Content Isn’t King (Relevance Is)

By Kristin Oelke, Managing Director, Growth Services, Brightrose Ventures, and author of Trust: Unlocking B2B Growth in Today’s AI World

We’ve all heard it: “Content is king.” But here’s the truth - irrelevant content is just clutter. And buyers are drowning in it.

LinkedIn’s 2024 B2B Buyer Survey revealed that 44% of buyers say most vendor content is irrelevant to their needs. That’s nearly half your audience tuning you out.

The myth is that more content wins. The reality? Relevant content wins. Messaging has to be about your buyer’s challenges, not your company’s ego. It has to be current, timely, and delivered in the channels they actually use.

The companies leading the pack aren’t producing more - they’re producing smarter. Personalized content. Relevant messaging. Modern formats that feel less like “vendor collateral” and more like actual value.

At Brightrose Ventures, we help small and mid-market companies stop the content clutter and focus on building relevance. With our integrated fractional model, you get a team that delivers demand gen, sales content, and HubSpot ops - all tailored to today’s buyer.

Because content isn’t king. Relevance is.

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About Kristin Oelke

Kristin Oelke brings 20 years of experience modernizing and scaling marketing functions across Big Tech, high-growth startups, and global partner ecosystems. She partners with investors, founders, and C-Suite leaders to design and execute strategies that drive measurable revenue impact.

She is also a frequent speaker and the author of TRUST: Unlocking B2B Growth Strategies in Today’s AI World, where she explores how companies build credibility, reduce buyer friction, and scale predictably through transparent execution, public proof points, and trust-driven content.

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FAQs

What are the top reasons SMB and mid-market tech companies work with advisory firms?

Companies partner with advisory firms to tap into battle-tested expertise, access fractional support without long-term overhead, and gain faster connections to trusted resources proven to work with early-stage and scaling businesses. Advisory partners also bring fresh perspective, speed to execution, and the ability to build trust with investors through transparent reporting and measurable outcomes.

How are Brightrose Growth Services different from other tech advisory offerings?

Brightrose Growth Services combine proven operator experience with fast, execution-first support built for today’s AI-driven B2B environment. We help companies break through digital noise with content that educates and resonates, build scalable tech foundations, and deliver the proof points and reporting that earn trust with both buyers and investors.

What makes the Brightrose Growth Services fractional model more effective than hiring in-house?

Rather than relying on a single marketing leader, Brightrose Growth Services provide a senior-led team across demand gen, CRM, lifecycle, content, and analytics. We accelerate growth with integrated execution, a more efficient demand engine, transparent reporting, and trust-building content—all at a predictable monthly cost.

How can startups begin leveraging Brightrose Growth Services on a small budget?

Most begin with a Brightrose Assessment to get a clear, prioritized plan and identify immediate quick wins. From there, startups activate a fractional team that scales with the business—gaining early proof points, trusted content, a scalable tech stack, and investor-ready reporting without overinvesting.