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

The role of the hidden buyer

With research finding that hidden B2B buyers have almost the same influence as target buyers, MarketingProfs outlines how to make the most of their purchasing power. It talks about brand-building not being a one-stop shop and why buyers want to see proof instead of just promises.

Why Reddit belongs in the B2B playbook

There’s been a lot of talk in recent months about the role of Reddit in B2B marketing. As its niche communities continue to become places that people go for authentic advice and insight, Influencer Marketing Hub explores how you can use the platform to create a campaign.

Planning content for nonlinear buyer journeys

The B2B buyer's journey isn’t what it used to be. With so many ways to enter or exit the funnel, not to mention how AI is shaking up the way people research brands, it’s important to come up with a content strategy that works. Content Marketing Institute explains how to do exactly that.

Creating content that AI search engines love

Talking of AI shaking things up, Search Engine Land has compiled a list of B2B content types that are driving search visibility in the AI era. These include comparison pages that list pros and cons, as well as thought leadership on external platforms like Medium that link back to the business website.

Is your B2B business using the right social media platforms?

From LinkedIn to TikTok, check out our guide on choosing the right channels.