Map Your Content to Your Buyers
Working with B2B technology companies with complex sales cycles I often their idea of content is very "Me! Me! Me!"-centric. And it's common for them to struggle with seeing salesy talk or understanding why it's bad. I get it. It's hard for us to see ourselves sometimes when all we want to do is tell how great our product is. However, the readers we want to talk to see that style as disinterested in what they are really asking about. How we approach them is being examined under a microscope...theirs! Addressing their…