Marketing legend Seth Godin has spent years championing a counterintuitive idea: the smallest viable audience. Not the biggest possible reach
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B2B companies already have all the content they need — it’s just buried in everyday conversations, sales calls, project recaps, and client stories.
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Start looking for patterns. Your audience is waiting for someone to connect the dots.
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Your content library has liabilities. Posts actively hurting your brand, feeding competitors ammunition, and eroding trust with every view.
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Many B2B deals aren’t won with one campaign, they’re earned over years of consistent, educational content that quietly builds trust. The companies that keep publishing past the six-month mark become the obvious choice when buyers are finally ready to act.
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B2B industries aren’t boring, but we’ve convinced ourselves they don’t translate. That they need to “stay professional.” That stories don’t belong in content calendars. It’s wrong.
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Your top-performing content is quietly becoming a liability and losing its freshness. Run a quick audit to get ahead of this problem.
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Smart greenhouse and nursery suppliers across the country are discovering that their expertise is their most valuable marketing asset.
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The marketing funnel is dead. But most B2B content teams are still creating content for its ghost.
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Start publishing like a human being who happens to run a company, not a company that happens to employ human beings.
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