The old B2B content playbook is dead, here's the new one (#861)
February 16, 2026 · 54:39 listen · Hosted by Anatolii Ulitovskyi
The "Publish and Pray" era is over. Welcome to the era of Distribution.
Lars Lofgren, former Director of Growth at KISSmetrics and I Will Teach You To Be Rich, has a brutal reality check for B2B marketers: The "HubSpot Playbook" (write generic SEO posts gate with an ebook nurture via email) is dead.
Why? Because the supply of "How-To" content has exploded while demand has flattened. In a world where AI can write a standard blog post in seconds, "informational" content is now a commodity with a value of near zero.
In this episode, Lars breaks down why most B2B blogs are "digital graveyards" and outlines the New Playbook: shifting from a "Content Marketing" function to a "Media Company" mindset.
In this episode, you will learn:
The Saturation Crisis: Why doubling your publishing volume will likely decrease your qualified leads in 2026.Opinion Information: Why "Point of View" (POV) content is the only moat left against AI search engines.
The Distribution Flip: Why you should spend 20% of your time creating and 80% promoting (and the exact channels that still work).The "Barbell Strategy": How to balance high-effort thought leadership with low-effort programmatic pages, ignoring the "messy middle.
"If you are still measuring success by "words written per week," this episode will change your entire operating system.