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!