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Marketing Content That Works: 5 Pitfalls to Avoid

We all know that content is king. For B2B marketers, it’s especially true.

Good B2B marketing content can help to draw potential buyers through the ever-lengthening buying cycle. And allow them to do so on their own terms.

But how can you ensure you are delivering relevant and valuable content? Content that will (hopefully) ultimately drive potential buyers to action with you?

Here are 5 pitfalls to avoid when developing marketing content:

  1. Failing to consider your audience. Development of effective communications always starts by asking, “Who am I trying to motivate or influence?” It’s no different with marketing content. Don’t fall prey to having a ‘one size fits all’ mentality. Different content – and possibly the means through which that content is delivered (but that’s another topic for another day) – is required if roles and/or needs vary among members in the value chain.
  2. Forgetting to address a problem. B2B buyers are looking for solutions to their problems. They all want to sleep better at night…and you can help. Focusing marketing content on a problem, an issue or even a trend, makes what you have to say around the solution connect more quickly with potential buyers.
  3. Not being specific in your value propositions. Value propositions should clearly communicate the tangible results potential buyers will experience. They should be benefit-driven, and include specific, quantifiable supporting claims whenever possible. Potential buyers should be able to answer, “What’s in it for me?” after reading your marketing content – and this could include personal benefits as well as benefits relating to the business. (This looks a little different for white papers. I’ll cover that in the next entry.)
  4. Overlooking any stage within the buying cycle. If marketing content is to help draw potential buyers through the buying cycle, it is needed at every stage within the cycle. Relevant, valuable content looks different at the different stages. Information buyers need when researching solutions to their problems looks different from the content needed when buyers are evaluating those solutions for purchase.
  5. Ignoring the primary result of good marketing content. Good marketing content should leave potential buyers feeling more informed. Thinking about how the information you provided could solve their problem. Considering you an indispensable resource on the issue at hand. Be sure that your content delivers.

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