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The great content shift of 2025
When information stopped being enough
It’s 2am, and I’m staring at my laptop screen, surrounded by empty coffee cups and crumpled post-it notes. Chrome tabs filled with competitor content blur together in my tired eyes.
Another “ultimate guide,” another “comprehensive framework,” another perfectly polished case study.
But something feels wrong.
After five years of creating B2B content, I’ve never felt more uncertain about the words I’m writing. Not because they lack value, but because I’m starting to realize they’re solving the wrong problem.
Last week, I was on a call with a potential client.
As I wrapped up my presentation about our content strategy, she interrupted me with a question that would change everything:
“Look, we’ve read every guide out there. We’ve downloaded all the templates. We’ve watched all the tutorials. But will any of this work for us?”
That’s when it hit me.
The problem isn’t information scarcity anymore.
It’s confidence scarcity.
The drowning in knowledge era
Think about your inbox right now. How many unread newsletters sit there, promising the…
