Digital B2B Content Needs an Overhaul

B2B marketers embrace a new outlook on what kinds of content will resonate with audiences burned out from too much information

By Michael Bradford

Bombarded by marketing content for nearly the past two years, B2B buyers are feeling burned out and are dramatically reducing their content intake. But that doesn’t mean brand managers can let up when it comes to developing their messaging efforts. To the contrary, CMOs and marketers have to stir their creative juices to develop the kinds of campaigns that have a touch of fun and, perhaps more important, treat their customers like humans.