How to Save the B2B Content Marketing Efforts from FailingPosted by Amit Pawar on November 15th, 2022 B2B content marketing is one of the essential yet miscalculated or almost ignored strategies. With the right approach, the brand can reach the targeted audience, inform and educate them, and persuade them to become customers. But why do companies fail multiple times at executing the B2B content marketing strategy, even though the planning is good? Here are the reasons – Irrelevant content: When the content has what the audience needs, it will perform. So, producing content that displays the business' thought leadership and knowledge, which aligns with the client's key priorities, will be truly relevant. Promotional content: Nobody wants to repeatedly see the brand's greatness and constantly get hammered with what services or products are offered. Promotions have their own space and time. When the content is educational, informative, or shows thought leadership, the audience will like it. Website-only content: The content should not be only on the business website but also must be distributed on different channels and created as per the platform. The platforms where the audiences are must be leveraged to disseminate the content and amplify brand recall in prospects' minds. Hard-to-find content: Content that doesn't have proper keywords and SEO efforts is hard to find and cannot reach the intended audience. So, no matter how knowledgeable the content is, unless it is guided and supported by SEO, it will get lost under the humongous pile of daily published content by various websites. Inconsistent and random content: Inconsistency in the content and any random content won't work. The content should be aligned with the company values and offerings without sounding salesy. Also, the B2B content marketing strategy must be time-defined. The inconsistency will drop engagement across all the channels. Also read - The Physics of Future-ready B2B Content Like it? Share it! More by this author |