The unique challenges of B2B content marketing
Over the past 18 months, we’ve talked to hundreds of marketers inside different companies who’ve told us about the unique challenges they face in running content marketing for B2B businesses (e.g., software, service, agencies):
B2B content challenge #1: “Driving the right kind of leads”
Yes, of course B2B content marketers want traffic, but they have a unique challenge we hear about over and over again: Getting higher quality, more qualified traffic. If you’re a B2B marketer, in the end, you’re not after pageviews, you don’t sell ads and you don’t really care about the size of your email list. You want leads: a high quality, consistent stream of leads.
B2B content challenge #2: “Creating better quality content”
To produce qualified leads, the marketers we’ve talked to know they need to create extremely targeted, relevant, high-quality content on a consistent basis. The question is how.
You may sell to specific roles inside of companies, such as: C-level executives, directors, or busy small business owners. In all cases, these B2B customers have tons of experience in your field. They aren’t impressed by “Top 10” posts and listicles.