Content Strategy 2.0: How Top B2B Brands Win on LinkedIn, YouTube & Podcasts
August 3, 2025
Content marketing has always been important—but it’s not what it used to be. If you’re still chasing keywords and vanity metrics, you’re missing the bigger play: trust. And in today’s noisy, algorithm-dominated world, that trust is increasingly built through scroll-stopping video, thought-provoking posts, and human-first storytelling across platforms like LinkedIn, YouTube, and podcast feeds.
In this episode of Growth Activated, I sat down with the founder of Hatch.fm and host of the 95% Content Podcast to talk about how B2B marketers can evolve their content strategies for 2025 and beyond. We covered everything from creator-led video content to AI’s role in repurposing, to the platforms where real brand affinity is being built right now.
Whether you’re a CMO trying to justify content ROI to the board or a marketing leader tasked with building pipeline in a crowded category, this episode is your playbook for content that doesn’t just earn clicks—it earns credibility.
For over a decade, B2B content marketing has mostly meant one thing: blogs optimized for Google. But the landscape has shifted. Google is returning fewer clicks. AI tools like ChatGPT are answering questions directly. And your buyers? They’re scrolling LinkedIn, browsing YouTube, and subscribing to newsletters.
This is the content evolution: from search-first to scroll-first.
Today, your content has to:
If this sounds like a big shift, that’s because it is. But it’s also where the real growth is happening.
(Related: Our content ROI deep dive with Zoe Hawkins explores how top marketers are proving value across brand and demand.)
There was a time when SEO blogs and gated PDFs were enough. Not anymore.
Your buyers want:
The best-performing B2B content today doesn’t sound like a white paper. It sounds like a real person sharing what works, what didn’t, and what they’re trying next.
And that thought leadership needs a face. Ideally:
Not sure how to start? A simple monthly recording session with a subject matter expert can generate weeks of content across channels. No more bottlenecks. No more blank pages.
(Need inspiration? See how Leslie Vickrey built a brand and culture by elevating authentic leadership.)
Repurposing gets a bad rap. But done well, it’s not lazy—it’s leverage.
A single 30-minute podcast episode can power:
The goal isn’t to be everywhere with the same content. It’s to meet your buyers where they are with content that feels native, useful, and relevant.
You don’t need a massive team. You need a system—and clarity on your top priority platform.
(Related: Learn how Nicole Leffer scaled content and automation with AI.)
Trying to launch a YouTube channel, dominate LinkedIn, scale a podcast, and build a newsletter—all at once? You’ll burn out.
Here’s the smarter path:
Your early content doesn’t need to be perfect. But it does need to be consistent. Volume creates data. Data creates insight. Insight creates performance.
(You’ll see this pattern again in our B2B content maturity framework.)
This is the hardest part for many marketing leaders: proving ROI when the conversion path isn’t linear.
Modern content marketing metrics include:
But the most important signal? People saying, “I feel like I already know you.”
If prospects show up to a sales call referencing your post, podcast, or clip—that’s pipeline your content helped create, even if the attribution model doesn’t catch it.
(Related: Explore how RevOps leaders measure non-linear impact.)
AI is here—and it’s not going away. But the marketers who win with it aren’t using it to replace their voice. They’re using it to:
But AI can’t tell your story. It can’t replicate your voice. It can’t build trust.
Use it to make your team faster. But don’t let it replace the human connection your buyers crave.
(We dive deeper into AI’s role in the marketing org in our conversation with Mark Goloboy.)
Want to build momentum fast? Here’s where to start:
One piece of content won’t build a brand. But consistency will. And every time you show up in your buyer’s feed with something smart and human, you move one step closer to trust.
If you want to build brand, trust, and pipeline in 2025, content isn’t a campaign. It’s your infrastructure.
Start now. Iterate often. And don’t wait for perfect.
I built the CMO mentorship I wish I had—because too many marketing leaders are figuring it out alone. At Growth Activated, we help B2B marketers bridge the gap between execution and executive leadership, equipping you with the strategic mindset, frameworks, and hands-on guidance to drive impact at every stage of growth. From scaling multi-million-dollar organizations to leading SaaS startups, I’ve been in your shoes—and now, I’m here to help you step into the marketing leader you’re meant to be. Whether you need a strategic marketing plan, expert coaching, or team training, Growth Activated gives you the tools to lead with confidence and deliver measurable results.
