« Good Enough » Content: Why It’s the Worst Threat to Your B2B Marketing
Bad content gets caught. Mediocre content flies under the radar and erases what makes you recognizable. Tests and method to detect the drift.
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How AI content tools have polluted B2B marketing
Content generation tools have made publishing easier, and therefore less deliberate. In B2B, this produces « acceptable » but interchangeable content, while editorial responsibility quietly erodes. The answer is not « less AI » but AI used as an editorial system: structure, consistency, control.
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Editorial debt: the invisible problem in marketing teams
Editorial debt is not old content: it is content that costs and paralyses. When pages contradict each other and « updating » becomes a project in itself, the problem is no longer editorial, it is organisational. The way out runs through a system: triage (keep/update/merge/kill), a messaging reference framework, and production workflows that prevent debt from accumulating again.