25 content marketing lessons for 2025

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Welcome to another fine edition of Marketing Under The Influence

For this edition of Marketing Under The Influence, I’m going to get down to brass tacks.

After a decade of running content for three $1B+ companies and helping countless brands capture demand in their markets, I've developed a methodology that challenges everything you think you know about B2B marketing.

All in all, it’s a direct response to those clamoring for a “new” playbook to replace the “old” one that’s either on its last leg or already decomposing six feet under.

Here’s the gist of how it works.

25. Grok why the “traditional” B2B marketing playbook doesn’t work anymore

Accept that while content has countless applications in B2B, capturing demand stands out as the “one application to rule them all.” But understand that content today also needs to simultaneously grow mindshare in the category. Unlearn outdated, oversimplified ideas about content and go beyond the surface-level tactics to operate on both fronts.

24. Start with values, not keywords, for more authentic content

Instead of starting off with search engine keyword research, pause and reflect on the unique values the business offers customers. Identify the core principles and defensible strengths that need to be amplified in the market and lay the foundation for content that resonates authentically.

23. Identify the triggers that drive customer buying decisions

Shift from internal reflection to external impact by identifying the buying triggers ( category entry points) that matter most. Explore the moments, needs, and scenarios that nudge customers into consideration and position solutions when it matters most to win the lion’s share of demand in a given category.

22. Craft narrative pillars that increase mental availability

Combine value propositions and category entry points to form narrative pillars, the distinct statements that articulate the perceptions content needs to cultivate and maintain in the marketplace. Then align topics and keywords with a coherent brand story, crafting content that’s not just discovered but deeply valued.

21. Ditch fictional personas like Marketing Mary and Finance Fred

Avoid fictional personas with cute names and useless facts and go beyond surface-level customer profiles to build genuine, impactful connections with audiences. Then examine why even well-researched personas fail to capture the depth of understanding needed to wield content effectively in today’s landscape.

20. Don’t ignore the social dynamics of B2B buying decisions

Know that ideal customer profiles are indispensable for defining how the business serves its customers. Dive into the overlooked social dynamics within buying committee roles, focusing on the human connections and decision-making processes at play.

19. Link media habits to category entry points

Get to know really know customers beyond their job titles with insights most content strategies ignore. Learn how to connect the dots between media consumption habits and category entry points — the buying triggers that drive consideration — to craft content that not only informs but influences in profound ways.

18. Avoid the commodified data trap with better research

Learn about the practical methods for gathering the insights defined earlier, from the specifics of ideal customer profiles to the nuances of niche audience segments. Understand the tools, techniques, and considerations necessary to transform data into actionable audience understanding.

17. Treat content like a product (even if the product is the product)

Adopt the mindset of content as a product that competes in the marketplace for attention. Take a step back and survey the landscape, understanding where audiences already invest their time and trust. Think of content as creating a ripple effect: when it resonates, it spreads through networks, amplifying content and their messages naturally.

16. Get familiar with the concept of distribution ownership

Instead of following industry norms and chasing nascent trends, understand the three types of distribution properties — owned, rented, and borrowed. Learn to navigate the trade-offs and opportunities of each property type, from the control of owned channels to the broader audiences of rented and borrowed platforms.

15. Map the distribution landscape for better precision and reach

Chart the course for content by analyzing the distribution properties where it is discovered, consumed, shared, discussed, and acted on. Dive into the specific criteria for evaluating these properties in order to get a clearer view of the terrain and navigate the distribution ecosystem with precision and purpose.

14. Use content amplification strategies to reach the unreachable

Understand the key differences between content distribution and amplification, which relies on earning trust and engagement from others to reach. Explore actionable strategies to amplify B2B content, leaving a breadcrumb trail that guides customers back to owned distribution properties when they’re ready to buy.

13. Tailor content to better meet (or even exceed) expectations

Tap into the shared frustration with the overused and oversimplified word “content” to highlight how it’s often treated in B2B marketing — as something generic rather than distinctive. Learn to treat content as an experience and craft B2B content that, like a four-letter word, is instantly recognizable, memorable, and unmistakable.

12. Make sure the medium supports the message

Build on the foundation of treating content as both a product and an experience by embracing the idea that the medium is the message. Understand how the form and distribution of content shapes its meaning, impact, and resonance so that nothing is lost in translation or left to chance.

11. Align with customer’s existing consumption habits

Say goodbye to one-off, one-size-fits-all content and dive into the critical role formats play in shaping media consumption habits. Explore the underlying attributes and conventions or patterns that define content formats and how they influence audience behavior, perception, and engagement.

10. Craft content experiences that make an impression and drive results

Contemplate the experiential nature of all content and its practical applications. Learn how to wield content strategically to achieve two critical objectives — capturing demand in the market and growing mindshare in the category — by designing content that not only meets business goals but also leaves a lasting impression on the audience.

9. Build a self-sustaining content engine

Shift perspective once more to embrace the idea of content as an ecosystem — interconnected, interdependent, and designed for sustained impact. Explore the historical roots of the phrase “content is king” and learn how the phrase’s original context holds a critical lesson for navigating the B2B content landscape today.

8. Adopt broadcasting strategies to strengthen editorial foundations

Complement editorial strategies with the tried-and-true programming strategies of broadcasting and transform random acts of content into a cohesive, engaging lineup of programming that builds lasting trust with customers. Orchestrate formats to build momentum, create deeper connections with customers, and form stronger associations with category entry points.

7. Unlock synergy to scale content without sacrificing quality

Overcome any aversion to the term “synergy” because it represents the path to producing content at scale without sacrificing quality or cohesion. Think like a media mogul, who in the late 1950s sketched out how interconnected processes and shared resources can drive a prolific and sustainable content operation.

6. Create a synergy map for continuous content amplification

Build a system of interconnected workflows similar to Walt Disney’s synergy map but tailored for B2B marketing. Cultivate a culture where content is not just produced but continuously repurposed and amplified across formats and properties, ensuring resources are leveraged effectively while maintaining consistent quality and reach.

5. Be wary of marketing attribution models and “office politics”

Confront the often-overlooked truth about marketing attribution: it’s as much a political tool as it is a performance model and its limitations can undermine strategic decision-making. Challenge conventional thinking around attribution and set the stage for a more meaningful approach to measuring and interpreting the value of content.

4. Prioritize metrics that reflect strategic content goals

After coming to terms with the realities of attribution, lay the groundwork for identifying and prioritizing the metrics that matter most in evaluating content performance. Fully grasp what can be measured and why, then become intimately familiar with the leading and lagging indicators that align with broader business goals.

3. Tell stories with metrics to demonstrate long-term impact

Redefine how performance is communicated with stakeholders by transforming metrics into narratives that reflect the full impact of content. Expand on sales-focused reporting that stops short of demonstrating content’s role in driving both immediate results and shaping brand preference over time.

2. Run content like a business for consistent ROI

Tie everything together with the essential tools, workflows, and resources needed to sustain a high-performing content program. Think of content as a business and always remember that operations that act programmatically are strongly correlated with a higher return on investment.

1. Future-proof B2B content by embracing media theory

Understand the shifts in media consumption and their impact on content effectiveness. Integrate principles from media theory to adapt to evolving audience behaviors, ensuring your strategies remain relevant and forward-looking.

Why this approach matters now more than ever

The B2B landscape is at a tipping point. Content saturation, audience fragmentation, and platform "enshittification" are making traditional approaches less effective by the day. The winners in this new environment will be those who understand how to:

1. Capture demand while simultaneously growing mindshare

2. Position solutions before buyers actively enter the market

3. Create content experiences that earn and reward attention

4. Build sustainable operations that scale with quality

Do you want to win in 2025? Let’s talk.

In addition to my cohort course Content Reorientation, my consultancy Neutral Ground Labs is working with B2B marketing teams to implement the lessons I shared with you here to compete for the lion’s share of demand in their categories.

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