Most marketing teams don’t want to hear this, but it’s true: your buyers don’t owe you their attention.
- They don’t owe you a form fill.
- They don’t owe you a webinar signup.
- They don’t owe you a download, a demo request, or even a follow on LinkedIn.
You have to earn all of that. And you earn it by offering something valuable in return.
Attention is currency. And your content is the product.
In B2B marketing, especially demand generation, we often treat content as a means to an end. A tool for lead capture. A step in the funnel.
But let’s reframe it: content is the product.
Think of it this way:
- An ebook isn’t just “a way to get their email.” It’s a transaction. You’re offering something in exchange for personal information.
- A webinar isn’t just a chance to deliver a pitch. It’s a commitment of 45 minutes from someone’s day, which is no small ask.
- A newsletter signup means someone is willing to let you into their inbox again and again.
That’s not a favor. It’s a purchase.
And the currency isn’t dollars — it’s time, trust, and contact information.
So the real question becomes: Is your content worth what you’re asking your audience to spend?
Assume disinterest. Earn attention.
This is the mindset shift that changes everything: assume your audience doesn’t care.
Because most of them don’t. Not yet.
They don’t know how smart your team is. They don’t know how powerful your product is. They don’t know why that case study is different from the 17 others in their inbox today.
So start there.
Don’t assume your audience is ready to engage. Assume you have to win them over, and design your content accordingly.
That means:
- Headlines that stop the scroll because they actually speak to a pain point
- Assets that teach, entertain, or help solve a problem, not just tee up your pitch
- Forms that are short and frictionless, unless what’s on the other side is genuinely worth the ask
- Follow-up nurtures that reward interest with more value, not just more noise
Don’t sell harder. Create better value.
It’s easy to fall into the trap of “we just need to promote this more.”
But no amount of paid media or social scheduling will save content that doesn’t resonate.
Instead, focus on making your content irresistible.
Not to everyone. Just to the right people.
Ask yourself:
- Would I give up my email for this?
- Would I show up to this webinar if it weren’t my job?
- Would I feel like I got something worthwhile in return?
If not, it’s time to rethink what you’re offering, not just how you’re promoting it.
An audience-first approach is a long game — but it works
Building trust with your audience takes time. But it also pays dividends.
When people begin to associate your brand with value — not just noise — you lower the barrier to every future ask:
- More newsletter signups
- More engagement on social
- More form fills
- More demo requests
The goal isn’t to “trick” someone into handing over their email. It’s to create a brand that makes them want to.
That only happens when you treat content like the product it is, and make sure it’s worth the price of admission.
Takeaways:
- Assume your audience doesn’t care (yet). Make them care by offering real value.
- Every piece of content is a transaction: Are you offering something that’s worth the trade?
- Email addresses are currency. Treat them with the respect you’d give to dollars.
- Create with your audience’s needs, not your internal calendar, at the center.
Want help figuring out what content your buyers actually want to engage with? That’s what I do. Let’s talk.
Leave a Reply