The companies winning in search deliver what generic content can’t: real expertise, original data, and trusted professionals willing to stand behind their viewpoints. The challenge isn’t AI itself. It’s the absence of human input and original thinking that makes content stand out. For mid-market companies, more output costs more money, earns less authority, and lets competitors with leaner content engines move ahead.
Our content articles help B2B leaders and marketers make smarter decisions about what to publish, what to cut, and what to refresh. We cover what earns trust with both human readers and search engines, where content investment tends to leak, and how to keep human expertise central as content workflows evolve. Each post translates editorial questions into clear takeaways — the strategy leaders need and the practical detail marketers can apply.
If your content production can’t justify its expense, we offer several easy-entry audits to identify what’s pulling its weight and what to cut.
Written byAlyson HarroldB2B marketing teams aren’t short on content. They’re short on content that converts. AI is changing how buyers research and how companies get cited in search results. A search intent map organizes content around where buyers actually are, so every piece moves them closer to a decision.
Written byMassimo PaoliniAI is helpful, but it can’t do everything we humans can. For example, AI can’t write content as engaging and effective as content written by a human with real-world experience and knowledge. That’s why involving subject matter experts in content creation is important. AI-generated content can be a good starting point, but having human experts involved in the editing, reviewing, and fact-checking ensures your content is high-quality and credible.
Written byAlyson HarroldIn Google’s eyes, content syndication and distribution are legal; however, large-scale publishing, duplicating content, and cannibalization are grounds for penalties.
Written byAlyson HarroldAccording to one recent survey, making a strategic investment in content marketing is at the top of many CMO’s priority lists. 43% of people say that spending in 2021 was higher to that end than the year before, and 66% of respondents expected another increase in 2022 as well. In fact, one out of five said that their increase would be almost 10%.
Written byAlyson HarroldGoogle E-A-T Overview E-A-T is a relatively new SEO-based acronym that’s generating a lot of buzz in the digital marketing cosmos. But what exactly is E-A-T? The truth—algorithmically speaking—is complex. Yet some of the core elements that marketers can leverage are actually straightforward and non-technical. Let’s start out with the basics. Google E-A-T stands for: …
Written byAlyson HarroldLearn how topic clusters website’s structure and boost SEO performance. This guide explains how to build pillar pages, connect supporting content, and improve your authority in the eyes of Google, one cluster at a time.
Written byAlyson HarroldWhat digital marketing trends should B2B teams focus on in 2025? This post cuts through the noise with practical insights on AI, analytics, buyer behavior, and more — so you can spend less time chasing trends and more time getting results.
Written byAlyson HarroldMaking Old Content New Again for SEO Creating and posting regular content is one way of building an SEO presence for your company. But creating new content is not the only way to help improve your SEO ranking. Another way is repurposing content in a way that doesn’t risk duplicate content penalties and content fatigue….
Written byAlyson HarroldBuyer personas have many uses. Writing content that resonates is an easy one that comes to mind. Reallocating your AdWords budget is another. If you’re interviewing actual customers, then you want a concise list of questions for your persona research.
Written byAlyson HarroldFollowing on from our recent blog post on gated content, today we’re going to look at the types of downloadable content you might want to put behind a gate.