Content Wars

A lot of companies are asking the same question about video right now: can’t we just use AI?

In Episode 22 of Content Wars, we break down where AI actually helps B2B content and where using it starts to create a much bigger problem.

We talk about fake customer stories, AI-generated executives, manufactured facilities, scripted thought leadership, and why the ability to create something does not automatically mean you should. We also look at the places where AI can genuinely make video production better without replacing the people, expertise, and experiences that make the content valuable.

If your company is figuring out how AI should fit into its content strategy, this episode will help you draw the line between useful efficiency and manufactured authenticity.

Key Takeaways

• Why B2B content depends more heavily on reality and trust than manufactured brand experiences
• The difference between using AI to support content and using AI to replace the substance of it
• Why AI-generated testimonials and user-generated content can undermine credibility
• The risk of using AI to show products, facilities, or processes that do not actually exist
• Why cloning executives cannot replace real expertise, experiences, and follow-up conversations
• Where AI can legitimately improve pre-production and post-production workflows
• Why authenticity may become an even bigger competitive advantage as AI content becomes more common

Timestamps

1:08 – Why it was finally time to talk about AI

3:25 – AI video is impressive, but should you actually use it?

6:44 – The difference between AI in B2C and B2B content

12:23 – Where AI genuinely helps the video production process

15:00 – The problem with AI-generated “authentic” customer content

19:20 – What happens when AI creates a fake version of your business

25:30 – Should you clone your executives with AI?

37:40 – Where AI actually belongs in B2B video

41:45 – The real takeaway: prioritize authenticity over easy and cheap

A lot of B2B companies say they want their experts creating content. The problem is their organization was never built to make that happen.

In Episode 21 of Content Wars, we compare two remarkably similar companies with completely different approaches to content. One marketing team has to tiptoe around subject matter experts and ask for participation like a favor. The other can call an expert, put them on camera 15 minutes later, and walk away with valuable content.

We break down what creates that difference, why marketing cannot build a content culture alone, and how leadership can normalize content creation so sharing expertise becomes part of how the company operates.

If your company has brilliant people but constantly struggles to get them involved in content, this episode will show you what may actually be missing.

Key Takeaways

• Why two similar companies can have completely different content cultures

• Why treating expert participation like a favor makes content difficult to scale

• How leadership gives marketing the authority to actually execute a content strategy

• Why subject matter experts need clear expectations before the cameras ever turn on

• How normalizing content creation reduces fear and resistance over time

• Why leadership has to participate themselves if they expect the rest of the organization to follow

  
  

Timestamps

1:08 – Two similar companies with completely different content cultures

2:47 – The “best kept secret” problem and why Company A gets stuck

5:33 – How Company B gets an expert on camera in 15 minutes

8:33 – The difference between asking for a favor and building content into the job

12:44 – How to normalize content creation across the organization

18:27 – Why leadership has to empower marketing and set the standard

22:27 – How to move your organization from Company A to Company B

Most B2B teams do not have a video problem. They have a strategy problem.

In Episode 20 of Content Wars, we break down one of the most common mistakes in B2B marketing: treating video like a one-off request instead of part of a larger communication system.

We talk about why single-video thinking usually underperforms, why random requests create friction and wasted budget, and how a stronger framework helps teams use video more consistently and more effectively.

If your company keeps creating videos one project at a time, this episode will help you step back and build a smarter approach.

Key Takeaways

• Why most B2B teams default to one-off video requestsWhat “random acts of video” actually looks like inside companies
• Why one video rarely carries a full campaign or initiative
• How blog, webinar, and newsletter strategy often feels more mature than video strategy
• The 3-part framework for thinking about video: promise, product, and proof
• Why repetition matters if you want your message to stick in the market

Timestamps

1:20 – The “random acts of video” problem

3:20 – Why one video is rarely enough

8:00 – The missing system behind effective video strategy

10:10 – The 3 pillars for your content engine

17:00 – Repetition, consistency, and making your message stick

23:00 – How to take this framework back to leadership

A comment on one of our clips sparked a bigger conversation:

If a company wants employees involved in content, should that just be part of the job… or should they be paid extra for it?

In Episode 19 of Content Wars, we unpack one of the most uncomfortable questions in B2B content: where’s the line between healthy employee advocacy and forced promotion?

We break down why some employees see content participation as part of building their career, why others see it as unpaid marketing work, and how companies create resistance when they roll these initiatives out the wrong way. We also talk about why authenticity cannot be forced, why leadership has to clearly communicate the mission, and how the best companies create buy-in without turning employees into reluctant influencers.

If your team wants more people involved in content, this episode will help you think through the tension before it becomes a culture problem.

Key Takeaways

• Why employee advocacy can go wrong when expectations are unclear
• The difference between a representative role and a purely transactional role
• Why you cannot force authentic advocacy from a team
• How coercion makes company content feel fake both internally and externally
• Why education and clarity matter before asking people to participate
• How recognition, guidance, and role-based expectations create better buy-in

Timestamps

1:15 – The social comment that sparked the conversation3:40 – Why companies need to define roles before launching content initiatives8:50 – Where the line is between representation and unpaid promotion16:30 – Why forced advocacy creates the wrong kind of engagement26:20 – How to educate employees on what participation actually looks like30:10 – The right way to build buy-in without creating resentment

A lot of B2B companies don't struggle with a lack of expertise. They struggle with getting that expertise out of people’s heads and into the market.

In Episode 18 of Content Wars, we break down one of the biggest hidden blockers in B2B content: imposter syndrome.

We talk about why smart leaders and subject matter experts often resist being on camera, why silence creates real cost for marketing and sales, and how companies can help experts build confidence instead of forcing performance.

If your team knows a lot but hesitates to speak up, this episode will help you understand why and what to do next.

Key Takeaways

• Why imposter syndrome is often strongest in the people with the deepest expertise
• The hidden business cost of keeping experts off camera
• Why silence forces marketing into generic, low-conviction messaging
• How expert voices can shorten sales cycles and build trust earlier
• Why the goal is not perfection, but a low-risk path to confidence
• How leadership can model the behavior and bring others with them

Timestamps

0:50 – Why subject matter experts resist content creation

4:05 – What imposter syndrome actually looks like in B2B

6:55 – The business cost of keeping expert voices silent

11:20 – How to build confidence with low-risk baby steps

19:20 – Why leadership should go first

23:10 – The real solution: reps, guidance, and confidence over time

Most B2B podcasts do not fail because the idea was bad. They fail because nobody built the systems to make them work.

In this special webinar episode of Content Wars, we break down the three things that will make or break your B2B podcast. We unpack why so many podcasts stall out early, what causes most teams to lose momentum, and what needs to be in place if you want your show to become a real content engine instead of another abandoned initiative.

You will learn why trust is shifting from brands to people, why video matters more than audio-only formats, and how the right podcast can fuel social clips, written content, long-form episodes, and ongoing visibility in the market.

Whether you are still exploring the idea or already trying to get a show off the ground, this episode will help you think more clearly about what it actually takes to make a B2B podcast succeed.

[DOWNLOAD] B2B Podcast Guide:

https://anthemcontent.com/hubfs/Webinar/3-Things-Make-or-Break-B2B-Podcast/B2B_Podcast_Starter_Packet.pdf

Key Takeaways:

• Why 80-90% of B2B podcasts fail early
• The 3 systems every successful B2B podcast needs
• What a real podcast strategy should include before you ever hit record
• Why video podcasts create far more value than audio-only shows
• How to build a repeatable production and distribution engine around each episode

⏰ Timestamps:

0:00 – Why B2B podcasting matters more now

4:05 – The 3 biggest reasons most B2B podcasts fail

10:00 – The 6 elements of a winning podcast strategy

24:20 – Building a production system that actually works

45:00 – Why distribution is what makes a podcast valuable

50:15 – Should your company start a B2B podcast?

A lot of B2B companies want more expert-led content until one fear shows up: What if we put our people on camera... and then they leave?

In this episode of Content Wars, we unpack one of the most common objections leadership teams have when it comes to involving executives, subject matter experts, and internal voices in content. We break down why this fear exists, where it becomes irrational, and how companies can de-risk their approach without staying silent in the market.

We also explain why building your content strategy around one person is a mistake, what a smarter multi-voice approach looks like, and how marketing teams can get real buy-in from leadership by starting small and building momentum.

If your team has ever hesitated to elevate internal experts because you were afraid of making them “the face of the company,” this episode is for you.

Key takeaways

• Why the fear of employees leaving is keeping too many B2B companies silent
• Why building content around one person is flawed from the start
• How a multi-voice content strategy reduces risk and increases credibility
• How to structure a core content team of 3 to 5 voices
• Why marketing cannot be the voice, only the amplifier
• How to start small, build momentum, and get leadership buy-in

Timestamps

0:17 – The fear behind closed doors: “What if they leave?”

1:25 – Why building content around one person is flawed

4:25 – The bigger risk: staying silent in the market

9:35 – How lack of trust pushes great people away

13:00 – The smarter model: a core content team

19:15 – How to start small and get leadership buy-in

Most teams treat video at events like a checkbox: hire a crew, capture some B-roll, make a recap, and move on.

That’s a massive waste.

In this episode of Content Wars, we break down how to turn a single event into a system for content—before, during, and after. We walk through real examples from investor days, customer conferences, and industry events where marketing teams stopped thinking “recap video” and started thinking “ongoing content engine.”

You’ll learn how to use video to drive registrations, capture Q&A with top-tier speakers, interview subject matter experts and customers on-site, and extend the value of the event long after the last session ends.

If you’ve ever said “we just need someone to show up and film the day,” this episode will change how you plan (and budget) for event video.

💡 Key Takeaways

• Stop thinking “recap,” start thinking “content system” – An event is a chance to build an ongoing library, not just a highlight reel.
• Use video before, during, and after the event – Promotion, on-site experience, and post-event distribution each have their own video opportunities.
• Your best assets are people, not the snack table – Speakers, subject matter experts, and customers are where the real content lives.
• Q&A access is gold – You may not be able to film a keynote, but you can capture tailored Q&A and conversations around it.
• Events should feed your social channels for months – Clips from talks, interviews, and attendee perspectives can be repurposed far beyond a single recap.
• Plan early with your video partner – Involving them when you’re booking venues (not three weeks out) unlocks better ideas, spaces, and ROI.

⏱️ Timestamps

• 0:00 – Why most event video is wasted
• 3:00 – Using video before the event to drive attendance
• 6:30 – How to use video during the event (openers, hype, on-site screens)
• 10:30 – Going beyond B-roll: speakers, SMEs, and attendee interviews
• 14:30 – Capturing Q&A and industry-specific conversations you can’t get anywhere else
• 18:30 – Extending the event: repurposing footage after it’s over
• 22:00 – Planning & budgeting: how to think about event video from day one

Most B2B companies are stuck in the one-video trap—they spend budget on a single polished video, then walk away without access to the rest of the footage. But that one-off approach is killing long-term ROI.

In this episode of Content Wars, we reveal why the real problem isn’t content creation—it’s content visibility.You’ll hear how B2B teams lose access to valuable assets, why traditional production models fall short, and what it takes to unlock reuse and scalability across marketing, sales, training, and internal comms.

If you’ve ever said “we already did a video on that,” only to realize you can’t find the footage—this one’s for you.

💡 Key Takeaways

• Why the “we made one video” mindset is costing you long-term value

• The #1 way B2B companies lose access to their own content

• How disorganized asset storage is silently killing your content ROI

• Why production vendors rarely hand over usable assets

• What visibility-first content systems should offer—and why it matters

⏱️ Timestamps

• 0:00 – The “one video” trap and budget waste
• 2:30 – Why marketers can’t find what they already created
• 5:00 – How content gets “lost” before it’s even delivered
• 7:40 – Dropbox ≠ visibility (and why most storage systems fail)
• 10:15 – Nike vs. B2B: how enterprise DAMs actually work
• 14:00 – The business case for visibility and reuse
• 18:10 – What modern asset systems should look like
• 21:30 – Final takeaway: You can’t reuse what you can’t see

Most B2B companies think they have a content problem.

In reality, they have a visibility problem.

Hours of footage, photos, interviews, and B‑roll are created… then scattered across Dropbox folders, lost on servers, or never delivered by the production company at all.

The result? Missed opportunities, wasted budget, and teams constantly recreating content they already paid for.

In this episode of Content Wars, we break down why companies lose access to the very assets that should be fueling their marketing — and how proper asset visibility can unlock massive ROI.

You’ll learn why content is often “hidden in plain sight,” how marketers accidentally bury their own footage, and what systems modern B2B teams need if they want to actually use what they create.

💡 Key Takeaways

• ➡️ Why B2B companies don’t receive — or can’t find — the footage they paid for
• ➡️ The hidden cost of relying on Dropbox, servers, and nested folders
• ➡️ Why visibility is more valuable than more content
• ➡️ How asset reuse dramatically improves ROI and lowers production costs
• ➡️ What top-tier companies use to manage their content (and why it’s overkill for most B2B teams)
• ➡️ How modern teams should store, search, and repurpose their assets
• ➡️ The mindset shift from “storage” to “creative reuse”

⏰ Timestamps

• 0:00 – The budget problem nobody talks about
• 0:55 – Hidden in plain sight: the Now You See Me analogy
• 3:30 – The #1 way companies lose video assets
• 7:00 – Why storage ≠ visibility
• 11:00 – The disconnect between B2B needs and DAM reality
• 15:20 – How visibility impacts ROI and budget approvals
• 21:40 – Why traditional production companies fail B2B teams
• 31:45 – What to do next: build your visibility system