We spend a lot of time discussing how AI is changing search. This article explores a bigger shift: how AI is changing content consumption itself, and what that means for B2B marketers trying to influence increasingly invisible buyer journeys. B2B Content Strategy is evolving: AI is now the first reader, evaluator, and recommender to our customers. A few months ago, I caught myself doing something that would have seemed absurd five years ago. I was working on a thought leaders

Thought leadership is one of the most celebrated ideas in B2B marketing, yet much of what we call thought leadership rarely changes how people think. In this article, I explore what true thought leadership really means, why it is often misunderstood, and introduce the RACE framework to help evaluate whether a piece of content genuinely shapes industry thinking.

Most content efforts break down not because teams fail to execute, but because foundational positioning decisions remain unresolved. This blog dives deep into the Positioning Choice Framework, unpacking its core components—from business intent and buyer intent to market truth, strategic choice, and message discipline. It argues that locking these choices first is essential before building any content ecosystem, ensuring that future content scales with strategy, clarity, and c

For years, I believed my B2B content strategy was failing because we lacked big hero assets or enough publishing frequency. I tried both, but impact rarely compounded. Buyers weren’t following linear journeys—they were absorbing fragments across channels, peers, and AI-driven discovery. This post explores why common B2B content frameworks work in isolation yet fall short together, and why thinking in terms of a content ecosystem is now essential.

B2B content marketing didn’t just evolve, it exploded into a non-linear, AI-filtered maze. Where buyers jump across channels at 2× speed. And GenAI decides which brands even show up. The rules changed quietly while we were still playing the old game. Here’s how we got here and what it might take to stay visible in an AI-first world.