Case Study: How a B2B Software Company Built a Content Marketing Team
Acrapath Team
An illustrative case study of a B2B software company that struggled to hire writers who could explain complex topics, and how a paid writing test, subject-matter interviews and clear editorial roles helped it build a content team.
- Client
- Illustrative scenario: a B2B software company selling to finance teams
- Industry
- B2B SaaS
Key results
- Paid writing test based on a real customer problem
- Subject-matter interviews built into the workflow
- Content team of 3 with clear editorial roles
Note: This is an illustrative case study. The company is a composite scenario, shared to demonstrate a practical content team hiring approach.
The situation
A B2B software company selling to finance teams wanted to publish guides, comparison pages and case studies to attract buyers through search and LinkedIn. Freelance articles were often generic and inaccurate, and earlier full-time hires struggled with the subject matter.
The challenges
Writers who wrote well but could not explain finance workflows accurately
Writing tests that measured style, not subject understanding
No clear editorial ownership
Subject-matter experts with little time to help writers
The approach
1. A better writing test
The company redesigned its assessment to reflect the real job of B2B content writers: learning from an expert and explaining a problem clearly.
Candidates had a 20-minute call with a product expert, then wrote a short, paid explainer on a real customer problem, such as how month-end reconciliation becomes delayed.
2. Clear editorial roles
Instead of hiring several interchangeable writers, the company defined distinct roles.
3. Building expert interviews into the workflow
Every major article started with a short interview with a product, sales or customer success expert, so writers gathered accurate insight without demanding hours of expert time.
4. Sourcing
Roles were posted on Acrapath with sample topics so candidates understood the subject matter. The hiring manager also searched Talbox for writers with fintech or B2B experience.
The outcome
In this scenario, the company built a three-person content team. Articles became more accurate and useful, and sales teams began sharing guides with prospects because they reflected real customer problems.
Lessons for B2B marketing leaders
Test the real skill: learning from experts and explaining clearly.
Pay for writing tests and keep them time-boxed.
Define distinct editorial roles.
Make expert interviews part of the content process.
Hiring writers or content marketers? Post roles on Acrapath and manage writing tests and interviews in a structured hiring pipeline.
- #hiring content writers
- #B2B content marketing
- #content team
- #writing test
- #employer case study
- #SaaS marketing hiring
Frequently asked questions
How do you hire content writers for B2B companies?
Use a paid, time-boxed writing test based on a real customer problem, include a short interview with a subject-matter expert, and evaluate clarity, accuracy and structure.
What roles does a small B2B content team need?
Usually a content lead for strategy and editing, a B2B writer for guides and case studies, and an SEO content specialist for search-led pages.
Should writing tests be paid?
Paying for tests that take more than an hour or two is fair to candidates and attracts experienced writers who might otherwise skip the process.
Is this B2B content case study real?
No. It is an illustrative composite scenario designed to show a practical approach to building a content team.
How can Acrapath help hire content marketers?
Acrapath lets companies post content roles, search writers in Talbox and manage writing tests and interviews in a customisable hiring pipeline.
