How to tap into B2B buyer psychology to create compelling content

Nick Mason

Advice on how to optimise content for a business-to-business audience.

In 1996, Bill Gates wrote an essay on the future of the internet titled, ‘Content is king’. There are few tech predictions from the 1990s that have stood the test of time, but today marketers across the world live by the ‘content is king’ mantra. And for good reason.

Content drives the online world. The problem now is that we all have too muchchoice. Our web experiences are becoming increasingly saturated, and businesses are faced with the challenge of making their content stand out from the noise. So, how can companies create content that actually grabs and sustains...

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