Allow me to introduce Milena Traikovich, a seasoned expert in demand generation who has dedicated her career to helping businesses craft powerful campaigns that nurture high-quality leads. With a deep background in analytics, performance optimization, and lead generation strategies, Milena has a proven track record of transforming content marketing into measurable business outcomes. In this insightful conversation, we dive into the evolving landscape of B2B content marketing, exploring the shift toward high-impact formats, the importance of proving ROI, and the role of emotional storytelling in engaging buyers. We also touch on the balance between gated and ungated content, the rise of interactive experiences, and the transformative potential of AI in personalizing and streamlining content creation.
How have you seen content formats evolve in their ability to drive pipeline for B2B marketers, and which ones stand out as most effective today?
I’ve noticed a significant shift in how content formats impact pipeline. While blogs used to be the go-to for volume, their effectiveness is waning due to oversaturation—especially with AI making it easier to churn out generic posts. Formats like webinars, case studies, and videos are now leading the charge. For instance, webinars often play a pivotal role in moving prospects through the funnel because they offer real-time engagement and actionable insights. I’ve seen firsthand how a well-executed webinar can be a key touchpoint in closing deals, as it builds trust and positions a brand as a thought leader.
Why do you think some traditional formats like blog posts are losing their edge, and how can marketers adapt to this change?
Blog posts are losing ground primarily because the market is flooded with them, and many lack depth or originality. Buyers today crave substance over quantity. Marketers can adapt by focusing less on churning out posts and more on creating content that offers unique perspectives or solves specific problems. This might mean repurposing blog ideas into more engaging formats like video series or interactive tools that stand out in a crowded space and deliver real value to the audience.
When building a business case for content budgets, what metrics do you recommend marketers prioritize to demonstrate real business impact?
It’s critical to move beyond vanity metrics like clicks or page views and focus on outcomes that tie directly to revenue. I always advise prioritizing metrics like lead quality, conversion rates, and, most importantly, revenue impact. By tracking how content influences the sales cycle—such as which pieces are consumed before a deal closes—you can show tangible value. Using a platform that measures engagement depth, like time spent or content binging behavior, also helps paint a clearer picture of how content contributes to the bottom line.
What do you see as the biggest hurdle in proving content’s revenue impact, and how can marketers overcome it?
The biggest hurdle is often attribution—connecting content directly to a sale in a complex buyer journey. Many organizations still struggle with siloed data or lack the tools to track engagement across touchpoints. To overcome this, marketers should invest in platforms that integrate content analytics with CRM systems to map content interactions to pipeline progression. It’s also about educating leadership on the long-term value of content, showing how it nurtures relationships even if the impact isn’t immediate.
How would you define ‘fluffy’ content, and why is it a problem for today’s B2B buyers?
‘Fluffy’ content is material that’s vague, overly generic, or lacks actionable takeaways. It’s a problem because modern B2B buyers are time-strapped and research-savvy—they want insights they can apply, not just buzzwords or filler. When content doesn’t address their pain points or provide clear next steps, it erodes trust and wastes their time, which can damage a brand’s credibility in a competitive market.
What strategies can marketers use to ensure their content delivers practical value rather than just information?
To deliver practical value, marketers should always start with the buyer’s needs and pain points, crafting content that directly addresses those challenges. Including specific action plans or step-by-step guidance is key—for example, ending a report with three actionable tips or a checklist. I also recommend involving subject matter experts or customers in the content creation process to ground it in real-world experience, ensuring it resonates as helpful and authentic rather than just promotional.
When it comes to gating content, how do you decide when it’s the right approach, and what types of content work best for this strategy?
Gating content works best when you’re offering high-value, in-depth resources that buyers are willing to exchange their information for, such as detailed industry reports, research studies, or proprietary data. The decision to gate should hinge on your goal—if it’s lead generation and you’re targeting a specific audience ready to engage, gating makes sense. However, it’s important to ensure the content behind the gate truly delivers on its promise, or you risk frustrating prospects.
How can marketers make a compelling case for ungating content, especially when leadership is focused on immediate lead qualification?
Convincing leadership to ungate content often requires a mindset shift from short-term lead capture to long-term brand building. I suggest emphasizing how ungating increases reach and visibility, allowing content to educate a wider audience and build trust over time. By using engagement tracking tools, you can still measure impact through metrics like time spent or content consumption patterns, showing leadership that ungated content contributes to pipeline indirectly by nurturing relationships and positioning the brand as a resource.
Why do emotional narratives matter in B2B content, and how can they be woven into even the most technical topics?
Emotional narratives matter because B2B buyers are still human—they make decisions based on trust and connection, not just logic. Even in technical content, weaving in stories about real challenges and successes can make the material relatable. For instance, sharing a customer’s journey of overcoming a problem with your solution adds a human element. It’s about finding the ‘why’ behind the data or tech—focusing on the impact it has on people’s work or goals, which helps forge a deeper connection with the audience.
What role do interactive experiences play in engaging buyers, and can you share an example of how they’ve made a difference in a campaign?
Interactive experiences are game-changers because they shift content from passive consumption to active participation, which boosts engagement significantly. Tools like ROI calculators or assessment quizzes allow buyers to see personalized value in real time. I’ve seen campaigns where an interactive tool, such as a calculator showing potential cost savings, not only increased time spent on a page but also led to higher-quality conversations with sales teams. It’s about creating a two-way dialogue that meets buyers where they are and gives them immediate, relevant insights.
With the rise of AI in content marketing, how do you see it reshaping the role of B2B marketers in the coming years?
AI is becoming an indispensable tool for B2B marketers, reshaping roles by automating repetitive tasks like content tagging or lead prioritization, which frees up time for strategic thinking and creativity. It also enables hyper-personalization at scale—adapting content dynamically based on user behavior or role. I believe in the coming years, AI will push marketers to focus more on storytelling and relationship-building, using data-driven insights to craft experiences that feel uniquely tailored to each buyer, ultimately shortening sales cycles and deepening engagement.
What’s your forecast for the future of B2B content marketing, especially in terms of balancing technology and human connection?
I foresee B2B content marketing continuing to evolve with technology like AI driving efficiency and personalization, but the human connection will remain at the core. The future lies in striking a balance—using tech to scale and optimize while ensuring content retains authenticity and emotional resonance. I think we’ll see even more emphasis on interactive, buyer-centric experiences that prioritize dialogue over monologue, alongside a growing demand for transparency and trust. Marketers who can blend cutting-edge tools with genuine storytelling will be the ones who stand out in an increasingly crowded digital landscape.
