Maybe it’s not a content problem. Maybe it’s a clarity problem.

With AI-generated posts flooding every channel and SEO playbooks changing by the week, B2B marketers are creating more content than ever—yet somehow, it’s hitting with less impact. So what actually sets a brand apart today? It might come down to something deceptively simple: better storytelling.

In this episode, Roman, Head of Marketing at Sifflet, shares his thoughtful take on why “90% of marketing is content”—and why we need to rethink how we approach it.

We also discuss:

• Why founder content is peaking—and what comes next
• The quiet return of PR, direct mail, and other "dead" tactics
• The one field in your contact form that tells you what your dashboard never will