Despite disruptive technologies like generative AI transforming the B2B marcomms landscape, our audience appeared to be invested in the basics of content marketing. Join us as we review the top B2B content marketing articles that engaged your attention in 2025.
Although B2B podcasting appears to have outgrown its hype phase, the format still commands attention in a crowded digital marketing space. According to a study by Edison Research, podcasts have gone mainstream, with the proportion of B2B buyers listening to the format growing significantly between 2024 and 2025. It seems the Aspidistra audience was on the same wavelength, as our most engaging article in 2025 was contributed by Client Director Nikhil Sivadas. In B2B podcast strategy | How to win influence, he covered how podcasts can help deliver brand impact by amplifying thought leadership and building credibility and trust.
Aspidistra followers leaned further into content matters in 2025, responding favourably to Senior Editor and Project Manager Tea Manninen’s snappy debunking of common B2B content myths in the piece, B2B content marketing myths—busted!
Gamification and communication in the workplace
Close on the heels of that enlightening listicle, Senior Editor and Content Manager Asa Butcher’s expert-led piece on another content strategy, gamification, piqued our readers’ interest. It offered an easy-to-follow primer on the benefits of applying gamification principles to key workplace programmes and activities. In the article, Gamification for workforce engagement: How it works, Steve Bocska, Jonna Pekkala and Max Söderholm walk readers through the approach and further illustrate its impact in a recruitment case study.
Our audience focus in 2025 also zeroed in on B2B messaging and tackling internal communication roadblocks in organisations. In a listicle co-authored by Asa Butcher and then-intern Muhammad Atif Shaikh, 10 ways to nail B2B messaging in seconds, we offered simple hacks to help marcomms professionals ensure that their messaging was landing with impact among target audience segments.
Meanwhile, readers were also here for a series of valuable tips on how to dismantle communication roadblocks that might be causing friction within teams or organisations in the brief reader, Communication roadblocks in the workplace: How to overcome them – the article was contributed by CEO Denise Wall.
What B2B content marketing article would you like to see in 2026? Email us or connect on LinkedIn to share your ideas!
