KEO Marketing

Be in the Know.

5 content marketing mistakes to avoid

Content marketing is currently one of the top trends for B2B firms because of its lead generation capabilities. It's also a powerful tool for raising brand awareness. The majority of B2B companies are employing these tactics, but there is still a high demand for quality content, according to MarketingProfs. 

It's challenging to create original content on a daily basis, so more B2B marketing teams choose to implement a mix of unique materials and curated content. No matter what mix of content you use, it's important to avoid significant mistakes that could derail effectiveness:

1. Not focusing on the customer
Early during the sales cycle when potential leads are first identifying the need for a new business solution, they aren't really interested in every feature of your product. All content should maintain a firm focus on your customers. B2B marketing campaigns are most successful when content clearly explains to leads how your product offering could help solve their business problems. Ultimately, buyers are researching products because they want to alleviate their pain points.

2. Not personalizing content
Your target audience only wants to spend time reading the content that is most relevant to them, MarketingProfs said. Some firms may be juggling multiple buyer personas with different needs. You have to determine which topics separate customer segments will find engaging. Making this effort can help establish you as a thought leader in your industry. Because customers want content tailored to their individual needs, organizations that personalize their marketing campaigns may be at an advantage. Additionally, your content should include a human element. This can help build relationships with leads.

3. Using the same channel to promote all content
It may be tempting to share each blog post across all your social media platforms, but this won't effectively engage your audience. Many marketers who are short on time share one article across every platform. However, if you encourage leads and existing customers to subscribe to your blog and newsletter as well as follow you on social media, they will see all the same content. This could alienate prospects. Promoting the same materials across several platforms doesn't create value for readers, which can cause them to unsubscribe or unfollow you. Brands would lose ways to connect with their client bases. In addition, some companies target more than one audience, and these segments may maintain a presence on different social networks. Customizing content to the channel may be a worthwhile approach for reaching different buyer personas. 

4. Not promoting content in enough places
While taking a blanket approach to content sharing isn't very effective, you can't expect leads to find your content if you never promote it. Creating high-quality content is essential, but sharing it is almost as important. Although some content goes viral on its own, this isn't standard for most marketers in the B2B sector. Social media and email marketing can be useful for reaching a wider audience. 

5. Not catering to each stage in the sales cycle
One of the most significant content marketing mistakes B2B organizations can make is implementing this technique because their competitors are. There isn't a lot of value in creating content for its own sake – it has to be relevant to leads and drive engagement throughout the sales funnel. The goal of all content marketing initiatives should always be to move prospects from one stage of the buying cycle to the next. Quality should still be a focus, but content needs to be linked to your product offerings in a subtle way. 

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.