Today’s modern marketer understands the value of business-to-business (B2B) content marketing; it is the backbone of a successful inbound marketing strategy. According to Forrester’s 2016 B2B Marketing Mix Survey, content marketing is the most popular and most effective marketing tactic for businesses. The Forrester report also highlights the fact that modern B2B marketing isn’t successful without solid content and that means creating content that customers really care about.