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Content marketing mishaps to avoid

Content marketing is gaining speed in the B2B industry. While this tactic can be an effective means of lead generation when done properly, some B2B marketing teams are struggling to correctly execute content strategies. Here are some mistakes to avoid to see the best results from a content marketing strategy:

  • Focus on the small things: Many brands dive into content marketing because it's a popular trend. However, without an effective strategy, blogging won't build your reputation and credibility in your industry, according to Business 2 Community. Readers will still form an opinion about your brand.
  • Be too technical: Whether it's software or manufacturing equipment, B2B product offerings are often highly complex. However, industry jargon can overwhelm and alienate potential buyers, Entrepreneur magazine stated. Customers are more interested in the benefits of your solution rather than its technical capacity, and this should be clear from your content marketing efforts.
  • Try the same things over and over: The expression, "If at first you don't succeed, try again," applies to content marketing, but not when you continue to repeat the same failures in multiple campaigns. If you see serious errors, it's time to experiment with something new. In addition, you need to continue to offer your readers new insights to establish your company as an expert in the field.
  • Taking shortcuts: Content marketing can be highly effective, but it also requires a great deal of effort to do it properly. You can't rely on templates to create quality content. Your target audience will be able to tell that you didn't put the full effort into blog posts and articles.

Striking a balance between promotional and informative content
Content marketers are always cautioned against being overly promotional in their writing because prospects can be wary of marketing communications brands publish about themselves. However, there may be a time and a place to be promotional – as long as you are still delivering value to leads.

For example, you should avoid heavy use of superlatives in your content, Entrepreneur said. Claiming to be the best in the industry usually leads to suspicion that the blog is a sales pitch. It's also a bad idea to use your content to make promises or claims you can't deliver. 

You can use social media to highlight your content and share it with a wider audience. You shouldn't leave it to chance that your readers will find you without help.

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.