Caroline Warnes on The Online Prosperity Show: The Art and Science of Great B2B Marketing Content
- Caroline Warnes
- Oct 29
- 2 min read
I recently joined The Online Prosperity Show to talk about what makes great B2B content, and how that belief shaped the business I’ve built over the past five years.
When host Prosper Taruvinga asked what gap I saw in the market back in 2020, my answer was simple:
“B2B content is part art and part science.”
That line has come to define my whole philosophy on marketing and communication. We’re not producing fiction, and it isn’t journalism either. Yes, your content must be factual. However, facts are just the price of entry.
In B2B, every piece of content has a purpose. You are trying to make people:
Feel something
Think something
Do something
Ultimately, buy something.
Facts are part of that journey, but they’re never the full story. Great content takes people somewhere. It moves them; sometimes across a single nurture sequence, sometimes across a long-term relationship.
That balance of creativity and precision is what led me to build Only Good Content (yes, back during the height of the Covid pandemic. Fancy adding to an already stressful life by starting a business). We’ve grown a lot since those early, caffeine-fuelled startup days, but that founding principle hasn’t changed.
From journalism to founding Only Good Content
Prosper and I spoke about my journey to founding Only Good Content. Early in my career, I spent years in magazine journalism, including a stint where I was memorably yelled at by the late, great Kerry Packer. It was an experience that taught me a lot about resilience and editorial rigour, to say the least - qualities that I still need in my work today.
Those lessons have stayed with me. They’re the reason I believe that content marketing isn’t just about visibility; it's also about building credibility and connection in a world flooded with sameness.
What we covered on the show
In my conversation with Prosper, we explored:
The early days of Only Good Content and what it took to build the agency from the ground up
The evolution of B2B content over the past five years
How to stand out in a market where so much content looks and sounds the same
Why storytelling still matters, especially in technical B2B environments.
It was a wide-ranging and energising chat about the intersection of creativity, strategy and communication - and what keeps me passionate about this work.
👀 Watch the short preview video below
