If we’re all in agreement about empathy in B2B writing, then how come buyers aren’t falling over themselves to act on our content?

B2B customer conversations should be given documentary-level importance, but too often, marketers spend valuable interview time being stenographers instead.

We often write about using customer interviews as a valuable resource for content generation.

Every piece of B2B content we write starts with the buyer conversation. Case studies, articles, ebooks, long-form guides, white papers, even blog posts, video scripts and...

If you’re a B2B writer or marketer who develops customer case studies, then chances are you conduct conversational interviews with customers (and not interrogations) to get...

If you to want to market to a demographic, then relegate your listening to an algorithm. If you want to reach humans, then talk to some of them. Have some good, old, analog,...

The list is growing ever shorter of marketers and content writers who don’t tap into the most valuable source of content insight available: discussions with...