Why Most B2B Content Never Gets Used

Most B2B marketing content doesn’t fail because it’s bad. It fails because no one ever sees or uses it. In this episode, Michelle J Raymond is joined by Lee Densmer to break down the real problem behind content waste in B2B marketing — and how to fix it with a smarter content strategy. You’ll learn why even high-quality content gets ignored, how misalignment between sales and marketing creates wasted effort, and what it takes to build a content system that actually drives visibility, engagement and business results. If you’re relying on LinkedIn, content marketing or employee advocacy to grow your brand, this episode will help you stop creating more — and start using what you already have. Key moments in this episode - 00:00 Why most B2B content gets wasted 01:30 What content waste actually looks like 04:00 Why good content still fails 06:30 Fixing sales and marketing misalignment 09:00 Repurposing content across channels 18:00 What a strong content system looks like 24:00 Where to start fixing your strategy CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedIn Book a free intro call https://socialmediaforb2bgrowthpodcast.com/ B2B Growth Co newsletter #LinkedIn #ContentMarketing #B2BMarketing