Why Most B2B Content Never Gets Used
From Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers by Michelle J Raymond - LinkedIn B2B Expert
April 7, 2026 · 29 min · Episode 221
About this episode
This episode discusses the issue of content waste in B2B marketing and how to create a more effective content strategy.
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 RAYMOND Michelle J Raymond on LinkedIn Book a free intro call https://socialmediaforb2bgrowthpodcast.com/ B2B Growth Co newsletter #LinkedIn…
People in this episode
Host: Michelle J Raymond
Guest: Lee Densmer
Topics covered
- B2B marketing
- content strategy
- sales and marketing alignment
- content waste
- LinkedIn marketing
Keywords
- B2B content
- content marketing
- sales alignment
- marketing strategy
Mentioned in this episode
Organizations: B2B Growth Co
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