Thinking About B2B Content Marketing Through The Lens of the Buyer

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Last week, I shared 5 Reasons Why Buyer Personas are Useful for B2B Content Marketing.


B2B buyers are making decisions for a business, so most B2B sales have multiple people involved in the buying process. In most instances, these buyers will have different roles, decision-making authority, goals, and motivations that drive their purpose and levels of involvement in the buying process.


Consequently, content that resonates with one player in the buying process does not always resonate well with another individual in the buying process, and may only be relevant during different phases in the buyer’s journey.

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