B2B Marketing Content Marketing

3 Common B2B Content Marketing Mistakes

Content marketing has become the new trend—and it looks like it will stick.  I mean, what business wouldn’t want a strategy that costs 62% less than outbound marketing but generates 3x more leads?  With 88% of B2B marketers using content marketing, make sure you are among the ones who do not make the following common mistakes:

1. Lack of planning

Planning is the first thing you should do to prepare for most tasks in life, especially with content marketing. What is your goal?  How are you going to achieve this goal?  Your plan doesn’t need to be the most detailed plan ever, but you should at least have some guidelines.  Whatever you do, don’t just write to get content out there.  Think about your readers—which brings us to #2.

2. No target audience

Who are you writing for? Most of us have perspectives from our company, which is important, but content cannot just be produced solely from your eyes.  You have to think about your ideal client.  Who is your ideal buyer?  What are they searching for on Google

3. Always making the product/service the focus

Yes, the main goal is to increase sales, but that is not the goal of your customers or prospects! It is important to produce valuable content—and that means answering questions by your target audience!  Your potential buyers may not even know of your product or service, but they are looking for solutions which will eventually lead them to your website.  Make sure your content doesn’t just talk about your product/service but also caters to the needs of your target audience.

You may have noticed there is a central theme to these—focusing on your ideal client, or buyer personas.  Before producing any type of content, you should create detailed buyer personas for your company.  Doing so will allow your ideal clients to find your business when they search for solutions online.