SEO, AEO & content strategy for B2B
Build a content engine that drives pipeline, not just pageviews.
Growth Plays helps B2B SaaS, developer tools, and VCs build content engines that win in search and Gen AI, and turn into revenue.
Accelerating growth for the best in B2B
Does this sound like you?
Most of the teams we work with come to us with at least one of these.
Let's talkYour content reads like the category average
No POV, no product-forward angle, just SEO-first commodity content that AI can't distinguish from anyone else's.
Your product's depth doesn't make it into your content
All the good stuff lives in Slack threads, sales calls, and scattered docs. Content comes out generic, and enterprise buyers scroll past.
Your content program can't defend itself in a budget review
Rankings, sessions, and keyword positions don't hold up when execs ask what it's doing for pipeline. Without reporting that ties pages to demos, opps, and revenue, content gets cut.
Your site is working against your AI visibility
Blocked pages, messy redirects, and stale metadata mean LLMs surface your competitors when your buyers ask.
You have an upcoming CMS or domain migration
You're under pressure to make it successful without losing the visibility your team spent years building.
What you get
Three capabilities, run as one system.
Content Strategy
Owned-media strategies designed to map to complex, omnichannel B2B buyer journeys.
Content Creation
AI workflows with human oversight that produce original, on-brand content that builds trust.
Attribution & Analytics
Executive-ready insights that tie content to pipeline, so you know what is working and why.
Strategy that adapts to the messy reality
Strategy starts with what matters to your audience and your business. Then we validate that against real search opportunities. As we execute, performance data tells us where to double down, pull back, refresh stale content, or pursue new opportunities.
Content that ranks and gets read
You get a library of content that drives predictable pipeline. Our content is structured for search + AI, but written with your expertise and knowledge baked into it so readers trust you, not just find you.
Reporting that execs actually like
Reporting that brings together site performance, AI visibility, and pipeline numbers from your own CRM. You’ll go into every meeting with numbers you trust, the assumptions behind them, and the real picture of how the channel is performing.
What a typical engagement looks like
We start with a focused build to lay the foundation, then shift into an ongoing engine that compounds. A system, not a one-off campaign.
Phase 1 · The foundation
- 01
Knowledge base
Your positioning, messaging, and battlecards, distilled into one knowledge base that keeps every piece of content accurate, on-brand, and ready for AI-assisted production.
- 02
Site Health Audit
A prioritized audit of the critical site and analytics issues holding you back, so nothing keeps your site from being discovered in search and AI.
- 03
Opportunity mapping
A prioritized map of the content, keywords, and AI prompts worth winning, ranked by effort and impact, so you always know what to work on next.
- 04
Visibility tracking
Live rank tracking, Gen AI visibility tracking, and dashboards that connect traffic to pipeline, so you can see exactly where you stand.
- 05
Your workspace
A content plan, training wiki, sample drafts, and a forecast in one place, so your team can execute alongside us from day one.
Phase 2 · Ongoing support
Create
A steady stream of search- and AI-optimized content drafts, ready for your team to publish.
Monitor
Daily technical crawls plus rank and AI-visibility tracking, so nothing slips.
Build citations
Targeting the pages and sites that shape AI answers, so your brand gets mentioned where buyers are looking.
Report & refine
Monthly reporting on traffic, conversions, and pipeline, with continuous optimization.
Additional services
Ways we extend the engine as your program grows.
Competitive Analysis
We analyze the content and traffic data in your market to determine how to stand out and break out.
- See what content earns visibility and traction with the audience you're competing for.
- Spot what competitors do well, where they're weak, and how you can win.
- Benchmark the quality and velocity needed to outpace your market.
AI Sentiment Analysis
Go beyond basic prompt tracking with our proprietary tooling that assesses how LLMs describe your brand when they mention you.
- Learn if you're being recommended and not just mentioned.
- Assess the accuracy of your positioning in AI responses.
- Find out if LLMs are telling users to avoid you.
Domain & CMS Migrations
Move from one CMS or domain to another with confidence, maintaining traffic, rankings, and user experience.
- We work around your launch schedule.
- A pragmatic approach to migrations that won't get eye rolls from your WebOps team.
- Deep experience with rebrands and M&A.
Content Revenue Attribution
Understand what topics and page types lead to qualified leads, opportunities, pipeline, and closed-won revenue.
- Works with HubSpot, Bizible, or Roadway AI.
- See which content sources create and assist deals and influence revenue.
- Know exactly what content to double down on.
What clients say
We were a pretty small marketing team. I just didn't have the headcount and honestly the in-house expertise to effectively measure the performance of our content and strategy. Growth Plays helped me set goals and figure out how to measure outcomes effectively.
Annette CardwellVP of Brand & Corp. Marketing, LatticeThe Growth Plays team fundamentally understands that growing organic traffic is meaningless if it's not focused on objectives that support revenue growth. They have a unique ability to deliver results in support of revenue at various stages of a company's growth.
Emily RitterVP of Marketing, Mode AnalyticsGrowth Plays' content strategy paid off 10x better than they estimated and drives demo-ready leads month after month.
Austin GunterFormer Dir. of Marketing, GremlinWe're getting a lot of inbound demos from our content, and we're able to close a lot of deals from that. The ROI has been pretty clear.
Ganesh DattaCofounder & CTO, CortexLatest writing
View all →Ready to build a content engine that drives pipeline?
Tell us what you're building and where you're stuck. We'll tell you honestly whether we can help.
Book a meeting