Authenticity, AI, and the Future of B2B Content: Insights from Paper Kite Media’s Robyn Hartley
In the latest episode Guy sits down with Robyn Hartley of Paper Kite Media to explore the fast-changing world of B2B social media, employee advocacy and social-first content creation.Their conversation dives into the core challenges and opportunities marketers face now, and in a future where artificial intelligence is becoming more and more prevalent as part of the marketing mix.
Key Takeaways:
In a landscape oversaturated with AI-generated content, building trust through authentic storytelling is more critical than ever. Robyn emphasizes that brands must move beyond corporate jargon and connect with audiences through real, relatable narratives.
Video is no longer optional—it’s a powerful tool for engagement. The discussion touches on how B2B marketers can leverage video to humanize their brands and stand out on platforms like LinkedIn.
Robyn highlights the impact of employee involvement in content creation. Empowering team members to share their voices builds credibility and extends reach.
Many B2B creators hesitate to get in front of the camera or share personal insights. The episode encourages marketers to push through the discomfort to unlock deeper engagement and authenticity.
The integration of technology and data into content strategies helps tailor messaging and measure what truly resonates with target audiences.
The conversation also explores the evolving role of AI in content creation and how LinkedIn’s new BrandLink initiative could shape the future of video marketing for B2B brands.
Recommended Resources:
Whether you’re just getting started or refining a mature B2B strategy, this episode is packed with valuable takeaways to guide your next move.
