Introduction

Most B2B content is forgettable. Why? Because brands focus on pushing their products rather than telling stories that matter. According to Mike Goldberg, a content marketing veteran with experience at companies like Freshworks and Dun & Bradstreet, the best content isn’t about selling, it’s about storytelling.

In this episode of Content Marketing Leaders, Mike shares how he’s used storytelling to create high-impact content that engages, educates, and converts.

Tell, Don’t Sell: Why Storytelling Wins Every Time

Most B2B content focuses too much on features and product specs. But according to Mike, people don’t buy products, they buy better versions of themselves.

“Let salespeople do the selling. Your job as a content marketer is to help people do their jobs better.” – Mike Goldberg

Instead of writing another product-driven blog, shift the focus to your audience’s challenges. What problems do they face? How can your solution help? More importantly, what real-world stories can you tell that make the solution feel relatable?

A great way to implement storytelling is by using customer case studies, but not in the traditional sense. Instead of making the story about how your company helped a customer, flip the perspective. Make the customer the hero. Show their struggle, the obstacles they faced, and how they overcame them, with your product playing a supporting role, not the lead. When audiences can see themselves in the story, they are more likely to engage with your brand and move further down the funnel.

Find a Knowledge Gap and Own It

In a noisy marketplace, the brands that stand out are the ones that provide insights no one else is talking about. Mike explains how he identified a gap in B2B programmatic advertising and turned it into a multi-year content engine.

“One small research study created a full content pipeline for an entire year.” – Mike Goldberg

How did he do it?

• Conducted a quick survey on programmatic advertising in B2B

• Compiled unique insights into a research report

• Used the data to create blogs, whitepapers, and case studies

• Repurposed the findings into thought leadership content that drove industry conversations

The takeaway? Don’t just follow content trends, create them. A great way to find a knowledge gap in your industry is by listening to your audience. Engage with your customers on LinkedIn, attend industry events, and take note of the most common questions they ask. Once you identify a recurring challenge that hasn’t been widely addressed, that’s your content opportunity. The best content marketing isn’t about repeating what’s already out there, it’s about providing fresh, valuable insights that establish your brand as a thought leader.

Another overlooked content strategy is leveraging internal data. Most companies have a wealth of insights buried within their operations, customer behavior trends, industry benchmarks, usage statistics, that could be turned into compelling reports, infographics, and thought leadership pieces. If your company has proprietary data, consider using it to create unique, high-value content that no one else can replicate.

SEO Alone Won’t Save Your Content - Here’s What Will

Many marketers prioritize SEO as the driving force behind their content strategy, stuffing their articles with keywords in hopes of ranking higher. But according to Mike, focusing solely on SEO often leads to content that lacks originality, depth, and real value.

“Google has realized it will penalize AI-generated content. Now, companies that relied on it are realizing they need human interaction in writing.” – Mike Goldberg

Instead of chasing rankings, brands should focus on creating meaningful, high-quality content that establishes authority. Thought leadership, storytelling, and original insights will naturally attract engagement, backlinks, and shares, boosting SEO as a result. Google’s algorithm now favors expertise and credibility over keyword stuffing, meaning brands that prioritize valuable content will see better long-term results.

A better approach is to:

• Start with original insights, expert opinions, and compelling narratives.

• Optimize for SEO after crafting high-quality content, rather than forcing keywords upfront.

• Distribute content strategically; great content won’t perform if no one sees it.

Mike emphasizes that content distribution is just as important as content creation. A well-written blog won’t drive results if it’s simply published and forgotten. Brands should actively share content on LinkedIn, repurpose it into social media snippets, and leverage guest blogging opportunities to maximize visibility. Investing in content also means investing in making sure the right people see it.

Final Thoughts: Make Your Content Stand Out

If your content blends in, it’s already failing. Mike’s advice?

• Prioritize storytelling over selling

• Identify and own a unique knowledge gap in your industry

• Focus on thought leadership first, then layer in SEO

The best content marketing isn’t just about getting clicks, it’s about making an impact. By shifting from a product-focused approach to a storytelling-driven strategy, brands can create content that educates, engages, and builds lasting relationships with their audience.