By ardath421

Let’s face it. B2B buyers are self-focused. There’s a gap between what buyers want and what B2B marketing content is giving them. There’s a reason that WIIFM has become an evaluation factor for content prior to publishing. “What’s in it for me?” –from the buyer’s perspective—has become a prerequisite for attention and engagement. Content may be the vehicle for engagement, but relevance is the driver.

Read the source article at Marketing Interactions