WATCH THE VIDEO EPISODE
What if your content marketing isn’t broken—it’s just aimless?
In this candid and tactical episode of Informally Informative, Melanie Asher, MBA CEPA, sits down with Heather Johnson, founder of Outward Bound Communications, to unravel the most common—and costly—mistakes B2B companies make in their content strategy. From "random acts of posting" to skipping market research, they dive into what it takes to build a system that actually delivers results (not just impressions).
Whether you're in healthcare, biotech, SaaS, or scaling a B2B startup, this episode will help you rethink your entire content engine—and give you a framework to make it work.
🔑 Key Takeaways
• Don’t confuse “posting” with strategy—every tactic needs a goal.
• Build content that speaks to your customer—not your competitors or your ego.
• Short form isn't always the answer—measure what works for your audience.
• Know the difference between timeless (evergreen) and timely content—and why you need both.
• Don’t skip audience research, competitive analysis, or input from sales—your best strategy is already in-house.
🔗 Resources Mentioned
• Heather Johnson –
