This episode is part of The Art of Content series hosted by Rachel Bicha. In this series, Rachel brings on guests to chat about big picture content marketing theory. Each conversation is centered on a recent that person wrote for The Art of Content blog.

Today’s guest is Ronnie Higgins talking about his recent post, Seeking: B2B content with range.

Most B2B content has one job: inform. Ronnie Higgins thinks that's a waste. He dug up a forgotten BuzzFeed framework where data scientists mapped why people actually share content, then applied it to B2B. The result is a way of thinking about content through human needs like identity, connection, and emotion. You'll also hear how AI can help you spot those needs hiding in your sales calls.

This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package.

Useful Links:

Follow Rachel on LinkedIn: https://www.linkedin.com/in/rachel-bicha-44080/ 
Follow Ronnie on LinkedIn: https://www.linkedin.com/in/ronniehiggins/ 

Ronnie’s post on job myopia in B2B content: https://theartofcontent.blog/2026/03/03/seeking-b2b-content-with-range/ 

Buzzfeed’s “Pound” process for understanding social virality: https://www.buzzfeed.com/daozers/introducing-pound-process-for-optimizing-and-understanding-n 

On the 95-5 rule of marketing audiences: 

https://marketingscience.info/news-and-insights/the-955-rule-is-the-new-6040-rule

Doug Shapiro’s “Infinite Content” book on Substack: https://dougshapiro.substack.com/t/book-infinite-content 

Read Jo’s post on using AI to understand your audience better:
https://theartofcontent.blog/2026/03/12/i-stopped-guessing-what-to-write-and-started-eavesdropping-instead/ 

Read Ronnie & Rachel (and Brandon’s!) conversation about taste:
https://theartofcontent.blog/2026/03/19/a-conversation-about-taste-what-do-we-actually-mean-when-we-talk-about-taste/ 

The Oatmeal’s comic on AI & art: https://theoatmeal.com/comics/ai_art