The Evidence Gap: Original research by UserEvidence after surveying 619 B2B buyers, sellers, and marketers.

EPISODE 18

Don’t Play It Safe With Your Content POV

The TL;DR

Tired of creating content that feels more like ticking off boxes than actually connecting with your audience?

Brendan Hufford (Growth Sprints), Jess Cook (Island), and Brooklin Nash (Beam Content) dive into how to build a content POV that actually resonates.

What’s working in B2B marketing:
PURPOSE-DRIVEN CONTENT
The key is focusing on solving real customer problems, not just pitching your product. Purposeful content builds lasting trust and engagement.

What’s not working in B2B marketing:
CHECKBOX MARKETING
Sticking to the same old formats and routines without a clear, compelling POV leaves teams missing out on real engagement. It’s time to move past “checkbox marketing” and create content that actually matters.

Key takeaways:

  • Ditch checkbox marketing: It’s not about checking everything off the list. Instead, focus on content that solves real problems. Intention drives trust—not just going through the motions.
  • Clear POVs = more engagement: When your POV is crystal clear and speaks to your audience’s challenges, it builds trust and creates long-term relationships.
  • Solve problems, don’t just pitch: Your content shouldn’t always push your product. Lead with your audience’s problems to build more genuine connections.
  • Leadership buy-in matters: Leadership alignment on content strategy is key. When they trust the long-term vision, it’s easier to move beyond safe, metrics-driven content.
  • Listen to your audience: The best content starts with listening. Whether through feedback or internal team insights, understanding your audience leads to more impactful content.

What to listen for:

(48:37) Final thoughts on crafting impactful content

(00:00) Introduction

(01:10) Why B2B marketing teams play it safe

(03:06) The problem with checkbox marketing

(05:48) Developing a POV with clear imperatives

(11:34) How a focused message attracts the right audience

(13:24) Balancing high-level concepts and tactical insights

(17:49) Top-down vs. bottom-up approaches to content strategy

(34:16) Building your POV around customer insights

(37:22) Driving cross-team content with a unified strategy

(40:01) Breaking content into key themes and pillars

(46:37) Standing out in a crowded market with distinct messaging

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