Infographics. White papers. Case studies. Thought leadership. There is no shortage of content available to the modern B2B buyer. Although such content markets products and sells services, it does not help buyers buy.
That is the role of buyer enablement content — content that provides the information and tools customers need to more easily complete critical buying jobs such as identifying problems and selecting suppliers. Yet the content that most marketers produce does not focus on buyer enablement.
In a Gartner review of over 500 supplier content assets, only 20% of content was categorized as buyer enablement, while 42% was devoted to lead capture and nurturing.
Read more: Marketing’s Role in Buyer Enablement