I've spoken to a lot of large enterprises in recent months that put education at the centre-point of their communications. 

This school of thought does seem appropriate given that I generally only talk to companies whose sales processes hinge upon the transfer of knowledge between themselves and their clients/prospects.

If you sell your knowledge directly, or you sell your knowledge as a differentiator in your market, then showcasing your knowledge to your buyers is a must. My colleague Adam wrote an excellent piece earlier this week about how you can ensure your content is influential in the eyes of your key stakeholders.

A helpful (and uncomfortable) truth that I often remind myself of is that most people don't care about our product/service, they care about themselves and their problem. The quicker you accept this reality, the easier it'll become to engage your market - simply because you'll adopt this approach: