The two “tent poles” of quality B2B content are:
Thought-provoking stuff that stakes your industry vision and customer know-how, making those who aren’t even your customers want to follow you.
Helpful content from internal experts that covers the nitty-gritty of your products and services.
In other words, all B2B content should either entertain or inform. Informing is easier.
Source: What the heck are content experiences, and why are we overhyping them? A skeptical riff
