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For B2B Marketing Professionals

Empathetic Content: The Key To Engaging B2B Buyers

Benchmarks Show That B2B Marketers Must Humanize Website Content To Captivate Customers

March 13, 2017

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Why Read This Report

Engaging content can catalyze new business opportunities as well as cross-sell and upsell conversations. Nowhere does the struggle to produce compelling business-to-business (B2B) content continue to be more evident than on corporate websites. Most sites scored poorly on our 15-point criteria, and B2B marketers need to adjust their content marketing plans by investing in content that creates interaction and dialogue. This report highlights specific practices that help a company's message stand out and build audience empathy.

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Table of Contents

  • B2B Website Content Focuses On The What, Not The Why
  • Three Principles To Make B2B Content Better Engage Buyers
  • Recommendations

  • Make Customer Empathy The Centerpiece Of Your Content Strategy
  • Supplemental Material
  • Related Research Documents

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