This week, Cathy McKnight is back in the studio to discuss changes content marketers need to make in 2026, and as Robert Rose couldn’t make it to our virtual bar this week, our host Ian Truscott shares his 3 D’s of product content marketing.

Ian and Cathy discuss:

Marketing teams are often organized around outdated models
The pandemic accelerated the need for digital transformation
Organizations must focus on outcomes, not just outputs
Silos in organizations are inevitable, but should be permeable
AI should enhance human creativity, not replace it
Organizations waste money on unused technology

Ian shares that B2B tech marketers need to create three types of content to move away from our focus on features and functions, and steps through his 3 D’s of Product Content Marketing:

Default
Distinct
Direction

If you have any comments or thoughts on this topic, we would love to hear them!

Enjoy!

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The Links

The people:

Ian Truscott on LinkedIn
Cathy McKnight on LinkedIn

Mentioned this week:

Cathy’s weekly blog - Bear Essentials
Cathy’s firm - Seventh Bear
Beyond features: the three Ds of product marketing | Startups Magazine
Ian’s firm - Velocity B

Rockstar CMO:

The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.

Track List:

We’ll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license

You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.

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The It’s Not 2018 and 3 D’s of Product Content Episode