1. Edelman report: Smart thought leadership outperforms traditional B2B marketing

In short, thought leadership does drive B2B sales. Just remember to do it well (clue: we’re here to help).

 

2. Painkillers or vitamins – what do you sell?

I didn’t come up with this concept, but in this post on our CC blog I talk about whether your work kills pain or makes you healthy in the long term. Yes, it’s leads versus brand. How do you choose? (Trick question.)

 

3. Beyond SEO: How AI and data are redefining content marketing

AI is indeed changing content marketing and SEO – but not always in the ways you think. From a new source for us, complete with a weird robot with a backwards looking head.

 

4. Companies are suffering a ‘psychic energy deficit’

As part of a new series, CC senior editor Andrew Smith asks how organisations can re-establish the employer-employee dynamics of pre-pandemic years …if they can at all. (Hint: they can’t)

 

5. Thought leadership in the AI age belongs to those who connect, not control

Great take on how we remain effective in the age of AI – or, as content marketing bigwig Robert Rose puts it, “when everyone knows everything”.

 

6. Some B2B marketers are banking on their own employees to create content for their brands

This Digiday piece focuses on something we’re seeing more and more – the trend also known as employee-generated content (EGC), after 20 years of talking about user-generated content (UGC).

 

7. Master these two stories for your business

We often talk about orgs that speak too much about themselves, but this post gives another POV. You need that business story and your customer story.

 

8. Superpath content strategy template

Solid advice from the folk at Superpath, this time a quick A-Z on how to create a content strategy.

 

9. B2B tech marketing: five exciting to watch out for

We especially like what this piece says about the use of AI – strike a balance, be unmistakably human.

 

10. B2B marketers want results, not more technology

Broader than our content world but relevant – marketers want their needs met, not a bag full of ingredients, says this MarTech article. Many suppliers would do well to remember that.

 

11. 2025 LinkedIn marketing: New tactics and tools you should know

Great short reminder from Hootsuite on what works on LinkedIn. Although we think the folks over there can do a better job with video. Just saying.

 

Why 11 links? Because we love the idea of doing something “at the eleventh hour”. Which is often the case with this quarterly round-up!

 

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