Understanding what your customers want means putting yourself in their shoes, knowing their problems and offering solutions. Working to first educate your audience goes a long way toward positioning the sell.

Here are five tips for content marketing when your company’s product or service is intangible, complex or just downright boring.

1. Don’t talk about your product.

Companies might think they have to talk about their products and services in their content marketing — they don’t.

“They need to focus on the problems that buyers have.


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