According to Forrester, 87% of B2B marketers say that they struggle to produce content that truly engages their buyers. I’d argue that could very well be because they are still thinking like marketers—not like editors.
- Marketers are typically tasked with promoting a product (i.e. product- or business-first thinking).
- Editors are in charge of publishing content that their audience wants to read (i.e. audience-first thinking).