Ever feel like B2B marketing is stuck on repeat, same static graphics, same “We’re excited to announce” captions, same copy-paste carousels? Don’t worry, you’re not imagining it. It’s predictable! And for C-suites? Predictable means forgettable.
But here’s the thing. The very audience we’re trying to reach (and win investment from) actually wants something different. Different means standing out in a sea of sameness. It means showing originality, personality, and proof that you think differently. This requires a solid B2B content strategy because that’s exactly what gets remembered and rewarded in business. But wait, let’s zoom out for a second…where do they (our audience) actually spend their time?
Where C-Suites Actually Hang Out
Let’s stop guessing and look at the receipts:
- LinkedIn is their playground. 98% of Fortune 500 CEOs are active here, posting at least twice a month. But they’re not scrolling for fluff. They’re here for insights, proof points, and… surprisingly, human stories. This is a key channel for B2B content creation.
- Email is king. CXOs still spend ~45 minutes/day on email. So your subject line should be chef’s kiss perfect, or else it’ll be deleted (or marked as spam!).
- Mobile is their reality. 89% of execs consume content on their phone. If your email, PDF, or video isn’t mobile-friendly, you’re practically invisible to them.
What C-suite Actually Consume
Okay, so now we know where the C-suite hangs out…but that’s not enough. You’ve gotta serve them content that actually pulls them in. Here, the focus is on effective B2B content creation. And let’s be real: they don’t want fluffy brand promises. They’d much rather see proof: case studies, customer wins, real results they can map back to their own world.
This is where short-form video becomes a game-changer. According to Forbes, 45% of marketers say video is their best-performing format, outpacing everything else. Case studies and success stories? They come in strong too (19% and 28%), but when you combine them with video, you have a powerhouse. Imagine turning a dense whitepaper (14%) into a short, scroll-friendly video…now you’re meeting execs where they’re at and giving them content they’ll actually watch. That’s the kind of content that doesn’t just inform, it converts. This is a key result of a well-executed B2B content strategy.
Here’s why it works: the more snackable your content, the faster it clicks. Faster understanding means faster action. And because video gets way higher engagement, the algorithm does you a favor and pushes it beyond your immediate network. Bonus: you can share it everywhere (all social platforms and email).
The Investor Psychology Plot Twist
C-suites act one way when they’re wearing their operator hat, and a totally different way when they switch to their investor hat. But B2B socials keeps feeding them polished corporate jargon with zero personality. This is where authentic B2B storytelling is missing.
- As operators, they want efficiency, data, and authority.
- As investors, they want… humans.
Make it make sense.
95% of VC firms say founders are the #1 factor in investment decisions. That means they’re looking for that entrepreneurial passion, the spicy authenticity, and real human connection. TLDR; CXO investors want to see:
- The messy, behind-the-scenes problem solving
- Stories of resilience, not just polished wins
- Authenticity over “sanitized corporate speak”
- Personality that proves adaptability and passion
This kind of content ticks all the boxes of questions investors are really asking. They want to know if a founder can handle unexpected challenges: your stories about mistakes and what you learned answer that perfectly. They’re also looking for authentic passion, not just an elevator pitch, and behind-the-scenes glimpses show them your real commitment. Transparency matters too, and sharing the messy moments builds trust. Finally, investors want to see adaptability, and the way you tell your process stories shows you can pivot when it counts.
A great example of this is Steven Bartlett’s Behind The Diary series, the Human-First B2B approach in action. This B2B content creation approach focuses on transparency. In his Flight Story launch videos, he doesn’t kick things off with a polished announcement…he opens with, “I’m spiritually knackered,” while filming himself at 10 PM reviewing startup decks and breaking down why some get rejected.
No corporate highlight reel, just the messy middle: scribbling out his “squiggly line” business framework on camera, admitting to the stress, sleepless nights, and overthinking. And that’s exactly what investors want: real problem-solving under pressure, passion that goes deeper than a pitch, and adaptability under pressure.
And the results speak for themselves! His raw vulnerability built a podcast with over a billion views, ranked #1 in the UK for three years straight, hit #2 globally on YouTube, and brought on guests like Simon Cowell, Richard Branson, and Michelle Obama.
How to Stop Sounding Like Everyone Else
I really believe the sweet spot is combining consumer psychology (authentic B2B storytelling) with B2B professionalism. Investors aren’t just looking at numbers; they’re sizing up the founder’s mindset. They want to understand how you think, how you tackle problems, and how you navigate the unexpected. Here’s a fascinating snippet from Diary of a CEO on Mr. Beast (a billionaire who built his fortune on YouTube) vulnerably sharing his own approach to growing his company:
@steven MrBeast opens up how the success he’s found becoming a billionaire and the biggest YouTuber has cost his mental health… 💔 #diaryofaceo #podcast #doac #thediaryofaceo #mrbeast #beastgames #mentalhealth #youtuber #youtube #feastibles #mrbeastfans #success #beast #charity #philanthropy #creator #billion #podcasts #clips #mrbeastclips @MrBeast ♬ vertigo – insensible & énouement
Rather than relying on static launch graphics, share mini-interviews that highlight real human decision-making. Skip the generic “excited to announce” posts and show the actual problem-solving journey behind your solution. And instead of templated carousels, lean into creative formats that let your personality shine while still delivering real value. Effective B2B content creation requires this shift.
Conclusion: Trust the Human!
From digging into this (and yes, scrolling through TikTok for inspiration), I’ve noticed there was something missing in B2B content marketing. We can’t keep hiding behind whitepapers and PDFs forever, we need to show the humans behind them.
When we let the people behind the corporate presentations come through, when imperfection and process peek out, we’re actually giving the C-suite what they want: trust, authenticity, and real proof that problems get solved. At the end of the day, their investment decisions aren’t about slick graphics or press releases: they’re about believing in the people running the business.
And that’s the good news: people don’t invest in polish. People invest in people.
Frequently Asked Questions (FAQ) on Human-First B2B Content
Q: How can we implement authentic B2B storytelling without sacrificing professionalism?
A: The key is to shift from “what we achieved” to “how we achieved it.” Professionalism is maintained through the quality of the insight and the relevance of the problem being solved. Authenticity comes from showing the process, the debate, the mistakes, and the learned pivot, not by being sloppy. Focus on B2B content marketing best practices by pairing a polished final product (the solution) with a raw, honest narrative (the journey).
Q: Does our CEO/Founder have to be the face of the content?
A: Not always, but the closer the voice is to the core decision-makers, the better the engagement. The C-suite, especially investors, vet the top people (the number one factor in investment decisions). If the CEO is unwilling, find the key operator or thought leader who embodies the company’s problem-solving passion and has compelling B2B storytelling abilities.
Q: What are the simplest B2B content marketing examples to start with?
A:
- The “5-Minute Debrief” Video: A short, unscripted video of a leader recapping a major, unexpected challenge from the past week and the one key lesson learned.
- “Mistake & Fix” LinkedIn Post: A text post detailing a common industry mistake your company used to make, and the transparent steps you took to correct it.
- Turning Whitepapers into a Series: Instead of launching a PDF, launch a 3-part video series where the author discusses the findings and the motivation behind the research, focusing on the “why” and “so what” in a human voice.