Most B2B content is bland and interchangeable. Is yours?

For years, we’ve been told execution is everything. Ideas are cheap.

Not anymore.

AI has made execution effortless. It can draft blog posts, summarize research, analyze SEO data, and repurpose content across platforms.

But if your content could be swapped with a competitor’s and no one would notice, your brand becomes invisible.

I sat down with Tim Metz, Director of Marketing & Innovation at Animalz—one of the most respected B2B content agencies, trusted by top startups and enterprise brands. He has seen firsthand what works (and what doesn’t) across hundreds of companies.

Here’s the biggest shift happening right now. When AI can execute for anyone, the real differentiator isn’t how you create content, it’s what you have to say.

Let’s get into it.

📺 Prefer watching? Check out the full conversation here.

AI has made execution effortless… so what actually makes you stand out?

AI has made execution easier. But it has also made average content cheaper and more scalable. That means standing out is harder than ever.

Tim put it bluntly: “A year ago, AI seemed like it might help with content—but after testing it, the results weren’t great. Today, the models are much better. The ideas that didn’t quite work before? They’re starting to work now.”

This changes the conversation. Instead of asking, “Should we use AI?”, the real question is: “If AI makes execution effortless, what’s left that actually differentiates us?”

The answer: Ideas.

If your content lacks strong ideas, AI will just help you produce more forgettable content, faster.

What makes an idea strong?

Not all ideas are created equal. Strong ideas stand out because they are:

• Firsthand insights – Based on real experiences, customer interactions, or unique industry knowledge.

• Contrarian or fresh – Challenging assumptions or presenting a new way of thinking.

• Tangible and specific – Grounded in details that make them memorable and actionable.

That’s why I believe in founder-led and employee-led marketing. The best ideas come from those closest to the product, customers, and industry shifts.

The founder-led content playbook

The biggest mistake founders make? Treating content like a side project instead of a habit.

Most early-stage teams don’t have content teams. But they have something just as valuable: real insights from customer conversations, product decisions, and internal debates.

Instead of overcomplicating content, document what’s already happening.

Turn everyday insights into content in 3 steps:

• Step 1: Capture insights daily

  Block 30 minutes each morning to jot down something useful (a customer learning, a product update, or an industry insight).

• Step 2: Publish raw ideas

  Share quick insights on LinkedIn or Twitter. The goal isn’t perfection, it’s momentum.

• Step 3: Expand on what resonates

  Double down on what performs well—turn short posts into blogs, carousels, newsletters, or videos.

This works. Here’s our story.

Investing in founder and employee-led content at Arc.dev drove a 50% increase in MQLs, several big logo wins, and our highest revenue to date (all without ad spend).

Results took about three months to see. While attribution isn’t always direct, the impact shows up in stronger inbound, higher trust, and faster sales cycles.

Biggest lesson? People engage with specific, experience-backed insights. And the best place to find those insights is within your own team and customers.

Make this a habit

Instead of treating content as an afterthought, build it into your workflow:

1. Review your last five sales or customer calls. Use AI to identify key insights.

2. Choose one insight worth sharing—perhaps a customer framed a problem in a new way or mentioned something unexpected.

3. Share it as a short LinkedIn post on your personal account, then reshare from your company account.

So how do you apply this consistently? Make it a simple, repeatable process.

The one-question challenge

If your content disappeared tomorrow, would your audience notice?

If not, you don’t have a content problem… you have an ideas problem.

And you’ve got work to do.

📺 Check out my full conversation with Tim Metz

Keep the caffeine flowing until next time,
Christine

P.S. Forward this to someone who should be sharing more and ask them: “What’s one idea you’ve never shared publicly, but should?”