🗂 Link: What the heck are content experiences, and why are we overhyping them? A skeptical riff

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