B2B content is broken (but we can fix it)

B2B content is broken. It always has been, but the pandemic has exposed the problem like never before.

The rising adoption of marketing tools and platforms has leveled the playing field for leading firms and startups alike. It’s more cost-efficient than ever, but it’s not cost-effective to blanket the market with cheap but poorly targeted messages. All that guarantees is that more people will be turned off and will click away from content that sounds more like a conference-hall presentation than the one-on-one conversation every message should be.

I truly believe that you can fix what’s broken by doing three things:

  1. RETHINK your approach to reflect the reality of message and media consumption: It’s intimate. Engage individuals, not people, and don’t assume SEO, SEM, analytics and a marketing automation platform can do it all. 
  2. POUNCE on hiring creative people who “get” that mindset and offer new ideas to light-up your audience(s). People who believe good content provides an opportunity to engage, differentiate and promote click-through to your also well-crafted landing pages, webinars, blogs, reports … all content you post, publish, track and measure.
  3. IMPROVE good copy with better processes and feedback loops. Have your creative content producers work more closely with your people who track and measure your content. Close the gaps, adjust your market appeal and you’ll see incremental gains. In short, practice actual teamwork for continuous improvement.

Change your mind, change your culture. It’s your best inoculation against mediocrity.