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95% Content
Creating Differentiated Content That Builds Trust (with John Bonini, Founder of Content Brands)
Feb 13, 2025
John Bonini, founder of Content Brands, sheds light on the evolution of B2B content marketing. He discusses the dire consequences of relying on undifferentiated content, especially with the rise of AI. John emphasizes the need to treat content like a product and integrate audience feedback for trust-building. He articulates the importance of an interconnected content ecosystem and shares successful examples from companies like SparkToro and Buffer. Listeners will discover innovative strategies that create genuine connections and foster brand loyalty.
49:53
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Quick takeaways
- Addressing the issue of undifferentiated B2B content is crucial as reliance on AI amplifies the challenge of standing out.
- Creating content that reflects unique insights and experiences from within the organization fosters meaningful engagement and trust with audiences.
Deep dives
The Concept of 95% Content
The podcast presents the concept of '95% content', which targets the majority of buyers who are not currently in the market but will be in the future. It emphasizes the importance of building trust and relationships with these potential customers through effective content marketing strategies. This approach acknowledges the shift in how consumers engage with content, as they tend to seek out informative and entertaining material rather than simply searching for product-specific information when they're ready to buy. The focus is on creating a pipeline of interested audiences rather than only converting leads that are directly in the purchasing phase.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode