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Mistakes In B2B Content Marketing - Common Content Marketing Mistakes And How To Fix Them

You've read a lot of checklists and eBooks, gone to a few conferences, and listened to a lot of short podcasts about the mistakes people make with B2B content marketing.

Even so, you're probably making the same content marketing mistakes that everyone else is.

Without a doubt, no one is to blame for a bad content marketing strategy.

But if you have a good B2B content marketing plan, it's easy to get the most out of it.

So, here are some common mistakes in b2b content marketing that are keeping you from reaching your goals and how to avoid them.

Mistake 1 - Not Using Data To Build Your Content Marketing Strategy

Many companies make their editorial calendars by "brainstorming" ideas for blog posts that they think would be good for their blog.

This is what called the "see what works" method.

A group of people write down all the ideas they have for blog posts.

They add these ideas to their editorial calendar for the next year and start putting out content.

There's a chance that some of these ideas could be great content.

Most of them will fail, which is a shame.

Why?

This group didn't have any proof that their customers would want to read about those things.

What To Do Instead

Magnifying glass on top of aa tablet and graphs and statistics surrounding it
Magnifying glass on top of aa tablet and graphs and statistics surrounding it

Data are the first step in content strategies.

Look at a client's competitors' blog posts to see which ones bring in the most money for each of them.

Look at these best-performing articles one by one to see what it would take to beat a competitor on search engine results pages (SERPs) for their blog topic.

Ask yourselves the following questions as part of this analysis:

  • How long are each of these?
  • What can you do with these articles?
  • If I was looking for an article on this subject, would reading this give me everything I was looking for?
  • How many links go back to these articles?

Then you find the links that are weakest.

Figure out what kinds of things you could write about better.

Then add these ideas to your list of things to write about.

From there, go to social networks like Quora and Reddit and search for topics that are related to a client's industry to find out what their customers talk about most often.

Put these ideas on your list of things to write about.

After a few hours, you'll have enough blog posts for a year that have been shown to bring in money.

Mistake 2 - You Ignore SEO

No matter how much you know about SEO and B2B SEO, you almost certainly know that it is a "thing."

And it's not just important for written content like white papers and blog posts; it's also important for branded images and videos that were made with care.

Many B2B content creators don't use SEO, not because they don't know it can get their content in front of more prospects, but because they don't know how to do it in 2020 and what will and won't "get them in trouble" with search engines and readers.

They want to know a lot of things.

How do you make good use of keywords without making the mistake of keyword stuffing, which search bots and readers dislike?

How do you add keywords to a video on YouTube?

How do you get backlinks that help your reputation instead of hurting it?

How do you even look for keywords?

As an SEO company, we know that a few bad apples have scared a lot of people away from SEO.

They are afraid that "SEO optimizing" content will make it sound boring, stilted, or fake.

They are worried that bad backlinks will hurt not only the chances that their content will rank well, but also the chances that the whole website will rank well.

All of these are good worries.

SEOs who do bad things are bad.

Here, though, the answer is simple.

Do your research, do what's right, and work with SEOs who know how SEO works in the 21st century.

Or, you can take classes and learn how to do it yourself.

Computerized word SEO and a hand about to click it
Computerized word SEO and a hand about to click it

SEO is a good place to start.

From there, think about SEO as you make your content.

The most important things are:

  • Doing keyword research to find ideal keyword targets
  • TF-IDF optimization to account for semantic search
  • Inlink optimization
  • H1, H2, H3, and title tag optimization
  • Plus much more

The easiest way to do this is to check out content marketing services to see what it would be like to work to help you get the most out of your content marketing.

Mistake 3 - You Don't Have A Content Marketing Strategy

Having good content is great, but you also need a plan and someone to run it.

You also need to keep a close eye on metrics—all kinds of metrics—and be ready to change your content marketing strategy as needed.

This is true of everything you write.

Each part of a plan should have a set place in the plan as a whole.

Even though each company will have a different plan, any good content strategy should cover these basics:

  • Who is the content you're making for?
  • What kinds of content do you plan to make?
  • Who will come up with the content?
  • How often will you release new content (of any kind)?
  • How are you going to get people to read your content besides SEO? (social media, cross-platform promotion, email newsletters, paid ads etc.)
  • How are you going to keep track of how well your content does?
  • How to make a blog that works

Setting up and sticking to a content strategy will take more time and work, but it WILL be worth it.

Mistake 4 - Not Defining Your Audience

At the beginning of each blog post, you should make it clear who you're writing for.

Start by asking yourself the following:

  • Who does this article intend to reach?
  • What needs to be in this article so that people can find what they want?
  • What can this reader do to help our business?

If you answer each of these questions, you'll be able to figure out where to put the article.

An article for a technical expert should have a lot more detailed information than an article for a C-suite executive.

After figuring out who would get the most out of the topic and what to include in the article, you should go back and make sure that this reader is helpful to your business.

A study from April 2020 that looked at 1 million search results found that the number of links from other websites is the ranking factor that is most strongly linked to being at the top of Google's search results.

So how do you start building links?

  • Spend some time making connections with other sites that write about similar things.
  • Spend weeks getting to know these businesses and finding out how you can help them.
  • Ask them to link back to your most recent piece of content at some point and see what happens.

Mistake 6 - Not Leveraging Social Media

In 2021, nearly 7.28 billion people around the world will use social media. This makes it a powerful marketing tool.

What started out as a way to stay in touch with friends and family is now used to find new customers and clients.

But most B2B companies don't see what it can do for them.

They can easily use the large number of people on Twitter, Linkedin, etc. to tell people about their product or service and get more sales.

If you haven't been using social media to market your B2B content, you need to start doing it now.

Here are some suggestions to get you started:

  • Select the right platform to market your B2B business
  • Run different campaigns for different client personas
  • Build long-term relationships with your prospects
  • Measure your efforts with the help of UTM parameters

With this, you can get the most out of your B2B content marketing efforts.

Mistake 7 - Not Reviewing Content Marketing Performance

The biggest mistake businesses make with content marketing is that they don't take the time to look at how their efforts are going.

Why should you take the time to look at the performance of your content marketing?

  • If something is working better than you thought it would, you can do more of it.
  • If something isn't working, you can stop doing it and put your attention on something else.

At least once every three months, sit down with your marketing team to talk about how your content marketing is going.

If you see them every three months, ask them the following:

  • How did our website's total traffic, leads, and sales do last quarter compared to the quarter before?
  • What type of marketing brought in the most website visitors, leads, and sales over the past three months?
  • What kinds of marketing brought in the most money in the last three months? (in terms of website visitors, leads, and sales)
  • What kinds of content led to the most traffic, shares on social media, leads, and sales?
Man and lady discussing on white board
Man and lady discussing on white board

Difficult, But Not Impossible

Making the right B2B content marketing plan can be very hard, and you might have to go through a lot before you get it right.

But now you know how to avoid the most common mistakes and make a plan that is better than the one you had before. Making the right B2B content marketing plan can be very hard, and you might have to go through a lot before you get it right.

But now you know how to avoid the most common mistakes and make a plan that is better than the one you had before.

People Also Ask

Which Type Of Content Is Most Used In The B2B Setting?

The top six types of content that B2B marketers use for content marketing are social media posts (94%), case studies (73%), pre-produced videos (72%), ebooks/white papers (71%), infographics (65%), and illustrations/photos (56%). (source).

What Are The Challenges With B2B Social Media Marketing?

One of the hardest things for B2B marketers to do is get the right kind of traffic to their website. Even if they have the best content in the world, if no one sees it, it doesn't matter.

In 2021, 46% of B2B companies plan to spend money on ABM.

In 2021, 45 percent of marketers plan to use social media and social marketing tools even more than they do now.

In 2021, 43 percent plan to spend and use marketing analytics tools more.

42 percent of the people who answered the survey plan to use video marketing more in 2021.

Conclusion

B2B content marketing helps companies raise awareness of their brand, teach customers, build trust, and generate leads, among other things.

But, like any marketing push, if there aren't clear policies, planning, the right resources, and a plan for measuring the results, it can quickly go off track and become more of a burden than a help.

If you take the time to do it right, we don't think you'll be unhappy with the results.

About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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