Read time: 8 minutes
In the hundreds of campaigns we’ve seen come through the doors, it's still surprising to see so many content faux pas. And it doesn’t matter if the company is a large multinational or a smaller enterprise, these content mistakes seem to plague businesses of all sizes.
Creating engaging content was cited as the third biggest challenge when it came to generating high-quality leads in our latest research.
Some companies make up for it with sheer volume (more ebooks means more chances to work, right?), while others have scarce resources to fix their mistakes and are stuck relying on content that’s likely to underperform.
And yet most content mistakes are pretty easy to fix. Which begs the question; why do they keep happening?
From content that's overly promotional to ebooks filled with more jargon than a dictionary, there are a few key mistakes B2B marketers are making and it's affecting their content syndication strategies.
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Mistake #1: The curse of the unseen audience
A poorly defined audience can leave our B2B content meandering and ineffective. When we're not crystal clear about who our target audience is, how can we even begin to address their specific needs and concerns? Ultimately, this lack of focus is bound to result in content that fails to engage or convert potential leads.
Last year, 57% of B2B marketers said creating the right content for their audience is a challenge. Compared to only 40% this year. However, this number is way too high.
We know the decision-making unit (DMU) is made up of multiple stakeholders. And we know those stakeholders often span multiple departments with different priorities and responsibilities, so why don’t we know who we’re writing for?
A single piece of content on the subject of marketing tech, can’t be written for both the marketers who’ll use it and the IT support who’ll install it. Trying to reach both – very different – audiences will result in a piece that’s confusing and irrelevant.
Instead of one piece of content addressing two different audiences, we should be thinking about two pieces of content (on the same subject) each written to address the specific needs and pain points of two very different audiences.
- Natasha Vickery-Orme, Creative Content Director
Identifying the right audience requires precision and insight.
We need to strike a balance between casting the net wide enough to reach potential leads and being specific enough to genuinely connect – as this guides our messaging and distribution strategy.
A comprehensive understanding of the audience's characteristics paves the way for creating tailor-made content experiences.
This means spending time with our ICPs and creating relevant buyer personas. We need to identify exactly who it is we're targeting (and why) and what matters to them; what are their roles and responsibilities, why is your product one they should consider, what problem does it solve, how do you make their life easier?
Recommended reading: How to build an ideal customer profile for better lead generation results [+ free template]
Mistake #2: Casting a spell of confusion
In the B2B sector, we must produce content that directly addresses the needs and pain points of our intended audience. When content strays from these topics, it risks becoming noise instead of value, deterring those we hope to convert.
As a result, relevance requires us to maintain a thorough understanding of our audience. By pinpointing specific interests, challenges, and industry trends, we can tailor our content to meet them where they are and speak to their priorities and concerns.
Even with a strongly defined audience, it’s easy to lose sight of what matters most to them, and the danger of irrelevant content is real. Making it an easy content mistake to slip through the cracks.
It's important to focus on creating content that aligns seamlessly with our audience’s journey. We should strive to explore themes that matter, offering genuine solutions and insights. Consistent relevance will enhance our credibility and trustworthiness, positioning us as a reliable resource and ultimately paving the way to successful lead conversion.
Mistake #3: Haunted by unsolved pain points
When we fail to identify and address the core issues our prospects face, we miss valuable opportunities to provide actionable solutions, reducing our chances of converting leads. Prospective leads are on the lookout for content that resonates with their specific challenges and offers real-world fixes to their concerns.
It’s the purpose of our content marketing to provide these solutions. And by that, we don’t mean selling your solution.
A company that sells payroll software should be focusing on solving specific payroll challenges (without their software). Of course, the quick and easy solution would be to buy the software but solving a challenge with ‘buy this’ only undermines the authority and trust of the content; it’s not perceived as being useful, but salesy.
- Natasha Vickery-Orme, Creative Content Director
By demonstrating our understanding of their struggles − and by offering practical, tailor-made solutions to ease their burdens − we strengthen our empathetic connection with prospects, showing them that we are on this journey together.
This connection builds essential trust, encouraging prospective leads to engage with us further, secure in the knowledge that we recognise their unique situation. Developing this trust is integral to creating a strong foundation for ongoing relationships and converting leads into lasting partners.
Mistake #4: The siren’s call of over-promotion
When prospects see aggressively promotional content, it feels like they're being pressured rather than informed, leading them to question our intentions.
This is one of the biggest mistakes we see in content syndication content. It's tempting to want to jump ahead, to get to the part where a prospect sees your product and what it can do, but going too hard too soon - especially in content syndication - does more damage than many realise.
- Natasha Vickery-Orme, Creative Content Director
Instead of bombarding leads with sales pitches, we should aim to provide informative, value-focused content that sparks genuine interest.
This strategy of offering educational insights helps to draw an audience, enhancing brand credibility and interest.
When crafting content, it’s crucial to blend promotional efforts with valuable insights. Offering value not only informs but also builds rapport with potential leads.
Striking the right balance means training our focus on the audience—delivering a consistent stream of valuable content alongside promotional avenues—fostering trustworthy relationships and laying a strong foundation for conversion.
Mistake #5: Tangled in the web of jargon
Every industry has its shorthand, but excessive technical language can alienate potential leads rather than engage them.
It’s essential to simplify our language without sacrificing depth.
Using clear and straightforward language allows our message to resonate across a diverse audience. When we strip away the unnecessary complexities, we foster clearer communication, making our information accessible, engaging, and relevant to those who matter.
- Natasha Vickery-Orme, Creative Content Director
Removing jargon and improving the readability of our content means less energy is required to understand the text. The average reading age of the US population is 12-14 years old. The British GOV.UK website aims for the readability level of a 9-year-old because it’s at this age when children stop reading common words and instead recognise their shape, allowing them to read faster.
Complex terminology risks isolating our audience, trapping us in a bubble of assumptions about their understanding. This barrier hinders relationship-building.
While some jargon is required depending on the subject matter and industry, it's about finding the balance between using simple language (without patronising) and being an authority.
Mistake #6: Trapped in the Haunted House of Indecision
Crafting content that captivates and informs is vital, but without a clear call to action (CTA), you're leaving your audience in a state of limbo.
A powerful CTA guides potential leads towards taking the next steps, transforming their interest into action. It bridges the gap between engagement and conversion, motivating them to pursue further information or make contact.
The absence of a CTA leaves readers aware but uninspired to act.
Ultimately, the goal is to ensure there's no doubt about what's expected of them. What’s the next step? Should they read something else, download a different asset or fill out a contact form?
Mistake #7: Zombie content – aimless and hungry for engagement
Creating content without a clear strategy won’t be effective and will lack the magnetic attraction of a well-defined purpose that pulls leads in and makes them eager to engage and connect.
This strategy is crucial for attracting, engaging, and converting potential leads into loyal customers. It provides direction, shaping a consistent and recognisable brand voice.
Without strategic planning, we risk our content evaporating into the vast digital space with no tangible outcome – or being used in a content syndication campaign with terrible results, leading to poor ROI.
- Natasha Vickery-Orme, Creative Content Director
When we plan our content strategically, we’re building upon what we know about our target audience, adding in the right messaging and addressing specific needs which ensures every piece contributes to our overarching goals, and paves the way for potential leads to move further down the funnel.
Mistake #8: Avoiding the Skeletons in your content closet
Over time, content becomes outdated, diminishing its effectiveness and scaring away potential leads who seek accuracy and relevance.
Neglecting old content also harms brand credibility.
I’ve lost count of the number of times I’ve seen brands try to leverage research reports that are 3+ years out of date. And considering how much the landscape has changed post-pandemic, this is incredibly damaging to a brand’s reputation.
- Natasha Vickery-Orme, Creative Content Director
Updating content maintains a brand’s commitment to providing valuable, accurate information. It fosters a sense of ongoing dialogue with our audience, capturing new leads and nurturing existing ones through fresh, enriching material.
By regularly revisiting and enhancing our old content, we create opportunities to engage with new leads while reinforcing our dedication to current connections. It's a chance to showcase our knowledge evolution and responsiveness in addressing industry shifts.
Knowing what not to do
In the competitive world of B2B marketing, avoiding common content mistakes is crucial for successful lead generation. By understanding what not to do, we can refine our strategies and create content that truly resonates with our audience. It's essential to focus on providing value, maintaining clarity, and building trust with potential leads. By steering clear of these pitfalls, we can enhance our content's effectiveness and drive meaningful engagement.
Let's commit to crafting content that not only attracts but also converts. By being mindful of these mistakes, we can ensure our efforts lead to stronger connections and more successful outcomes. Remember, the key to effective content syndication lies in delivering content that speaks directly to the needs and interests of our audience, fostering relationships that lead to long-term success.
