"Let's face it, buying today is different than it used to be," says Ardath Albee in a recent post at the Marketing Interactions blog. Products and solutions are growing in complexity, she notes, but buyers have far less time to consider their options.

How can B2B marketers better meet the needs of today's time-strapped buyers? "Marketers must pay for a buyer's time with content and interactions they find truly valuable," Albee says. "Just randomly creating content isn't going to get the job done."

She offers these tips for providing truly valuable information to prospects and clients in a content-saturated world:

Answer buyers' questions about a priority they're tasked to address. Create shorter pieces that prospects can consume quickly while gaining a "meaty insight" that helps shift their perspectives, Albee suggests. Doing so can win their trust—and encourage them to spend more time with your content in the future.

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