Your B2B content marketing agency for industry.

A content marketing agency for industrial companies turns technical substance into content that people outside the engineering department understand. The work covers topic research, editorial planning, interviews with engineering and sales, production of text and visuals, publication and measurement. What sets it apart from a general marketing agency is technical depth. Anyone writing about a shuttle warehouse or a drive concept has to understand the subject, or the reader notices by the second paragraph. additiv has written about industrial technology for almost 30 years.

The right content marketing agency can be recognised by four things that become visible in the first meeting. The first is references from comparable technology. The second is who actually writes: a fixed editorial team or a changing pool. The third is the questions the agency asks. An agency that asks about the buying centre and approval paths has understood the business. The fourth is whether it measures leads or only reach. additiv works with fixed editors on every account.

A good briefing contains the goal in one sentence, target groups described as roles, a handful of topics from sales and the content that already exists. Time frame and scope complete it. For a pitch, a small work sample is worth it: an outline and a draft section on one topic. Two hours with such a sample show how an agency handles your subject. additiv settles everything beyond the briefing in the first conversation with your team.

A content strategy answers four questions: who we write for, what we write about, in which order and how we know it works. It starts with an audit of existing content. That audit often finds useful texts that are simply in the wrong place. Next comes a topic map showing which fields competitors occupy and which are still open. The result is a twelve-month roadmap. additiv reviews it every quarter with your team and adjusts it to what the market shows.

Good topics come from the sales team, because that is where the questions customers really ask arrive. Your engineers hold the answers that nobody else has. Search analysis adds what the market is looking for and in which words. The editorial plan comes out of a regular meeting with these people. That keeps every piece of content tied to a real question from the market. additiv sets up this editorial meeting, usually monthly and about 45 minutes long.

Complex products become clear through a concrete use case. A data sheet says what a product can do. A customer case study says which problem it solved and with what result. That is the text a plant manager reads to the end. The first paragraph also has to work for purchasing, with the technical depth following afterwards. Figures beat adjectives: a measured reduction in charging time is an argument, while “highly efficient” is not. additiv builds its case studies around such figures.

In industrial B2B a purchasing decision is rarely made by one person. The typical buying centre includes engineering, purchasing, production and often management. Each of them reads something different. Engineers want specifications and interfaces. Purchasing wants comparability and total cost. Production wants to know what the change means for ongoing operations. Management wants the bottom line. A single all-purpose text serves everyone halfway. That is why additiv builds several entry points for one topic.

In industrial B2B four formats carry particular weight: the technical article that would stand up in a trade journal, the customer case study with a real client, the white paper for the phase before a tender and the product page that answers the search query. At additiv they are written by permanent technical editors who stay with a client for years. Sales-oriented formats have their own page: Sales Enabling Content. Placement in German trade journals runs through our press relations.

Content marketing and SEO are the same work when they are set up properly. Search analysis shows which questions people ask and in which words. The editorial team answers them in the depth the topic requires. What comes out ranks because it is the better answer. additiv therefore works in topic clusters: one core page and several articles that support it. The same structure makes content easier for AI systems to cite. More on our page about SEO.

Content is distributed through LinkedIn, the newsletter, trade media and the client’s own sales team. additiv uses LinkedIn to reach industrial specialists and the newsletter to reach existing contacts. Trade media extend the reach. Your sales team can put a good case study to direct use in conversations. For lead generation a format is combined with a landing page and an email follow-up sequence. The CRM itself stays with your team or service provider. additiv supplies the content and the follow-up logic and agrees the handover with them.

Content marketing is measured from reach through to business impact. Views, time on page, downloads and mentions in trade media show whether a topic works at all. Whether it reaches the right people becomes visible in behaviour, for example which companies visit and how often a white paper is passed on internally. The decisive test is business impact, measured in enquiries with a traceable origin. That level needs patience, because decisions in plant engineering take months. additiv reports monthly and reviews results every quarter.

German industrial buyers expect precision before persuasion. They read technical articles in German trade journals and check standards and specifications. Customer case studies with named companies carry weight with them. Many work for Mittelstand companies, Germany’s often family-owned mid-sized manufacturers, where engineers have a strong voice in purchasing. Content that works in the United States or the United Kingdom often needs a new structure for this audience. additiv writes for German buyers every day and knows which arguments convince them.

additiv produces content in German and English, written by technical editors in their native language. A translation added at the end rarely works for technical texts, because standards, units, product names and search terms differ between the German and the English-speaking markets. Where markets differ strongly, additiv writes the text anew for the target market. Further languages are covered by a fixed network of specialist translators, always with a technical final check in house. additiv keeps terminology consistent across all language versions.