Are your buyers finding you on Google and AI engines?
B2B content writing services
Your buyers are looking for answers on Google and AI engines before they talk to anyone in your business. At the same time, your leadership is asking for proof that your content is bringing in leads. I build that content for you, based on the facts and insights that only your company has.
I can work with you in two ways. If you don’t know where you stand yet, I’ll measure how you're showing up in AI answers today and then do the ongoing work to improve your visibility. If you already know what you need, then I’ll research and write articles and white papers to help you get found.
Hi! I’m Paul Maplesden, and I’ve been a B2B content strategist and business writer for more than ten years. I work with highly complex companies like yours, and I've written more than 200 landing pages, articles, guides, and white papers for a global logistics enterprise. Get in touch and I’ll let you know how I can help you.
Do you need an AI plan or a single piece of content?
Start with an AI audit and plan
Not sure where you're showing up in AI answers and what to fix first? The AI baseline and action plan measures how you're appearing across up to 40 buyer questions and gives you a content strategy and action plan. $2,200, within 3 weeks.
After your audit, do you want me to do the work? The AI visibility program covers new and updated content and page changes to improve how you show up in AI answers. From $6,000 a month.
Start with a single piece
Want well-sourced answers to the questions your buyers are asking? A publicly researched article built from credible public sources. From $2,000, within 2-3 weeks.
Want content your competitors can’t copy? An expert-led article built from interviews with your experts. $5,000, within 4 weeks.
Need something your sales team can put in front of a buying group? A white paper built from expert interviews and any research you already have. $8,000, within 6 weeks.
Professional copy editing and proofreading are included in every price.
Start with an audit and plan
Start here if you don't know where you're showing up in AI answers. The baseline and action plan tells us which pages and articles to write first, and the visibility program is how I produce that content.
AI baseline and action plan
- $2,200Fixed price
- 3 weeksFrom start to finish
- Up to 40Buyer questions
Best for: finding out where you show up in AI answers today and what to fix first.
You get:
Where you and your competitors appear. A full report on where ChatGPT, Gemini, and Google’s AI Overviews name you or your competitors for each question that your buyers ask.
Who's recommended and why. Which of your competitors get recommended and why their pages get picked.
Where the gaps are. A score for each page that shows up in AI answers, so you can understand where the gaps are and what to change.
Your strategy and plan. A detailed content strategy and a complete, prioritized action plan.
A walkthrough together. A one-hour walkthrough of the findings, so you can decide what's next.
The baseline and action plan starts with a free discovery call. If you decide to go ahead, you’ll fill in a short intake form. I’ll send you up to 40 buyer questions to approve and the pages of yours that I’d expect to answer each one. I'll send your report within three weeks and we’ll go through it together in a one-hour walkthrough.
See a full example report, or read more about my AI search audit.
AI visibility program
- From $6,000A month
- 6 monthsMinimum commitment, then month to month
- Audit firstStarts after your AI search audit
Best for: improving how you show up in AI answers, with a senior writer doing the work.
You get:
Every page and article written by me. I create new landing pages and articles and you review each one before it goes live.
Pages built to be seen in AI answers. I write every page based on the factors that help your pages show up in the AI engines.
The most important work first. I work through your action plan in order, starting with the changes that have the most impact.
Evidence of what's working. Every three months, I'll re-measure your AI visibility and update your content strategy and action plan.
A fresh look at your assumptions. At each review we'll explore at least one assumption we might have made and check it against the evidence.
The program starts after we've walked through your AI audit. At our kickoff call, we'll go through the action plan and agree the work for your first three months. I'll send you a short brief before I write each page or article, and you'll review each piece before your team publishes it. Every three months, we'll meet for an hour to go through your re-measure and agree what's next.
See an example of the first three months on my AI search optimization services page.
“Paul’s writing has always been excellent. His ability to understand what we do and share it with our readers has made our website the main way that we attract leads and win clients.”
Start with a single piece
Start here if you already know what you need. I build every piece to be found in Google and AI answers, and to give your buyers a reason to trust you. My business writing services cover three types of work. You can see examples of my work before we talk.
Publicly researched article
- From $2,000Per article
- 2 to 3 weeksFrom start to finish
- No interviewsBuilt from public sources
Best for: answering the questions your buyers ask using facts that they can trust. Publicly researched articles don't need your experts' time or availability.
You get:
Research from credible public sources. In-depth research with claims backed by a named source.
Written to beat what already ranks. I read the pages that rank for your topic and write yours to help beat your competitors in organic and AI search.
Built to be found in AI answers. I check every draft article against the factors that help pieces appear on the AI search engines.
An angle of its own. At least one implication or comparison that the research turns up, which a reader wouldn't get just by asking an AI.
Two rounds of revisions. A full review and approval process so the piece is ready to publish.
See examples of my publicly researched articles.
Expert-led article
- $5,000Per article
- About 4 weeksFrom start to finish
- Up to 3Expert interviews
Best for: sharing your experts' unique knowledge and insight in a way that your competitors can't copy.
You get:
Interviews that explore what your experts know. I prepare the questions and interview up to three of your experts, so that the article has insights that are not published anywhere else.
Based on your company's evidence. I'll use your documents and data so the article is based on facts that only your company has.
Written to beat what ranks. I read the pages that already rank for your topic and write yours to stand out, because they don’t have your expertise.
Built to be found in AI answers. I set out your experts’ facts and figures clearly, and check every draft against the factors that can help pieces appear in AI answers.
Two rounds of revisions. A full review and approval process so the piece is ready to publish.
See examples of my expert-led articles.
White paper
- $8,000Per white paper
- About 6 weeksFrom start to finish
- Your expertsAnd your internal material
Best for: an in-depth piece your sales team can share with a buying group.
You get:
Interviews that explore what your experts know. I talk to your experts and work through your documents to understand what you've learned.
Built on your company's evidence. Your existing research and data are at the heart of the piece, so the white paper uses work that only your company has done.
One clear argument. I find the central change or benefit that the white paper supports and write the whole piece around it.
Built to earn trust. The white paper will demonstrate that your company has real expertise and approaches your clients' problems in the right way.
Two rounds of revisions. A full review and approval process so the white paper is ready to share.
See examples of my white papers.
What are B2B content writing services?
B2B content writing services are when a specialist writer researches and writes content for companies that sell to other businesses. A strong B2B writer will create content marketing that buyers actually read, from landing pages and articles to expert guides and white papers. The best B2B content explains your products and services clearly, and builds trust with the people who make buying decisions.
My business writing services are specifically for marketing leaders at B2B companies that have complex products or services. I focus on mid-market and enterprise businesses and well-funded startups.
AI search is changing how you get found
Fewer people are clicking through from Google to websites. When there's no AI summary at the top of Google's results, people click through to a website in 15 of every 100 searches. When there is an AI summary, that falls to only 8 in 100, just over half as often.
You need to be named in AI answers so that your buyers can find you. By the time they contact you, most B2B buyers are well over halfway through their decision. I write your content to answer what they're looking for before they have to ask, so that getting in touch is their obvious next step.
Research tells us that clear evidence linked to its source is one of the better-supported ways to appear in AI answers. Those same facts give buyers a reason to choose you over a competitor. That's why I build every piece around the facts that show your expertise, from how your products work to the results you deliver.
Ranking in Google also helps you to appear in Google AI Overviews. Between 37% and 43% of the pages cited in Google’s AI Overviews rank in Google’s top 10 for the same search. I write every piece to help you appear in both organic and AI search.
How we’ll work together
Every piece is a collaboration between us. Here's how we'll work together.
- We talk about what you need. For the AI audit and the visibility program, we'll start with a free discovery call. If you just need one or two pieces, I'll ask you a few questions to get started.
- We agree the scope and price. Before any work starts, we agree what you'll get and I'll give you a fixed price. The price only changes if the scope does.
- We plan it together. I plan each piece around what you want to accomplish and the content you already have. You confirm the plan before I start.
- I gather what the piece needs. That might be the best public research, or interviews with your experts and access to your documents.
- You review the draft. You get two rounds of revision and I'll keep you updated the whole way through.
- I deliver it ready to publish. I'll arrange for a professional copy edit and proofread, and you'll get the finished piece, ready for your team to publish.
I build every piece to be found and quoted, but nobody can guarantee how Google or AI engines will treat your pages.
Your options for B2B content marketing services
You have several choices on who writes your B2B content. Here's how they compare.
| Option | Who writes it | Where the substance comes from | What you manage |
|---|---|---|---|
| One senior writer (me) | Me, for every piece | Your experts and credited research | One person from start to finish |
| A content marketing agency | A team, often several writers | Usually your briefs and public sources | Account managers and handoffs |
| A content marketplace | A freelancer you choose | Mostly public sources | Hiring and briefing each writer |
| AI tools | AI, with your team editing | What's already published | Checking and editing everything |
Frequently asked questions
How do I choose a B2B content writing service?
That depends on what you need your content to do:
- If you need high content volume across many channels, then a content marketing agency has the right team for it.
- If you just need occasional pieces on familiar topics and can manage writers yourself, then a content marketplace can work well.
- If your buyers are technical and expect real expertise, then a senior writer who will interview your experts and read your material is a good fit.
Whichever you choose, do read examples of their writing so you can ensure it's right for your business. Look for published prices so that you can budget before talking to them.
Do you use AI in your writing?
Yes. I use AI tools to help me research, work through interview transcripts, structure what I've learned, and check my drafts. I do the writing myself, built on your experts' knowledge and my own research.
What industries do you write for?
My business writing services are mainly for complex B2B companies across logistics and supply chain, manufacturing, finance, enterprise technology, and risk and compliance. If your industry isn't on that list, ask me. Complex products and technical buyers are what I know best.
How do you get up to speed on a complex product?
I do the research before I write a word. I'll read your website and any product or sales material you can share, and I ask questions until I understand what you sell and who buys it. I've written for businesses from logistics and finance to manufacturing and enterprise software, so complex products are familiar ground.
How much of my experts' time will this take?
Usually up to an hour for each interview. I prepare the questions in advance so the time is well spent, and you'll get a transcript of every interview. An expert-led article includes up to three interviews.
Will the content match our brand voice?
Yes. If you have a brand or style guide, I'll write to that. If you don't, I'll take your voice from your website, or write in a clear, direct tone that sounds like a knowledgeable colleague.
Will you keep our information confidential?
Yes. Everything you share with me that isn't meant for publication stays confidential, including your internal documents and interview recordings. If you have your own non-disclosure agreement, I'll sign it, and it takes precedence over my standard terms. You also review every piece before it's published, so you can check that nothing confidential gets through.
How do you make sure the facts are right?
I check every fact and figure I cite against its original source, and link to that source in the piece. Facts that come from your experts or your internal documents, I use as you give them to me, so the final say on those stays with you.
Do you offer content strategy services?
Yes. Every piece I write is planned against the content you already have, and that planning is included in the price. For a full content strategy, my AI audit groups the questions your buyers ask into topics and tells you what to do about each one, based on how AI engines answer those questions today. For each topic, it tells you what to change, from rewriting and strengthening your existing pages to writing new content. If you use my AI visibility program, I update the strategy every three months.
Let’s talk about what you need
Your next step is to get in touch with me. If you're interested in the AI audit or the visibility program, we'll start with a free discovery call. If you just need a single piece, tell me what you're working on and I'll come back to you with the scope and the price.
Not ready to talk yet? You can see examples of my work or read a full example report first.
Paul Maplesden, B2B content strategist and writer. Writing professionally since 2006. About me.
Page last updated: November 2026.