Why is B2B content failing to engage customers?

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.


Nuturing_contentProblem #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.


Document_strategyProblem #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.


Say_something_newProblem #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?

Share your tips for creating content that grabs your audience and doesn’t let go on Twitter, LinkedIn, or in the comments section on our blog.

Tailor your customer reference programme to suit your client

Customer reference programmes are a great way to promote your product or service to potential new customers and overcome any objections they may have. However, the amount of time your reference customers are willing budget for this may be limited.

If that’s the case, you can still deliver value for yourself, and them, without investing too much time. Ideally, you’ll offer them a range of options and allow them to choose the level of involvement that best suits them. For example:

Level 1: Logo and name only

Use of your customer’s name and/or logo on your website and in marketing collateral requires the least amount of commitment. But, remember, you still need their permission.

Level 2: Testimonial

Customer quotes that endorse your company’s work are valuable when you have to work that little bit harder to engage with your audience, such as when using direct mail or PR activity, for example.

Level 3: Text-based customer success story

In an ideal world, your customer will be willing to participate in a telephone or in-person interview and to review the copy before publication. This can take the form of a press release, newsletter article or printed case study.

Level 4: Video story

If your story is one of real human interest, why not exploit  audio and video for your customer reference programme to show the emotion behind the words? A three-minute video interview can be used at conferences or seminars, published online and promoted through social media channels.

Level 5: Speaking engagement

If customers have a very high level of goodwill toward your company, they may be willing to speak at a conference, trade show, seminar or similar event. Get the most value you can from this commitment: such presentations can be recorded and broadcast on your website as a video or podcast.

Level 6: Reference visit or telephone reference

The highest level of commitment a customer can make to your company is to agree to be a reference site. The customer will agree to take telephone calls or host visits from your qualified potential customers to allow them to discuss their experience with you and see elements of the solution in action.

Which customer reference activities have worked best for your company? Let us know in the comments field below, or through Twitter and LinkedIn.

Dowmload our free Customer reference ebook

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‘Your guide to supporting the sales process with an effective customer reference programme’