B2B content marketing is a learning curve and there maybe things you are doing that damage your content’s reach and engagement without realising it.
Here are 3 mistakes to avoid with your B2B content.
1. Not making B2B content about the audience
The hard truth is that people don’t have time for all the content out there, including yours.
They are discerning about where they choose to invest their time (just as you are). This means your content has to work hard to make the time investment worthwhile: What’s in it for them?
Making a B2B audience care about your content means it needs to be helpful, interesting (to them), relevant, relatable…entertaining even.
There is always a place for news and business updates, but shoe-horning in referencing to the business and services at every opportunity is salesy and won’t serve.
The same goes for content that always starts from the perspective of the business, regardless of the topic.
Smart content marketing starts from the audience’s perspective, delivering something relevant and worthwhile.
It focuses on what the audience wants to know, not what the business wants to tell them.
Smart and effective content is clever with its messaging; it builds a positive reputation and respect.
Being known for being helpful, interesting, relatable and knowledgeable is more powerful than being a business that is just self-promoting or selling.
This leads neatly onto:
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