Most B2B Content Strategies Are Broken (And Video Is the Missing Piece)

Why it’s time to stop publishing noise—and start using video to drive real leads.

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The Content Marketing Playbook is Being Rewritten

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In 2025, the rules of content marketing changed fast. AI is flooding the internet with generic content. Ad costs keep rising. Organic social feels like shouting into the void. Meanwhile, buyers are tuning out traditional marketing channels in favor of authentic, expert-led content.

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Yet most B2B brands are still relying on the same tired playbook: write a blog post, hope it ranks, maybe post it once on LinkedIn. No wonder results are stalling.

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The companies winning today are doing something different. They're leaning into agility, authenticity, and channel diversity. Most importantly, they're building content engines that prioritize video as the core driver of engagement, trust, and revenue.

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The Silent Weak Link: Video Strategy

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Video remains one of the most underutilized—and most misunderstood—content formats in B2B marketing. Despite being consistently ranked as the most engaging medium, most companies:

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• Struggle to produce high-quality video content consistently
  
  
• Only create top-of-funnel awareness videos
  
  
• Don’t align video with the buyer’s journey
  
  
• Post once and forget to distribute strategically
  
  

"You wouldn’t build a funnel with a hole in the bottom—so why are you producing content that stops before the sale?"

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The result? Wasted effort and missed revenue opportunities.

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What the Best Brands Are Doing Differently

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According to HubSpot's 2025 Content Marketing Planning Guide, leading companies are:

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• Mapping content to specific buyer personas and lifecycle stages
  
  
• Tying KPIs to leads and revenue, not just impressions
  
  
• Treating distribution and repurposing as essential parts of the strategy
  
  
• Prioritizing human-centered, expert-led content over faceless, AI-generated noise
  
  

This shift creates an opportunity for brands willing to step up their video game—not just to stand out, but to close deals.

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The Fix: Strategic, Persona-Driven Video

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At GrowthLens, we help B2B companies build a video strategy that doesn’t just generate views—it drives pipeline.

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Our approach:

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• Map video to the funnel: Awareness, Consideration, and Decision-stage videos tailored to real buyer pain points
  
  
• Make your experts the face: People buy from people. We help your in-house experts build trust on camera
  
  
• Distribute and repurpose with intent: One shoot becomes YouTube content, social clips, sales email CTAs, landing page embeds, and more
  
  
• Measure what matters: Leads, demo bookings, and revenue attribution
  
  

Here at GrowthLens, we call it the Video Revenue Engine™. And it’s how we help B2B teams punch above their weight class.

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Ready to Compete in 2025?

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If your video strategy ends at "upload to YouTube," you're falling behind. The brands that win this year will be the ones that connect deeply with their audience and guide them toward action.

Let’s build a smarter, more profitable video strategy together.

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Get a free Video Strategy Audit

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