8 B2B Content Marketing Mistakes Which Can Cost You In Revenue
Article By Harikrishna Kundariya ( President & CEO of eSparkBiz Technologies)
According to a survey conducted by eMarketer, 60% of B2B marketers across the globe create a piece of content each day.
According to the research carried out by Statista, worldwide content marketing revenue for the year 2017 was $32.1 billion.
According to a study by TopRankBlog, B2B marketers spend 39% of the annual budget for content marketing.
These statistics are good enough to tell you the kind of impact content marketing has created in the last few years. That’s why many business owners nowadays are using the content marketing hacks to double up lead generation.
However, the research found out that only 42% of the marketers are effective at content marketing. It clearly shows that the rest of them still lack something in their approach.
In this blog, we’re going to highlight that lacking thing, i.e. content marketing mistakes that B2B marketers make on a regular basis and which cost them in revenue.
So, let’s get the things underway & analyze each mistake one-by-one.
[1.] Not Starting A Blog
It’s one of the biggest mistake made by B2B marketers across the globe, and that includes the some of the finest & most experienced persons also.
Heidi Cohen, an author of the award-winning Actionable Marketing Guide, made the mistake of not starting the blog for 6 months in spite of writing on a regular basis which cost her in the revenue.
So, you should start your blog as soon as possible because; it is a great medium to inform the customers about the products or services that you’re offering which may help you generate a lead for your website.
For this purpose, you can utilize WordPress Development Services which provides you with all the blogging tools and make your job easier.
[2.] Writing Content That Doesn’t Align With Your Audience
Just writing a great content won’t help you to increase the revenue of your business. You also have to think about the target audience while writing the content. However great your content is, but if it’s served to the wrong audience then it won’t give you desired results.
Many times marketers produce content without thinking about their target audience which hurt them very badly. If you don’t have any idea about your audience, then you should conduct a survey about your products/services. That will give you an idea of the people who are likely to be your customers in the future.
You should visit your industry forums as it will help you to figure out the questions which are coming up often. Based on that analysis, you can create content which aligns really well with your audience.
[3.] No Distribution Plan In Place
If you’re someone who is working in the marketing field for a long time, then you must be knowing the 80/20 rule. It says that you should spend 20% of your time in writing good content and 80% of the time in distributing that content. To implement this rule, you need to have a distribution plan in place even before the content is developed.
Most of the marketers don’t seem to have any kind of distribution plan regarding their content and that’s why they’re not able to ensure the best outcomes. You need to have an idea of where your content should be published, at what time it should be published, and which distribution channel can generate the maximum amount of traffic for your content.
[4.] Too Much Focus On SEO
While SEO and keyword research is an essential part of your content marketing strategy, they should never be the primary focus of your content.
Sometimes what happens is that in the race of being no.1 in the Google, marketers put more emphasis on putting the relevant keywords in the content rather than creating a high-quality content which drives traffic, engagement, and sales. So, always try to focus more on creating good content and not only on SEO.
[5.] Your Content Doesn’t Hold Enough Value
Nowadays there is a lot of content produced online and that’s why it’s essential that you create a piece which adds value for your audience.
According to a case study of 100,000 posts carried out by Moz, 50% post had 2 or less Facebook interactions (shares, likes or comments) and over 75% post had zero external links. It shows that most of the people are creating content that has no meaning for the audience.
Always create a content which gives your customer some new insights about the favorite topic or solves any of their problems. This kind of approach will work like a wonder for you.
[6.] Not Publishing On Multiple Platforms
Writing a high-quality content is a great start, but only publishing it on your website or personal blog won’t get you the desired level of success. Many B2B marketers make the mistake of not publishing their content on multiple platforms.
They think that once their content is published on their website they have won the battle, but that’s not the case. Your audience is reluctant to leave the platform which they’re regularly using to read the articles. Therefore, you’ve to publish your articles on multiple platforms where you’re able to reach your audience.
So, find out platforms on which you can get the maximum amount of audience for your niche and then publish your content on that. This way, your chances of getting succeed will increase.
[7.] Being Too Promotional
Your ultimate aim behind writing content is to inform them about the products or the services offered by you. However, that doesn’t mean that you should write content which only includes information about your products. Most of the companies make the mistake of being promotional in their content which doesn’t work well with the audience.
You should always create content by keeping the customer-centric approach. Firstly, know the pain points of your customers and then develop a content which offers the solution to their problem. Once you do that successfully, then provide them with your case studies before eventually offering the products.
[8.] Focusing On Quantity Over Quality
Many B2B marketers have a myth that writing the long-form content will create better engagements for their website or blog, which is true but just adding the words to make your content longer doesn’t work in today’s market scenario.
Don’t just blindly run behind words. It’s not that only a 2000-word content can make an impact on the audience, a 500-word content can also make the same amount of influence written well.
Every word counts in the Content Marketing. Therefore, choose your words wisely and focus on the quality aspect rather than quantity.
Summing Up Things…
As there is saying by A. C. Benson that,
“Knowing what not to do is more important than knowing what you can do.”
The same principles apply to the case of Content Marketing where you should be aware of what you shouldn’t do while the content. Keeping that aspect in mind, we have provided you with content marketing mistakes which can cost you in revenue.
If you’ve any questions or suggestion regarding this article, then feel free to ask them in our comment section. We will try to respond to each of your queries. Thank you.!