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

Honest advice for failing B2B content

If your B2B content program isn’t working, it may be because you’re inundating your feeds with too much of it, according to MarTech. Relying on sheer volume falls flat when the content itself lacks authenticity, quality, and value to your audience. Here’s how shifting the focus to user-generated content can help.

AEO tips to stay on top of zero-click search

We recently discussed the shift to zero-click search, which is driving businesses to adopt answer engine optimization (AEO) strategies in addition to their SEO efforts. In short, instant answers to search queries are reducing website clickthroughs, but MarketingProfs shares tips to get your B2B content into those coveted zero-click results.

Marketers embrace employee-driven content

According to research from Oktopost, more B2B marketers are adopting employee advocacy and corporate social media strategies to drive more authentic, impactful engagement. Read a deep dive of the data there or a summary of the highlights on Demand Gen Report.

B2B marketing is like — potatoes?

We’ve never seen a comparison between B2B and the humble potato, but Campaign makes a good case for it. B2B isn’t about glamour, but it’s important in both substance and scale. Potatoes can feed a lot of mouths, and B2B helps bring all kinds of essential goods to our tables, homes, and cities, making it an often-underlooked sector.

Need ideas for employee-generated content?

Get some inspiration and learn how to get employees involved.