I’m just going to say it: Most B2B marketers are too caught up in generating content with AI that they’re forgetting how to create what people REALLY want.

In this edition:

• 🎧 What B2B marketers can learn from a DJ on YouTube
• 🎬 The $1B lesson behind Owner.com’s “world-class content”
• 🗞️ Stories to not doomscroll

🎧 What B2B marketers can learn from a DJ on YouTube

I’ve been watching more non-B2B creators lately, and honestly, that’s where the best content lessons are hiding.

Take AriatHome (seriously, click this link and watch), a DJ and producer who roams New York City live-streaming himself making beats while random strangers freestyle over them. It’s raw, spontaneous, and impossible for AI to replicate. 

The reason it works is simple: it’s an experience, not an info dump.

That’s the shift B2B content needs. Most business posts still sound like regurgitated ChatGPT fluff, but the content people REALLY crave has personality, tension, and storytelling.

Here’s the playbook I think any B2B marketer can steal (with a little bit of thought, of course):

• Show the work. Record yourself doing the thing that helps your customers, not just explaining it.
• Deliver quick value. Turn short, real moments of problem-solving into clips or posts that demonstrate expertise.
• Add a story. Wrap what you’re teaching in a narrative — show the setup, the challenge, and the payoff. It’s how people learn and remember.

Even creators like KyleBeats, who films himself telling the story behind his beats from his desk, make content feel human by interacting live with people on calls. So even if you can’t create content “in-person,” there’s still no excuse.

I used to think “storytelling” was a buzzword from the SEO era. Now it’s the only way to stand out in an info-saturated, AI-fed world. If you’re not making content that feels human, for humans, you’re going to get whipped by the competitors who do.

And yes, this applies to any content format, video or not.

🎬 The $1B lesson behind Owner.com’s “world-class content”

Owner.com grew its audience 42.2x YoY with a three-word strategy that sounds simple but demands precision: world-class content.

Here’s how content lead Nolan McCoy defines it:

1. Pick the right ideas Every topic passes the busy restaurant owner test. Would a restaurant owner stop scrolling for this in the five minutes they have? Each video must be useful, credible, and backed by research.

2. Execute like a creator, not a marketer Owner’s YouTube actually competes with MrBeast, not other B2B brands. Execution wins the attention war, so Nolan built a small production team:

• A scriptwriter-producer who turns SME calls into polished stories.
• A production lead who makes filming easy.
• An editor who studies retention data and polishes for real YouTube pacing.
• A shorts editor who turns long-form insights into viral clips.

3. Build a system to scale Owner rejects any video that fails their “busy owner” test, even after editing. A 9-page “what good looks like” guide keeps the bar consistent. Quality control is ruthless, and leadership backs it.

What marketers can steal:

• Don’t hide behind the “B2B” label. People expect entertainment-level quality.
• Define your version of world-class and defend it.
• Focus your energy. Great content comes from aligned leadership and disciplined cuts, not volume.

You might not have a CEO filming every weekend, but you can steal the principle: content that earns attention should feel worth watching, not just skimming.

🎬 Waiting for Google to reward rich, human content

Still outranked by low-quality affiliate blogger.

🗞️ Stories to NOT doomscroll

LinkedIn users aren’t there to hear pitches. 27.2% go to find jobs and 23.4% to network, so prioritize news and research over sales.

What works in B2B now. Predictive targeting, intent automation, first-party personalization, LinkedIn short video, scalable ABM, plus experiential events, driving 60% more qualified leads.

LLM visibility tracks with SEO. Brands on Google’s first page appear in ChatGPT answers 62% of the time, so optimize fundamentals while tracking citations.

ChatGPT is shaping brand perception. 77% use it as a search engine, so touch up messaging on executive and brand profiles to steer what AI says.

AI is now shoppers’ No. 2 influence. Among AI shoppers, 46% use it most or every time, signaling ad budgets shift toward AI-led research and comparison.

AI Overviews are eating paid clicks. Early data shows 20 to 40% relative CTR drops as generative answers appear on more commercial queries.

Google says AI grows search. AI Mode hit 75M daily users in Q3 as queries doubled, with AI Overviews driving more sessions and commercial activity.

AI Overviews cut informational CTR. When they appear, organic CTR averages 31.1%, well below traditional SERPs.

🤝 Need a hand with your content marketing?

I run Stat Digital, a fractional content marketing team for B2B SaaS companies.

We can help you:

• Create blogs that capture ready-to-buy leads from SEO.
• Launch and run newsletters to nurture the thousands of neglected contacts going stale in your CRM (like this one)

Want me to audit your current marketing strategy? Schedule a free strategy session here.

Thanks for reading! See ya next week.

~ Jacob Statler