In today’s hyper-competitive world, typical white papers and webinars are no longer enough to attract qualified leads. We’re all overwhelmed with data and facts. Adding more to the pile simply doesn’t work. So what makes some content offers stand out above the rest? It all comes down to perceived value vs. perceived risk. Value is created when you can solve important and challenging problems; in other words, you need to determine how badly your customers want the content you are looking to provide, and how difficult it has been for them to find this information. Continue reading