I’ve been leading B2B tech product marketing teams for more than 20 years and I’ve seen how easy it is to fall into what I call the “content trap”. We’re constantly creating new content to fuel our campaigns, to keep things fresh and interesting for our audiences. We try new messaging, new content types, new offers. It can be fun and exciting.
But it’s a trap because in our haste to create new content, we do the easy thing – start writing about how our product or service is newer, better, different. That kind of content might help generate awareness amongst buyers, but it fails at generating something much more important: Credibility.Continue Reading →