B2B Marketing

Marketing
that adds up

I make content on B2B topics easy to find and easy to understand. With blog articles, whitepapers, social media posts and videos built on relevant keywords.

See the numbers

Skill set

From keyword to reporting

I started out as a videographer in the edit suite, and over time more and more tasks were added: SEO and AEO, website maintenance, whitepapers, social media, analytics and automation.

SEO & AEO Content

  • Topic, keyword and search intent research
  • Competitor and content gap analyses
  • Researching, writing and publishing blog articles
  • Technical articles, product and service pages
  • Prompt and answer analyses for AI search
  • Revising existing content based on rankings and CTR

Website & Tech

  • Creating and maintaining pages in the Strapi CMS
  • Landing pages for whitepapers and content assets
  • Finding and fixing technical issues with Sistrix
  • Monitoring indexing
  • Translation for the English website

Whitepapers & Sales Assets

  • Making technical topics clear for purchasing, engineering and decision makers
  • Structure and storyline of the documents
  • Graphics, illustrations, PDFs

Social Media & PR

  • LinkedIn posts, carousels, short-form videos
  • Captions and editorial planning
  • Researching trade media and journalists
  • Topic suggestions and press pitches

Analytics & Reporting

  • Set up an analytics system: GSC, Sistrix and Matomo, combined in Notion
  • Continuously improved, later extended to social media
  • Analysing traffic, engagement and conversions
  • Regular reports and dashboards
  • Deriving optimisations together with the team

Automation & AI

  • Workflows with Make
  • GPT and AI agents for research, content and analysis
  • Automated webinar landing pages (thesis)
  • UTM parameters for campaign tracking

Numbers at formary

What came out of it, measurably

YouTube · Views

34,915

Views across 64 uploads since 2024, grouped by the quarter in which each video was published.

As of 29 Sep 2026 · Source: YouTube

YouTube · Uploads

64

34 videos and 30 Shorts since June 2024, recently at a much higher pace.

As of 29 Sep 2026 · Source: YouTube

YouTube · Subscribers

123

In a small B2B niche around thermoformed plastic parts.

As of 29 Sep 2026 · Source: YouTube

Most viewed video

6,363

Views for the explainer “What is plastic thermoforming?” from July 2024.

As of 29 Sep 2026 · Source: YouTube

Views from Shorts

26 %

9,135 views came from 30 Shorts, the rest from the long-form videos.

As of 29 Sep 2026 · Source: YouTube

LinkedIn · Followers

3,465

Followers of the formary company page, for which I created posts, carousels and clips.

As of 29 Sep 2026 · Source: LinkedIn

Publicly visible numbers of the formary channels, as of 29 Sep 2026.

How it comes together

Case 01

From webinar to landing page, automatically

Recorded webinars are published on YouTube as on-demand videos, available only after registration. Each one needs its own landing page. Now that page is created automatically with Make and GPT: the video becomes an on-brand draft that only needs to be reviewed, adjusted and published. I developed the framework behind it in my thesis.

GoalPublish gated webinars as landing pages without manual work
ToolsYouTube, Make, GPT, HubSpot
ResultThe on-demand webinars at formary.de/webinare ↗ run on this automation
  1. 01 YouTube Webinar recording as on-demand video
  2. 02 Make starts and controls the process
  3. 03 GPT writes the copy in the brand’s voice
  4. 04 HubSpot Landing page draft with sign-up form
  5. 05 Human reviews, adjusts and publishes
Case 02

SEO and AEO content system

Every article starts with keyword research. It is written in self-contained sections with the answer up front, so AI systems can quote them individually. Add structured data and fast load times. Performance is measured with GSC, Sistrix and Matomo, combined in Notion.

GoalShow up as a source in Google search and in AI answers
MethodKeyword research, self-contained sections, structured data, load time
ToolsGSC, Sistrix, Matomo, Hotjar, Notion, Strapi
Examples Thermoforming vs. 3D printing (German)
Painting plastics: how to paint thermoplastics properly (German)
3 factors how formary speeds up procurement (German)
  1. 01 GSC · Sistrix · Matomo Rankings, clicks, visibility and on-page behaviour
  2. 02 Notion everything in one place, as reporting for the team
  3. 03 Analysis which content works and where the potential is
  4. 04 Refine revise content, plan new topics
Case 03

Whitepapers and lead magnets

Whitepapers, downloads and banners, conceived, written and designed. This is where it pays off that production doesn’t have to be outsourced: from the idea to the finished asset everything stays with one person, which saves feedback loops and keeps the brand consistent.

GoalCreate reasons to leave contact details
ToolsAdobe CC, Canva, HubSpot landing pages
ExampleWhitepaper: medical enclosure parts made by plastic thermoforming (German)

Methods

Skills from practice and training

What I learned from hands-on work at formary:

SEO & AEO Copywriting

  • Keyword research by search intent
  • Long-tail and question keywords for AI search
  • Question-and-answer structure for AI Overviews
  • E-E-A-T signals in the text
  • Meta titles, descriptions, internal links

Search Console & Monitoring

  • Quick wins on positions 4 to 15
  • CTR optimisation for good rankings
  • Spotting keyword cannibalisation
  • Mentions in AI Overviews, ChatGPT, Perplexity
  • Monthly reporting with GSC and Sistrix

Technical SEO

  • 404, 5xx and redirects
  • Indexing and robots.txt
  • Load times and image formats
  • Structured data (Schema.org)

Automation & AI

  • Make scenarios between HubSpot and third-party tools
  • AI-assisted content pipelines with GPT
  • Automated landing page content (thesis)
  • UTM parameters and campaign tracking

Tools I use

CRM & CMS

  • HubSpot
  • Strapi

Automation & AI

  • Make
  • ChatGPT
  • Temso.ai

Analytics

  • Google Analytics
  • Search Console
  • Matomo
  • Sistrix
  • Hotjar

Design

  • Photoshop
  • Illustrator
  • Canva

Planning

  • Notion
  • Asana

Let’s talk

I’m happy to help with SEO, AEO, GEO or marketing automation. Just send me a short note about what it’s about.

Get in touch