B2B companies feel the pressure to do more. Publish more, say more, engage more. The problem? In pushing out more fluff, they become less recognizable and, honestly, less respected.
The real challenge isn’t saying something. It’s saying something that matters to the people that matter. Buyers skim, swipe, skip, and move fast. How do you: A) have a voice in the conversation and B) speak a way that turns heads towards your brand?
HexaGroup CEO and Founder, Arnaud Desprez, hosted GHA Marketing Co-Founder and target-audience whisperer Guillaume Jouvencel on HexaGroup’s Hex-Files Podcast to find out.
Keep reading to learn how podcasts and niche content help brands stay relevant, build trust, and generate meaningful relationships instead of noise.
Or, cut to the chase and listen to the full episode now.
Modern B2B marketing struggles with volume over value. Many brands publish content because they feel they should, without considering the client experience.
Buyers don’t consume content the way they used to. If your content doesn’t deliver value in the first few seconds, it disappears into the feed. So, naturally, the brands that win aren’t the loudest — they’re the most useful. They show up consistently with content that helps people think, decide, and move forward, then let trust build over time.
Here’s what to ask yourself before creating content:
When brands shift from content quantity to value and relevance, audience trust grows. Buyers engage when content feels useful, personal, and human rather than promotional.