Content engagement is key to buyer intent, yet many marketing teams miss the mark. Buyers are often overwhelmed rather than engaged by the content being produced.
With 70% of the buyer journey now digital, shift from thinking about content volume—“how many blogs or eBooks?”— to content personalization that guides the buyer journey.
Here are four strategies to help your content resonate, engage, and ultimately drive buyers to action.
1. From Content Production to Content Personalization
Think about the last time you were handed a puzzle without the picture on the box. That’s what your buyers feel like when your content strategy focuses on production over personalization.
B2B buyers don’t want to piece together scattered information from blogs, webinars, and eBooks. They want content that’s built around their goals, roles, and industries, when you organize your content to speak directly to your audience’s needs, engagement skyrockets.
It’s not about creating more; it’s about creating with purpose.
2. Build Personalized Webpages
Your website should feel like a bespoke experience for every visitor. Personalized web pages are the key to making buyers feel understood and valued.
Whether it’s showcasing key use cases, addressing specific personas, or highlighting industry-specific value, personalization drives conversations.
Go a step further by integrating self-solutioning content like ROI calculators, diagnostics, and trials. These tools don’t just engage—they empower buyers to see your solution as their own.
3) Leveraging Self-Solutioning Content
To accurately surface buyer’s intent, you need self-solutioning content as part of every personalized webpage and content funnel.
Self-solutioning content allows buyers to draw their own conclusions about your products or solutions’ unique strengths and relevance to their needs.
There are five types of self-solutioning assets to consider: guides or checklists, diagnostic data, benchmark data, ROI Calculator, and Trials:
4. Recognize the Special Role of Stories
Customer stories aren’t just another content type—they’re your secret weapon.
Stories take the conversation from transactional to transformational by shifting the dynamic from “me and you” to “we.”
They show buyers what’s possible through relatable, real-world examples. Prioritize customer stories at every stage of the buyer journey and watch them become the linchpin of your content strategy. When buyers see themselves in the story, they start to believe in the partnership.
Winning in today’s buyer landscape isn’t about doing more—it’s about doing better. Move beyond content volume and focus on content personalization.
Instead, think about the bigger picture: how your content aligns with buyer intent and empowers action. Personalized experiences, strategic storytelling, and meaningful engagement aren’t just best practices—they’re the pathway to stronger connections and better outcomes.