Content has always been an important tool for B2B marketers. And there’s good reason for that: we typically classify B2B transactions as ‘considered purchases’ that require explanation. Full specifications. Case studies or testimonials from successful customers. In other words, industrial-strength content.
So it’s not surprising that content marketing has become a key component of B2B marketing programs. It’s been embraced by at least 80% of B2B marketers, according to recent studies. But so much of that content is failing. It’s failing to generate interest, move a prospect closer to a purchase or even create a lead.
There are plenty of reasons for content failure, but here are the most common mistakes and suggestions for how to avoid them.
1. Talking only about yourself
One of the biggest content failures by B2B marketers is to create content that is solely focused on the brand or product, and not on helping a prospect or customer.
On the one hand, it’s understandable. Corporations have their own logic and way of communicating. And we know that product managers, who are usually great brand advocates, tend to be immersed in the details and have a specific agenda to get all those product bullet points communicated.
On the other hand, it’s quite surprising how much this is still happening in today’s customer-centric environment. B2B buyers have high expectations; they want to engage their terms. If you don’t connect them with content that captures their interest quickly, they’ll bail.
2. Ignoring their issues
Yes, your new product may be the most amazing thing to come out of your company in several years, but you need to lead with what that means for the customer. How is that product going to solve their current challenge? What pressing industry issue can your product address? Will your solutions help them boost performance, cut their costs, improve uptime or reduce time to market?
Most B2B marketers will reference a persona before creating new content, but there’s also value in bringing the sales team into the early stages of development. They are the ones out in the field talking to customers. And they can be an easy source for the types of content that may be needed. They can help shape the message.
What problems are their customers trying to solve? What are their pain points? Creating relevant content that offers solutions to those issues will obviously engage your audience much more effectively.
The sales team can also provide input on the types of channels their customers and prospects are most likely to use. What e-newsletters and websites are they reading? Are they asking for digital versions of sales collateral? Are they still attending trade shows?
The sales team can help steer you in the right direction.
3. Thinking you can set it and forget it
Getting a new piece of content created and into the mix can feel like a major accomplishment. Many marketers check it off their list, and move on to the next fire drill. But you must be prepared to adapt and optimize your content, and quickly. At the start, consider creating more than one version – that way you have alternatives on standby. The alternatives could be the type of format, the message, the call to action, etc. If you put a piece of content out there and your metrics are indicating it’s not being used, move on to the alternative quickly.
An important content initiative can have many lives. Many incarnations. Your life will be a lot simpler if you accept and embrace that realization.
Let’s face it, without a strong content strategy as part of your overall marketing plan, you will have an uphill battle in meeting today’s customer expectations. Avoid these costly mistakes, and give your content efforts the best possible chance at success.
