Dave Harries: We’re talking about the 5 Fs and the first one, I think, of those is facts. Tell me about facts?
Grant Leboff: The idea about facts is what killer insights can you provide to your audience. This isn’t about pedestrian facts they’ve probably had a million times before. It’s about giving them real insight that they hadn’t thought of before, they hadn’t heard before. Now that can be done 2 ways, it could just be new information which is absolutely fine. Right? It could be not new information but new information framed in a different way, in a way that’s relevant for that audience or in a way they hadn’t thought about it before. Either way it works, but these are real insights. The idea is to give people the a-ha moment. For a lot of business-to-business marketing, content marketing really works. Whether it’s white papers, whether it’s eBooks, whether it’s articles, whether it’s informative videos. The means, the mechanism can be in lots of different ways but it’s giving people real insights. The challenge is not just giving them pedestrian stuff they’ve heard a million times before.
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