Orange is the color, and AI is the HOT topic. This was all true for Content Marketing World 2025 (CMWorld). The schedule was packed, so I knew I could not attend all the sessions that interested me. So, I asked my fellow attendees what stood out to them.
Here are some of the key takeaways I gathered, along with those from other attendees.
GEO is the new black
What’s #1 for brand discovery? Generative engine optimization (GEO). Adobe’s Hannah Elsakr called on marketers to rethink our content strategies, because this is not just an evolution of SEO. Hannah also called for personalized marketing at scale and creating a cohesive brand story.
Queries have become looooonnnnnggg. Many are 15+ words, which creates an opportunity for our content to provide comprehensive answers to those long-tail questions. Shafqat Islam of Optimizely says we need content to have a dual role. It needs to appeal to both humans and AI agents. He suggests:
- Keep content fresh
- Make content modular and multipurpose
- Focus on facts
Remember, LLMs are important for buyers’ decisions and often important for building awareness. Don’t worry so much about the click, because if you show up in the AI overview again, it can still lead to that purchase.
Break free of boring B2B with best answer creativity
We all know that creativity in marketing is important, but can we prove it? TopRank Marketing CEO Lee Odden cited Mark Ritson’s collaboration with System1 to research data from Effie Award winners and System1’s database of evaluated ads that found great creative generates 12X ROI over creative that isn’t so great. So what can B2B marketers learn from this? The Creative Dividend study found 3 important features in common with the best performing marketing creative:
- Emotional – The more they feel, the more they buy and research from the VML Inspire Study shows that 64% of B2B buying decisions are influenced by emotional factors.
- Distinctive – Distinctive marketing gets remembered, especially when the 95% move in-market and develop short lists of vendors.
- Consistent – Consistently branded, emotionally resonant campaigns are up to 21x more profitable than those lacking creative consistency according to System1 research.
Lee shared that the same old boring B2B blueprint isn’t working anymore and that the best of B2B marketing is human inspired, augmented with AI and scaled with a system. Then he shared TopRank Marketing’s system that includes an integrated strategy for B2B brands to deliver Best Answer experiences wherever buyers are looking. It all starts with data as the foundation, and incorporates multiple marketing disciplines to make up what we call Best Answer Marketing (BAM).
A sweet spot for how we implement BAM for B2B brands is to conduct original research for thought leadership content that is created in collaboration with relevant influencers, delivered in experiential formats like video and promoted across multiple channels to drive brand, demand and lead generation outcomes. To learn more about Best Answer Marketing, be sure to check out the ungated BAM Playbook series detailing each step in the system.
Video storytelling content is king
Storytelling is the strongest performance driver for brands, says Farra Kober, BBC Studios. People-centered stories that trigger emotions, see favorable lifts in brand visibility. When brand positivity rises, so does the purchase intent.
Liz Caselli-Mechael from World Central Kitchen shared their recipe for video success:
- There is no one right recipe for how you package and create a video
- Forget one-and-done (make bite-sized videos for cumulative impact)
- Let the audience members guide you and create their own adventure.
Customers seek Reddit by name and with intent
People are becoming more intentional with their choices, and Reddit has the conversations to drive decisions, says Justin Turner of Reddit.
Reddit has become a human-centered alternative to familiar information sources. It can serve as:
- The alternative to social media
- The alternative to traditional search results
- The alternative to AI
Learn more: Reddit: Converging SEO and Social Media for B2B Marketers
The right way to find influencers
When you hear something you know in your heart of hearts, it is validating. When speaker Devin Reed said to stop picking influencers based on follower count, I wanted to get up and shout, “YES!”
Both Reed and presenter Brianna Doe agreed that it is important to look at influencers and creators who have an engaged community. Again, “Yes!”
It is essential to seek high-quality, brand-aligned content from the influencer’s work. Additionally, make sure they have a consistent presence and a credible voice.
Another thing we agreed on regarding B2B influencers was the value of looking outside of LinkedIn. It’s a great time for LinkedIn, but it’s not the only place to sell B2B. Newsletters are just one excellent channel to consider.
Yet another validating note: Brianna included a stat from the 2025 TopRank Marketing Influencer Marketing Report in her presentation. She said she often shares data from our report.
Hot takes: marketing insights and tips from CMWorld speakers:
- With AI content, don’t just copy and paste. You need to have a point of view – Pam Didner, Relentless Pursuit
- Find joy in your job by giving yourself time to think. – Pam Didner
- Your thoughts create reality. – Stephanie Losee, Salesforce
- Reverse thinking — start with what is the story you want to tell – Robert Rose, Content Marketing Institute
- Creativity = divergent thinking + convergent thinking (in that order!) – Melanie Deziel, GroupUps
- Build community for these times of moment and power – Tamsen Webster, Message Design Institute
- You have to do the unsexy stuff like learning to pull your own data – Wil Reynolds, Seer Interactive
- Thirst traps don’t just attract, they haunt. They reward attention, and they invite obsession. – Ashley Baker, HLTH Inc
- Every business is a story – Guy Raz, How I Built This
I missed Agentic Workflows to Supercharge Your Content Strategy by Amy Balliett, but several people told me it was one of their favorite sessions. It’s definitely on my upcoming CMWorld replay list!
I did not miss cuddling puppies. It is one of the event’s highlights! Additionally, $1 is donated to Amazing Strays Rescue for every evaluation form that attendees fill out. If you attended, please help the puppies!
If you attended CMWorld, what was your favorite takeaway or tip?
Until next year in Denver, let’s all keep sharing and learning in order to do the BEST marketing!
About the author
Debbie Friez is the agency’s Associate Director of Social and Influencer Marketing. Her 9+ years at TopRank Marketing, plus her diverse background in public relations and business development helps her lead our social media and influencer marketing teams. Debbie works closely with our robust network of B2B influencers across a variety of industries, providing influencer marketing program management and consulting for our top B2B tech and enterprise brands. She also is one of the best friends you can find, who is always in the know on the best restaurants, and happenings around Minneapolis.
