Nobody reads your
22-page whitepaper.
Corporate B2B SEO that works instead.

Because it's written for internal approval, not for buyers. By the time content has been through legal, comms, and a four-person committee, all the specificity and personality has been removed. What's left is a 2,000-word piece that reads like corporate boilerplate. Corporate buyers are time-poor, sceptical, and used to being marketed at. The content that works is shorter, more specific, and written for the actual decision-maker - not the risk committee.

Almost never. A 22-page whitepaper takes 40 minutes to read and is usually downloaded, skimmed, and never opened again. What corporate buyers actually consume: one-pagers that answer a specific question, case studies with real numbers, and concise content they can share with a colleague in 30 seconds. The exception is deeply technical content in specific niches - but even then, the executive summary is the only part most buyers read.

Enterprise B2B buyers do research. A lot of it. Before procurement, before shortlisting, and often before they've defined the brief internally. SEO for enterprise means showing up at each stage: awareness content (industry challenges), consideration content (how to evaluate solutions), and decision content (specific capability and proof). Each stage needs different content and different optimisation signals.

Increasingly as a first-pass research tool. Enterprise buyers ask ChatGPT and Perplexity questions like "what are the key considerations when evaluating [category] vendors". If your brand is cited in those answers, you're in the buyer's awareness set before they've talked to a single vendor. AEO is the discipline that makes this happen: schema, llms.txt, structured page architecture, and citable content.

One-pagers that can be shared internally in 30 seconds. Case studies with specific, named-industry results. Proposals that lead with the client's problem, not the vendor's capability list. Battle cards for the three objections procurement always raises. The 46-page deck that takes six weeks to produce and requires a 90-minute meeting to present? Nobody's forwarding that to the procurement committee.

Yes - most corporate engagements augment an internal team. Typical setup: internal marketing lead owns approvals and stakeholders; I produce content, technical SEO work, and collateral at speed they can't match in-house. Communication is direct: weekly written update, email or Slack to me, no additional PM layer. If your procurement needs a formal SOW and invoice structure, that's standard.