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Buyers Hate B2B Content. Here’s How to Fix It.

January 31, 2023

Via: CMSWire

It’s an interesting response when I ask buyer personas what vendor content they seek. The initial reaction is a major eye roll followed by a big sigh. It doesn’t matter if the industry is real estate, banking, manufacturing, higher education or the person’s seniority.

It’s always the same.

In probing why this solicits such an unconscious reaction, the response is a litany of complaints we’re all familiar with: lack of relevance, value, originality, consistency and accuracy. Even personalization needs to be revised as that content is perceived as too general.

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