The B2B marketing space has evolved tremendously because of changing customer, industry, and market demands. Majority of organizations leverage content marketing to spread awareness about their products and services.
However, with the increasing competition in all industries, it has become a challenging task for content marketers to cut through all the clutter and make an impact in the total addressable market. CMOs of B2B enterprises need to have effective marketing strategies to build content that creates an impact and increases the conversion rate.
Following are a few content marketing pitfalls that B2B marketers need to be aware of and ways to overcome them:
Not having a comprehensive content strategy
Most content marketing strategies fail because they are overarching and lack in multiple aspects. A few B2B marketing teams do not have the capabilities or resources to design and implement a comprehensive content marketing strategy that is consistent and customized. Lack of alignment between business goals and content delivered will result in multiple gaps that hamper the overall presales results. CMOs should consider interacting with the customer interacting teams to understand their clients’ needs. Speaking to the entire RevOps team will help B2B marketers to design a marketing strategy that increases the conversion rate. B2B marketing teams can do a thorough analysis of their competitors and develop a content marketing strategy that helps them stand apart from the competition.
Also Read:Three Strategies for Brands to Enhance their Mobile Marketing Efforts
Not diversifying the content or marketing channel
While drafting an effective content marketing strategy, many strategists do not focus on diversifying their content.
Even though B2B marketing communications need to be formal and precise, it does not mean that all the content created needs to be the same, which ends up in all the other marketing clutter. Many marketing teams are rigid in their ways which create and delivering the same type of content on all the channels. CMOs, while developing a content marketing plan, should ensure that not all content delivered is on the same exact topic. B2B marketers’ teams can diversify their content by creating topic clusters that support each other to create overall awareness of the products and services in the total addressable market. As B2B purchase journeys involve multiple touch points involved, diversifying the content enables the different users to absorb the information in different ways based on their understanding of the subject matter.
Also Read: Three Secret Ingredients for Compelling B2B Content
Not delivering customer-centric content
The majority of organization just focuses on developing content that only speaks about the products and services they offer. It is one of the biggest content marketing pitfalls that many enterprises have to overcome. Not delivering content that attracts or engages the customer will create disinterest in the total addressable market and hamper the conversion rate. CMOs should consider the B2B buyers’ persona and preferences and needs to develop content accordingly to spark interest in the prospects’ heads.
Not evaluating the content marketing KPIs
B2B marketing teams design and implement a content marketing strategy; however, they tend to forget to measure its impact. Without analyzing the performance of every content marketing strategy, it will be difficult to make strategic changes to the entire marketing operations. CMOs should consider setting measurable KPIs to determine if the content resonates with the target audience or not. It is crucial to understand if the set content marketing strategies are able to have higher call-to-action clicks. Measuring the KPIs will help the B2B marketing teams to make strategic changes to the process and have higher customer engagement rates.
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