Creating content material that captivates, educates, and conjures up is not any small feat.
We’re in a relentless battle for consideration, the place consumers are inundated with data and decisions. To win right here requires greater than competence, greater than comfort, and greater than consistency.
It requires excellence. It requires an expertise that transcends…effectively, expectations.
The Finest Content material Expertise class honors the campaigns that rise above the noise, delivering unforgettable experiences that resonate deeply with audiences and drive actual impression.
Let’s meet the entrepreneurs who propelled their manufacturers and purchasers to new heights in 2025.
Let’s Meet the Winners in The Luna’s 2025 Finest Content material Expertise Class
The winners of The 2025 Luna’s have set the bar excessive, showcasing the ability of creativity, empathy, and authenticity in B2B content material advertising.
Their campaigns captivated audiences and delivered actual impression—providing unforgettable experiences that educate, interact, and encourage.
Congratulations to every of our winners! Now, let’s get a style of what makes them tick, what drives them, and (most significantly for you) how one can study from their success.
What Makes a Nice Content material Expertise?
“Inventive Director at Buck and Digital Design Grad Ryan Honey Visits VFS” by vancouverfilmschool is licensed below CC BY 2.0.
When requested what defines an important content material expertise for B2B consumers, the winners shared insights that replicate their distinctive approaches to connecting with audiences. Throughout their responses, one theme emerged: give attention to them.
In 2025, this is likely to be a drained conclusion. However, genuinely, it resonates for a human purpose; individuals need to know what’s in it for them. It’s regular! It’s instinctive! And the very best content material experiences are created by professionals who’ve executed their homework and are positioned to serve their very best buyer profile.
Quest’s Darcy Baker is aligned with these views, as she emphasised the significance of listening to clients and prospects.
“Our greatest-performing content material doesn’t start with a subject we need to discuss—it begins with an actual query, concern, or roadblock we’re listening to in conversations.” For Baker, readability and empathy are the antidotes to the overwhelming noise B2B consumers face.
Koertni Adams echoed this sentiment, highlighting the necessity for respect and relevance. “Enterprise consumers aren’t on the lookout for extra content material—they’re on the lookout for readability. One of the best experiences converse on to the issues they’re accountable for fixing and ship perception they’ll truly use.” Adams’ give attention to delivering actionable insights underscores the significance of making content material that serves a objective past advertising.
Daniela Morales of Avidly emphasised practicality and ease, stating, “Good content material helps individuals rapidly perceive whether or not it’s related and offers them one thing helpful immediately.” Her strategy displays the necessity for content material that’s clear, concise, and instantly helpful.
Andrea Atkins of Google Public Sector introduced a storytelling perspective to the dialog, emphasizing the significance of authenticity and human connection.
“A profitable content material expertise solves a human drawback for a technical viewers and builds belief by guiding them seamlessly by way of their journey.” Atkins finds inspiration in buyer tales and social media, utilizing real-world narratives to craft content material that resonates deeply along with her viewers.
Sensible Suggestions for Creating Excessive-Influence Content material
Everybody needs to know the way to do it higher, no matter no matter “it” is. So, whenever you win an award, individuals naturally need to know the way you probably did it.
- What separated you from the pack?
- What gave you the sting?
- How did you do that?
Fortuitously, the Finest Content material Expertise winners shared sensible recommendation for entrepreneurs seeking to create their subsequent eBook, webinar, or information.
Darcy Baker suggested beginning with the issue, not the answer: “Determine the precise second the place your viewers feels ‘caught’ and construct from there.” She additionally emphasised the significance of creating content material digestible, writing in a conversational tone, and shutting with an invite to interact somewhat than a tough pitch.
Koertni Adams provided a balanced strategy, encouraging entrepreneurs to mix brevity with substance:
“Craft your content material with data-driven specificity as a substitute of obscure claims. Construct credibility by way of proof—buyer examples, metrics, and actual workflows give your content material extra clout.” Adams additionally harassed the significance of authenticity, urging entrepreneurs to create content material that feels much less like advertising and extra like trusted recommendation.
Daniela Morales saved her recommendation easy: “Maintain the content material centered and keep away from pointless complexity. Make the important thing message straightforward to grasp and embody actual examples or information the place doable.” Her emphasis on simplicity aligns along with her broader philosophy of making clear and sensible content material.
Andrea Atkins supplied a strong reminder to “present, don’t inform.”
She defined, “Trendy B2B consumers are fatigued by generic recommendation and buzzwords; they want concrete proof. Dedicate a piece to an precise buyer success story or real-world use case that validates your key claims.” Atkins’ give attention to tangible examples and data-driven outcomes highlights the significance of constructing credibility and relatability in B2B content material.
Recommendation for Bettering B2B Content material
When requested for his or her single finest piece of recommendation for bettering B2B content material, the winners shared insights that replicate their deep understanding of their audiences.
Darcy Baker emphasised the significance of staying near the shopper: “Sit in on buyer calls. Hearken to assist staff conversations. When your content material displays the language, considerations, and questions of your purchaser—phrase for phrase—it resonates instantly.”
Koertni Adams inspired entrepreneurs to “discuss like a human” and lean into authenticity: “Nice B2B advertising balances strategic storytelling with tactical depth. As all of us witness the ever-rising quantity of AI-generated content material, publishing issues that really feel (and are) real is extra necessary than ever.”
Daniela Morales saved her recommendation sensible, urging entrepreneurs to give attention to usefulness: “If it doesn’t reply an actual query or remedy an actual drawback, it received’t carry out. And guarantee each asset helps a transparent subsequent step within the purchaser journey.”
Andrea Atkins championed the worth of listening deeply to the shopper’s voice: “True content material excellence is much less about slick design and extra about fixing an issue. Make it a behavior to learn emails within the assist queue, evaluate feedback posted below movies, take heed to recorded gross sales calls, and shadow clients each time doable.” Her recommendation underscores the significance of empathy and immersion within the buyer expertise.
The Function of NetLine in Their Success
Lastly, the winners mirrored on how NetLine has supported their progress and success as entrepreneurs.
Darcy Baker praised NetLine for serving to Quest Expertise Administration join with the appropriate audiences on the proper moments: “NetLine helps us guarantee our content material reaches professionals who’re already looking for readability within the areas we write about. That alignment has made our content material considerably simpler.”
Koertni Adams highlighted NetLine’s capacity to drive engagement with key contacts at very best goal accounts: “NetLine helps us minimize by way of the noise to achieve particular audiences that we really consider our product is a good match for.”
Daniela Morales appreciated NetLine’s concentrating on capabilities and integration with HubSpot: “NetLine helps us attain the appropriate leads for our purchasers with out losing time or finances. The choice to add goal account lists retains campaigns aligned with every shopper’s very best buyer profile.”
Andrea Atkins shared how NetLine has enabled Google Public Sector to scale its content material distribution technique: “NetLine has been a superb addition to our technique, permitting us to execute with better agility and scale. The leads generated on the platform have translated straight into pipeline and measurable success.”
Celebrating the Finest Content material Experiences
The winners within the Finest Content material Expertise class have demonstrated that nice B2B content material is constructed on empathy, relevance, and authenticity. By listening deeply to their audiences, crafting content material that solves actual issues, and leveraging instruments like NetLine to achieve the appropriate individuals, they’ve created campaigns that educate, interact, and encourage.
As we rejoice their achievements, their insights function a strong reminder of what’s doable when entrepreneurs prioritize the wants of their consumers and decide to delivering worth at each stage of the journey.
