While B2B companies are investing in content for marketing, making more content is not creating the windfall of leads that many senior business marketing executives had hoped for. The problem? A lack of insight about what makes better content.
I believe that finding a solution to the “more” vs. “better” challenge starts with customer empathy.
As an example, Steve Rayson, director at BuzzSumo and Anders Pink, explained: “The primary motivation of B2B customers is to do their jobs better. Thus, at BuzzSumo we spend a lot of time trying to understand the questions our customers are asking and the issues they are struggling with. We then try to produce helpful content which addresses these concerns.”