"Kill content to save it”: Why 2025 demands a new playbook for marketing leaders

We need to “kill content… in order to save it” (at least according to Alex Lieberman , co-founder at Morning Brew and storyarb .) Dramatic? Sure. But there’s truth in it. So much B2B marketing content fades into the ether because it lacks originality. There’s no creativity in the message, format, or delivery. It looks and reads the same as everything else online.

In advertising, the best, most successful campaigns are driven by a Big Idea.

Legendary art director George Lois, the man who propelled Tommy Hilfiger to the top of the fashion industry and ran campaigns for the biggest brands in the 70s, 80s, and 90s, built his career on selling bold, audacious ideas to clients.

“The Big Idea,” he wrote, “is one that picks up force and speed because its element of surprise changes a habit or a point of view.”

“It’s a surprising solution to a marketing problem, expressed in a memorable way.”

Every content marketer should focus on two words from that simple definition: surprising and memorable.

Content and advertising aren’t the same, but that doesn’t mean one can’t steal from the other. Content can work like advertising.

It can provoke, inspire, entertain, educate, sell…if it’s approached with the sense of audacity that breakthrough ads are.

And if it does these things, there's a good chance your audience will remember it.

Instead of reaching for the same old content playbook, the one with the PDFs, blogs and ebooks, try asking: “What do I need to create to stop people in their tracks so they can’t resist reading/watching/listening to what I have to say?”

That’s the kind of thinking that leads to Big Idea content. Let’s create more of it in 2025.

How one designer made better content in half the time

As the sole designer at Reachdesk , Daniela Ferreira had three problems:?

1. Static PDFs lacked engagement
2. Messy feedback processes slowed her down
3. Creating anything dynamic felt impossible without a developer

But Daniela wasn’t about to settle.

Enter Ceros, the no-code platform that gave her the freedom to transform Reachdesk’s content into engaging, interactive experiences (like the one below).

The results?

• 50% faster production times
• 75% fewer review cycles
• A major boost in user engagement

With Ceros, Daniela’s ideas no longer have limits. And Reachdesk’s content? Anything but static.

Check out how Reachdesk completely rehauled their approach to content with Ceros here.

So, your sales deck isn't converting. Now what?

Creating sales content that grabs attention and drives action is no small task. So how exactly can we bridge the gap between designers, marketers and sales to create the best content possible? In our first-ever Content Changemakers panel, we gathered an expert panel of creative and sales leaders to share what works:

Why does investing in design matter for building trust with buyers?

“94% of consumers are more likely to trust a brand with an appealing visual identity. So you can almost double the trust factor there just by having a little bit more intention and thought put into how you represent your brand.” —?Matt Cole

What’s the most impactful feedback you’ve received in designing sales content?

“Most people really don't like to read. So what can we show or what can we say in just a few seconds that will either encourage them to stay or be memorable enough so that they'll come back?” — Meredith Burall

How do you leave a lasting impression with prospects?

“I love incorporating interactive experiences. Today, you have the buyers that are already educated and have so much information at their fingertips. So you wanna be able to meet them where they are on that journey.” — Vanessa Merchant

Want more tips and insights from our panel? Watch the full discussion on demand here.

Thinking beyond PowerPoint to engage audiences

Whether you’re designing a presentation for:

• a must-win sales pitch
• a high-stakes investor meeting, or?
• a strategically important internal or partner conference

…your audience should be at the heart of everything you do.

That’s why KPMG turned to Eyeful Presentations to transform the key findings from their TMT Metaverse survey into an engaging, interactive and audience-centric experience.?

Using Ceros, Eyeful brings critical data to life through immersive presentations that go beyond the numbers.

Looking to elevate your presentations with Ceros? Learn more here.

Want to learn more about making content worth marketing? Read our previous editions of the Creative Marketer's Monthly here.