When I deliver content marketing workshops one of the first questions I ask is "when was the last time you went to see a customer?" and most (if not all) of the time they never have.  

In all honesty, in the 20+ years I spent in corporate B2B marketing roles I didn't often speak to customers either. 

As marketers, our role has traditionally been to setup sales for success.  Organise the meetings, create content that accelerates pipeline and sometimes support sales to close deals.

However, the buyer journey has gone digital.  Marketing is now having to get quite sophisticated in crafting content that speaks to the buyer very early on in their buying process.

The issue?  

If marketers aren't talking to buyers, how do they know what those trigger issues are?

Rather shockingly, this research shows that 36%  of B2B marketers believe their organization demonstrates a solid understanding of customer needs, pain points, and desires. 

If we (as marketing) are to create digital content for the Awareness stage of the buyer journey, we have to get closer to the customer.  We have to speak to them, learn from them and turn those conversations into relevant content.

Gone are the days where we just pump out content to tick a box to tell Google our website is refreshing often enough.

Google has got smart.  It looks at quality of content.  When people click through from Google do they stay on your website or bounce off?  Do they move around your website once they're on it?  

All of these signals indicate that brands need to focus less on quantity and more on quality.  

Relevance is key when it comes to digital content - know your buyer and build your content strategy.