Content marketing for IT services, BPOs, and outsourcing companies.
Your buyers are not reading for entertainment. They are building a shortlist, defending it to a committee, and looking for a reason to remove you from it. B2B content marketing in this industry is the work of giving them reasons to keep you on — in the specific terms this category is bought in.
We only work with IT services, BPO and outsourcing companies, so we are not learning your market on your budget. That is the entire pitch.
Book a consultationWhat the work is
Six parts, run as one system.
Take the whole thing, or the one piece that is broken.
Positioning and message
Before anything gets written we settle what you are actually claiming, and why a buyer should believe it. Most IT and BPO content fails here rather than at the writing stage — three competitors describing themselves in the same words, none of them wrong, none of them chosen.
The content plan itself
A map of what gets published, in what order, aimed at which stage of a long buying process. Not a calendar of topics — a sequence with a reason for each piece and a view on what it is supposed to change.
Writing and editing
Written by people who already know what an FTE is, what a pilot involves, and why your delivery footprint matters to a buyer. You are not paying for the ramp-up time it takes a generalist to learn your category.
SEO and AI search
Built into the brief rather than bolted on afterwards. Buyers search, and increasingly they ask an assistant instead — the same work that earns a ranking is what gets a page quoted in a generated answer.
Distribution
Publishing is not distribution. Content moves through LinkedIn, your founders' profiles, sales outreach and the sequences your team already sends, because the audience that matters is often too small to find you by search alone.
Measurement
Agreed in advance, and honest about the lag. On a committee-driven sale, this quarter's content shows up in next year's pipeline, so we set out what to watch in the meantime and what would tell us it is not working.
Why content marketing for outsourcing firms is its own problem
What we are good at is the part most vendor content steps around. You are asking a company to hand over a function it currently controls — its customers, its data, sometimes its own people. Nobody signs that because a blog post was well written.
What moves it is content that survives scrutiny: how delivery actually works, what happens in month one, what the transition costs, where you have depth and where you honestly do not. Vendors avoid writing that because it forecloses options. Writing it is most of the advantage.
Content marketing for BPOs, specifically
Contact centre and back-office providers have a particular difficulty: the category reads as interchangeable from outside. Everyone claims quality, scale, and a multilingual footprint. A buyer scanning eight sites cannot tell you apart, so they fall back on price and logos.
The way out is specificity that a competitor cannot copy in an afternoon — the languages you genuinely staff, the verticals you have actually run, the metrics you are willing to publish. We spend most of our time on that, because it is what makes the rest of the content worth writing.
What we actually produce
Formats follow the plan, not the other way round. These are the ones this industry tends to need most.
Website copy and landing pages
The pages a shortlist actually gets checked against — service pages, industry pages, and the delivery detail buyers hunt for and rarely find.
Blog and editorial
Not volume for its own sake. Pieces that answer the questions coming up in your sales calls, written so they still hold up when forwarded to procurement.
Research reports and data studies
Original numbers rather than a roundup of everyone else's. Benchmarks, buyer-criteria studies and market analysis your team can send instead of a brochure — the same kind of work we run and publish ourselves.
Case studies
Written to survive a reference call — the situation, what was actually done, and the result, in the detail an evaluator needs to believe it.
Video scripts
Founder interviews, delivery walkthroughs, customer stories and channel content, scripted so the person on camera sounds like themselves.
Sales and marketing collateral
One-pagers, decks, capability statements and RFP and bid material — the documents that carry the argument when nobody from marketing is in the room.
Questions we get asked
What makes content marketing for IT services different from general B2B?
The purchase is a long, committee-driven one, and the content has to survive being forwarded. A page that persuades a head of operations still has to hold up when procurement, security and a CFO read it in a tab. That changes what gets written — the specifics a technical evaluator needs, the commercial framing a buyer needs, and the proof a risk-averse committee needs, without three separate documents that contradict each other.
Do you work with BPO and outsourcing companies specifically?
They are most of the work. Contact centres, CX and back-office providers, software and delivery organisations — that list is the client base, not one segment of it. Nobody here has run a campaign for a retailer or a consumer app, which is why a first conversation does not start with you explaining what an FTE is.
How long before content marketing produces anything?
Longer than anyone wants, and the honest answer depends on what you already have. A company with an existing site and some authority moves faster than one starting from nothing. We will tell you at the outset what we think the realistic curve looks like for your situation rather than quote you an average that flatters the proposal.
Do we need a full retainer?
No. Some engagements are a one-off — an audit, a positioning reset, a single pillar built properly. Others are ongoing. We shape it around what you need rather than a minimum commitment, and we would rather scope one thing well than sell a package you only half use.
Show us what you're publishing now.
Thirty minutes, no commitment. We will read what you have, tell you where it is losing people, and be straight about whether content is even your bottleneck — it is not always, and saying so costs us a sale sometimes.
Book a consultation