Content marketing activities are essential for generating leads and conversions. However, content marketing is likely to fail if organizations do not deliver the right content to the right audience at the right time.
While the B2B industry still relies on word-of-mouth recommendations to acquire new business, customers in even the most traditional industries have started utilizing digital channels when looking for businesses to solve their problem. Digital channels provide unrestricted access to the information that B2B service buyers value most. It is a top priority for a majority of high-growth companies to make their expertise more visible, which they achieve through educational, valuable content.
However, all too frequently, businesses seek a quick remedy or a silver bullet. They call it a day, stop the flow of funds, and write content marketing off as a failure if their content marketing strategy doesn’t perform within the first few months. However, content marketing is a long-term game. It’s all about identifying the right target audience, understanding their problems, and producing content that is useful to them.
The value of content marketing should not be overlooked. So, before organizations get their content in front of the right audience, they need think about these three key reasons why B2B content marketing efforts fail.
Content that isn’t relevant for the intended audience
The most fundamental cause for content failure is that it is irrelevant or unimportant to the target audience. When content is written just in the context of what one knows and what is significant to them, it will not perform effectively. Only when organizations create content that combines their knowledge with the top priorities of their customers can it be considered truly relevant.
It’s crucial to consider the audience’s viewpoint. It’s crucial to consider the services that are truly critical to the company’s success, as well as the obstacles and concerns that keep potential customers awake at night.
Also Read: Four Mistakes B2B brands make with Content Marketing
It does not have the backing of the senior team
Another major factor for content failure is a lack of leadership buy-in. If marketing can’t explain why they’re doing it or whether it’s working, the CFO is likely to pull the plug.
That’s why bringing in key stakeholders and educating them on what marketing does and, more crucially, why they do it will determine whether their content succeeds or fails.
The content is devoid empathy
Marketing teams may have worked hard to develop content that highlights their company and positions their experts as industry leaders. However, while their unique perspectives are growing in popularity, it isn’t translating into an increase in customer queries.
This can happen when businesses forget that content is a two-way discussion in which both parties profit from the exchange. If a company talks a good game but fails to give its customers a voice, show that they understand their problems, or show genuine interest in assisting them, the customers may dismiss the company’s content as meaningless noise and refuse to engage further.
Content that is completely centred on the company, its products, and its opinions on pertinent topics demonstrates that the company is more interested in speaking than listening, which is a turnoff for today’s consumers.
The goal isn’t simply to encourage consumers to look at the content; it’s also to get them to take action –register to get lead-gen assets, sign up for newsletters, or buy anything.
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