Written by: Vickie Sullivan  |  March 31, 2026

An Overlooked Content Format That Still Gets Attention

Looking to go beyond the standard infographic in your content marketing? Digiday has a guide that offers a great example of a lesser-used, but effective, B2B content marketing format: a what’s hot/what’s not list.

There’s a lot here that applies to our marketplace. But let’s focus on the structure.

You don’t see many of these types of lists in B2B content marketing. And that’s unfortunate, because they work in two important ways:

• They provide a great heads-up on trends. Both visionary and cautious buyers want to know what’s coming next. (The fear of missing out is powerful.) These lists provide just enough insight to get people thinking and invite them to explore further. To apply this in your market, include links that expand on each idea.

• They’re a finger on the pulse. From a branding perspective, these lists demonstrate insider knowledge. They signal that you understand what’s happening—and what’s coming. This is especially effective for futurists and change management experts.

Many of us focus on narrow topics to show depth. Fair enough.

But big-picture pieces like these create a valuable counterbalance. The 30,000-foot view of this B2B content marketing format offers perspective—and an invitation to go deeper.

This approach is worth considering.

Now Read This: 

• The Best Time to Introduce Handy Tools and Decision-Making Content
• Brand and Message Strategy for Thought Leaders

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