Flagship content

Inform and engage while making your case.

B2B audiences want content that helps them make more informed decisions.

I’ve spent much of my career writing high-trust, flagship B2B content that moves audiences from understanding to action without overselling — white papers, guides, ebooks, blogs, campaign assets, and more. Today, flagship content that stands out is no longer a “nice to have.” It’s become a must-have to earn trust in our oversaturated, constantly moving, and AI-frenzied B2B world.

What’s more, the way audiences consume and engage with content is different, too. About two-thirds of B2B decision-makers prefer interactive, dynamic content over static content like PDFs because it’s an online experience that offers more control, is more engaging, and is easier to share.

You can use the flagship content I write for you, whether it’s static or dynamic, as a standalone piece or the cornerstone of a high-performing campaign or content hub.

Why it works

It builds trust while helping buyers make decisions.

Your prospects see you as an expert who truly understands their challenges. When you publish thoughtful, engaging content that provides real value to your audience instead of trying to sell them something, decision-makers trust you enough to engage with your ideas — and, in time, your services.

Types of deliverables

Written for static or dynamic (interactive) formats:

Q: Why do companies hire you to write flagship content?

They know long-form content is a specialty.

Along with being credible, data-backed, and easy to read, your content needs to have an interesting beginning, middle, and end (just like a story) and a through-line that ties it all together. Writing long-form content is different from writing other types of content.

If your flagship content is boring or disjointed, your audience will stop reading and focus on something else. And if it’s inaccurate (gasp) or sloppy, your company could be off the short list for good.

But if it shines, so will you.

They want to connect with the right audience.

Great strategic content speaks to specific people. I work closely with my clients to identify and refine audience focus — whether we’re writing for an industry, role, persona, account, or another type of audience. And then I write to address the needs, interests, and concerns of each specific audience.

They want unique, standout writing that works on any device.

B2B audiences are drowning in a sea of sameness, and AI-written content has only made it worse. B2B buyers want your take, not a template. My goal for your flagship content is to tell a distinct “story” that’s interesting, compelling, and sounds like you — so when they’re done reading, they’re glad they took the time. That’s how brands stand out and make genuine connections today.

P.S. They also want to be able to read it on whichever device is handy.

It’s harder for your content to build your business if your prospects can’t read it on mobile. If you’ve tried reading a static PDF on your phone, you know the struggle. I can help ensure your content is effortless to access.

They want to leverage modern tools.

Using a dynamic format that’s built online, you can create personalized content experiences for specific audiences by tailoring assets down to the individual level. You can track at the granular level, too, and adjust your content (and even sales pitch) based on data that reveals which content sections are getting the most traction and by whom.

They want a streamlined process.

In addition to getting the content they want, clients often comment on how smooth my process feels, even for complicated pieces. I focus on building with a rock-solid foundation that includes in-depth discovery, SME interviews, and then provide a robust outline that we agree on before I begin the detailed work. Shared clarity means my first drafts are usually close to final, even for new clients.

And if your content needs updating as conditions shift, I will streamline that process for you, too.

Modernize + refresh

Not ready to build from scratch?

If you have white papers, blogs, long-form assets, or other content that includes valuable information but is outdated or underperforming, let’s bring them back to life. I’ll help you update and restructure your assets, and, if it makes sense, transform them into modern, dynamic experiences.

Publishing long-form flagship content is core to B2B strategy.

78 %

of B2B buyers used white papers to research purchasing decisions in the past 12 months, higher than any other content format

2024 Content Preferences Survey, DemandGen

63 %

of B2B marketers rated white papers as “very effective” or “extremely effective” for lead generation — the highest rating among all content types

2024 Survey (gated), Marketing Sherpa

69 %

of marketers used long-form articles and posts in 2024 and 51% used ebooks and white paper

Content Marketing Institute (latest research)

Flagship content samples

Dynamic

Establishing an ABM Center of Excellence

IT Budgeting Guide for 2025

Static

A CMO’s Guide to Buying an ABM Platform

How To Cut Costs and Gain Efficiencies By Consolidating IT Vendors: A Conversation With Our CTO

Guide to Commercial Roofing Systems and Guide to Commercial Roof Warranties (series)

High-quality flagship content is your organization’s best proxy. Why not engage your audience and help them feel confident in your capabilities before they even meet you? The next step is a short call to find out if I might be the right writer for you. If we’re a match, let’s get your project started.

Let’s talk!

SCHEDULE A CALL

Or contact me here. Or on LinkedIn.

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“Working with Nikki is an honor and a true joy. She is both a skilled listener and talented writer. Nikki is able to take any amount of information and drill it down to the simplest terms before turning it into an articulate and compelling marketing tool. I have worked with Nikki well over a decade and am always inspired when collaborating with her.”

Jill Peck
Principal, Henderson Shapiro Peck, Inc.

“Nikki, it has been an incredibly satisfying experience working with you on this project. I have enjoyed the collaborative atmosphere you have fostered and believe the final product speaks volumes on the success of the partnership. The handbook not only meets our initial goals of being approachable, relevant and easy to navigate, it far exceeds them.”

Karen Lawton Paty
Grants Director (former), Georgia Council for the Arts

“Nikki is an absolute pleasure to work with. Her enthusiasm is contagious. She was able to take complex issues and break them down into reader-friendly material to produce a series of professional, interesting brochures for us. She is a very competent and skilled professional.”

Cynthia Rowe
Director of Marketing, AEGON USA