By Ciara Ryan, Account Director
B2B buyers are navigating more noise than ever—from overloaded, AI driven feeds to relentless digital ads. With digital fatigue on the rise and attention spans shrinking, how do you still make content resonate?
Strategy first, content second
Are you looking to turn existing prospects into buyers? Attract new leads? Or simply build brand awareness from the ground up? Your goals should align with how your buyers make decisions—and where your business is in its growth journey.
Only when content is crafted with strategy, not just scattered tactics, does it become a real growth engine supporting every stage of your sales funnel.
Personalise key verticals
Successful B2B brands narrowly cast their net for optimum conversion not broadcasting a one size fits all approach. Generic messaging gets ignored. Once you understand your audience and what motivates them to do business, personalisation is key.
Some ways to personalise:
- Create content hubs by vertical (e.g., fintech, logistics, healthcare, engineering)
- Leverage agentic personalisation: AI is being used to optimise content timing, format, and targeting across channels, boosting vertical engagement. When users actively signal what they want (vs. traditional passive tracking), you get cleaner first-party data to steer your content based on intent, not guesswork.
Without targeted content to specific buyer persons, ideas won’t land and your content risks falling flat.
Short-form video remains king
Whether you’re selling enterprising software or professional services, short-form video continues to dominate in aiding message recall, building brand equity and pushing prospects through the sales funnel.
Tips for cutting through:
- Always include captions – most viewers watch on mute
- Open strong – first 3 seconds determine engagement
- Always use vertical formats and repurpose cross-channel on LinkedIn, YouTube Shorts, TikTok and Instagram, to maximise distribution.
- Empower employee creators – Brand reach grows when every team member becomes a distribution point.
Attention is finite. Short-form videos are a powerful business tool that simplify complex B2B value in digestible formats, delivering measurable results and high ROI.
Balance AI with authenticity
AI tools help B2B teams scale and automate for efficiency, but they also flood the market with sameness.
What cuts through?
- Utilising AI speed but leading with insight, not rehashed information.
- Make data emotional: Pair every number with narrative.
- People content: which is something AI cannot do authentically. The power of sharing real people with real problems, learnings, and success stories will never wane.
Adopting the approach of “This isn’t just what’s happening—here’s what it means for you” builds a loyal following who trust and value your insight. Trust builds from authenticity and clarity, not complexity.
Low-fi, low-cost production
Content doesn’t have to be a high-production cost centre, it can be a huge growth driver on a modest budget. With the rise of user generated content in B2C sectors, B2B audiences increasingly prefer content that feels real, personal, and unscripted.
Conclusion:
- A successful content strategy is a deliberate, goal-driven system that aligns with business outcomes and audience needs.
- You don’t need to be flashy- just be useful, consistent and authentic.
- Focus on value per second over video length.
- Repurpose consistently- turn long-form content into short-form assets for optimum distribution.
- Employees are your greatest advocates in telling your brand story.
The B2B brands that continue to win in 2025 won’t be the ones shouting the loudest, or most often. They’ll make their content work smarter in inspiring action and building brand equity.
If you need help aligning your content strategy with your business objectives, chat to us.
