In a content-cluttered world, where the majority of collateral we produce and promote is being ignored, there's even more emphasis to start focusing on producing the ‘right’ content.

Easier said than done? Maybe. But evidence points to audiences involved in the production of content being more likely to consume it. So too are their peers. 

Surely we need to start paying attention to that?

Polling customers, target accounts or audience segments can be as simple or as complex as we make it. But it is far from impossible. Once we get to know their challenges and drivers, the content and messages we create should be around solving those problems, not around a product. This is the ‘right’ content in B2B marketing.