Most content fails for one simple reason: it’s written for “the buyer,” not for the people who actually read it first. Everyone imagines a CMO or VP sitting down with their coffee, calmly reading a 2,000 word blog post. Reality is nothing like that. The people who touch your content before it ever gets near a decision maker are: Researchers Analysts Interns Junior marketers Folks told to “collect a few options” Random employees doing vendor scouting Champions trying to make a case internally These people aren’t looking for ROI theatrics, pipeline charts, or “unlock your growth potential” slogans. They’re looking for things that actually help them do their job in the next 20 minutes. Stuff like: A clean explanation they can repeat in a meeting A template that saves them time A side by side comparison they can copy into a slide A breakdown that makes them feel smarter than their boss A lesson that sounds like it came from real experience, not a sanitized case study An insight that helps them push a conversation forward Everyone thinks they’re writing for the economic buyer. But the economic buyer rarely reads anything until the very end. You’re really writing for the people inside the company who move information from Point A to Point B. The ones who whisper, “we should look into this.” - - - - - - - And if you loved this, I'm writing a B2B newsletter every Monday on the most important, real-time marketing insights from the leading experts. You can check my profile and join if you want :) That's all for today :) Follow me if you find this type of content useful. I pick only the best every day!   submitted by   /u/Unusual-human51 [link]   [comments]