Most organizations are built upon the premise that the product offering forms the nucleus of their value proposition to customers. Marketing, or ‘content,’ is merely a promotional layer on top. For B2B organizations in particular, this model is backwards and has meaningful consequences. The value of a product is rarely the 1's and 0's that go into making it. Instead, value can be mapped to some best practice, methodology, or use case that delivers effectiveness, efficiency, new opportunities, or some combination thereof to the buyer. In this regard, the product enables the best practice or value proposition to be realized, but only after content communicates the practice worth realizing in the first place.
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