Grabbing the attention of a target audience is vital to marketing success, but it is often overlooked or underdeveloped by business-to-business marketers, Eric Wittlake writes. To refocus and gain that attention, marketers need to make content appealing and digestible, from headlines through overall design. "As marketers, it is easy to be pulled into the detail. ... But your audience is not, and if you just focus on the details, they will run by and not even notice it," Wittlake writes.
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