Heike Young, Head of Content at Microsoft, argues that B2B marketers should prioritize impactful content that changes how audiences think rather than simply aiming for high engagement. She emphasizes the importance of creating provocative and unique materials that resonate deeply with the audience. Young's approach contrasts with conventional metrics of success, highlighting that even popular content should align with broader branding goals. The article reflects on this philosophy through the lens of personal anecdotes, urging marketers to embrace authenticity and genuine engagement.
Your goal shouldn't be high-performing content. Period. My goal is to change minds.
We hope it performs well, but really our goal is to create influence and to change how people think and act.
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