

Here are some additional resources to deepen your understanding of creating an effective B2B content marketing strategy:

Creating Your B2B Content Marketing Strategy in 6 Steps
Learn a step-by-step approach to crafting a robust B2B content marketing strategy that aligns with your business goals and engages your target audience effectively.

Crafting a Winning B2B Content Marketing Strategy
Dive into proven tactics and strategies that can help you build a B2B content marketing plan that drives brand awareness, lead generation, and customer engagement.

B2B Content Strategy: How to Use Content to Attract Your Target Market
Explore insights into tailoring your content to attract and engage your B2B target audience, and discover methods to convert prospects into valuable customers.


How do I create a B2B content marketing strategy?

Creating a B2B content marketing strategy involves understanding your target audience, defining your goals, selecting content formats, and determining distribution channels. A well-crafted strategy ensures your content resonates with your business objectives.

What are some key components of an effective B2B content marketing strategy?

An effective B2B content marketing strategy includes audience research, content ideation, editorial planning, SEO optimization, distribution tactics, and performance measurement. Each component contributes to a holistic approach.

How can a B2B content marketing strategy boost brand awareness?

By producing high-quality content that addresses your audience’s pain points and industry challenges, your B2B content marketing strategy can position your brand as a thought leader, thereby increasing brand awareness and credibility.

What role does data play in refining a B2B content marketing strategy?

Data analysis is pivotal in understanding content performance, audience engagement, and conversion rates. By analyzing data, you can optimize your strategy, tailor content to audience preferences, and make informed decisions.

How does a B2B content marketing strategy contribute to lead generation?

A well-executed B2B content marketing strategy provides valuable information to your target audience. This fosters trust and establishes your brand as a reliable source. Consequently, potential clients are more likely to engage, leading to increased lead generation.