Newsletter | September 22, 2021

09.22.21 -- What Is The Missing Ingredient In B2B Marketing Content?

  In This Issue:  



What is often the missing ingredient in poorly performing B2B marketing content? The buyer!


Have you ever been attracted to an interesting title, tagline, or image only to be disappointed by the actual content, causing you to disengage? Perhaps the content didn’t strike a chord with you, the topic was boringly presented, or the title and image were just click-bait for an entirely different topic.


When readers--buyers--see themselves in your content, they are much more likely to stay engaged. That’s why the most important component of B2B marketing content is the buyer!


For B2B marketing and sales, the sun should rise and fall on the buyer. The buyer must be the central figure in every bit of thought leadership, case studies, blogs, and storytelling. To create this kind of content requires a deep understanding of one’s buyer and so in this edition of Follow Your Buyer we’re republishing some articles that are foundational for a buyer-centered framework for B2B marketing and sales.


Thanks for reading!




Perry Rearick

Chief Editor | Follow Your Buyer


  Exclusive Content From Follow Your Buyer  
The B2B Buyer’s Journey: Explained

Understanding how B2B buying works is the first step to building sales and marketing processes that work. This 5-minute read can help you take that critical first step.

Content Marketing: Four Essential Elements

There are four things every B2B marketer needs to know and understand to become a successful content marketer. Learn and master these first.

The Engagement Engine: An Exercise For Content Marketing Success

A framework to fueling sustained growth by linking marketing with market opportunity via long-term, strategic thinking.

  B2B Marketing Around The Web  
The 95:5 Rule Is The New 60:40 Rule

B2B marketers shouldn’t be spending time and money convincing out-of-market buyers to consider a purchase but instead invest in making every buyer remember their brand next time they need its product.

Will Your New Beard Effect Your Ability To Get That Dream Job?

Mellissah Smith from Marketing Eye Magazine offers some sound advice for new-job seekers who may have grown too comfortable with the relaxed work-from-home-Covid era.  

The Simplest Ways To Stay Enthusiastic In Life (Even When You Are Drowning In Work)

Today marks the autumnal equinox in the northern hemisphere when there is an equal amount of daylight and nightime in a 24-hour period. It also marks the beginning of the Fall season, harvest season, the final stages of the growing season, and when we begin thinking about the end of another year. Who couldn't use a little enthusiasm to help carry us through the remainder of the year? Here are some practical ways to sustain enthusiasm from Melissa Dinwiddie.