Writing Brand Stories That Reflect Industry Trends

One emerging trendline we’re seeing among B2B CMOs on MarketerHire (hirers and talent): a shift in where new marketing investment is going in 2025. Not away from content necessarily, but toward areas like brand, paid media, events, and creative. Channels that are harder to automate, and harder to copy. The reason is probably obvious: in the age of AI the value of utilitarian, SEO-oriented, educational blog content is declining. Fast. AI is already answering basic how-to queries instantly, in the exact place and format buyers want them. Not in blog posts. Not in resource centers. But inside Slack threads, meeting notes, and inboxes. Informational content is no longer scarce or hard to find. And in marketing, when something becomes cheap and abundant, it loses its power. That doesn’t mean content disappears. It means the edge moves somewhere else. We’re seeing B2B companies rethink what marketing content is for. Less about arbitrage, more about storytelling. Less about search, more about salience. Here are a few of the tactics our marketers are being asked for most often right now: 1) Original research drops High-signal, proprietary data packaged like a product launch. Think: benchmarks, market maps, teardown decks. Designed for shares and re-use, not search. 2) Short-form video series Recurring formats designed for social distribution, hosted by the founder or a marketer, shot quickly but with a clear point of view. Not ads. Not explainers. Media. 3) High-conviction paid media Creative-first campaigns built to spark reaction. No generic "awareness" banners, this is direct response thinking applied to brand storytelling. Offline activations 4) Not trade shows. We’re talking intimate dinners, mobile experiences, speaker salons. Budget that used to go into gated eBooks is now going into rooms with the right 20 people. 5) Creative refreshes Not just new logos. Full re-articulation of category, message, and visual identity - led by brand strategists and creative directors, not just designers. The marketers getting hired right now aren’t just content writers. They’re producers, brand builders, creative strategists, and media operators. The best CMOs are ahead of the curve. They’re not just playing defense as LLMs change how people search. They’re going on offense and investing in the kind of marketing that earns attention, builds memory, and creates real differentiation. Thoughts?

your company's story is probably killing your coverage potential. most founders think PR means pitching their product updates, growth metrics, and company milestones. they're wrong. in 2024, three of our clients were acquired - partly by thinking completely differently about storytelling. breakthrough coverage comes from packaging your story within larger trends - not pitching your company directly. Think about it: journalists don't cover companies. they cover shifts in how the world works. 4 ways to position for maximum impact: trend arbitrage is your secret weapon ↳ package your narrative within societal shifts ↳ become the example in trend analysis ↳ connect your story to cultural movements geographical layering drives coverage ↳ localize national conversations ↳ elevate regional stories to global relevance ↳ show how local innovations solve universal challenges timing mechanics matter more than news value ↳ draft off market movements ↳ sync with policy discussions ↳ capitalize on conversation windows master the story stack ↳ layer company proof points into trend stories ↳ turn product features into cultural insights ↳ connect customer wins to industry evolution Remember: your company isn't the story. it's proof that the story matters. #PR #strategy #communications #leadership #mergers #acquisitions

𝗧𝗵𝗲 𝗛𝗶𝗱𝗱𝗲𝗻 𝗖𝗼𝘀𝘁 𝗼𝗳 𝗜𝗿𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲: 𝗪𝗵𝘆 𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗼𝗿𝘆 𝗡𝗲𝗲𝗱𝘀 𝗮 𝗥𝗲𝗳𝗿𝗲𝘀𝗵 For seasoned entrepreneurs, small business owners, and CEOs, crafting a compelling brand story might be second nature. Yet, even the most well-crafted narrative can become obsolete in a fast-evolving market. 𝗧𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗶𝘀𝗻’𝘁 𝘄𝗵𝗲𝘁𝗵𝗲𝗿 𝘆𝗼𝘂 𝗵𝗮𝘃𝗲 𝗮 𝘀𝘁𝗼𝗿𝘆—𝗶𝘁’𝘀 𝘄𝗵𝗲𝘁𝗵𝗲𝗿 𝘆𝗼𝘂𝗿 𝘀𝘁𝗼𝗿𝘆 𝗿𝗲𝗺𝗮𝗶𝗻𝘀 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁. A brand story is more than just a narrative; it’s the essence of your brand’s identity, values, and mission. 🔵 Does your story resonate with your target audience’s aspirations and challenges? 🔵 Has your business evolved in a way that requires a narrative update? A relevant brand story should evoke emotion, foster connection, and differentiate your brand. By periodically revisiting and refreshing your brand story, if necessary, you ensure that it continues to represent your brand and engage your audience authentically. 𝗪𝗵𝘆 𝗮 𝗗𝘆𝗻𝗮𝗺𝗶𝗰 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗼𝗿𝘆 𝗠𝗮𝘁𝘁𝗲𝗿𝘀 𝟭. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 𝗔𝗿𝗲 𝗔𝗹𝘄𝗮𝘆𝘀 𝗘𝘃𝗼𝗹𝘃𝗶𝗻𝗴 Consumer needs and values shift with cultural, economic, and technological changes. If your story doesn’t evolve alongside your audience, your brand risks appearing outdated or out of touch. 𝟮. 𝗦𝘁𝗮𝘆𝗶𝗻𝗴 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗥𝗲𝗾𝘂𝗶𝗿𝗲𝘀 𝗔𝗴𝗶𝗹𝗶𝘁𝘆 A study published by Harvard Business Review highlights that organizations refining their narratives are much more likely to maintain their competitive edge. 𝟯. 𝗥𝗲𝘀𝗼𝗻𝗮𝗻𝗰𝗲 𝗗𝗿𝗶𝘃𝗲𝘀 𝗟𝗼𝘆𝗮𝗹𝘁𝘆 Emotional resonance is the key to building long-term customer relationships. Brands that reflect their customers’ current challenges, aspirations, and values in their stories see higher retention rates and increased sales. 𝗛𝗼𝘄 𝘁𝗼 𝗞𝗲𝗲𝗽 𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗼𝗿𝘆 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝘁 ➡️ 𝗖𝗼𝗻𝗱𝘂𝗰𝘁 𝗥𝗲𝗴𝘂𝗹𝗮𝗿 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗔𝘂𝗱𝗶𝘁𝘀: Use surveys, analytics, and customer feedback to track changes in your audience’s priorities. ➡️ 𝗔𝗹𝗶𝗴𝗻 𝗬𝗼𝘂𝗿 𝗦𝘁𝗼𝗿𝘆 𝘄𝗶𝘁𝗵 𝗠𝗮𝗿𝗸𝗲𝘁 𝗧𝗿𝗲𝗻𝗱𝘀: Reassess your messaging to ensure it reflects the latest industry and societal shifts. ➡️ 𝗦𝗵𝗼𝘄𝗰𝗮𝘀𝗲 𝗥𝗲𝗮𝗹 𝗦𝘁𝗼𝗿𝗶𝗲𝘀 𝗼𝗳 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻: Share updated customer testimonials or behind-the-scenes brand evolution to keep your audience engaged.   𝗧𝗵𝗲 𝗖𝗼𝘀𝘁 𝗼𝗳 𝗜𝗻𝗮𝗰𝘁𝗶𝗼𝗻 Brands that fail to evolve risk more than irrelevance—they risk decline. Sticking to a static story is like navigating today’s markets with yesterday’s map. 𝗧𝗵𝗲 𝗕𝗼𝘁𝘁𝗼𝗺 𝗟𝗶𝗻𝗲 Your brand story isn’t a one-and-done exercise—it’s a living, breathing narrative that must evolve alongside your business and audience. When was the last time you revisited your brand story? Is it inspiring loyalty—or leaving your audience behind? #BrandStorytelling #CustomerEngagement #BrandLoyalty