Content is so critical because people care about their own problems much more than they care about your products.
When you capture your company’s expertise and package it up to help your prospects do their jobs, you earn people’s attention instead of simply assuming you’ll get it.
Content also fuels the three most important weapons in the B2B marketing arsenal:
- Search
- Social
- Outbound
Content marketing checklist, (36 page PDF document)
Original author / source: Velocity