BarkB2B

What happens when infinite content meets finite attention? A marketer named Mark Schaefer answered that in 2014. We're living in his prediction.

At the time, Content Shock felt like a quantity vs. quality problem.
Now, it feels like even high-quality content has a ceiling.

We’re using AI to produce more content, faster.
Our buyers are using AI to consume, summarize, and filter it just as fast.

Basically, 𝐲𝐨𝐮𝐫 𝐭𝐞𝐚𝐦’𝐬 𝐀𝐈 𝐚𝐧𝐝 𝐲𝐨𝐮𝐫 𝐛𝐮𝐲𝐞𝐫’𝐬 𝐀𝐈 𝐚𝐫𝐞 𝐢𝐧 𝐚 𝐬𝐭𝐚𝐧𝐝𝐨𝐟𝐟.

So, in the midst of noise, please remember: all you need to do is think deeply about your target reader. Try to feel what keeps them up at night, what they're tired of hearing, and what they actually need someone to say out loud.

Think about them so deeply that it feels like your content is calling out to them.

#𝐂𝐨𝐧𝐭𝐞𝐧𝐭𝐒𝐡𝐨𝐜𝐤 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐐𝐚𝐦𝐨𝐨𝐬

Let's be honest, the pricing page is where every proposal lives or dies.

We spend hours sharpening the problem and polishing the solution to justify the investment, but in that process, the “About Us” section usually gets rushed.

We squeeze everything into one slide as a quick reminder and move on, assuming we've already discussed everything and the client knows us.

But the thing is that you’re not just writing to a company. You’re writing to people. And people need to feel something before they can justify a number.

𝐇𝐞𝐫𝐞'𝐬 𝐚 𝐛𝐞𝐭𝐭𝐞𝐫 𝐰𝐚𝐲: Sequence your About Us like a conversation.

𝐒𝐭𝐚𝐫𝐭 𝐰𝐢𝐭𝐡 𝐟𝐚𝐦𝐢𝐥𝐢𝐚𝐫𝐢𝐭𝐲. Put photos and bios of your team so the client can see the people they’ll be working with.

Then 𝐛𝐮𝐢𝐥𝐝 𝐭𝐫𝐮𝐬𝐭 by sharing testimonials from clients they can actually relate to.

𝐍𝐨𝐰 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞 𝐭𝐡𝐞𝐦. Add one or two case studies that mirror their exact pain points. Bonus points if it's a competitor. This makes it uncomfortable to ignore you.

By the time they reach the pricing page, you've appealed to both their emotions and their logic.

Even if you're above market, they'll justify the price to themselves before they push back on you.

#𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐏𝐫𝐨𝐨𝐟𝐒𝐞𝐪𝐮𝐞𝐧𝐜𝐢𝐧𝐠 #𝐒𝐚𝐥𝐞𝐬𝐄𝐧𝐚𝐛𝐥𝐞𝐦𝐞𝐧𝐭 #𝐏𝐫𝐨𝐩𝐨𝐬𝐚𝐥𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 #𝐐𝐚𝐦𝐨𝐨𝐬

𝟕𝟖% 𝐨𝐟 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧-𝐦𝐚𝐤𝐞𝐫𝐬 𝐨𝐧 Reddit say it helps them 𝐦𝐚𝐤𝐞 𝐛𝐮𝐲𝐢𝐧𝐠 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐬 𝐟𝐚𝐬𝐭𝐞𝐫.

It’s tempting to see that and jump straight into planning a subreddit strategy.

But we often forget how different Reddit really is from our usual B2B channels.

We’re used to structured plans and controlled messaging.
Reddit isn’t like that.

People aren’t there for polished pitches. They want real conversations, honest opinions, and advice from peers. And honestly, many don’t even want brands there.

You can’t “nail” Reddit. People will see through it quickly.

So the approach has to change.

Take your time. Let go of control.

Start with a personal account. Follow the subreddits your audience is in. Watch, listen, and learn how people actually talk and what they care about.

#𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲𝐋𝐞𝐝𝐆𝐫𝐨𝐰𝐭𝐡 #𝐑𝐞𝐝𝐝𝐢𝐭𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐐𝐚𝐦𝐨𝐨𝐬

Lately, a lot of us in SEO have been worried about what 𝘈𝘐 𝘖𝘷𝘦𝘳𝘷𝘪𝘦𝘸𝘴 means for traffic.

That concern is fair. But it might not be the full picture.

NerdWallet, a platform that helps people compare and choose financial products, saw 𝐭𝐫𝐚𝐟𝐟𝐢𝐜 𝐝𝐫𝐨𝐩 𝐛𝐲 𝐚𝐫𝐨𝐮𝐧𝐝 𝟐𝟎%, while 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐰𝐞𝐧𝐭 𝐮𝐩 𝐛𝐲 𝟑𝟓%. What changed wasn’t just volume. It was intent.

The people still clicking today are more deliberate. They’ve already seen the summary and are choosing to go deeper because they’re closer to making a decision. So yes, AI might reduce traffic. But it also 𝐟𝐢𝐥𝐭𝐞𝐫𝐬 it.

Which means the focus shifts a bit.
• From getting 𝐦𝐨𝐫𝐞 𝐯𝐢𝐬𝐢𝐭𝐬 → to showing up at 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐦𝐨𝐦𝐞𝐧𝐭
• From 𝐯𝐨𝐥𝐮𝐦𝐞 → to 𝐢𝐧𝐭𝐞𝐧𝐭

If anything, this is a nudge for all of us to write more clearly, structure better, and create content that actually helps someone decide.

𝐋𝐞𝐬𝐬 𝐭𝐫𝐚𝐟𝐟𝐢𝐜. 𝐁𝐞𝐭𝐭𝐞𝐫 𝐯𝐢𝐬𝐢𝐭𝐨𝐫𝐬.

#𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐀𝐄𝐎 #𝐒𝐄𝐎 #𝐀𝐈𝐎𝐯𝐞𝐫𝐯𝐢𝐞𝐰 #𝐐𝐚𝐦𝐨𝐨𝐬

The founders of your company keep saying, ""I don't need to be on LinkedIn."

𝐇𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐲𝐨𝐮 𝐜𝐡𝐚𝐧𝐠𝐞 𝐭𝐡𝐞𝐢𝐫 𝐦𝐢𝐧𝐝:

In 2025, Jay Singh of the B2B Casper Studios drove 𝟗𝟎% 𝐨𝐟 𝐢𝐧𝐛𝐨𝐮𝐧𝐝 𝐥𝐞𝐚𝐝𝐬 𝐨𝐫𝐠𝐚𝐧𝐢𝐜𝐚𝐥𝐥𝐲 through LinkedIn after investing in 𝐟𝐨𝐮𝐧𝐝𝐞𝐫 𝐜𝐨𝐧𝐭𝐞𝐧𝐭.

People buy from people. Not logos. Not companies. Not clever ad copy.

When a founder speaks publicly, it does something no campaign budget can replicate: it makes the company feel real. Trustworthy. Worth a conversation.

#𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐅𝐨𝐮𝐧𝐝𝐞𝐫𝐋𝐞𝐝𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐐𝐚𝐦𝐨𝐨𝐬

GEO isn't a new writing style.
Write clearly. Stay relevant. Be original. Use structure. You already know this.

The only thing that's changed is 𝐰𝐡𝐞𝐫𝐞 𝐲𝐨𝐮𝐫 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐧𝐞𝐞𝐝𝐬 𝐭𝐨 𝐥𝐢𝐯𝐞.
AI models don't crawl everything; they pull from specific corners of the internet. Your job is to find those corners.

𝐒𝐭𝐚𝐫𝐭 𝐬𝐢𝐦𝐩𝐥𝐞:

Search your audience's biggest questions across ChatGPT, Perplexity, Google's Gemini, and Claude.
Notice which sites keep appearing. Those are the platforms AI trusts.

Now go build your presence there.

#𝐆𝐄𝐎 #𝐂𝐨𝐧𝐭𝐞𝐧𝐭𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐐𝐚𝐦𝐨𝐨𝐬 #𝐁𝐚𝐫𝐤𝐁𝟐𝐁

One like doesn't carry much value. Even from a CTO.

We all mindlessly tap things while scrolling at 11 pm.

But when three people from the same company engage with your post? That's a conversation happening internally that you weren't invited to.

Someone shared your content on WhatsApp. Maybe even in a board meeting.

This is the kind of engagement that shows 𝐢𝐧𝐭𝐞𝐧𝐭.

So stop walking into stakeholder meetings saying, "A director liked our post yesterday."
Say "Three individuals from a target account engaged this month."

Same data. Deeper story.

#𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐁𝐮𝐲𝐢𝐧𝐠𝐒𝐢𝐠𝐧𝐚𝐥𝐬 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐐𝐚𝐦𝐨𝐨𝐬

There’s a new acronym floating around:
𝐚𝐢;𝐝𝐫 = 𝐀𝐈-𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐞𝐝; 𝐝𝐢𝐝𝐧’𝐭 𝐫𝐞𝐚𝐝.

If you get that comment on your content, you've lost more than attention. You've weakened 𝐜𝐫𝐞𝐝𝐢𝐛𝐢𝐥𝐢𝐭𝐲.

The thing is, most readers cannot truly detect what is AI. What they detect is sameness.

When buyers cannot clearly explain what you stand for or why you are different beyond your services, you risk becoming interchangeable.

𝐈𝐧 𝐁𝟐𝐁, 𝐢𝐧𝐭𝐞𝐫𝐜𝐡𝐚𝐧𝐠𝐞𝐚𝐛𝐥𝐞 𝐢𝐬 𝐞𝐱𝐩𝐞𝐧𝐬𝐢𝐯𝐞.

It leads to price comparisons, longer sales cycles, and diluted positioning.

Resistance to AI in content is more often about generic thinking than it is about the technology itself.

Our role as marketers is to ensure our perspective and positioning remain unmistakable while leveraging AI.

𝐒𝐡𝐚𝐫𝐞 𝐰𝐢𝐭𝐡 𝐮𝐬: What are your techniques to keep your brand's tone alive when writing with AI?

#𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐀𝐈𝐂𝐨𝐧𝐭𝐞𝐧𝐭 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐚𝐢𝐃𝐫 #𝐐𝐚𝐦𝐨𝐨𝐬

The 𝐪𝐮𝐚𝐫𝐭𝐞𝐫𝐥𝐲 𝐛𝐥𝐢𝐳𝐳𝐚𝐫𝐝 hits everyone.

End-of-quarter pressure.
Decks rewritten at midnight.
Forecasts changing by the hour.
Marketing, Sales, and even buyers caught in the same storm of processes, approvals, and urgency.

There’s nothing funny or insightful about it in the moment.
Clarity only comes later.

What’s one quarterly blizzard moment that taught you something?
Or a dramatic, pressure-fueled reaction you can finally laugh at now?

#𝐐𝐮𝐚𝐫𝐭𝐞𝐫𝐥𝐲𝐁𝐥𝐢𝐳𝐳𝐚𝐫𝐝 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐐𝐚𝐦𝐨𝐨𝐬

𝐂𝐚𝐭𝐞𝐠𝐨𝐫𝐲 𝐜𝐫𝐞𝐚𝐭𝐢𝐨𝐧 is just seeing a subtle pain point and making it 𝐚𝐜𝐭𝐢𝐨𝐧𝐚𝐛𝐥𝐞.

It starts with a simple observation:

Your customers are trying to solve a problem, but they don't have the words for it yet.

Take HubSpot for example:

In 2006, marketers felt that interruptive ads were losing impact. They wanted a way to attract customers naturally, without pushing messages at them.

HubSpot noticed this. They turned it into a methodology: 𝐈𝐧𝐛𝐨𝐮𝐧𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠.

Then, they reframed their existing products around it.

And just like that, they owned the conversation.

𝐈𝐭’𝐬 𝐚 𝐬𝐢𝐦𝐩𝐥𝐞 𝐭𝐚𝐬𝐤.

Think: “What problem are my clients trying to solve but struggling to name?”

Name it. Teach it. Show how your product/service solves it.

𝐖𝐡𝐨𝐞𝐯𝐞𝐫 𝐧𝐚𝐦𝐞𝐬 𝐭𝐡𝐞 𝐩𝐫𝐨𝐛𝐥𝐞𝐦 𝐮𝐬𝐮𝐚𝐥𝐥𝐲 𝐨𝐰𝐧𝐬 𝐭𝐡𝐞 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐲.

#𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐂𝐚𝐭𝐞𝐠𝐨𝐫𝐲𝐂𝐫𝐞𝐚𝐭𝐢𝐨𝐧 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐐𝐚𝐦𝐨𝐨𝐬