The 15th Annual B2B Content Marketing Trends report from the Content Marketing Institute, MarketingProfs & MX is in, and honestly, It reflects what many of us have been feeling.
Robert Rose summed it up best: B2B marketing is stuck in a rinse-and-repeat cycle of “okay” content.
So, how do we break free and start seeing real results in 2025?
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, guest Robert Rose goes into much more detail.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
1. Mediocre Isn’t Good Enough Anymore
B2B content is, frankly, stuck in a rut. The report shows that:
- 58% of marketers feel like they’re creating “okay” content—it’s not terrible, but it’s definitely not making waves.
- A sense of “business as usual” has taken over. Marketers are focused on pushing out content to meet quotas rather than creating truly differentiated material.
If you’re just doing what’s “okay,” you’re not cutting through the noise. It’s time to aim higher.
2. The Creativity Crisis: Why B2B Content Feels Boring
Robert and I discussed what LinkedIn insiders are calling “B2Boring.” Creativity seems to have taken a backseat, and risk-taking is almost non-existent. Content has become interchangeable between competitors.
- No risks: Many teams are so busy optimising small details that they’ve forgotten how to make anything truly memorable.
- No emotions: Content without emotion won’t inspire or convert. People need to feel something.
Your content should make people stop scrolling. Taking creative risks might set you apart from competitors who are playing it safe.
3. Resourcing and Strategy: The Chicken or the Egg?
The biggest challenge reported? Lack of resources. Creativity will always fall by the wayside if you’re only playing catch-up with tech and processes.
- Lack of strategy: Most B2B teams are copying last year’s plan, tweaking it for 2025. This is survival mode, not growth mode.
- Maintenance traps: Teams are forever “catching up” instead of moving forward—sound familiar?
Without a solid strategy that allows space for creativity, you’re doomed to repeat the same results.
4. Differentiation: The Word for 2025
One word sums up everything we should focus on next year: Differentiation. If you’re not showing what makes your brand unique, then what’s the point?
- Be bold: Through your tone, the stories you tell, or even the platforms you use, differentiation means standing out, not fitting in.
- Build Community: Especially with younger generations dominating LinkedIn’s audience. Gen Z wants authenticity—they need to see your values, creativity, and community.
Differentiation isn’t just a buzzword—it’s the difference between being remembered or ignored.
5. Where to Start: Practical Tips to Shake Up Your Strategy
- Make a Stopping List: Sometimes, it’s about deciding what not to do. Stop wasting time on the tasks that don’t move the needle.
- Slow Down to Speed Up: Don’t fill your team’s calendar to 110% capacity. Carve out time for them to experiment, learn, and create. Sometimes, less really is more.
- Own Your Platform: Focus on building your owned media. Make it remarkable, whether it’s a unique resource centre or a community space.
Being proactive rather than reactive will allow you to not only survive 2025 but thrive in it.
6. Final Thought: Permission to Take Risks
Consider this your permission slip for 2025—it’s time to try new things. Focus on quality, take strategic risks, and, most of all, differentiate yourself.
Let’s stop the cycle of mediocrity and make some noise. Cheers to stepping out of “B2Boring” into something far more exciting.
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Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
