AskCraft“Our customer is a company” is not enough
An employee may find an article, propose a solution to a manager and pass material to procurement. They need not be doing the same job. One is exploring the problem, another evaluating consequences and resources, and another checking commercial terms.
Do not impose that sequence on every company. Establish who actually took part in the particular decision and when. Sometimes the owner makes the entire choice alone.
Ask what happened when content was shared
“Who did you show the article to? What were you trying to explain? What did they ask in response? What did you have to find elsewhere?” These questions reveal content’s role between people’s actions, beyond a page view.
In a fictional example, a marketer sends an implementation article to a manager. The manager asks who will support the process after launch. The article explains benefits but not responsibilities. The marketer returns to search and finds that information from another supplier.
What to test on the site
A possible change is to connect educational content with an implementation explanation: what the client does, what the supplier does, which inputs are needed and what limitations remain. Every article need not become a sales page. The next link should answer the question that arose in the episode.
Reading is not a completed sale
A service-page visit does not establish that the blog caused a purchase. Content might help someone frame requirements while the final choice depends on integration, timing or internal approval. Preserve that boundary in the report.
Make a decision map
- The event that triggered a search.
- Participants and their actual roles.
- Materials read and shared.
- Unanswered questions after each step.
- Other sources and the chosen supplier.
- What content can change, and what lies outside its influence.
The map may lead you to decide against another article. If a necessary feature is missing, copy cannot remove the product constraint.