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

Say goodbye to the standard B2B ad

The Drum argues that B2B advertising’s biggest problem isn’t complexity but conformity. It says it’s time to move beyond safety and embrace boldness, stating that “the sameness in B2B didn’t happen because creatives forgot how to create. It happened because of a deeply embedded assumption about what our audiences will tolerate.”

Winning trust as a B2B business in 2026

In the third part of its series exploring modern brand strategy, Content Marketing Institute unpacks why B2B marketing in 2026 is about more than polished content. It talks about the value of flaws in humanizing content and turning success stories into conflict stories.

How is AI reshaping search?

As AI-powered discovery continues to disrupt search, Search Engine Land says that authority is no longer a secondary ranking factor but a foundational principle. It looks at how authority has evolved and offers a framework to get started.

Empathy is still driving B2B buying

While it’s easy to call your customers analytical and logical, Forbes reminds us that every transaction is a human one, and emotion matters. Here, it outlines what B2B buyers are really buying when they invest in your solutions and why it matters for leaders as well as marketers.

Want B2B content that will appeal to real people?

Whatever you're marketing and whatever channel you're sharing content on, it's important to remember (as mentioned above!) that we're people talking to people. If you want content that feels authentic, and is driven by emotion, reach out to our team of experts.