The most important question in content
Your content strategy should revolve around the answer.
What does your audience need to believe or know before they trust you?
That’s the key to a strong content strategy.
Trust Is the Currency of B2B Content
In B2B marketing, the stakes are high. You're not selling a $20 impulse buy, you’re asking decision-makers to commit budget, time, and sometimes even their reputation.
So what do they need before they can say yes?
✅ They need to understand what you do.
✅ They need to believe you’re not exaggerating.
✅ They need to see proof that your solution works for people like them.
In other words, your content's job isn’t to impress. It’s to reassure.
Video Is the Trust Accelerator
B2B buyers are overwhelmed. Whitepapers, webinars, 20-tab research sprees... It’s no wonder they increasingly turn to video for clarity and efficiency.
📊 93% of B2B buyers say video is key to building trust in a brand
📊 88% have watched a video about a product or service in the past 3 months
📊 66% of B2B marketers say video delivers the best ROI
Trust is a big deal in B2B, and video is the best way to build trust. But what kind of video should you be making?
If you don’t know where to start, start with teaching your audience something they didn’t know.
AKA educational content.
Just make sure it doesn’t suck. Think: part education, part entertainment.
Litmus test: Would you watch this on the toilet?
Educational content is great for building trust. It shows you understand the problems your customers face, and how to deal with them.
I’m a big fan of video series as well. Series content increases the surface area for viewers to stick to. If they watch one episode and like it, they’re more likely to watch another episode than if they just came across two random videos of yours.
Remember, always bring it back to the core question of what your audience needs. Because you’re not making video for yourself, you’re making it for them.
At least, you should be.
- Ademola