It’s a question every science marketer has to face: how promotional should my marketing content be, especially if I want to build lasting relationships with my customers?

According to the B2B Content Marketing 2020: Benchmarks, Budgets, and Trends report by the Content Marketing Institute, 88% of top content marketers say they focus on non-promotional content. As the report authors point out, who do you know that says, “I don’t get enough pitchy product news”? No one.

These top performers work to educate their audience using content series that build their understanding and help them stay current on the latest news. Such a collaborative approach develops solid and long-lasting relationships with customers, which is another common challenge identified by the report data.

How are you using content to educate your audience and build those relationships?