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How Engaging Is Your B2B Website Content? Not As Much As You Might Think

September 4, 2019

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If your website went on a first date with a prospective customer, would it get a second one? Imagine yourself as that customer, and your website content talks about itself the whole evening, does little to relate to or engage you, and only shares long, boring stories about what it does and what it thinks. Would you consider seeing that person/website again? Most definitely not. So why would a prospective customer revisit your website if the content there behaves the same way?

In this webinar, Forrester Vice President and Principal Analyst Laura Ramos shares the results of an in-depth study of 60 B2B websites from 12 different industries. These websites offer a window into many B2B companies' typical content marketing and messaging strategy. But more than that, website content, tone, and voice demonstrate how well a firm understands its customers and shares concern for the issues those buyers need to resolve.

As our study showed, most of these sites’ content doesn’t understand or engage target customers very well. Attend this webinar to learn what it takes to make your content customer-centric, engaging, and worthy of a second look. Through best practice examples, this webinar shows you how to increase your empathy quotient and capture the attention of those buyers you need to engage the most.

Key takeaways:

  • Study results show that B2B marketing content is inside-out.
  • Fifteen actions and practices can shift your content from dull and boring to interesting and engaging.
  • Five best practices will help marketers make tone-deaf content more customer-centric.

Target audience level: beginner

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