Content Wars

Should Employees Be Expected to Promote the Company? | B2B Podcast - Content Wars EP19

A comment on one of our clips sparked a bigger conversation: If a company wants employees involved in content, should that just be part of the job… or should they be paid extra for it? In Episode 19 of Content Wars, we unpack one of the most uncomfortable questions in B2B content: where’s the line between healthy employee advocacy and forced promotion? We break down why some employees see content participation as part of building their career, why others see it as unpaid marketing work, and how companies create resistance when they roll these initiatives out the wrong way. We also talk about why authenticity cannot be forced, why leadership has to clearly communicate the mission, and how the best companies create buy-in without turning employees into reluctant influencers. If your team wants more people involved in content, this episode will help you think through the tension before it becomes a culture problem. Key Takeaways * Why employee advocacy can go wrong when expectations are unclear * The difference between a representative role and a purely transactional role * Why you cannot force authentic advocacy from a team * How coercion makes company content feel fake both internally and externally * Why education and clarity matter before asking people to participate * How recognition, guidance, and role-based expectations create better buy-in Timestamps 1:15 – The social comment that sparked the conversation3:40 – Why companies need to define roles before launching content initiatives8:50 – Where the line is between representation and unpaid promotion16:30 – Why forced advocacy creates the wrong kind of engagement26:20 – How to educate employees on what participation actually looks like30:10 – The right way to build buy-in without creating resentment

Why Your Best Experts Avoid the Camera | B2B Podcast - Content Wars EP18

A lot of B2B companies don't struggle with a lack of expertise. They struggle with getting that expertise out of people’s heads and into the market. In Episode 18 of Content Wars, we break down one of the biggest hidden blockers in B2B content: imposter syndrome. We talk about why smart leaders and subject matter experts often resist being on camera, why silence creates real cost for marketing and sales, and how companies can help experts build confidence instead of forcing performance. If your team knows a lot but hesitates to speak up, this episode will help you understand why and what to do next. Key Takeaways * Why imposter syndrome is often strongest in the people with the deepest expertise * The hidden business cost of keeping experts off camera * Why silence forces marketing into generic, low-conviction messaging * How expert voices can shorten sales cycles and build trust earlier * Why the goal is not perfection, but a low-risk path to confidence * How leadership can model the behavior and bring others with them Timestamps 0:50 – Why subject matter experts resist content creation 4:05 – What imposter syndrome actually looks like in B2B 6:55 – The business cost of keeping expert voices silent 11:20 – How to build confidence with low-risk baby steps 19:20 – Why leadership should go first 23:10 – The real solution: reps, guidance, and confidence over time

The 3 Things That Will Make or Break Your B2B Podcast | Content Wars - EP17

Most B2B podcasts do not fail because the idea was bad. They fail because nobody built the systems to make them work. In this special webinar episode of Content Wars, we break down the three things that will make or break your B2B podcast. We unpack why so many podcasts stall out early, what causes most teams to lose momentum, and what needs to be in place if you want your show to become a real content engine instead of another abandoned initiative. You will learn why trust is shifting from brands to people, why video matters more than audio-only formats, and how the right podcast can fuel social clips, written content, long-form episodes, and ongoing visibility in the market. Whether you are still exploring the idea or already trying to get a show off the ground, this episode will help you think more clearly about what it actually takes to make a B2B podcast succeed. [DOWNLOAD] B2B Podcast Guide: https://anthemcontent.com/hubfs/Webinar/3-Things-Make-or-Break-B2B-Podcast/B2B_Podcast_Starter_Packet.pdf Key Takeaways: * Why 80-90% of B2B podcasts fail early * The 3 systems every successful B2B podcast needs * What a real podcast strategy should include before you ever hit record * Why video podcasts create far more value than audio-only shows * How to build a repeatable production and distribution engine around each episode ⏰ Timestamps: 0:00 – Why B2B podcasting matters more now 4:05 – The 3 biggest reasons most B2B podcasts fail 10:00 – The 6 elements of a winning podcast strategy 24:20 – Building a production system that actually works 45:00 – Why distribution is what makes a podcast valuable 50:15 – Should your company start a B2B podcast?

The #1 Fear That Keeps B2B Teams Silent | B2B Podcast - Content Wars EP16

A lot of B2B companies want more expert-led content until one fear shows up: What if we put our people on camera... and then they leave? In this episode of Content Wars, we unpack one of the most common objections leadership teams have when it comes to involving executives, subject matter experts, and internal voices in content. We break down why this fear exists, where it becomes irrational, and how companies can de-risk their approach without staying silent in the market. We also explain why building your content strategy around one person is a mistake, what a smarter multi-voice approach looks like, and how marketing teams can get real buy-in from leadership by starting small and building momentum. If your team has ever hesitated to elevate internal experts because you were afraid of making them “the face of the company,” this episode is for you. Key takeaways * Why the fear of employees leaving is keeping too many B2B companies silent * Why building content around one person is flawed from the start * How a multi-voice content strategy reduces risk and increases credibility * How to structure a core content team of 3 to 5 voices * Why marketing cannot be the voice, only the amplifier * How to start small, build momentum, and get leadership buy-in Timestamps 0:17 – The fear behind closed doors: “What if they leave?” 1:25 – Why building content around one person is flawed 4:25 – The bigger risk: staying silent in the market 9:35 – How lack of trust pushes great people away 13:00 – The smarter model: a core content team 19:15 – How to start small and get leadership buy-in

How To Dominate Your B2B Event with Video Content | Content Wars – EP15

Most teams treat video at events like a checkbox: hire a crew, capture some B-roll, make a recap, and move on. That’s a massive waste. In this episode of Content Wars, we break down how to turn a single event into a system for content—before, during, and after. We walk through real examples from investor days, customer conferences, and industry events where marketing teams stopped thinking “recap video” and started thinking “ongoing content engine.” You’ll learn how to use video to drive registrations, capture Q&A with top-tier speakers, interview subject matter experts and customers on-site, and extend the value of the event long after the last session ends. If you’ve ever said “we just need someone to show up and film the day,” this episode will change how you plan (and budget) for event video. 💡 Key Takeaways * Stop thinking “recap,” start thinking “content system” – An event is a chance to build an ongoing library, not just a highlight reel. * Use video before, during, and after the event – Promotion, on-site experience, and post-event distribution each have their own video opportunities. * Your best assets are people, not the snack table – Speakers, subject matter experts, and customers are where the real content lives. * Q&A access is gold – You may not be able to film a keynote, but you can capture tailored Q&A and conversations around it. * Events should feed your social channels for months – Clips from talks, interviews, and attendee perspectives can be repurposed far beyond a single recap. * Plan early with your video partner – Involving them when you’re booking venues (not three weeks out) unlocks better ideas, spaces, and ROI. ⏱️ Timestamps * 0:00 – Why most event video is wasted * 3:00 – Using video before the event to drive attendance * 6:30 – How to use video during the event (openers, hype, on-site screens) * 10:30 – Going beyond B-roll: speakers, SMEs, and attendee interviews * 14:30 – Capturing Q&A and industry-specific conversations you can’t get anywhere else * 18:30 – Extending the event: repurposing footage after it’s over * 22:00 – Planning & budgeting: how to think about event video from day one