Before you can understand how to reach your customers, you need to understand how they work. Not just the sliver of their job that your product touches, but the full picture — their responsibilities, pressures, and strategic priorities.

This is why audience research starts with a conversation about their daily reality. What are they responsible... See more

Job insecurities Customers don’t just seek out content for industry updates — they turn to it to fill gaps in their own knowledge and skill set. The real content goldmine isn’t in what they know — it’s in what they don’t .