Blog - Businesses

How to Build Trust in B2B Marketing

Kayla Johnson — Mon, 22 Jun 2026 15:16:20 GMT

As marketers, we hear it all the time: build trust with your audience.

Content Repurposing: Maximize Reach and Reduce Pressure on Your Team

Kayla Johnson — Tue, 10 Mar 2026 21:03:36 GMT

Producing high-quality content takes time, expertise, and creative focus. For many B2B teams, the challenge is not only creating content but keeping up with the constant demand for more. Content repurposing offers a practical, sustainable way to relieve that pressure without lowering the bar. Instead of starting from scratch every time, teams can extend the value of their best assets, reach new audiences across touchpoints, and reduce the pressure to produce at an unrealistic pace.

Random Acts of Content Are Killing Your B2B Content Strategy | Multiview

Kayla Johnson — Thu, 22 Jan 2026 21:20:17 GMT

If you step back and look at your content—blogs, videos, sales assets, social posts—would you see a connected story, or a collection of one-off pieces created to meet individual needs? Many B2B teams invest heavily in content creation yet struggle to understand why their efforts don’t build momentum, strengthen recognition, or clearly communicate their expertise.

How to Create Content That Resonates with Today’s B2B Buyers | Multiview

Kayla Johnson — Mon, 12 Jan 2026 18:48:21 GMT

Ever feel like your buyer personas are useless? You’re not alone. Too many B2B marketers rely on demographic snapshots—age, job title, geography—to guide content strategy, only to find these details barely influence real engagement. Demographics might shape tone and format, but they don’t explain why someone interacts with your content or what problem they’re trying to solve.

7 B2B Marketing Trends for 2026 You Can’t Ignore | Multiview

Kayla Johnson — Tue, 06 Jan 2026 14:00:59 GMT

2026 isn’t just another year of more tech and more automation. It’s the year B2B marketing gets human again. While AI and analytics will dominate headlines, the real winners will be those who turn data into empathy and automation into experiences that feel personal. Forget chasing scale for scale’s sake—the brands that thrive will be the ones that make every interaction matter. The future isn’t about louder campaigns; it’s about smarter, more meaningful connections.

Know Your Basics: What is Programmatic Targeting?

Frank Rosenstern — Fri, 02 Jan 2026 20:21:02 GMT

Search budgets are limited, attention is fragmented, and B2B buyers move across multiple platforms before making a decision. Programmatic targeting solves this challenge by enabling marketers to reach precise audiences at scale using real-time data. While programmatic buying automates the delivery, the real performance gains come from how well the targeting is designed, layered, and optimized.

The Myth of Evergreen Content: Why No Content Is Ever Truly Hands-Off

Kayla Johnson — Wed, 24 Dec 2025 14:00:00 GMT

There’s a certain romance to the idea of evergreen content. Publish once, watch it climb search rankings, and let it generate traffic indefinitely without lifting another finger. It sounds efficient, sustainable, a little too-good-to-be-true. In reality, the “evergreen” promise often turns into a slow fade. A blog post that performed beautifully in 2016 can become invisible today, not because it was poorly written, but because the digital world doesn’t stand still. True evergreen content is less like a permanent redwood and more like a perennial that is capable of returning year after year, but only if someone tends to it.

Why Educational Content Fails in B2B Marketing (And How to Fix It)

Kayla Johnson — Fri, 19 Dec 2025 13:59:59 GMT

Anyone producing content today has seen how quickly trust evaporates the moment an educational piece turns into a sales ambush. A guide starts strong, offering clarity on a real problem, then suddenly pivots into a product showcase. A webinar promises insights but delivers a disguised demo. A whitepaper markets features under the label of education.

Buyers notice immediately. And when they do, they disengage—not because the product is wrong, but because the content broke its promise.

If your “educational” content quietly positions your product or service is the answer, buyers feel it. If a webinar wouldn’t make sense without your product, it isn’t education. It’s promotion disguised as education.

That behavior signals the opposite of value-led marketing. Instead of helping buyers move forward with confidence, it teaches them to be skeptical of everything that follows.

Made for Vision | Interview Vibrant Works | Multiview

Kayla Johnson — Thu, 11 Dec 2025 11:00:01 GMT

In a world that often underestimates what people with disabilities can achieve, Vibrant Works is flipping the narrative — one job, one product, one life at a time. Once known as the San Antonio Lighthouse for the Blind, the organization has evolved into a national force for good, employing and empowering people who are blind or visually impaired.

The 3-Layer B2B Content Stack: Conceptual, Strategic, Tactical

Kayla Johnson — Wed, 10 Dec 2025 18:47:37 GMT

Do you ever wonder whether your content is actually landing with all levels of your audience — the experts, the newbies, and everyone in between? Many teams unintentionally speak to just one slice of their audience’s understanding.

A stronger content marketing system supports the way buyers actually learn, evaluate, and decide, especially in environments where discovery is unpredictable and intent shifts constantly. High-performing programs typically share a structure that includes three layers of content. Conceptual content shapes the worldview. Strategic content guides the approach. Tactical content enables action. Together, these layers help buyers move through their own non-linear patterns with more clarity and confidence.