We can’t push buyers forward by burying them in information and expecting them to embark on an archaeological dig to extricate what’s meaningful to them.
Who has time for that? The thought alone is overwhelming in its lack of appeal and relevance.
Our attention is limited, given everything on our plates. The same is true for your customers. Buying is a secondary job. They come to it when they have time. Then they put it aside and return when the next window of time is available.
We need to size our B2B content to fit into those windows of opportunity in a way that’s meaningful and fuels purpose.
Read more here: http://customerthink.com/is-your-b2b-content-too-big/