Winning B2B Attention in the Age of AI Content | In Conversation with Josh Ritchie

Everyone's fighting for attention with more content. Josh Ritchie says the winners are doing the opposite — going narrower, not louder.

In this episode of In Conversation, Focus Lab CEO Bill Kenney sits down with Josh Ritchie, co-founder of Column Five, to unpack how B2B brands can win attention and buyer trust in a market flooded with AI-generated content.

Column Five has spent 16 years in B2B content, long enough to watch buyer behavior shift from Google searches to AI chat, and to see exactly which old habits still work.

Tune in to hear:

✅ Why the same moment Google changed its search algorithm and AI models rolled out was the biggest shift in B2B marketing in a decade

✅ Why niching down is one of the scariest — and most effective — moves a growing brand can make

✅ How to choose quality over quantity without losing search and AI visibility

✅ The mindset shift that happens when you stop trying to be the smartest person in the room and start trusting your team

✅ Column Five's internal AI code of ethics, and their "minimum viable engagement" approach to founders they believe in

If you're a founder or B2B marketing leader trying to earn attention in a market drowning in AI content, this one's for you.

Episode Resources:

👉 Check out Column Five: https://www.columnfivemedia.com/

👉 Column Five's AI Code of Ethics: https://www.columnfivemedia.com/ai-code-of-ethics-for-content/