Summary
B2B marketers are starting to realize their current content creation methods and the goals they’ve used to measure success aren’t serving them anymore. In a zero-click world shaped by AI summaries and self-guided research, surface-level content with no information gain becomes invisible. What matters now is demonstrating expertise in content so that it shows depth, earns credibility, and stands up to buyer scrutiny. Most marketers can’t create that kind of content alone and must make an intentional effort to tap into the value of subject matter experts. This report offers a practical, repeatable approach to expert collaboration to build content that drives authority and supports across the organization.
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