Whether it is B2B marketing or B2C marketing, the key aspect of any online marketing strategy is content.
You must have read many articles, attended a few courses, and applied multiple methods to create your content marketing strategies. Despite all this effort, some of them still fail.
In this article, we shall outline some of the reasons why this happens.
We will cover the following topics.
The blog covers:
- How does a B2B Content Marketing Strategy work?
- 7 reasons why Your B2B Content Marketing Strategy Fails
- Your content is more promotional than informational
- Your content is not aligned with the way the customers want to learn
- Your content is on your website but is not actively promoted
- Your content is not findable
- Your content is not relevant
- Your content is inconsistent across different platforms
- Your content is not analyzed or measured
Before we get into the details of how a content marketing strategy works or why it fails, let us understand two things. What is content marketing and what it is not.
How does a B2B Content Marketing Strategy work?
Not so long ago, B2B companies used to solely depend on references for finding new clients.
While references still work, the problem is that they are not scalable. You need better methods to grow today.
This is why B2B companies explore and use content marketing to find new customers.
B2B content marketing strategies are mostly online.
Largely, these outline what the company goals are. Then companies target potential customers with content that meets with the objectives.
The content is next distributed on various platforms and networks to achieve both reach and awareness.
The key thing you need to bear in mind when you create a content marketing strategy is that the content should be free and informational.
The prospects, who consume the content, and subscribe to it, are considered as leads.
Prospects are regularly targeted in the hope that they convert, at some point, into paying customers.
The problem is that this strategy does not always work.
More often than not, there is a valid reason behind this failure. You can gauge this easily with the help of a simple root cause analysis.
Let us now look at a few reasons why content marketing doesn’t work.
7 reasons why a B2B Content Marketing Strategy Fails
We have narrowed this down to just the common reasons.
We have listed seven mistakes that companies make while creating their B2B marketing plan.
Your content is more promotional than informational
The thumb rule while creating content to promote your B2B business is that the promotional aspect of your content should not be on the nose.
If it is very evident that this content has been written from the perspective of promoting a business, product or service, it becomes an advertisement. So, rather than making it promotional, make it informational.
The idea is to give your potential customers information about a topic that they might be interested in and bring them to your website.
Once they like your content and the voice of your brand, you will be able to build trust. And this trust will make it easier for them to go from potential customers to actual customers.
Your content is not aligned with the way the customers want to learn
When you chalk out a marketing plan for your potential B2B customers, it is important to remember that no two customers are the same.
Each customer needs to have a customized requirement. Each will enjoy a unique journey with your company.
And because of this, the place where they are in their buying journey becomes important.
You need to consider 2 things here: the information that you share with your potential customers and how you deliver it.
Think of yourself as a teacher who constantly alters the method of teaching to suit the needs and requirements of your students.
Your content is on your website but is not actively promoted
Simply writing good content that appeals to your potential customers is not enough.
You also need to make it accessible to them. Thinking that your customers will come to your website and educate themselves on their own is wishful thinking.
You need to take the water to the camel. Your content has to be anywhere and everywhere your prospects gather.
Content should be subtly placed and should also catch their eye. Your customers must remember your brand from your content.
Your content is not findable
Your potential customers are most definitely looking for the information they need on Google.
That is why it is vital that you make sure your website shows up in the search results.
How do you make this happen?
There’s just one mantra for this. Insert the relevant keywords in your content.
You need to do some keyword research before writing any content. Make a list of the most searched keywords that are relevant to the topics that are relevant to your customers handy.
Don’t forget to insert the most important keyword in the heading and subheads of your content.
Your content is not relevant
This is the most common reason why a lot of B2B content marketing strategies fail.
Many companies write content from their own perspective and based on what they find interesting.
Remember, your potential customers will not read beyond the first paragraph or even click on the post if they don’t find the piece interesting.
To keep content relevant, you need to analyze where your potential customers are in terms of their relationship with your brand.
Are they new to your company and unfamiliar with your work? You can send blog posts their way that would enlighten them about your business and what it is that you do.
Your content is inconsistent across different platforms
Credibility depends on consistency, so you must establish content standards and styles you can live with. Then enforce them as new content is produced, regardless of who in your company is responsible for it.
You need to understand that inconsistent content can cause your brand to lose a customer’s trust. You know how important and how difficult building trust is so be consistent to earn it.
While you may need to tweak content based on the platform that you are publishing it on, the essence of your content should be the same across all of them.
Your content is not analyzed or measured
To know what is working and what is not, it is important to analyze and rectify.
Many businesses think that analyzing content comes in after the campaign is over. But this is not true. Thanks to the internet, where everything is delivered quickly, we have the option to make realtime changes to our content.
But to do this, we first need to assess which approach is working and increase efforts in that direction. Data from analytics should give this information.
You can also save a lot of money by pulling back ads and content that do not benefit you.
The key to creating a content marketing strategy that works is to keep the content relevant, consistent, and interesting for your potential B2B customers.
You also need to constantly evaluate your strategies and change it based on feedback, comments, and data analytics.