The Struggle to Stand Out

For years, a boutique B2B finance consultancy quietly helped a handful of loyal clients untangle their trickiest cash flow and funding challenges. With just seven employees, the team prided themselves on their deep expertise and personal service.

But as the market shifted and new competitors flooded in, growth slowed to a crawl.

Their website sat mostly untouched. The onsite blog, when updated at all, offered only surface-level tips. Most new business came from word of mouth, and the founder—who prefers to stay anonymous—felt invisible online.

“We knew we had insights other firms didn’t, but nobody was finding us online. We needed a way to show our value before the sales call.”

– Founder

The Missing Link

It wasn’t for lack of knowledge. The team could talk for hours about the nuances of cash flow management, compliance, and funding options. But:

• They had no clear content strategy or publishing schedule.
• Blogs were generic, short, and rarely addressed the tough questions their clients actually asked.
• Website visitors came and went without leaving a trace.
• Their real expertise—the kind that wowed clients—was hidden behind closed doors.

Shifting the Conversation

That’s when I came in, suggesting we flip the script. Instead of chasing clicks with generic advice, we’d focus on what their ideal clients craved most: deep, bottom-of-funnel (BoFU) content that answered the questions decision-makers were actually Googling late at night.

We built a plan:

• A content strategy complete with a content calendar packed with topics that hit the heart of their audience’s pain points
• Natural location-specific keywords planned out against the blogs
• Two long-form, in-depth blogs each month—each over 2,000 words, each a true guide, not just a teaser
• Real (and sometimes, anonymized) client stories woven in to show outcomes, not just opinions
• Every blog ending with a clear, relevant call-to-action: “Let’s talk,” or “Download this checklist”
• New internal linking structure to keep leads on the website longer and for (obvious) SEO purposes
• A simple, doable distribution strategy focused on getting the business name and expertise out there

Turning Answers Into Opportunity

The transformation was slow, steady, gradual, and most of all, lasting—which is exactly what the founder wanted.

I ghostwrote the blogs as thought leadership pieces and service guides, positioning the founder and the company employees at the forefront of our content operations.

Each blog became a resource in itself:

• Detailed breakdowns of how to choose the right cash flow solution for a specific industry.
• Step-by-step walkthroughs, complete with charts, templates, and real-world scenarios.
• Expert opinions of the company employees scattered throughout—which made the blog come out stronger, better, and more real
• Honest answers to objections and tough questions the team heard on sales calls.
• SEO optimization that brought in readers who were ready to make decisions—not just browsing.

Suddenly, the onsite blog wasn’t an afterthought. It was an extension of the firm’s consulting practice.

“For the first time, our blog felt like an extension of our consulting. Prospects would reference articles in our first conversation.”

– Founder

Results That Changed the Sales Conversations

Within four months, the shift was obvious:

• Website lead conversions increased by 1.7x.
• Blog readers spent 70% more time on site, digging into the details.
• New clients started their first emails with, “I read your blog on funding strategies…”
• Sales calls felt less like pitches and more like partnerships—prospects arrived educated, ready to act.

From Small Team to Big Impact

It’s been two years since I started working with them, and the now the team has expanded to 25 employees and their revenue has increased by 11x since I started working with them.

Now, content is at the heart of this firm’s growth. I sit with the founder every month to review analytics, brainstorm to choose new topics based on what readers care about most, and get feedback from their salespeople to find more bottlenecks and reluctance to address.

With each new blog, the firm’s expertise is no longer hidden—it’s front and center, building trust before the first call.

“We’re a small firm, but with the right content, we look—and compete—like a much larger player.”

– Founder

If you’re ready for your expertise to work as hard as you do, let’s build a content strategy that turns your knowledge into your best sales tool. Let’s talk.