A solid marketing strategy requires effective decision making. Time, planning, expertise, budget and resources will impact your plan before it’s executed. With so many influences and decisions to make, avoiding missteps along the way is crucial. However, some mistakes aren’t so cut and dry. Here are some of the most common B2B content marketing mistakes and some tips for avoiding them.

Content Marketing Mistakes and Solutions

1. Don’t self-promote. Do provide a resource. You’ve likely heard the phrase “show, don’t tell.” It may seem like a cliché, but many writers, marketers and salesmen don’t put it to practice. In content marketing, “show, don’t tell” means your content doesn’t just say “we’re experts.” Instead, it proves your expertise through shared knowledge, stories, examples and testimonials. Relevant and meaningful content serves as a resource to the readers. Save product and corporate information for advertising and brochure copy.
2. Don’t focus on scope. Do focus on depth. In a recent blog, we discussed the benefits of appealing to a niche market. When you narrow your scope to the most qualified candidates and truly dive into understanding their needs, your ability to address those needs improves. The same concept applies to content. It’s easy to overextend content when trying to produce content on a frequent and consistent basis. However, rather than taking on a wide breadth of subjects and risk producing only surface-level content, focus on the in-depth information your audiences seek. Dive into nuances and niches that, as an expert, you understand in a way other companies may not. This demonstrates to your audience that you’re a skilled professional and positions you and your firm as a leader in your industry. It also narrows your target market to those with more specified needs that your company knows how to address.
3. Don’t make assumptions. Do your research. It’s essential for your content to tackle the challenges and pain points of your target market. In an attempt to do that, too often we rely on our or our peers’ assumptions, rather than going straight to the source. In order to understand the needs of your prospects and customers, make market research a major priority. Gather data and use market analytics to better understand the clients you already have, the audience that interacts with your content and the leads that are most qualified. Use industry data and statistics to drive your content, but keep the information about your specific audience top of mind.
4. Don’t talk “at” your audience. Do start a conversation. Content marketing can feel like standing on a soap box at times. Don’t toss your content into the void and hope someone is listening. Tap into multiple methods of distribution to ensure content is reaching your audience, and encourage discussion and sharing. Deliver your content via a regular newsletter or email campaigns to reach prospects directly. Encourage them to respond. Publish in trade and industry journals to circulate within your niche. Share content via social media platforms to create discussion, buzz and allow content to be passed forward. Establish avenues for your audiences to start a conversation with each other and with your company to maintain open communication and engagement.
5. Don’t wait. Do plan ahead. A successful content marketing strategy requires planning. Before thinking about content creation, get consensus about the goal of content and the best medium or channel to use. For example, one subject or topic may require only a short blog post, while others require a more detailed white paper. Bylined articles may require of consideration depending on the submission guidelines of the publications in which they appear. Some content may be extensive enough to be expanded into a video series or webinar. Determine your objectives first, and then develop content to achieve them. Furthermore, content that is proactive rather than reactive can help you to maintain a competitive edge. News, trends and events all influence your industry and the business world at large. Stay ahead of the game by conducting research, consuming industry news and sharing your findings with your audience.

Value Above All

If there is one key takeaway of content marketing, it’s to provide value to your readers.  Thought leadership builds a rapport with your customers and prospects in a way that positions you as a leader in your field. In a global competitive environment and fast-moving marketplace, we cannot simply claim to be experts. We must prove it. Use content marketing to provide relevant and valuable resources to those who need it and you’ll find qualified prospects come to you.