7 Blockers to Beware of in Your B2B Content Publishing Process

7 Blockers to Beware of in Your B2B Content Publishing Process
7 Blockers to Beware of in Your B2B Content Publishing Process

Yes, B2B content publishing reigns supreme. It’s the cornerstone of attracting qualified leads, nurturing prospects, and establishing your brand as a thought leader. But the hangups, hurdles and bottlenecks that keep that from happening often take place on the merry path from content conception to publication.

And since 71% of B2B marketers say content marketing has become more important over the least year, it’s important to make the B2B content publishing process work, and work well.

Here are the most common, often not-so-hidden roadblocks that can delay or compromise a content development process. Which ultimately hinders your content marketing strategy.

Let’s explore what to watch out for and the strategies that overcome them.

Blocker #1: Unclear Content Goals & Audience Targeting

The Problem: You launch into B2B content publishing without a clear understanding of your goals or target audience. This leads to generic content that fails to resonate with specific buyer personas and their pain points.

The Fix:

  • Define your content goals: Are you aiming for brand awareness, lead generation, or thought leadership?
  • Develop buyer personas: Create detailed profiles of your ideal customers, including their demographics, challenges, and preferred content formats (e.g., white papers, blog posts, infographics). Get really deep on these.
  • Align content with buyer journey stages: Craft content tailored to different stages of the buyer’s journey, from awareness to decision-making.

Blocker #2: Internal Misalignment & Silos

The Problem: Different departments (marketing, sales, subject matter experts) operate in isolation, hindering content quality and consistency. It also keeps B2B content publishing and marketing from being as optimal as they should, because they ought to be serving many masters and goals – but those must all be collaborating.

The Fix:

  • Foster cross-functional collaboration: Establish a content planning committee with representatives from marketing, sales, and subject matter experts (SMEs).
  • Clearly define roles and responsibilities: Ensure everyone understands their contributions to the content creation process.
  • Utilize content collaboration tools: Use platforms that streamline communication, document sharing, and content feedback loops.

Blocker #3: Inefficient Content Workflow & Scheduling

The Problem: A lack of defined B2B content publishing workflows leads to missed deadlines, version control issues, and an overall chaotic content publishing process.

The Fix:

  • Develop a content calendar: Plan your content in advance, considering key industry events and campaign launches.
  • Establish a clear content creation workflow: Define steps from ideation to editorial review, approval, and publishing.
  • Utilize project management tools: Implement software that helps track progress, manage deadlines, and assign tasks to the appropriate team members.

Blocker #4: Lack of Subject Matter Expertise

The Problem: Your content lacks depth or credibility due to a shortage of internal subject matter expertise…or failures in getting subject matter experts to provide it in a timely way!

The Fix:

  • Identify and leverage internal SMEs: Work with in-house experts to gather insights, conduct interviews, and ensure content accuracy.
  • Partner with external industry experts: Consider collaborating with external consultants or industry influencers to add fresh perspectives and credibility.
  • Invest in content creator training: Provide training to equip content creators with the knowledge and skills to research effectively and write authoritatively on complex topics.

Blocker #5: Data-Driven Decision Making & Measurement

The Problem: You’re flying blind without data to measure the performance of your content and guide future B2B content publishing efforts.

The Fix:

  • Set clear content performance metrics: Track key metrics like website traffic, lead generation, engagement (likes, shares, comments), and content conversions.
  • Utilize content analytics tools: Leverage analytics platforms to gain insights into content performance and identify areas for improvement.
  • A/B test different content formats and headlines: Test variations of your content to determine what resonates best with your audience and optimize future pieces.

Blocker #6: Inconsistent Brand Voice & Tone

The Problem: Your B2B content publishing suffers from a lack of consistent brand voice and tone, leading to a disjointed experience for your audience.

The Fix:

  • Develop a brand style guide: This document should define your brand voice, tone, messaging, and visual identity.
  • Ensure brand consistency across all content: Editors and content creators should be familiar with the brand style guide to produce content that aligns with overall messaging.
  • Maintain a consistent editorial voice: Decide on a first-person, second-person, or third-person perspective and maintain consistency throughout your content.

Blocker #7: Inadequate Content Promotion & Distribution

The Problem: You’ve created fantastic content, but it’s not reaching your target audience due to limited promotion and distribution efforts.

The Fix:

  • Develop a content distribution strategy: Identify channels where your target audience spends their time (e.g., social media platforms, industry publications, email marketing) and tailor your distribution accordingly.
  • Leverage social media promotion: As part of your B2B content publishing strategy, always share your content across social channels. Don’t be afraid to re-share multiple times over weeks or even months; on platforms like LinkedIn, people see a lot of posts from their networks, and repetition equals visibility. I’ve shared posts for my clients going back years that still draw clicks.

B2B Content Publishing: Unblock It and Accelerate!

Apply these fixes and you’ll be gratified at how smoothly and swimmingly your B2B content publishing process hums along. If you need an objective eye to help you identify and knock down blockers, a B2B content marketing consultant can help.

But don’t stand pat: Always be on the lookout for even more ways to optimize and accelerate how you’re putting quality content in front of your audience!

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