Welcome to What We’re Reading, a weekly rundown of news stories, marketing columns, and specific B2B industry news that caught our eye.

Get inspired with these B2B content marketing stories

Content marketing is becoming ubiquitous in the B2B playing field, which means businesses have to do more to set themselves apart from the rest. Forbes shares three inspiring examples of B2B companies that created standout content marketing strategies.

Make your brand more futuristic by predicting the future

It’s not enough to keep pace in the digital age. Brands are consulting with futurists, or analysts who specialize in predicting trends and disruptions, to stay several steps ahead of the competition. AdWeek explains how companies are strategizing around their predictions.

Build a winning cross-platform social campaign

To run a successful cross-platform campaign, you have to send unique messages to the four corners of social media: Twitter, Facebook, Instagram and LinkedIn. Hootsuite has the rundown on campaign messaging, tracking and more.

Sell more at tradeshows with these 5 tips

A new year on the horizon means a whole new set of tradeshows to attend, so it’s a good time to dust off your battle plan. HubSpot shares five strategies boost sales at shows, from eye-catching displays to engaging booth experiences for visitors.