B2B marketers are directing an increasing percentage of their energy and budget towards content creation. But the consequent focus on quantity rather than quality is leaving B2B buyers unimpressed: according to Peter O'Neill of Forrester, more than 3 out of 4 believe that vendors are generating too much material for them to sort through.
Much of the content is simply a weakly disguised product pitch. But even when the content addresses a relevant issue, it often leaves the reader feeling that they have been subjected to a worthless re-hash of ideas they were already familiar with, and that they have learned nothing new.
One thing is obvious: if you don’t know what your target audience is likely to see value in, you’re unlikely to be able to create the sort of content that will engage them and make them want to learn more. So B2B marketers are now seeking salvation in buyer personas - but many are making unfortunate and avoidable errors in their implementation…Read More