By Joshua Baez, Marketing Consultant at Heinz Marketing

In this age of B2B content marketing, it feels like no matter where you turn, there’s a whitepaper, checklist, or guide waiting to greet you – welcoming you with open arms, ready to reveal the knowledge kept within its pages as soon as you give up your email address and hit that persuasive Download Now button.

But chances are, as soon as you read it, you walk away with little more information than what you had to begin with, only now, some company also has your email address.

Content that provides no new insight, perspective, or value to the space – it’s there for one reason: to generate leads.

And while I understand the need to generate leads, if you’re going to spend your time and resources marketing the pieces of content you create, you might as well take the time at the start to ensure they’re engaging and worth a reader’s time.

It’s 2017, and readers can smell inauthenticity from a mile away.

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