focus on customers
How much of your business-to-business (B2B) content marketing focuses on your company? If it’s a lot, you may want to change direction!
Different studies by the Economist Group and Peppercomm and Corporate Visions show that almost 1 in 3 B2B marketers says his/her content is company-focused, not customer-centric. They add that B2B content fails to change business executives’ perceptions by too closely resembling a sales pitch. And, that’s not what people want to read.
B2B marketers are more frequently referencing their products and services and experts’ points-of-view in their content than curated research and insights, which may offer a broader view of the industry that’s more in line with what executives reportedly want when making decisions.”
The best approach is to treat B2B marketing similarly to B2C - with customer-centricity. Here’s how to flip things around… Continue reading