Build a B2B Content Engine You Actually Own | Sean Blanda, Owner of Gate Check Studios

Episode notes

Remember when SEO was the backbone of B2B content strategy? Sean Blanda thinks that era is ending. In this episode of Pipe Dream , host Jason Bradwell reconnects with Sean, former VP of Content at Crossbeam and founder of Gate Check Studios, to unpack what Google AI summaries, LLMs, and the “slop wars” mean for marketers still renting reach from algorithms. They dig into why companies keep pouring budget into rented channels even when they know they should own their audience. Sean points to the “measurement effect”: if it’s easy to track, it feels effective. Owned media is harder because it requires patience (often 9 - 12 months) , conviction, and a real point of view. And he’s honest that it’s not for every business: if you’re selling a true commodity and performance marketing works, that might be the right play. But for many B2B brands, the real truth remains: a human buyer has to believe in you. Then comes the accelerant: the slop wars. With LLMs, the market flooded with AI-generated content, making generic “SEO blogs” even easier to ignore.

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