What We’re Reading: Week of June 15, 2026

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

Breaking down “better storytelling” in B2B

By now we’ve all heard about the value of storytelling in B2B marketing, but spinning a compelling yarn is harder than it looks. MarketingProfs breaks down the anatomy of a good market story: one that reframes problems, reduces friction, scales well, and serves as a north star for your brand’s messaging.

A lot of the advice boils down to simplifying and clarifying the story so it’s easy to identify and repeat, a kind of guiding throughline for all the future stories your brand will tell. If you can’t explain it without technical jargon or casual language, it’s not clear enough.

Creating and tracking content for dark social

When someone shares your content or mentions your B2B brand in text messages, email forwards, community servers, and private social media conversations, that’s dark social. It can seem like a gap in your data, but Bizcommunity explains how to attribute it and create content that’s easy to share in dark social channels.

While it’s impossible to get a complete picture of how your brand shows up in dark social, you can still create content that people will want to share privately. It goes back to the question of value: does the content teach readers something useful, shed light on a complicated industry topic, or challenge a common assumption?

Overcome indecision and build buyer trust

Trust is on the tip of every marketer’s tongue these days, but as CustomerThink points out, many buyers still struggle with indecision and sourcing trustworthy content. Find out what trust really means in B2B, how to build it, and how content can contribute to (or detract from) your brand’s trustworthiness.

You might see some similarities with the two previous stories. It’s important to remember that storytelling, brand visibility, and trust are all interconnected. It’s not just about doing them well individually but ensuring they fit together in your broader marketing strategy.