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The document discusses how B2B marketers are increasingly investing more budget in content marketing but this content is not having the expected impact and buyers feel overwhelmed by the amount of content. It argues that user-generated content from advocates/customers is more authentic and trusted. It advocates using an advocate marketing approach where advocates generate ideas, create content and help distribute the content through their own networks, which can increase reach and engagement. The document provides examples of how some companies have successfully used advocate marketing and generated content.Read less