The biggest mistake B2B marketers make with content:
It’s all about us (the brand). One of the most common and significant mistakes B2B marketers make with content is to create information and media that don’t solve a customer information problem. That along with presentation in a way that’s out of context and unoptimized for customer experience results in very poor performance.
The reason for this mistake? A brand or marketer’s ego-centric view of the world. Whether it’s a reaction to competitors’ tactics or simply an ego-centric brand view of the market, simply creating content isn’t the answer. And yet over 90% of B2B marketers are doing exactly that.
The solution is empathy and customer intelligence. It takes an understanding of buyers – what are their pain points? What problems do they need to solve? What informs and entertains them? (It can’t be all about business).