Rewrite Your B2B Content Strategy Playbook

Want to get the most for your B2B content marketing spend? Steve Middleton, strategy and analytics director at CMD, shares new keys to achieving your goals without wasting your money.

Let me share something that happened last week: A friend of mine told me that a procurement officer at his company made a million dollar software decision after watching a series of LinkedIn product demos. No RFPs. No endless meetings with consultants. Just a few short videos and a decision that would make or break their business. If that doesn’t encapsulate how B2B content has evolved, I don‘t know what does.

Welcome to 2025, where the old rules of B2B marketing are being rewritten daily.

But here’s the kicker: While we’re creating more content than ever, a staggering 60% to 70% of B2B content goes unused, collecting digital dust on our servers. It’s like we’re throwing a party and forgetting to send out invitations.

So how do we fix this colossal waste and ensure our B2B content strategy actually drives results?

AI: Turbocharge your content—without losing control

Remember when we thought AI would replace content creators? That prediction aged about as well as Google Glass. Instead, we’re seeing something far more interesting: AI as the ultimate marketing collaborator—an overachieving intern who never sleeps and always has ideas (some good, some terrible).

The numbers don’t lie:

• 81% of B2B marketers are now using generative AI tools, up from 72% last year
• 68% of marketing leaders reported ROI on their AI investments
• 50% of bloggers now use AI tools to enhance their content creation process

For marketers, this isn’t just about efficiency—it’s about staying ahead of the curve. Millennials and Gen Z make up 71% of B2B buyers, and these digital natives expect personalized, data-driven experiences. If you’re not leveraging AI-powered content creation to meet those expectations, you’re already behind.

Video: The content king (finally wearing clothes)

“But our clients don’t watch videos!” Oh, really? Tell that to Stripe’s developer advocacy team, which replaced dense API documentation with bite-sized video tutorials—and cut support tickets by 50%. If that doesn’t convince you, maybe some cold, hard stats will:

• 89% of businesses use video as a marketing tool
• 69% of B2B marketers increased their video marketing budget in 2023
• B2B marketers using short-form video reported an 83% success rate, the highest of all content types
• B2B video posts on LinkedIn generate 3x more engagement than text-only posts
• Live video events on LinkedIn drive 7x more reactions and 24x more comments than native video uploads

Why should you care? Because video isn’t just for B2C anymore—it’s how business gets done. Millennials and Gen Z grew up on YouTube and TikTok, so they expect engaging, snackable video content even in professional settings.

If your idea of “engaging” is a talking head droning on for 20 minutes about “synergies,” you’ve already lost them.

Content distribution: The missing link

Here’s where most B2B marketers drop the ball: distribution. Creating great content is only half the battle; getting it in front of the right eyes is where the magic happens. A solid B2B content distribution strategy ensures your content drives awareness, demand, and pipeline creation across the entire buyer’s journey (but that’s a topic for another post).

What’s working in 2025? Multichannel approaches that combine:

• Social media (both organic and paid)
• Email marketing
• Influencer partnerships
• Sales enablement content (more on that in a moment)
• Event-driven content strategies

Speaking of sales enablement, it’s becoming a crucial piece of the content puzzle. Research shows that organizations implementing effective sales enablement strategies experience a 20% increase in sales productivity. It’s not just about arming your sales team; it’s about creating a seamless content experience from marketing to sales and beyond.

The human touch: Your real competitive advantage

Here’s the irony: As AI gets better at creating content, human expertise has become more valuable than ever. Why? Because people still want to connect with people—especially when they’re making big decisions.

Original research and genuine thought leadership command unprecedented engagement rates. Millennials and Gen Z buyers—who value transparency and expertise—are particularly drawn to brands that demonstrate real-world knowledge. They don’t want fluff; they want actionable insights from people who’ve been there.

Your next move

The B2B content landscape of 2025 rewards those who can blend technological sophistication with authentic human expertise. It’s not about volume anymore—it’s about precision, authenticity, and genuine value.

At CMD, we’ve been at the forefront of this content revolution, helping B2B brands navigate the intricate dance between cutting-edge technology and authentic human connection.

Ready to rethink what’s possible for your B2B content strategy in 2025? Let’s talk about how we can elevate your approach, ensure it doesn’t go to waste, and drive real results across the entire buyer’s journey.

Sources:
https://altitudemarketing.com/blog/b2b-seo-trends/
https://firstpagesage.com/seo-blog/b2b-content-marketing-guide/
https://www.marketingrefresh.com/blog/b2b-seo-trends/
https://firstpagesage.com/seo-blog/b2b-keyword-strategy-how-to-choose-your-most-valuable-keywords/