Every B2B marketer I talk to is on board with the concept of user personas to guide their web content strategy. Now our team is working with several clients to really drive this concept home, and apply personas more aggressively to the content they are creating. The results are paying off in content that truly speaks to the buyer.

I'm frequently approached by writers looking for work, and the first thing they want me to see is a sample of their writing. In ten seconds, I can tell whether a writer can put a decent paragraph together. But writing is only the first of many skills needed to produce content for an enterprise.