CMOs still need to answer questions about return on investment (ROI ) in the marketing department. Rejecting click-based attribution doesn't remove that responsibility. What it does require is a more credible way to explain how content creates value in complex B2B environments.

B2B content ROI feels broken because most organisations measure it using attribution models designed for performance marketing. In complex buying environments, content creates value through cumulative contribution to decisions, not isolated clicks.

AI has collapsed content cycles and exposed gaps in marketing leadership models that were built for slower workflows. Strong AI content governance now sits at the centre of CMO accountability, shaping how organisations maintain coherence, manage risk and protect credibility.

Not all thought leaders sit in the executive suite. Many are SMEs with the insight and judgement to shape how an industry thinks. This piece helps CMOs find those voices, elevate them and build a thought leadership program that audiences trust.

Building a founder brand is not about self-promotion - it's about trust. Here's why it's time to sart showing up online with confidence and authenticity, and how you can do it.

Only Good Content founder Caroline Warnes joins Prosper Taruvinga on The Online Prosperity Show to discuss her journey from journalist to agency founder. She shared how Only Good Content began, what makes great B2B content stand out, and why the best marketing blends creativity with strategy and substance.

As trust in institutions falls, business has a rare chance to lead. Learn how good B2B marketing content - grounded in truth, empathy and expertise - can rebuild belief, strengthen credibility and keep your brand trusted in a noisy, AI-driven market.

More words don’t always mean more impact in the world of B2B content. Facts don't always persuade, so it's critical to ‘till the soil’ before planting your message. Discover practical ways to make your content land without adding another paragraph.

Learn how to build a brand narrative framework that connects across customers, staff and investors. Only Good Content's practical guide explains why the best B2B stories start with one strong idea - and how to capture it so every audience understands and uses it.

I’ve finally done something I’ve been threatening to do for years - I wrote a book. The Six-Week AI Content Sprint is for marketing leaders who want to bring AI into their content engine without losing the human edge. In just six weeks, it gives you a roadmap to build trusted, scalable processes that actually work, right across the business.

Five ROI metrics every CMO should add to their reporting pack to measure AI content investments. Balance upside with guardrails to prove AI’s value in B2B marketing

Should founders prioritise quick wins or brand? Discover how scale-ups can build trust while chasing traction with a strategy that does both.

B2B marketers often ask how to scale messaging across personas. The answer is not “one message to rule them all.” Scale your ideas, focus on priority personas, and build from a narrative spine. Consistency lies at the idea level, not the messaging pack level.

B2B marketers are producing more content than ever — but sales still isn’t using it. This post explores the real causes of the content activation gap, why AI may be making it worse, and what needs to change across people, process and tools to fix it. If your content isn’t getting picked up, the problem isn’t just what you’re creating — it’s how it moves.

AI writing has tells. Once you spot them, you can’t unsee them: rigid rhythm, empty strategy-speak, and slogans that sound good but say nothing. Discover the eight most common signs your copy was written by AI - and how to spot them in the wild.