B2B marketers are producing more content than ever – but is it working?
According to research from the LinkedIn B2B Institute, only 5% of potential buyers are actively in-market at any given time. That means the vast majority of content is reaching people who aren’t ready to buy and often, it’s not making much of an impression either.
In the latest episode of Shaking the B2B Tree, we spoke with Jon Davis, Head of Content at Capsule CRM, about how to break through the noise. His advice? Be brave. Be human. And above all, be useful.
Here’s what we learned and what you can do today to make your content more meaningful.
Content needs to mean something
Jon opened with a truth many marketers feel but rarely say out loud: much of today’s B2B content is forgettable. Not because it’s poorly written, but because it lacks purpose.
He recalled seeing companies churn out blog posts simply because competitors were doing the same. The result? A flood of generic, low-impact content that fails to connect.
“If someone feels apathetic towards your content, you’ve failed at creating content.”
Try this: before publishing anything, ask: Who is this for? What problem does it solve? Is it saying something new?
Marketers still have influence – if they use it
There was a time when marketers were seen as brand guardians. Today, many are under pressure to deliver leads, fast. But Jon believes marketers still have influence, if they’re willing to use it.
He encourages content leaders to push back when necessary, especially when quantity is prioritised over quality. The key is to speak the language of the C-suite: data, revenue, and long-term value.
“You can’t just roll over. Fight your case. Use data. Link it to business goals.”
Try this: audit your content output. What’s driving engagement or conversions? Use those insights to advocate for smarter priorities.
Creativity needs space to thrive
Jon’s approach to creativity is pragmatic. He doesn’t believe in throwing out the rulebook, but he does believe in bending it. His team holds quarterly brainstorms where no idea is off-limits. The best ones are then tested against strategy and audience insight.
This balance between instinct and structure is where the most effective content is born.
“I want the most insane ideas you can think of. That’s how you find the magic.”
Try this: schedule a no-rules creative session with your team. Ask everyone to bring one idea they think would never get approved and explore how it could be adapted to fit your brand and goals.
Emotion has a place in B2B
One of the most compelling parts of the discussion was Jon’s take on emotion in B2B. Too often, content is stripped of personality in the name of professionalism. But as Jon points out, B2B buyers are still people and people respond to stories, humour, and honesty.
“If your content doesn’t make someone feel something, it’s not doing its job.”
Try this: review your last three posts. Do they reflect empathy, humour, or relatability? If not, consider how your brand voice could better connect on a human level.
Podcasts as content engines
Jon’s own podcast at Capsule CRM is a great example of content that works hard. It’s not just about listenership – it’s about creating a central piece of content that can be repurposed across channels: blog posts, social snippets, reels, and more.
This ‘big rock’ approach allows teams to do more with less, without compromising on quality.
Try this: if you’re running a podcast or webinar, build a content calendar around it. Plan three follow-up assets per episode – such as a blog summary, a quote graphic, and a short video clip.
Final thought
Jon’s message is clear: the future of B2B content belongs to marketers who are willing to take risks, speak honestly, and create with purpose.
So here’s your challenge: choose one piece of content this week and make it braver. Strip out the jargon. Add a human story. Say something that matters.
Because in a world of sameness, bravery is what stands out.
Listen to the full podcast episode here 👈
