ClickInsights: What is the biggest mistake to avoid in B2B Content Marketing?


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ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). In ClickInsights Expert Interview Series we feature top notch industry experts and thought leaders and get their insights, opinions and predictions. We also ask for their suggestions on recommended reading resources to keep abreast with latest trends in their industry.
We have invited B2B Experts to shed light on the following question: What is one big mistake to avoid in B2B Content Marketing?

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ClickInsights: What is the biggest mistake to avoid in B2B Content Marketing?

  1. 1. CLICK DOCUMENTS What is the biggest mistake to avoid in B2B Content Marketing? Compiled By: Ambal Balakrishnan 1
  2. 2. ARDATH ALBEE Blog Marketing Interactions | Twitter Ardath421 Avoid the One-off Send Syndrome Content marketing needs a strategic execution. B2B marketers need to avoid One-off Send Syndrome in their content marketing programs. Just sending whatever content is at hand each month isn’t a strategy that delivers on objectives. And, quite frankly, without customer focus, why should your prospective customers care? 2
  3. 3. REBEL BROWN Blog Phoenix Rising | Twitter RebelBrown Avoid Me, Me, Me Marketing! Many companies fall all over themselves sharing claims of technological, product or service superiority. Their whatchamadoodle is faster than the competition's, it does everything better, it is obviously made by those of superior intellect. What they don’t do is focus on the customer problem, or how this amazing solution solved it. 3
  4. 4. BRIAN CARROLL Blog Start with a Lead | Twitter BrianJCarroll Not being relevant to your audience Whether you are creating content for an email, white paper, or a podcast, the biggest mistake I think you can make is not being relevant to your audience. In fact, a recent survey of email recipients found that 58% of those who stop reading, disengage or unsubscribe cite "lack of relevance" as a key factor. 4
  5. 5. PATSI KRAKOFF Blog Writing on the Web | Twitter Patsiblogsquad Not caring about your audience First be of service, and don’t waste people’s time. It’s alright to tell a story about yourself or your company, people expect that. But keep the audience first, entertain them and help them. Nobody cares about you unless you care about them and their challenges. Your job is to inform them and entertain them. 5
  6. 6. MAC MCINTOSH Blog Sales Leads Insights | Twitter B2B_Sales_Leads Not finding multiple uses for your content One big mistake to avoid is not finding multiple uses for your content. After all, you invested money or effort to create the content. Shouldn’t you look for ways to maximize the return on that investment? I believe that B2B marketers should start by taking an inventory of their current content, and then give some thought to other uses for that content. 6
  7. 7. MARIA PERGOLINO Blog Modern B2B Marketing | Twitter Marketo InboundMarketer Missing opportunity to create content specific to buyer personas Marketers are changing their content strategy, but even as the messages are becoming more informative and less product-centric, marketers are often missing the opportunity to create content specific to each of their buyer personas. By focusing on specific personas, marketers can create content that is used to nurture different types of buyers through their buying decision, shortening the revenue cycle and increasing the chance of a sale. 7
  8. 8. Recommended Resources from Experts Blogs Forrester Blog for Interactive Marketing Professionals Ardath Albee's blog Marketing Interactions Rebel Brown's blog Phoenix Rising Brian Carroll's blog B2B Lead Generation Blog Patsi Krakoff's blog Writing on the Web Mac McIntosh's Sales Lead Insights: A B2B marketing Blog Modern B2B Marketing Content Strategy: The Future of Marketing (via Joe Pulizzi with Christine Halvorson) Outputs, Outtakes, Outcomes...Oh My! (via Beth Harte) 8
  9. 9. Recommended Resources from Experts Books Charlene Li's and Josh Barnoff's book Groundswell Laura Patterson's book Marketing Metrics in Action Hugh MacLeod's Ignore Everybody: and 39 Other Keys to Creativity Cashing in With Content (a classic by David Meerman Scott) Others Valeria Maltoni's eBook Marketing 2009 Julien Smith's and Chris Brogan's eBook Trust Economy Velocity's The B2B Content Marketing Workbook MarketingSherpa B2B Lead Generation Benchmark Study 2009 Sales Lead Expert’s Learning Center B2B Marketing Fundamentals Don't Change 9
  10. 10. CLICK DOCUMENTS THANK y o u 10