Reduce B2B Waste with a Strategy for Context
summary
$145 billion in digital content is produced and up to 90% goes unused, while content marketing effectiveness sits near 32%. The talk argues for using buyer personas plus jobs‑to‑be‑done mapping to identify the specific questions each member of a roughly 6.8‑person buying committee faces, then design content with clear next steps. Examples include persona overlays to orchestrate inter‑committee conversations and shifting content from product pitches to change‑management guidance.
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chapters (20)
- 0:00Introduction
- 0:45Too much content
- 1:25B2B buyers are frustrated
- 2:07Content marketing is about being helpful
- 2:50Content marketing is about being meaningful
- 3:37The big key to context
- 4:37Shift from thinking about your products
- 5:28Jobs to be done
- 6:10The big picture
- 6:52The job to do
- 7:12Questions
- 7:26Change Management
- 7:51Perspective
- 8:37Consider Change
- 9:22Why Should I Care
- 9:47Competitors
- 10:38People
- 13:23Personas
- 13:58Case Study
- 15:07Professional Attributes
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