When B2B companies conceptualize or create content, they often write only about themselves or their products or services. While this type of content has a place, many B2B marketers use product-centric messaging on websites, lead generation pages, social media and buyer-facing materials. Forrester even found that 88% of B2B marketers admit that their homepage mainly discusses their company, products and services.
What B2B companies miss is writing for the buyer. This simple concept reframes B2B content marketing and creates value for the buyer. This approach is often preached but rarely practiced, which is likely why the Forrester report found that 59% of global tech buyers say that most content from vendors is useless.
