“Every company is a corner of a big industry and they intimately know that part of the industry better than anyone else.”
That’s how Jim Gilbride, CEO of Encore360, describes the content goldmine most B2B companies are sitting on. Yet despite having deep expertise and years of experience, many organizations struggle with one fundamental challenge: turning that knowledge into something publishable.
As Jim puts it, companies often “have a hard time extracting it from their business.” Most businesses know they should be publishing on their channels. But when it comes time to write that next blog post, or post something on social media, they freeze.
The good news is: You don’t need to invent content from scratch. The stories, insights, and expertise you need are already flowing through your organization daily: in sales calls, at trade shows, in project debriefs, and even in casual office conversations.
You just need to know where to look.
You’re Sitting On A Content Goldmine
“The knowledge base, how deep it goes within each company, is years and years of content,” Jim explains. This concept aligns with a core principle from The Media Mindset: content isn’t a department separate from your business, it’s embedded in everything your company already does.
The challenge isn’t creating something new. It’s capturing what already exists and packaging it in a way that serves your audience.
Let’s explore five specific places where your next blog post could be hiding, starting with the most underutilized content source in B2B marketing.
Source #1: Sales Objections
When Jim speaks with companies struggling with content, one of his first questions is: “What sales objection did you overcome that a prospect was having?”
Think about that for a moment. Every objection your sales team encounters represents a knowledge gap in your market. Every hesitation, every “but what about…?” question, every misconception… these are all opportunities for educational content.
The Media Mindset emphasizes this in Chapter 2’s discussion of knowing your audience like a journalist. Your sales team is essentially your field reporting team. They’re hearing the real questions, the actual concerns, the language your prospects use when no one from marketing is listening.
Here’s how to mine this source:
Set up monthly “insight harvests” with your sales team. This doesn’t need to be formal. A 15-minute Slack huddle works. Ask questions like:
- “What’s a misconception we keep correcting?”
- “What objection came up more than once this month?”
- “What question stumped you recently?”
Then turn those objections into preemptive educational content. If three prospects this month worried about installation time, write “The Real Timeline for [Your Product] Installation: What to Expect.” If cost concerns keep surfacing, create “Breaking Down the Total Cost of Ownership for [Your Solution].”
Content like this will address concerns before they ever reach the sales conversation.
Source #2: Recent Client Wins
“What problem did you solve with your latest client?” Jim asks. This might be the most natural content source in your business, yet it’s often overlooked.
Every completed project contains a story. There was a challenge. Your team figured something out. The client got results. That’s not just a success story, it’s editorial gold.
When The Media Mindset describes your sales team as “field reporters,” this extends to everyone who works directly with customers. They’re observing patterns, solving problems, and gaining insights that your prospects desperately need to hear.
After each project wraps, spend 20 minutes interviewing the team. Focus on:
- What made this project challenging?
- What surprised you during implementation?
- What would you tell someone facing a similar situation?
You don’t always need client names for this to work. Anonymous case studies formatted as “How We Helped a [Industry] Company Overcome [Challenge]” can be just as valuable.
Here’s why this matters for more than just lead generation. As Jim notes, educational content “helps you retain clients longer.” When you’re continuously sharing insights and solutions, you’re demonstrating ongoing value to both prospects and current customers.
Source #3: Trade Show Takeaways
“What did you see at the latest trade show?” Jim’s question reveals an opportunity most companies miss entirely.
You’re already investing thousands of dollars and multiple days attending industry events. You’re having conversations, attending sessions, seeing competitor innovations, and gathering market intelligence. Why not extract more value from that investment?
The Media Mindset discusses this in Chapter 4’s repurposing workflow: one experience should become multiple assets. A single trade show can fuel 3-6 blog posts if you approach it strategically.
Take notes during sessions that resonate with you. Jim specifically mentions content about sessions that “hit home with you” — these emotional connections signal what will resonate with your audience too. Photograph interesting booth setups. Collect questions you hear repeatedly in the aisles.
Then turn these observations into content:
- “5 Trends We Noticed at [Industry Event] 2025”
- “Key Takeaways from the [Session Title] Presentation”
- “What [Event] Revealed About Where Our Industry Is Headed”
The beauty of trade show content is that it positions you as a curator and interpreter, not just a vendor. You’re helping your audience make sense of industry developments.
Source #4: Construction/Project Updates
When Jim talks about content sources, he mentions: “The latest construction project, it’s all content.” This often surprises people. How is an internal project relevant to prospects?
But behind-the-scenes content serves multiple purposes. It humanizes your brand. It demonstrates capability without being overtly promotional. It gives prospects a realistic preview of what working with you looks like.
The Media Mindset discusses creating content for impressions, not just clicks. Project updates are perfect for this — they don’t require someone to visit your website to deliver value. A progress photo with a three-sentence explanation on LinkedIn teaches something quickly and builds familiarity.
Capture these moments:
- Progress photos with brief technical explanations
- Challenges your team encountered and overcame
- Time-lapse videos of installation or assembly
- Team member spotlights during major projects
Format this as a “Project Diary” series or monthly update. Your consistency matters more than production polish. This is the kind of content that prospects save and show their own teams when considering vendors.
Source #5: Office Conversations & Internal Expertise
According to Jim, another overlooked insight is this: content lives “in a conversation, over a cup of coffee, in the office, [and] in the kitchen.”
Your team members are explaining complex concepts to each other constantly. An engineer clarifies why a particular specification matters. A customer service rep develops a perfect analogy for a common problem. A technician shares a trick they learned in the field.
These casual moments of expertise are often more accessible and authentic than formal sessions for content creation.
Chapter 7 of The Media Mindset offers “Internal Knowledge Capture Systems” specifically for this. The process can be surprisingly simple:
Create a shared document where anyone can drop content ideas or interesting explanations they gave recently.
Record informal sessions. Set up optional “lunch and learns” and just hit record. Don’t worry about sounding perfect — The Media Mindset specifically mentions “Subject Matter Expert (SME) Clip Workflow” where 60-second video snippets, unfiltered, become valuable assets.
Run 15-minute monthly interviews with different team members. Ask: “What’s something you explained to a customer this week that seemed to really help them?” Their answer is your next blog post.
The magic here is that unscripted expertise often produces the clearest, most helpful explanations. Your audience doesn’t want marketing-speak. They’d rather know what your engineer would tell them over coffee.
How to Get Started
If this feels overwhelming, return to Jim’s advice: “Just start. Pick one platform… Try to do a piece a month and be consistent for six months.”
You don’t need to activate all five content sources simultaneously. Pick the one that feels most natural for your organization. If your sales team is already communicating well, start there. If you have a major project wrapping up, begin with a project recap.
The key is what Jim calls “real, authentic content.” Don’t aim for perfection. Don’t try to sound like someone else. The Media Mindset emphasizes throughout that consistency builds trust over time: this is the authority flywheel that compounds with every piece you publish.
One piece per month. Six months of consistency. And then keep going. That’s the commitment that separates companies who talk about content from companies who build actual authority in their markets.
Start This Week
Your content is already happening. Sales objections are being overcome right now. Projects are being completed. Your team is solving problems and explaining solutions.
You don’t need to create content from nothing. Capture what already exists, package it clearly, and share it consistently.
Here’s your action step: Schedule 15 minutes with one sales rep this week. Ask them about the last objection they overcame. Record the conversation if they’re comfortable. Take notes on the language they use.
That conversation is your next blog post.
Jim says: “It just has to be real, authentic content. What you do every day.”
What you do every day is exactly what your prospects need to hear. So start capturing it, and start sharing it.
A content goldmine is right there in your business, waiting to be extracted.