By Wendy Marx
In B2B content marketing, we’ve almost seen it all: The success when people get it right. The mistakes that cause content to crash and burn. It’s those mistakes that we’re going to focus on today so we can ensure you avoid them in the future. Read on to learn how.
Some of these mistakes are old timers — others are newbies as the B2B marketing industry has evolved. We’ve created a comprehensive list tthat will help you ace content marketing.
7 Mistakes That Harm B2B Content Marketing Success
1. Slap Together a Haphazard Editorial Calendar
There should be nothing haphazard about your editorial calendar. It’s your roadmap that guides you through the entire content creation process. It keeps you aligned with your monthly goals and campaigns. If it is just thrown together for the simple sake of having a calendar, it may impress your higher-ups, but it won’t help you reach your content marketing goals.
There’s a good reason why 53% of the most effective content marketers have a documented strategy — it works! Work hard to plan topics and content formats that fit your monthly campaign goals, and you’ll have a B2B content strategy that works.
2. Put All Your Content Eggs in One Basket
There’s an old adage that is particularly true in content marketing: “Different strokes for different folks.” You probably have your own content preference — whether it’s reading blog posts, watching how-to videos, or browsing an infographic. While some may share your preference, there are many more who don’t. If you focus all your energy on creating one kind of content, you’re ignoring a wide swath of your audience.
The reality is that you may have the best content, but if someone can’t find the content type they prefer, they’ll go elsewhere. Think out of the box, with content such as:
- Blog posts
- Visual graphics
- Case studies
- White papers
For example, a recent study showed that 78% of B2B buyers prefer case studies over other content types. Are you incorporating case studies in your B2B content marketing strategy? Discover ways to involve your current clients — consider offering them incentives, such as a discount. Once you have case study subjects, ask them what difficulties they had in the past and how your company has helped them to resolve those problems. Besides a case study, turn this content into a video testimonial, or snippets to be used in social media.
Make sure that you’re casting your net as widel as possible. The more expansive your net, the more likely you’ll catch someone’s interests.
3. Stubbornly Pursuing Goals of Viral Content
Yes, everybody wants to create a viral sensation. It has even seeped into the mindset of some B2B content marketers that viral content is the gold standard. While it would be great to see your content voraciously shared, banish that thought. Here’s why.
It is virtually impossible to predict what content will go viral — there’s no secret formula for success. Typically, content that goes viral happens by chance. The best thing you can do is focus on the quality of Go to the full article.