--- title: "B2B Content Engineering and LinkedIn Ghostwriting | Frontal" description: "LinkedIn thought leadership for B2B tech: we interview your founders and team, ghostwrite their posts and write articles buyers find in Google and ChatGPT." url: https://frontal.so/services/content-engineering updated: 2026-10-15 --- # Content engineering for B2B tech companies ## Content that brings in revenue. We interview your founders and team, then write, design and publish their LinkedIn posts and articles, and your sales team can send them to prospects. [Book a call](https://book.frontal.so) Illustrative workflow - Artisan - [Worked with **300+ companies**](https://frontal.so/case-studies) - > They’re great at coming up with ideas that just work, and the execution velocity is high enough that we see all of them through. That generates results for us. $7.83M qualified pipeline in 10 months **Eoin Clancy** VP Growth, AirOps - > I wanted the outcome of a BDR team, but more efficient and effective. $300K+ pipeline in 9 months **Ben Rey** Former Chief Revenue Officer, Teikametrics - > The Frontal team is everything you’d want in a consulting partner: true experts with both strategic insight and hands-on execution. 20 opportunities in the first 20 days **Dr. Nikolai Wessendorf** Founder and CEO, Playbook The problem ## Content is always at the bottom of your team’s to-do list. Your best ideas come up on customer calls and in product meetings, and most of them never make it into a post. 1. ### No time to publish Posting stops whenever a big deal or a launch takes over. 2. ### Generic drafts Drafts come back sounding like everyone else’s. 3. ### Invisible in search Buyers ask Google and ChatGPT about the problem you solve, and your company does not come up. What you get ## Buyers find your team’s posts and articles while they’re still researching. We turn what your team knows into posts and articles, get them in front of the people you want to sell to, and review the inbound conversations they start. 1. ### Posts in your own voice We write LinkedIn and X posts for your founders and team in their own voice, and they approve each one before it goes out. 2. ### Search and AI answers We write the pages that answer the questions buyers type into Google and ChatGPT. 3. ### Posts your sales team can share Your salespeople get posts and articles they can send to prospects. Use cases ## What we build. 1. ### Founder content We interview your founders and turn what they say into LinkedIn posts. #### Includes - Ghostwriting from interviews - Post design and carousels #### Tools - LinkedIn - X - Notion 2. ### Team content We help your sales and product people post in their own voice. #### Includes - Team posting program - Review and approval flow #### Tools - LinkedIn - X - Notion 3. ### Search and AI discovery We write pages that answer the questions your buyers ask. #### Includes - SEO and GEO articles - Comparison and use-case pages - FAQ pages #### Tools - Google - ChatGPT - Ahrefs How we start ## The first three months. We start with a three-month engagement, and ongoing terms are agreed before work begins. 1. Month 1 ### Interviews and setup We interview your founders and team, and agree on the topics, the voice and the publishing plan. What you do One kickoff call and one interview. 2. Month 2 ### Publish We write, design and publish posts and articles in your team’s own voice. What you do Approve each post before it goes out. 3. Month 3 ### Improve We review engagement and the inbound conversations with you, and plan the next topics. Ongoing ## What buyers ask. **How much time do you need from our team?** Time for interviews and quick approvals. We agree on a schedule your team can keep. **How do you measure progress?** We review engagement from people at your target accounts, where the articles rank in search, and the inbound conversations that mention a post or article. We count pipeline only where your CRM records the source. **Will the content sound like us?** Yes. We work from your calls, your past posts and your feedback, and your team reviews the work before it’s published. **What is content engineering?** Content engineering turns your team’s expertise into content buyers find while they’re still researching. We interview your founders and team, then write, design and publish their LinkedIn and X posts, plus the articles that answer the questions buyers type into Google and ChatGPT. Your team approves the work before it goes live. **How is this different from a content marketing agency?** A content marketing agency usually works from a brief and a calendar and reports posts and traffic. We work from your founders’ and team’s own words, publish under their names, and review engagement from people at your target accounts. Your sales team also gets posts and articles it can send to prospects. **Can you create content for several people?** Yes. We write for founders and employees, and each person keeps their own voice and topics. **Do you handle design and publishing?** Yes. We handle research, writing, design and publishing, with your team approving the work before it goes live. **Can you use material we already have?** Yes. We can turn calls, webinars, decks, demos and customer stories into new posts and articles. **How do you use AI?** We use AI for research and first drafts. Our writers pull ideas from your interviews, edit the drafts and check them against what you told us. **How does content support sales?** Your sales team gets posts and articles they can send to prospects. With GTM Services, we can also pass them the context from accounts that engage. ## What should your buyers know you for? Tell us who your buyers are, and we’ll suggest what to publish first. [Book a call](https://book.frontal.so)