A great annual report writer will help to shape the organisation’s narrative by bringing strategy, performance and accountability into one coherent story. When done well, the report becomes a reference point for everything else.

In 2026, B2B content marketing performance depends less on scale and more on judgement. Senior marketers should stop chasing volume, diffusing accountability, outsourcing thinking, confusing thought leadership with formats, and lowering editorial standards in response to AI.

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.

Custom GPTs promise better AI content, but without editorial guardrails they often accelerate the problem. Here’s why B2B teams need better standards, not just better prompts.

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.