Why Content Distribution Is the New Competitive Advantage in B2B Marketing
For years, B2B marketers believed that creating great content was the key to standing out. Whitepapers. Blogs. Webinars. Case studies. Ebooks. But in 2025, the game has changed. Great content is everywhere. Attention is limited. And buyers are overwhelmed. This has created a new reality: Content creation is no longer the competitive edge. 1. Content Isn’t the Problem - Visibility Is Most B2B companies publish high-quality content regularly . But here’s the painful truth: Up to 70% of that content never reaches the intended audience. Why? Because while creation has become easy, distribution has not . Marketers still rely on: Posting once on LinkedIn Sending one email blast Hoping SEO picks it up Sharing in one internal channel That approach worked in 2015. Today? It’s invisible. 2. Buyers Don’t Discover Content the Way You Think B2B buyers no longer go straight to a company’s website. Here’s how they actually discover content: Third-party indust...