The B2B content leaders are brands willing to do what others won't, and the rest of the industry later copies them. Listen
Asked for good examples, Ross names HubSpot's shift to YouTube videos among others. He says more B2B brands are leaning into educational, engaging, entertaining and empowering content. The pattern he describes is that a few brands try something different, get copied, and then the industry catches on.
“it's always the ones that are just, like, willing to do things that everybody else isn't and then they get copied and then the industry starts to catch on.”
Listen to the episode Episode Positioning & marketing Link to this
From How to Get 10X More Traffic From Content You Already Have (with Ross Simmonds, Foundation Marketing).