Offer:
Send me five pieces from your library, and I’ll tell you which ones I think are worth modernizing (including how and why) and which should be retired — free.
Content problems have changed.
Old problem: Not enough content.
New problem: Content that doesn’t resonate…or get found.
Buyers today are using AI to research and analyze before they ever click through to your site. Meanwhile, brands are publishing torrents of new AI-generated content that all sound the same (some call this AI slop). The result is either generic content that no one wants to read or stale content that signals neglect because it’s just too hard to keep up.
Effective B2B content today has to meet a high bar. It has to be authoritative enough for AI to surface and cite it, unique enough to earn human engagement and trust, and tailored enough to address specific buyer situations.
Below are the five main content challenges I help B2B companies solve. You may recognize one. You may recognize all five.
These are big challenges. Let’s solve them.
Challenge 1:
Your content portfolio isn’t delivering the expected ROI.
What’s going on?
You have years of white papers, case studies, and maybe even ebooks and research reports that represent hundreds of hours of work. But you haven’t restructured them for AI discovery and citation, the formats are likely outdated (static PDFs) or gated (i.e., invisible to search) or both, and the data points and messaging are stale.
Transforming existing content into assets that work for today’s savvy buyers and AI-powered discovery delivers more from the budget you’ve already spent.
How does stale content hold you back?
- Outdated formats aren’t mobile-friendly
- LLMs (AI-powered search) trust and cite content that’s structured in a way they easily understand
- Stale messaging, data, and proof points signal neglect— and buyers notice
- Dead links, old offers, and mismatched CTAs hurt conversion paths
- Old positioning conflicts with new priorities
- Your team won’t want to share it because it weakens your perceived expertise
Let’s modernize and refresh your best existing content.
- Collect and incorporate your latest messaging priorities, proof points, stats, and examples to appeal to both LLMs and humans
- Re-interview SMEs and sales as needed
- Update storytelling and get rid of momentum-killers like jargon and passive voice
- Strengthen the narrative structure and spice up your headers, callouts, and CTAs
- Transform outdated formats into dynamic, interactive experiences (when appropriate) that B2B prospects prefer by a 3:1 ratio
- See Modernize + revive
Challenge 2:
Your AI-assisted content isn’t engaging.
What’s going on?
Even though your team may be producing 3x more content with AI tools, you’re not impressed with the engagement. AI-generated content typically lacks:
- Originality
- Story and narrative flow
- Rhythm that sustains interest
- Strategic callouts for emphasis
- Human-sounding voice with a personality
Buyers can spot AI-generated content — they use the same AI tools you do. They trust B2B content that reflects human thinking.
Which content should be original?
- Content where judgment, expertise, or point of view shapes decision-making
- Flagship assets: white papers, ebooks, reports, and thought-leadership blogs and articles
- All long-form content — AI gets formulaic and repetitive,
- All assets for the bottom of the funnel
- Targeted campaign concepts and high-stakes landing pages
Let’s create content your buyers will respect and remember.
- Focus relentlessly on engagement and trust-building
- Showcase your expertise in compelling presentations
- Build credible narratives grounded in evidence and backed up by stats and examples
- Use AI strategically — for research, brainstorming, outline suggestions, and reviews
- Structure content for AI-powered discovery and citation so prospects can find it
- See White papers + flagship content
Offer:
I will transform one key section of your AI-generated content to show you how strategic refinements can improve authenticity and flow — free.
Challenge 3:
Your thought leadership isn’t gaining traction.
What’s going on?
Your executives publish bylined articles and LinkedIn posts, but traction is weak and comments are minimal. Anyone can now use AI to draft industry trend pieces, which crowds out authentic insights.
But B2B buyers want guidance they can trust: 73% say an organization’s thought-leadership content is more trustworthy for assessing its capabilities and competencies than its marketing materials and product sheets. (The 2024 Edelman–LinkedIn B2B Thought Leadership Impact Report)
Buyers are exhausted by sameness. True thought leadership provides “leadership” that is grounded in original “thought.”
Why is generic thought leadership worse than no thought leadership?
- AI-drafted content hurts your credibility as a trusted resource
- Predictable opinions on common topics are more bandwagon than leadership
- Buyers assume you’re not an A-team partner if you don’t have deeper insights (or can’t articulate them)
- Content that offers nothing new feels like a waste of time, so why engage with you again?
- Academic or dull content makes your brand feel out of touch
Let’s create thought leadership that breaks through.
- For your buyers:
- Build trust by focusing on insights that can only come from real-world experience
- Present with authenticity, as if you’re speaking to your readers across a table
- For your experts:
- Conduct interviews that are more like conversations that get at honest opinions, thought processes, and color (not recycled industry talking points)
- Guide the discussion toward niche topics and taking clear positions on ambiguous issues — sophisticated audiences respect both, even if they disagree
- Capture your executives’ voices and reflect their authentic energy, style, and nuances
- See Thought leadership
Offer:
I’ll review one thought leadership piece, summarize what’s working and what isn’t, and offer suggestions to make the next one stronger — no charge.
Challenge 4:
Your content portfolio is more static than strategic.
What’s going on?
If you’re not basing your content development decisions on a framework that connects your existing library, growth roadmap, and answers to the questions your buyers are asking right now, your content plan isn’t truly strategic.
Today’s most effective B2B content addresses niche topics and works as a connected system that keeps buyers engaged.
How does a content strategy deliver better outcomes?
- Focuses your effort and resources on writing about the decisions buyers need to make
- Plan assets that compound in value over time — a strategic approach considers tailoring, atomizing, repurposing, and campaign use in advance
- Builds a curated and balanced portfolio that supports each decision point
- Helps maintain consistent messaging across audiences and channels
- Systematizes how and when to use AI-assisted research and reviews
Let’s partner to create a blueprint for the year ahead.
- Assess your existing portfolio to identify gaps, opportunities, and high-value updates
- Discuss what’s worked and what hasn’t
- Align content priorities with your buyers’ most pressing decisions and your current business goals
- Focus your content investment on the assets that are the most likely to drive meaningful outcomes
- Establish messaging frameworks (if needed) to keep every asset consistent and on-brand
- See Strategic + editorial services
Offer:
Let’s book a 30-minute content strategy consultation. We’ll review your existing content and content strategy, and I’ll recommend three things to create next (and possibly something to stop doing, too). No charge.
Challenge 5:
Your content doesn’t connect with the right audiences.
What’s going on?
Your brand can’t make an impact by speaking to an overly broad audience. Buyers aren’t looking for generic insights anymore because AI can handle that. Today’s buyers expect engaging, spot-on content that’s tailored to their interests.
This is the most common problem I come across — boring content (sorry) — and it’s often the challenge underlying the others.
Buyers respect content that’s written from their point of view and speaks to their most pressing decisions.
Buyers want content tailored to their specific context.
- One-size-fits-all content forces everyone to do translation work: “Does this apply to me? My industry? My role?”
- CFOs, department heads, internal influencers, and others all have different concerns, timelines, and decision criteria — they need different answers from the same content
- Data sets and visualizations that don’t align with buyer interests confuse rather than simplify concepts
- Buyers move on from content that feels like it’s written for someone else
Let‘s answer your buyers’ specific questions to help them make decisions.
- Tailor asset messaging and use cases to match each persona’s priorities, just like you would if you were in the room
- Fine-tune content for each decision point (e.g., infographics for awareness, detailed guides for evaluation, case studies for decision)
- Build tailored, modular content snippets so personalized content is ready to drop in when needed
- Make even the most complex topic engaging — use storytelling techniques and narrative rhythm
- See Modernize + revive
Offer:
Let me do a persona content gap analysis. Send me your most recent content and your top three personas, and I’ll identify the places where you can convert generic content into persona-specific messaging — free.