Key takeaways: We changed the way we write because AI search guidance told us to. We flattened introductions, front-loaded answers and organized content so machines could quote it cleanly. The writing became easier to extract and harder to recognize as ours. That raised a question we can’t shake: Did we
Key takeaways: B2B content isn’t boring because of the topic. It becomes boring during the review process, where each edit strips out the opinions, specifics and examples that make it worth reading. The result of a bloated B2B content review process is drivel that nobody remembers, buyers who see hedging
Key takeaways: Thought leadership ROI goes far beyond likes, impressions and website traffic. The most effective measurement strategy tracks awareness, buyer engagement and revenue together, giving marketing leaders a clear view of the business results. When you also measure the value generated for every hour your experts invest, you gain
Key takeaways: The marketing cost-center problem is old, but it’s accelerating. The share of CEOs who see marketing as a cost rather than a profit center jumped from 35% to 60% in one year. The cause is measurement. Only 13% of CEOs feel confident that marketing can show financial benefits,
Key takeaways: AI and critical thinking have an increasingly complicated relationship. Research shows that heavy reliance on AI can reduce critical thinking, weaken independent judgment and make ideas more alike. AI can help with efficiency, but marketers still need to question assumptions, challenge outputs and focus on original thinking. AI
Key takeaways: Healthy B2B marketing data can make a broken system look fine. Isolated metrics, such as organic traffic, cost per click and lead volume, can hide problems with buyer intent, sales trust and pipeline movement. When sales cycles exceed historical norms or sales teams stop trusting marketing leads, marketing
Key takeaways: When B2B customer case studies bury customer problems and measurable results beneath company background and product details, AI systems can’t identify the information buyers need. As a result, many case studies never appear in AI-generated answers. Most B2B customer case studies make it hard to identify the problem,
Key takeaways: Break one anchor asset into a Content Bank of articles, social posts, carousels, videos and sales tools. Use a content repurposing strategy and employee advocacy to distribute those assets and support a 90-day, multichannel campaign. This allows you to reach buyers throughout their research process. In the last
Key takeaways: Human-first content in B2B is grounded in experience, a clear point of view and informed judgment. It helps buyers build trust before they with speak with sales. For years at The Simons Group, our North Star has been “content-first.” It’s how we keep the focus where it belongs:
Key takeaways: A two-touchpoint content workflow concentrates expert involvement into two focused moments that support speed, cost discipline and buyer expectations. By structuring participation around an input session and an accuracy review, organizations share insights while buyers are evaluating options. In addition, this workflow reduces inefficient use of expert time,