Keeping B2B content teams focused on business impact 

In this episode, Nate & Kevin talk about several ways that B2B content teams drift from being aligned with business impact, why it matters, and what marketing leaders can do to resolve these issues.
Key moments in the conversation:
2:40 - Workflows bottlenecked with too many people involved
8:05 - Investment cases being made but not shared
10:55 - B2B content marketing is expected to drive growth
15:45 - Mindset needed to drive growth
22:07 - Creating content on topics your competitors already cover
28:00 - Leverage reporting to drive alignment across the company