B2B Content needs to offer value to the customer – not to the marketer

According to a recent survey, 86% of B2B marketers use content marketing, but a little more than half admitted their organizations had an unclear definition of what it meant to have a successful content marketing program.

To truly succeed, content has to have value—not to the marketer but to the person consuming the content.

It starts with the right mindset.

If your team thinks content marketing is about sales, the content won’t connect with the audience.

In fact, your audience will run from that content because it’ll look like what it is—sales material.

One way to get your team to adopt a selfless mindset is to ask them to brainstorm some of the challenges they see their customers facing. What are some things your customers don’t understand?

Not questions about your product, questions about their industry. The more you talk about those questions and challenges, the more you’ll hone in on an educational need. Once you’re thinking about gaps in your audience’s knowledge, you’ll begin to see how you can address those challenges with relevant content.