Content & Social

There’s a whole lot of content out there, and AI has made it possible for B2B brands to pump out generic, average material faster and cheaper than ever.

In 2025, the best content consists of what AI can’t do, and what your competitors won’t do.

AI can’t conduct qualitative interviews in-person, it can’t replace being with a potential customer or partner on a podcast, and generally it struggles to come up with truly different stances that cut through the ever-increasing noise.

Most B2B brands create content in a vacuum, talking to rather than with their customers, isolated and siloed from other marketing activities.

At Casla, we aim to bring clients together with their potential customers and partners to co-create unique content that can’t be made by a machine—or, usually, by competitors.

Content should be multifaceted

We believe the best B2B content arises from a dynamic, participatory process involving customers, partners and employees, rather than a static set of outputs created by a marketer or marketing team on their own.

Content co-creation leads to a range of positive outcomes:

  • Creates relationships with the individuals that take part

  • Creates brand awareness within the companies that take part

  • Creates brand awareness and positive brand associations when participating companies and individuals share the content, building social proof

Do interesting things to create interesting content

No matter how brilliant your copywriting, graphic design, or video production, there’s no substitute for substance.

If you do interesting and different things, it makes creating interesting and differentiated content a lot easier.

When it comes to content and social media, we believe 50% of the effort should be dedicated to doing things that will create interesting subject matter.

Content should be seen and heard

If a tree falls in a forest and no one hears it, does it make a sound?

In 2025, visual content created for in-feed or in-platform consumption is a must.

We aim to put our clients’ content where their customers are, making it easy for people to find and consume it.