Why B2B Content Marketing Still Works
In today’s digital-first landscape, B2B content marketing services in the UK remain a powerful tool for growing brand authority, boosting SEO, and attracting qualified leads. At BrandWorx, we’re proud to continue delivering this value for Blaze Signs — but the story began even earlier.
Before launching BrandWorx, our founder led the brand and marketing function at Blaze Signs. It was during this time that the content strategy foundations were laid. Now, as their chosen content partner, we’re continuing that mission with even greater focus and momentum.
The Client: Blaze Signs
Blaze Signs is one of the UK’s leading signage providers, delivering design, manufacture, installation, and maintenance services for high-profile brands including Tesco, Sainsbury’s, Iceland, Co-op and more. With a nationwide reach and decades of experience, Blaze plays a critical role in the retail landscape.
Laying the Groundwork In-House
The content marketing journey for Blaze didn’t start with an agency. It started internally, with our founder, who at the time served as Blaze’s Brand & Marketing Manager. Recognising the need to build an online presence that matched their physical footprint, he initiated a blog strategy to:
- Share company news and project highlights
- Provide insight into signage trends and best practices
- Support recruitment and attract new talent
- Improve organic visibility through SEO
This in-house initiative quickly proved its worth, generating traffic, improving engagement, and increasing brand recall.
The BrandWorx Approach: Strategy Meets Consistency
When BrandWorx launched, Blaze chose to continue their content journey with us, a natural extension of the vision we’d already built. Today, we support them with a full end-to-end B2B content marketing service.
Strategic Content Planning
We maintain a consistent blog calendar, ensuring Blaze publishes fresh, relevant articles every month. These span:
- Thought leadership and opinion pieces
- Industry news and signage innovation
- CSR updates and company achievements
- Educational content for retail, design, and construction audiences
Social Sharing and Amplification
Each article is shared across Blaze’s social media platforms (like LinkedIn and Instagram), driving traffic and ensuring the content reaches key decision-makers, prospects, and job seekers.
(Image courtesy: Fox Valley)
Built with SEO in Mind
As part of our B2B content marketing services in the UK, we don’t just write, we optimise.
Every article is carefully crafted with keyword research, SEO best practices, and formatting that boosts readability and search performance. We handle:
- Headline and meta tag writing
- Internal linking across Blaze’s blog and services
- Keyword-rich image alt text and structured data
- Tagging, categorisation, and topic clustering
This ensures each post contributes to Blaze’s long-term SEO success.
Learn more from the Content Marketing Institute about SEO’s role in B2B blogging.
What the Results Look Like
By combining in-depth industry knowledge with consistent execution, Blaze’s blog has become a trusted resource, not just a box-ticking exercise.
- Organic traffic growth to blog and website
- Longer dwell time and reduced bounce rates
- Greater visibility on social channels
- A more educated, engaged audience entering their sales funnel
From Internal Strategy to Long-Term Partnership
Blaze’s content journey is a perfect example of how B2B content marketing services can evolve. What began as an internal initiative led by our founder has now become a refined, scalable programme run by BrandWorx, but always with the same mission: to share knowledge, build trust, and grow the Blaze brand.
If you’re ready to build something similar, whether you’re starting from scratch or already blogging — we’re here to help.
