Content Marketing

Content with intention – designed to inform, engage and drive action.

From thought leadership and articles to video and technical animation, we create content with intention – not for the sake of it.

Our approach ensures the right content is created at the right time, helping you capture attention, support search visibility, strengthen credibility and build trust with your audience.

Content Marketing for business impact

At Herron, we don’t just create content – we use it as part of a wider marketing system, informed by data and shaped around your audience’s needs.

B2B buyers are researching solutions long before they speak to a supplier. They are comparing options, looking for reassurance and trying to understand complex products or services. We put ourselves in their shoes to create content that helps them make sense of what you do and why it matters.

All content is created with a clear purpose, supporting search visibility, building trust and guiding prospects towards enquiry as part of a joined-up marketing approach.

Why Content Marketing matters

Without a clear content marketing strategy, businesses risk producing content that isn’t meaningful to their audience, isn’t seen, and lacks consistency – often disconnected from wider marketing activity.

A well-defined content marketing plan brings together audience insight, messaging, content creation and distribution, ensuring your business shows up clearly, credibly and at the right moments in the buying journey. It helps you to:

Be visible in the right places

Ensure your content appears where your audience is actively searching and researching.

Attract the right audience

Create and distribute content that draws in relevant prospects, not just traffic.

Support the buying journey

Deliver the right content at the right time to help prospects evaluate options and move towards enquiry.

Build trust over time

Stay visible and relevant through consistent, valuable content that reinforces credibility.

Connect marketing activity

Align content with your website, campaigns and sales process so everything works together.

Turn attention into action

Guide prospects towards meaningful next steps, from engagement through to enquiry.

What You’ll Get

By aligning content with your audience, search behaviour and wider marketing activity, we ensure it works as part of a joined-up system rather than a series of disconnected outputs. Our work typically includes:

Content strategy

Defining your content priorities, target audiences and how content supports visibility, engagement and lead generation.

Content planning and coordination

Mapping topics, formats and channels based on audience needs, search behaviour and campaign activity.

Website and conversion content

Structuring and refining core website content to improve clarity, engagement and conversion.

Thought leadership and insight

Developing content that builds authority, supports search visibility and positions your business as a trusted voice.

Content development

Planning and creating video, animation and other formats that help communicate complex ideas clearly and effectively.

Performance & optimisation

Tracking how content performs across visibility, engagement and conversion – and refining activity to improve results over time.

Why choose Herron?

We’re a senior team with global brand experience, now bringing that expertise closer to home. We combine big-agency thinking with the accessibility of a local partner – easy to reach, hands-on, and invested in your success.

Proven in complex B2B sectors

We work extensively with organisations in engineering, manufacturing, energy and professional services – where content needs to do more than explain. It must support technical buying journeys, align with how customers research solutions, and contribute to real commercial outcomes.

Senior expertise, hands-on delivery

You’ll work directly with experienced specialists who understand how to plan, structure and deliver content that performs – not just creatively, but in terms of visibility, engagement and lead generation.

Partners for the long term

Many of our client relationships span years rather than projects. We help clients build content strategies that continue to deliver value over time – refining what works, improving performance and ensuring content evolves alongside your business and market.

Joined-up thinking

Our brand, web and marketing teams work as one. That means your content is planned and delivered in line with your website, SEO, campaigns and sales activity – ensuring everything works together to support visibility, engagement and conversion.

Who We Work With

Our sweet spot is industrial and manufacturing B2B – businesses with complex products, long sales cycles and specialist audiences. In these environments, content needs to not only explain; it should support how customers research solutions, compare options and move towards enquiry.

We also work with professional services firms where content plays a key role in demonstrating expertise, differentiating the offer and supporting client confidence throughout the decision-making process.

Testimonials

Everything’s increased since we commissioned Herron – customer enquiries, how much we export, the productivity of our staff and profit. Our website & marketing materials have never worked harder – and the sales figures prove it.

Keith Stewart
HEROSE UK

The service from the team at Herron has been second-to-none. We get compliments on the website all the time — it really showcases what we can do and has led to gaining new clients in the UK and overseas.

Josh Kershaw
Furniss & White

Having Paul and Herron on the journey with us and working collaboratively with our team has been invaluable — and hopefully we can continue that relationship going forward.

Ryan Lockwood
Fernco

Today’s casting industry is modern and dynamic — we need to reflect our members as vital solution providers to global advanced manufacturing. Working with Paul and his team helped CMF overhaul the way we communicate.

Dr. Pam Murrell
Cast Metals Federation

Our approach

Our approach to content marketing is structured around building a clear, joined-up system – ensuring content is not only well produced, but planned, distributed and refined to support visibility, engagement and commercial outcomes. We focus on aligning content with your audience, search behaviour and wider marketing activity, so everything you produce has a clear role within the buying journey.

Our approach typically includes:

1. Discovery

Understanding your audience, how they research and make decisions, and how your current content and marketing activity performs. This includes reviewing existing content, identifying gaps and opportunities, and assessing how content supports visibility, engagement and lead generation.

2. Design

Defining how content will support your wider marketing – including content themes, messaging priorities, channel selection and distribution. This ensures content is aligned with audience needs, search intent and commercial objectives, and structured to support the full buying journey rather than isolated activity.

3. Build

Developing content across the right formats and channels – ensuring it is clear, consistent and aligned with your brand, messaging and wider marketing activity. This includes written, visual and technical content.

4. Optimise

Tracking performance across visibility, engagement and conversion, and refining content to improve results over time. This ensures your content continues to evolve, supporting ongoing visibility, stronger engagement and increased contribution to pipeline.

Frequently asked questions

Got a few questions about how we work or what to expect? You’re not alone – here are some of the most common things we get asked about our Content Marketing service:

How do we ensure our content is actually seen?

Visibility comes from aligning content with search behaviour, structuring it for SEO and distributing it through the right channels. Without this, even high-quality content may not reach the right audience.

How do we measure whether content marketing is working?

We measure performance across visibility, engagement and commercial outcomes - including how content contributes to enquiries, conversations and pipeline. This helps ensure content activity is delivering real value.

How does content marketing fit with our wider marketing activity?

Content should sit at the centre of your marketing - supporting SEO, campaigns, email and sales activity. A joined-up approach ensures content is aligned, reused effectively and contributes to the full customer journey.

How does content marketing support lead generation?

Content marketing attracts the right audience, builds trust and supports decision-making over time. When integrated with your wider marketing and sales processes, it helps turn visibility and engagement into meaningful enquiries.

What does a content marketing strategy actually involve?

A content marketing strategy defines what content to create, who it’s for, where it will be used and how it supports your wider marketing and sales activity. It ensures content is planned, distributed and measured effectively - rather than created in isolation.