Using Psychology to Build Better B2B Content | Rai Hyde Cornell
Thu Jul 03 2025
This week we’re joined by Rai Hyde Cornell, founder of Cornell Content Marketing and former behavioral therapist, to explore how psychology — yes, real clinical frameworks — can radically reshape your content strategy.
Rai breaks down how the Stages of Change, the CBT Triangle, and her own ELITE Method help marketers go beyond the funnel and speak directly to a buyer’s thoughts, emotions, and behaviors.
We challenge the idea that B2B must be rational, unpack why most messaging fails, and show how a psychology-first approach can make your content actually move people.
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This week we’re joined by Rai Hyde Cornell, founder of Cornell Content Marketing and former behavioral therapist, to explore how psychology — yes, real clinical frameworks — can radically reshape your content strategy. Rai breaks down how the Stages of Change, the CBT Triangle, and her own ELITE Method help marketers go beyond the funnel and speak directly to a buyer’s thoughts, emotions, and behaviors. We challenge the idea that B2B must be rational, unpack why most messaging fails, and show how a psychology-first approach can make your content actually move people.