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.