B2B teams are producing more content than ever — and getting less out of it. Social feeds are saturated, attention spans fractured and generic corporate messaging rarely gets noticed.
In 2025, you don’t need more content, you need more good content. That means shifting from volume-driven output to content with a purpose — targeted, relevant and real. Success today depends on strategy, not scale.
Why more content is no longer the answer
Back in the old days of B2B marketing (circa 2017 or so), social media algorithms rewarded more volumes of content and posts by showing them to larger and larger audiences. The overcrowded newsfeeds of platforms like Meta or LinkedIn have caused titanic shifts in the algorithms, resulting in decreased reach, impressions and attention.
Much like how search engine optimization (SEO) no longer responds to massive amounts of keyword-stuffed articles, neither do social media platforms. By emphasizing high-quality posts, articles and videos that speak directly to your audience’s FAQs and pain points, the search algorithm will reward you, and your content will rank better.
Authenticity outperforms polish
In many cases, global, technical B2B organizations feel that every piece of content they create and publish must be uber-polished and professional. After all, it represents their company’s serious efforts in the marketplace. Having led strategic marketing in multiple global B2Bs, I can tell you that this is a serious misconception and oversight, often perpetuated by the C-suite and stakeholders who fear not being seen as “serious.”
Authentic user-generated content (UGC) often resonates more significantly with audiences. Unlike high-production-value content, UGC comes from either employees and team members or even customers or clients in some cases.
Data shows that even among technical B2B audiences, viewers and readers have become jaded to “corporate content” as it is simply the company touting how great they or their products are. As many as 90% of consumers surveyed cite that UGC influences their purchase decisions more than ads do, per extensive data from Nielsen. Think glorified TV commercials, which we’ve all learned to tune out.
Although not as polished with green screens and voice-over actors, UGC adds authenticity and credibility from a third party with no vested interest in talking about your company. In my experience, our highest performing social media posts (yes, even on LinkedIn) were UGC content, behind the scenes, “day in the life,” and even funny, silly, blooper reels. Why?
It presents your organization as more “human.” We even saw a dramatic uptick in recruiting using this strategy, as potential job seekers (even in fields like engineering or renewable energy) saw the organization as potentially a fun place to work with more humane and understanding leadership.
Dig deeper: 5 tactics to make your B2B content hit harder and stick longer
Highlighting authentic voices without losing control
I’m not saying that you just let your junior employees or best customers run around with their iPhones shooting videos for your organization. That could easily go wrong, leaving you with no usable content.
Instead, providing them guidelines and even bullet-point script ideas can produce uncut gems. Then, your marketing team and editors can polish and produce diamonds. Employees or clients should avoid reading a script, as it rarely works and often feels contrived instead of authentic. Even professional video creators using teleprompters can’t entirely pull it off — viewers usually notice when someone is reading rather than speaking naturally.
Viewers can tell that you’re reading as your eyes dart back and forth, avoiding looking into the camera lens (essentially the eyes of your audience), which only looks contrived and weird.
Giving your non-traditional content creators clear guidelines and guardrails is a better approach. The goal isn’t corporate polish — it’s storytelling from their point of view. This kind of raw, unfiltered content connects because it feels real. It resonates with audiences, prospects and customers alike. Think of it as your anti–TV commercial.
Make it easy, make it fun: Getting great UGC from your team
Since more authentic UGC content performs much better, how can you, as a marketing leader, encourage users to participate?
1. Start by asking
It sounds obvious, but most companies don’t do it. Do the ask the right way, and employees or happy clients will be more than willing to contribute.
2. Remove the friction
Make it easy for them. Provide a sample guideline with an easy descriptor of the mechanics of shooting video (in case they haven’t done it before) and a simple, bullet-point script or set of points. It doesn’t need to be a Hollywood-style production value video, and they can usually do multiple “takes” with their iPhone.
Once your team gets the raw footage, they can easily edit, polish and produce useable, professional content. The better guidance you provide to contributors, the better the content you’ll have to work with.
3. Incentivize participation
You don’t need to spend money to motivate people. You can spotlight them on the company’s social media, tag them in the post or content, and even “gamify” the process by turning it into an interactive competition. These initiatives can include contests, giveaways or social challenges with a specific theme.
4. Let people be human
Encourage contributors to talk about what matters to them. Behind-the-scenes clips, day-in-the-life stories and even bloopers are engaging and show your company’s human side. That will resonate, especially in oh-so-serious B2B spaces.
Even if your organization is in a technical B2B industry, this approach works because it helps to “humanize” your company. Even though your day-to-day operations and services may be serious, it doesn’t mean the organization can’t show its fun side (and if you don’t have a fun side, develop one).
Dig deeper: How B2B marketing is becoming a strategic growth driver
What B2B brands gain from strategic UGC
Strategic user-generated content doesn’t just boost visibility — it delivers real business impact:
- Higher social engagement: UGC typically earns more likes, shares and comments than polished corporate content.
- Stronger internal culture: Inviting employees to contribute makes content creation fun and inclusive, boosting morale and participation.
- Improved employee retention: When team members feel seen and involved, it reinforces their connection to the brand.
- Better recruiting outcomes: UGC authentically showcases your company culture — helping attract talent by showing what it’s like to work there.
- Humanized brand presence: Even in technical or traditionally serious industries, UGC helps your company appear more relatable and approachable.
- Real-life storytelling: Content like “Day in the Life” videos makes abstract roles more tangible — ideal for industries like engineering, healthcare, or financial services.
Rebuild your content plan around real people
Now that you understand the impact of UGC and how it can elevate your B2B content strategy, the next step is action. Meet with your content and social teams — or external partners — to reassess your current content calendar. Build in space for authentic, user-driven content. Test out contests, challenges or spotlight features to encourage participation from employees and satisfied customers.
UGC doesn’t just boost engagement metrics — it can grow your audience, enhance brand perception, and even strengthen employee morale and retention. And yes, those results are the kind your CEO will notice.
Dig deeper: AI continues to aid marketers’ quest for authenticity: Report
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