Why Is So Much B2B Content Still Bad?

Man Sitting In Front of Shit-Spewing Monitor Wondering, Why Is So Much B2B Content Still Bad?
Man Sitting In Front of Shit-Spewing Monitor Wondering, Why Is So Much B2B Content Still Bad?

In the vast, yawning (because it’s bored) digital void, the world of B2B content resembles a graveyard—chock-full of dead-end blog posts, sad infographics, and dusty white papers no one cares to remember. Why? Because far too many businesses are missing the value and engagement mark by a mile.

Here’s a quick rundown of why most current B2B content is about as compelling as watching a coma patient. Surprise! That’s now probably your audience!

1. Feature fetishization

Obsessed with rattling off features instead of showcasing actual benefits? Congratulations, you’re boring everyone to tears.

There seems to be a pervasive trend among B2B content creators to fixate on the features of their products or services. They wax lyrical about specs and functionalities without ever making the crucial leap to explain how these features translate into tangible benefits for the business on the receiving end.

The result? Pages filled with technical jargon that fails to resonate on a human level, leaving readers scrolling past in search of something with a pulse.

2. Audience? What audience?

Many creators make stuff based on wild guesses or egos. The result? Your content might as well be screaming into the void.

This is just due to a fundamental lack of understanding of the target audience. It’s as if content is being churned out based on a combination of assumptions, wishful thinking, and perhaps a sprinkle of corporate echo chamber. This approach is akin to shooting arrows in the dark and hoping to hit a target you’ve never seen. Without a deep, almost intuitive grasp of the audience’s pain points, challenges, and aspirations, content is doomed to miss the mark.

3. The content tsunami

B2B buyers are drowning in content. Unless yours has a life jacket of unique insight, it’s going under.

The digital landscape is awash with content. B2B buyers are besieged from all sides, making it a Herculean task for any single piece of content to stand out from the pack. The only lifeline? Being genuinely insightful, refreshingly original, and offering real value. Without these key ingredients, content is condemned to be just another drop in an ever-expanding ocean of craptent.

4. The quantity over quality catastrophe

In the mad dash to dump content on the internet, quality takes a nosedive off the shortest pier.

There’s an all-too-common misconception in the B2B world that more is always better. With the arrival of generative AI, this has led to a frenzied production of content that prioritizes volume over substance. The inevitable outcome is a flood of rushed, lackluster assets (if we can apply that word) that fail to engage, inspire, or inform. It’s the content equivalent of throwing spaghetti against the wall and seeing what sticks, except nothing sticks, and now there’s just a lot of messy spaghetti.

5. Sales pitch-itis

Turning your content into an endless sales pitch is a fantastic tactic…if you want it to get ignored.

Some B2B content heavily uses sales language to drive conversions, transforming what could have been an informative asset into a not-so-subtle sales pitch. This approach is about as subtle as a bulldozer at a tea service and just as likely to cause your audience to scatter in search of less aggressive pastures.

So, you end up with a delightful blend of the uninspiring, irrelevant, barely believable, and instantly forgettable content. The real kicker? It’s not just a colossal waste of time and money; it actively trashes your brand.

Escape from irrelevance with B2B content that doesn’t suck

Want to not be a laughable cliché in the B2B content game? Here’s how:

  • Really know your audience: Not surface-level, but a deep, almost creepy level of understanding. What keeps them up at night, and how can you be the hero they need? Go beyond surface-level demographics and dive deep into their challenges, needs, and business aspirations. The content should speak directly to their situation, almost as if it’s reading their minds.
  • Value, not features: Help your audience solve their nightmares, don’t just list why your widget’s spec sheet is the bomb. Show how your product or service elegantly solves problems, enhances productivity, or boosts profitability. It’s about painting a vivid picture of a better business reality made possible through your offerings.
  • Quality is king: Stop the content vomit. Make less, but make it matter. Resist the siren call of quantity. A single, well-crafted piece brimming with insights and engaging narratives is worth more than a dozen hastily assembled blog posts that fade into obscurity.
  • Mix it up: Blogs are fine, but so are videos, infographics, and anything else that isn’t just another wall of text. People consume content in varied ways. While some may cherish long-form articles, others might prefer the immediate impact of an infographic or the dynamic engagement of a video. Catering to diverse preferences can broaden your reach and deepen engagement.
  • Storytime: Humans dig stories. Wrap your message in a narrative that doesn’t send them to sleep. People connect with stories. Weave your brand and value proposition into narratives that captivate, entertain, and enlighten. Stories can humanize your brand, making it more relatable and memorable.
  • Lead the pack: Be the voice that matters in your industry, not just another echo in the chamber. Aim to be the beacon that industry peers and potential customers turn to for insights, analysis, and inspiration. This involves tackling industry trends, addressing challenges head-on, and offering a unique perspective that adds unmistakable value.
  • SEO is still a thing, but… For God’s sake, write for humans first, algorithms second. Optimization for search engines is crucial but treat it as the seasoning, not the main ingredient. First and foremost, create content that informs, engages, and delights your human audience.

Extra nuggets?

Creating killer content is step one. Don’t forget to:

  • Shout it from the rooftops: Autopost and ghost is a strategy for losers. Promote like a boss. Leverage all channels—social media, email newsletters, industry forums—so your content reaches as wide an audience as possible. Think beyond the “publish and pray” approach.
  • Love your analytics: Worship at the altar of data for insights into what actually works. Dive in deep to understand what resonates with your targets. Use insights from engagement, traffic, and conversion metrics to refine your strategy, making each piece of content stronger and more effective than the last.

Yup, that’s it. Time to pull your B2B content out of the graveyard and into the spotlight. Or don’t, and enjoy the quiet solitude of irrelevance. Your call.

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