If your B2B content is building a wall of text between you and your customers, we’ve got problems. From brand messaging to demand generation, the words you use will either build connection or create distance.
INTENTIONALLY CREATE (BETTER) B2B CONTENT.
Palo Alto Networks
Adobe
Storyblok
Cloudflare
VisaWith all the AI-ness going on, most B2B content knows how to look the part. It’s got hollow messaging but is smoothly glazed. It’s inconsistent but nicely presented, with plenty of sprinkles, too! Somewhere along the way, substance got replaced with packaging.
tastes... confusing?
B2B buying cycles are long and involve multiple stakeholders. Often 2 to 6 people influence the decision, each with different priorities, concerns, and levels of involvement.
One thing’s for sure: nobody likes a strawberry lettuce-onion donut.
Inconsistent messaging reduces perceived credibility and trust. When you try to serve everyone the same “smoothly glazed” content without personalizing it to their specific needs, you end up with a mess of conflicting flavors.
CAREFULLY SELECT WHAT GOES IN YOUR CONTENTthere is nothing inside
Ever walk into a store 70% sure you’re getting that SPECIFIC item? That instinct shows up in B2B, too.
70% of B2B buyers have already made up their mind about a solution before ever engaging a sales representative.
They’ve been “snacking” on content long before you even see them in the CRM.
MOST OF today’s B2B content is just a hollow donut. Tasteless sugar air. When you push a hard conversion CTA too early, you’re serving air to a buyer who’s looking for substance.
GET A PERSONALIZED RECIPE FOR CONTENT DELIGHT
FULL-FUNNEL SUPPORT
Marketers are expected to boost new customer acquisition, drive demand generation, and improve retention.
These seemingly different goals can be achieved through a single strategy: Baking awareness in your content.
Gartner shows that the ultimate response to this is prioritizing brand awareness for 2026. By driving greater awareness, B2B brands can strengthen positioning in what has become an AI-mediated environment.
BAKE AWARENESS IN YOUR CONTENT STRATEGY73% of B2B buyers actively avoid suppliers who send irrelevant outreach. This might explain why your brilliantly researched whitepaper gets downloaded… but never read.
Your prospects are scattered across different stages of their journey, each needing completely different messaging.
I’ll brainstorm content angles that match each stage of their journey, so you’re always saying the right thing, to the right ICP, at the right time.
I did EXACTLY THAT for Visa. They loved it. See more here.
The impact of clearer messaging in your content efforts is undeniable. Turns out, having a plan actually works. Wild.
“B2B companies with a content strategy see website conversion rates of almost twice their counterparts who lack a strategy and email click-through rates that are up to 30% higher.”
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