Everyone knows how highly effective content material advertising and thought management are – in any case, analysis exhibits that 70% of patrons choose to study a services or products by means of an article over an commercial. And in our 2025 US Company Benchmarking Report, we ranked the main B2B content material advertising companies within the nation. Try our breakdown.
Earlier than we crack on, we must always point out how we accumulate knowledge for our specialisms. In our survey of 29 companies, we requested companies to test off what companies and capabilities they supplied. This included every part from PR and demand era to gross sales enablement and way more. After checking these off, companies had been then requested to make use of the identical listing to determine the highest three specialism companies they provide. Utilizing the information from that particular query, we created specialist league tables.
For this specialism particularly, we acknowledged it as ‘Content material advertising and thought management companies (together with copywriting, storytelling, enhancing, video)’. This was to make it clear what was included.
After we had a take a look at the companies specializing in content material advertising/thought management, we noticed that 28 out of 29 companies (96.6%) supplied these companies to some capability. After we requested companies to slender down the specialisms to their high three, 13 out of 29 companies (44.8%) thought-about content material to be a precedence for them. Regardless of this decrease share, it’s value noting that content material advertising/thought management was the second most chosen specialism when companies had been requested to decide on their high three, indicating its relevance within the present advertising panorama.
After we spoke to David Van Schaick, our Company Knowledgeable for Propolis, he acknowledged its place within the trade saying: “I feel there’s consensus now that one of many most important jobs for entrepreneurs is to be entrance of thoughts when patrons come into the market – constructing psychological availability because it’s referred to as. There’s additionally a rising recognition of the truth that the standard of consideration you get out of your viewers issues. Efficiency media performs a job however the consideration you get from that may be very fleeting, it’s extra about being bodily accessible. Content material advertising and thought management are the most effective choices to win high quality consideration out of your viewers and construct optimistic associations in your model.”
Who got here out supreme because the highest- incomes B2B content material advertising company?
Now that we now have appeared on the overarching knowledge, let’s take a look at our high 5 content material advertising and thought management companies. Similar to our different league tables, companies had been ranked primarily based on the very best gross earnings to the bottom. Dentsu B2B Americas got here in at #1 with a gross earnings of $79.8 million. Rebranded from Merkle B2B, the company additionally got here out on high for the quickest rising company and highest incomes company within the US. Try the opposite high companies beneath for extra data on their companies:
- Dentsu B2B Americas
- Fahlgren Mortine
- Bader Rutter
- Hotwire World
- Rabinovici & Associates
Our recommendation? Sustain with the tempo of content material
Curious about optimizing thought management inside your group? Or impressed to fast-track your content material advertising technique? Nicely, simply as these high companies have, you could sustain with the ever-changing panorama on the subject of content material – each when it comes to format and themes.
In our report, David Jordan, CEO, Bader Rutter stated: “As an alternative of speaking endlessly about specs and options, speak about what issues to your clients. What are their challenges? What excites them? How do they make choices? Analysis exhibits that 69% of B2B entrepreneurs plan to put money into video content material in [2025], recognizing its energy to captivate and inform in ways in which static content material can not.”
David Van Schaick added to this narrative saying: “It’s an attention-grabbing time with these disciplines due to the affect of AI, each in how content material is produced and in how folks devour and work together with content material. However it’s a good wager to say that amongst the rising noise, actual experience will proceed to be valued at a premium. Loads of the discuss in the meanwhile is about scaling content material or automating manufacturing, however the actual trick I feel is to have the ability to persistently earn consideration out of your viewers to remain entrance of thoughts.”
In the event you’re on the lookout for extra, you possibly can take a look at our content material advertising information or one in every of our coaching programs.
And if that’s not sufficient, we extremely advocate downloading our US report for an inside look into the US trade and market. Obtain right here.
