Are you struggling to create B2B content that provides business value? If so, then you’re not alone — it’s been said that as many as 83% of B2B marketing leaders are failing to produce content that engages their customers. Here are four top reasons content fails to engage and some practical advice to put it right.
Problem #1: content focuses on early stages of the buyer’s journey
Picking up customers might not be a problem, but keeping them engaged through their decision-making journey is more challenging.
Solution #1: create nurturing content
Map your content creation to different stages of the journey, and focus on moving the customer from one stage to the next. Then you won’t only be creating content – you’ll be creating a relationship with your customers.
Problem #2: no documented strategy
You might have a strategy, but it’s different depending on whom you ask – and that means not everyone is pulling in the right direction.
Solution #2: document your strategy
It’s not rocket science. Get that strategy written down, get everyone on the same page and join up your approach to content marketing.
Problem #3: stuffy content
“We’re a business and our content needs to reflect that. It’s what our customers will expect. But they just aren’t interested in our content.”
Solution #3: get human
Take the suit and tie off your content and turn it into something they’d want to read in the evening, not just at their desk. That’s partially about making it relevant to them, both professionally and personally, but also about the tone and style you adopt.
Problem #4: your customer already knows what you’re saying
Your customer does nearly 60% of their decision-making without talking to you. They’re smart and they’ve heard it all before.
Solution #4: say something new
Don’t settle for ‘interesting’ or ‘accessible’ content. Do your research and tell the customer something they didn’t know, which forces them to question their buying criteria. Perhaps they always assumed they couldn’t reduce their energy consumption, for example, when in fact you can help them with that?
You can download the full infographic here.
What are your secrets for creating engaging content?