I’m seeing a trend in content… AI is helping us leverage more customer insights into our content strategies, but many content teams are missing the mark.

The real differentiator? Understanding the regulatory and operational factors driving purchase decisions. For instance, when a CFO is searching for new HCM software, they’re not just looking for features – they’re navigating compliance requirements, thinking about audit trails, and considering integration with existing financial systems.

Knowing this lets you create pieces that readers can connect with on multiple levels. Instead of another “top 10 features” article, you can talk about how your solution helps maintain SOC 2 compliance while streamlining payroll processes.

Just like that, your content shifts from being another helpful resource to becoming the go-to guide your readers can’t do their jobs without.

– Amy