B2B Growth

Show, don't tell ?? In B2B content, we often over-index on telling people what to do, like a checklist at the end of every episode or blog. But what if we took a different approach? Would you rather read a blog about running a marathon, or watch a video of someone's journey of training — early mornings, diet changes and choices, struggles and wins? The journey itself becomes the value. Sharing stories and insights as they naturally unfold can be incredibly engaging and informative. In B2B, the way to get there is video. Try letting your audience into the process, showing them the ‘why' and ‘how' — that's where real connections happen. ?

Here's a play straight from a $272 million SaaS company's playbook: Instead of paying B2B influencers for one-off posts, they're building entire shows around them ?? This "content hub" approach engages both internal and external creators, turning them into hosts of their own series (and truly capitalizing on their expertise. The impact? Industry influencers get positioned as experts, create top-tier content, and become the stars of their own show ?? It's a win-win, delivering more value than a single LinkedIn post ever could. If you could watch a series from any industry expert, who would you choose?

YouTube is the new Netflix? At a recent creator summit, YouTube dropped a bombshell: They're changing the way we experience their platform on TVs. With more viewers tuning in on the big screen, YouTube's interface is evolving to feel… well, a lot more like Netflix. Think episodic content, creator-led series, and binge-worthy formats ?? Imagine going to YouTube not just for quick how-tos but for shows you follow every week, series you can't miss. YouTube is continuously blurring the lines of traditional streaming, optimizing to be the place for everyone to consume content.

? It's time to wake up, B2B. The first 0.3 seconds of a video can determine whether you get 30 views or 300,000. ?? Yet, many B2B creators still forget the essentials: ?? title ?? thumbnail ?? hook And it's obvious. In B2B, there's a ton of high-quality, low-substance content lacking all the necessary ingredients to actually resonate with an audience. But good news — it's not too late. 2025 will be the year of video. If you jump in now as an early adopter in B2B, you can outpace your competitors. Don't miss your chance. Check out our 2025 State of Video Podcast Report for everything you need to build video into your strategy this year ?? ??

70% of people prefer to watch podcasts, not just listen. But less than 20% of podcasters are actually using it. In 2025, content is still king— Adding video isn't the secret to success unless you already have a great premise and content… But video is no longer nice to have, it's a need-to-have because it's what consumers want. Check out our 2025 State of Video Podcasts Report for more data on why (and how) quality video content can take you to the next level ??

Trump was on the Joe Rogan Experience. Kamala joined Call Her Daddy. Politicians are turning to podcasts to share their messages ??? CEOs should follow suit. If you're a CEO or a thought leader with a vision for your market, you should be embracing long-form conversations, too. It's the best way to share your message authentically and to the masses.

SEO is cooked ?? Hubspot released a report showing AI adoption among marketers skyrocketed from 21% to 74% in the past year. Even as marketers continue to invest in SEO, AI is doing the bulk of the heavy lifting when it comes to content creation for search engine optimization. So, what's next for marketers? It's time to shift focus and tap into new levels of creativity that AI unlocks.

Your content should be getting better week after week. The key? Analytics ?? The social platforms you’re using has everything you need. Set time aside to review engagement, reach and performance. Are you doubling down on what’s working? Experimenting regularly? Cutting the content that doesn’t work? Social success will work for you in the long term — as long as you’re consistently iterating and listening to your ideal audience.?

Don’t use YouTube like a library ? Just like every other social channel, YouTube requires a specific strategy… and most companies haven’t caught on yet. If you’re burying your best videos with others that aren’t relevant, compelling, or interesting to your audience, you’re missing out on a MASSIVE distribution opportunity. YouTube will distribute your content for you. For free. If you: ? Organize your content into categories ? Create content optimized for attention ? Listen to your audience and create content they want You don’t need to stop making other content — product demos, ads, testimonials — you just need to strategically place your content in channels so YouTube can do what it’s best at: Distributing your content for you.?

Don’t go chasing momentary virality ? It never pays off.? Your content goal should be shaped around: ?? Entering a community ?? Becoming a discussion leader ?? Consistently contributing When you get these things right, you’ll hit the KPIs your exec team is looking for.? ? Month-over-month growth ? Audience relationships (set up to convert) ? Long-term ROI growth Create content so valuable that it doesn’t stop working for you the moment you hit ‘post’.? Your content library isn’t just for ‘right now.’ It’s for always.?