Look for every mention of the word “we” and replace it with “you” instead, to re-focus your content around what the buyer cares about most.
And remember, good content is…
- Educational: don’t bother with something that doesn’t teach the buyer something
- Specific: your content won’t resonate if it’s too high-level and generic
- Personalized: 1 to 1 communication is huge; again, generic messages don’t resonate
2. When do you use this content?