Success in B2B content marketing (or marketing in general) comes from a deep understanding of customer needs, goals, pain points, and buying triggers rather than trying to emulate larger companies. How can B2B content marketers be more strategic and have success with limited resources? What approach can they use that will work consistently over time?

That’s why we’re talking to conversion content marketing expert and B2B copywriter Jessica Malnik (Founder, JM Content Group) about how marketers can build a content moat that drives results. During our conversation, Jessica talked about the importance of the content moat framework and why she thinks the current B2B content marketing playbook is broken. She also highlighted the pitfalls to avoid, what the content moat consists of, how content marketers can use AI ethically, and the importance of repurposing content.