Marketing Interactions: Stop Asking B2B Buyers to Take Leaps of Faith with Content

B2B content creators know that to successfully engage potential buyers their content must resonate and be relevant. Yet in the pursuit of engaging content, creators have to walk a fine line between providing content buyers want and content we think they should want. And sometimes, despite careful consideration, content can fall flat with our audiences. Ardath Albee of Marketing Interactions calls content like this “leaps of faith” – content that asks buyers to take a leap of faith and they don’t want to. In this article Albee examines the places and circumstances where leaps of faith occur and how content creators can minimize them with a content relatedness audit.

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