B2B marketers often create content that fails to resonate with their audience, resulting in underperformance despite significant investment of time and effort.
Clear articulation of value is essential; audiences need to understand not just the content, but what it means for their job performance or emotional state.
Content must be skimmable and easy to read; complexity can overwhelm readers, leading to disengagement.
Applying the 'So what?' test can refine messaging by ensuring that content's relevance and benefits are apparent to the audience.
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