Good B2B Content Might Not Get Amplified without This

“Your content isn’t getting amplified because it’s not good enough.”

Heck, every B2B marketer has heard that, right?

But this cliché isn’t just unhelpful—it’s plain wrong. The idea that your content’s success is based solely on its quality ignores one essential factor: intent.

Don’t get me wrong—we aren’t suggesting that you should create low-quality content (there is plenty of that out there already!). What we mean is, if your content isn’t aligned with why your audience logs onto a platform, it doesn’t matter how “good” it is. You could be producing thought leadership gold, but if no one sees or shares it, you’ve got a problem.

You probably know this, but it never hurts to refresh: Each platform has its own vibe, behaviors, and audience expectations. Your B2B content needs to fit into these ecosystems seamlessly, or you’re simply another post to scroll past. So before you hit “publish,” ask yourself this: Why does my audience log onto this platform in the first place? The answer will help you tailor your content for the right experience.

Five common audience intentions and how to tailor your content to deliver

Audience intent No. 1: Scrolling for entertainment

Yes, even decision-makers need a break. They’re humans, not robots processing RFPs 24/7. If they’re looking for entertainment, does your B2B content deliver?

How to win:

• Create short-form, snackable content like memes, GIFs, or quick video clips that poke fun at common industry problems.
• Humor is your best friend here, but make sure it’s relevant and actually funny—nail the punchline. No one likes a case study disguised as a dad joke.

Key stat:

Visual content is 40x more likely to get shared on social media than other types of content (Buffer).

Noteworthy examples:

• Slack’s playful video content about productivity pitfalls resonates because it’s funny, relatable, and highly shareable.
• Zendesk is known for its clever videos that humorously address common customer service frustrations.
• Asana uses short animations to showcase teamwork challenges with witty, memorable outcomes.

Related content:
The trust-content-revenue love triangle highlights how creating engaging and valuable content not only meets user intent but also builds trust and drives revenue.

Audience intent No. 2: Catching up with friends and family

Even on LinkedIn, people scroll to see what their professional circles are up to. If your content is too jargon heavy or comes off as an obvious sales pitch, you’re missing the mark.

How to win:

• Make sure your content feels human. Share personal experiences, behind-the-scenes looks, or stories that highlight real people in your organization.
• Cut the tech-speak unless it’s absolutely necessary. Speak their language—whether they’re engineers, marketers, or project managers.

Key stat:
87% of B2B marketers say that storytelling is an effective way to engage their audience (Content Marketing Institute).

Pro tip:
B2B doesn’t have to mean boring. Dropbox once shared a series of posts about how their team solved internal challenges—relatable and easy to digest.

Other cool examples:

• IBM: Their series of employee stories highlights how they solve real-world tech problems while adding a human touch.
• Microsoft: Combines customer and employee stories to showcase the impact of technology on people’s lives.

Related content:
What Is Content Decay and How Can You Avoid It? explains why content that initially resonates can lose its effectiveness over time and offers tips to refresh and maintain its impact.

Audience intent No. 3: Want to learn something new?

If your audience is in knowledge-seeking mode, novelty is king. But not just any “new” content—it needs to be actionable, relevant, and tied to their challenges.

How to win:

• Lead with a compelling hook. Explain a common pain point, then show how you’re delivering fresh insights or data to solve it.
• Share original research, case studies, or emerging trends that others in your industry haven’t covered yet.

Key stat:
B2B buyers consume an average of 13 pieces of content before deciding on a vendor (FocusVision).

Noteworthy examples:

• HubSpot’s blog posts go viral because they balance educational content with original insights and practical advice.
• Salesforce is known for its in-depth research reports and case studies that deliver actionable insights.
• Gartner regularly publishes thought-provoking white papers and insights tailored to B2B decision-makers.

Related content:
Getting Results in a Zero-Click Content World discusses how to adapt to social platforms that limit external clicks and shares actionable advice for driving engagement where it matters.

Audience intent No. 4: Looking for inspiration

Sometimes, your audience isn’t in a purely transactional mindset. They’re seeking inspiration—whether it’s creative problem-solving or innovative use cases.

How to win:

• Highlight stories of transformation, innovation, and success from your clients or team.
• Make use of visually appealing formats, like infographics or storytelling videos, to captivate and inspire.

Key stat:
68% of B2B marketers use case studies as an effective content format (Statista).

Pro tip: IBM’s thought leadership campaigns often focus on future-forward topics, inspiring IT leaders to rethink their strategies.

Other good examples:

• Cisco: Uses storytelling to highlight how their tech solutions enable groundbreaking projects.
• Adobe: Showcases innovative design and marketing campaigns that serve as inspiration for marketers.

Audience intent No. 5: Just killing time

Sometimes, users are aimlessly scrolling, waiting for something to catch their attention. This doesn’t mean your content should be throwaway—it means you have an opportunity to surprise them.

How to win:

• Post attention-grabbing visuals and punchy copy that stops the scroll.
• Don’t be afraid to experiment with unconventional formats like quizzes or interactive posts.

Key stat:
Posts with videos attract 3x more inbound links than plain text posts (Moz).

Noteworthy examples:

• Adobe’s playful content often surprises audiences with creative visuals that pull them into deeper, more informative content.
• Intel uses quick-hit innovation highlights, such as tech breakthroughs or experimental projects, to intrigue tech enthusiasts.
• Nvidia shares stunning graphics demos and interactive content that catch the attention of developers and gamers.

Turning intent into impact

The idea that your content is falling short because it’s not good enough is a lazy critique. Instead, think of content success as a matter of matching intent to the right message, format, and platform.

When you start aligning your B2B content with audience intent and mindset, amplification can happen organically. Engagement, shares, and amplification are byproducts of relevance—not just “goodness.” Indeed, 72% of marketers say that relevant content creation is the most effective SEO tactic (HubSpot).

So next time you hear someone say, “Maybe it’s just not good enough,” you can confidently say, “Maybe it’s not meeting intent.”

Ready to revamp your content strategy? CMD can help you align content with audience intent and deliver results that actually amplify your message.