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  • Alison Harrison

What does it mean for B2B content to be relevant?


According to the Edelman LinkedIn B2B Thought Leadership Impact Study, 66% of decision makers want content that is related to what they are currently working on. In other words, they're looking for content that will help them solve a current problem, or help them think through a strategy.

Making it relevant for your audience means hitting these three points:

- talking about their pain points - show you understand what they're trying to achieve

- using data that supports your recommendation - show that your insights are backed up

- not giving a sales pitch - the reader wants a solution to their problem, not to hear all about you


As B2B marketers and writers, that's a good summary of what we're aiming for every time - and it's really great to see that backed up by some solid data!


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© 2019 by Alison Harrison Communications

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