We, as marketers (myself included), love talking about and speculating on the latest trends and topics. It's fun, it's exciting, it's edgy. But...it's not what our audience wants.

B2B readers aren't excited by trends. They are reading content because they have an acute pain or question they need to be answered. Quite simply, they want to be better at their job. And this leads me to the most common coaching I share with our customers...