How to Build a B2B Content Strategy That Gets Discovered

Main episode description:Most B2B companies create content first and figure out the channel second. That's why their content gets ignored.In this episode, Craig Taylor and James break down the channel-first content strategy — why each platform (LinkedIn, YouTube, Email, and even LLMs) has completely different mechanics, audiences, and algorithms, and why treating them the same is killing your reach.What you'll learn:Why LinkedIn company pages are dying — and what replaces themThe 3-step framework: Outcomes → Audience → MechanicsWhy YouTube is the highest-barrier and highest-opportunity B2B channel right nowHow "forgettable seconds" (Shorts) and "memorable minutes" (long-form) work togetherWhy original research is now the last true differentiator in B2B contentHow to optimise your content for LLMs — the channel most B2B companies are ignoring entirelyThe single most important insight from this episode: "More content is now being generated by AI than by humans. Having the human visible at the heart of your content is where the opportunity sits."If your pipeline is quiet and your content is getting no traction, this episode is the strategic reset you need.👉 Subscribe for weekly episodes on B2B marketing strategy, demand generation and what's actually working in 2026.00:00 — Why most B2B content gets zero reach02:30 — The channel-first framework: Outcomes, Audience, Mechanics07:00 — LinkedIn: the death of company pages and what replaces them13:00 — YouTube: the highest-barrier, highest-opportunity B2B channel18:00 — Email: why your emails aren't reaching inboxes21:00 — LLMs: the B2B content channel nobody is optimising for23:00 — Original research: the last true differentiator