James Furbush, VP of Marketing and former managing editor, explains how B2B buyers are 83% of the way through their research before they want to talk to a company. So, how do you get on their shortlist? It's all about the product before the product - content!"If you're thinking about your content as a product in and of itself that could stand on its own, then you need to treat it with the respect and care it deserves." - James FurbushJames explains how, as the B2B buying process becomes increasingly self-serve, content is becoming more important than ever. It allows us to enter the conversation early on, establish thought leadership, and differentiate ourselves from the competition. By adopting a journalistic approach, inviting conversations, and focusing on adding value, we can create a content strategy that drives growth and success for our business.Follow James Furbush on LinkedInFollow host Steve MacDonald on LinkedIn

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