Hair care has been one of the most-disrupted beauty sub-categories in the past five years. New ingredient stories (peptides, growth factors). New positioning (scalp health, texture-specific). New creator categories (curly hair specialists, hair scientists). FDA hair care vs OTC drug claim distinctions. The 2026 authority playbook.
AI productivity gains flow to every competitor. Content converges. Differentiation gets harder precisely as production gets faster. Only 12% of B2B marketers rate their content highly effective per CMI.
A look back at the 2016 Celebrity Influencers Study from the perspective of 2026, examining how influencer marketing evolved and what the original data revealed about an inflection point in the celebrity-endorsement economy.
Content teams spent fifteen years optimizing for Google. The discovery layer changed. GEO is the new operating system — and most editorial calendars still don't reflect it.
Dark social is the largest unmeasured channel in B2B pipeline. Slack DMs, LinkedIn shares between buyers, podcast recommendations, peer text threads. The buying conversation happens where attribution can't follow.
Financial services marketing often prioritizes safety over strategy, resulting in missed opportunities and billions in lost revenue. This article explores why financial brands are hesitant to take risks with their marketing and how this caution impacts customer acquisition, brand recall, and differentiation. It also highlights brands and agencies, like 5WPR, that are breaking through by embracing clarity and strategic boldness.
B2B has its own influencer infrastructure — and it runs through LinkedIn and podcasts, not TikTok. The playbook for founder publishing, practitioner partnerships, podcast appearances, and measuring pipeline impact.
The most capital-efficient B2B demand generation strategy doesn't require a media budget. It requires a founder willing to share what they actually know, in public, consistently. Here's the playbook — including what scale actually looks like.
Most B2B marketing budgets are built to capture demand that already exists. That's the problem. Demand creation expands the pool. Demand capture harvests from it. Here's why the distinction matters — and what the research says about the right balance.