How to Solve the Top 3 B2B Content Marketing Challenges

B2B marketers strive to reach a select target of business buyers using high-quality content disseminated effectively. Since B2B marketing wants to reach other businesses, some consider it a more difficult task than B2C marketing, which needs to get in front of individual customers.

Statistica put together a report on “Content marketing in the U.S.” to showcase some of the challenges and opportunities both B2B and B2C marketers see on a daily basis. Of the many questions Statistica asked B2B marketers, one of the most interesting discusses the challenges of B2B marketing.

The top three challenges B2B marketers noted, according to the study, are “producing engaging content,” “measuring content effectiveness,” and “producing content consistently.”

Report: The top three challenges B2B marketers noted, according to the study, are "producing engaging content," "measuring content effectiveness," and "producing content consistently."

While those three concerns are challenging, each of them is solvable with a strategic marketing plan. Here is how to solve the top three challenges of B2B marketing.

How to Produce Engaging Content

Content creation is essential for B2B marketers as an inbound marketing tool and a way to showcase the company’s expertise. However, given the technological expertise necessary in many B2B companies, this can be a daunting task. Luckily, there are many technical writers out there that can help.

The biggest mistake B2B content writers make is talking too much about the company technology and not about the buyer’s concerns, wants, and needs. When a potential buyer lands on your website, they are not ready to purchase your product — remember, they are at the very top of the sales funnel. B2B marketers must remember this and provide content that addresses the consumer pain points, instead of launching into a detailed explanation of the company. Content marketing must be helpful, educational, inspirational, and frame the problems/solutions around the buyers perspective.

MOZ: Content marketing documentation


Furthermore, content must be available all through the sales funnel, addressing the customer’s concerns along the way. 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep (Demand Gen Report), which means customers will read the content before they move down in the sales funnel. The content must remain relevant at each step, always considering the buyer’s perspective. This is a crucial way B2B marketers can keep content relevant for potential clients.


How to Measuring Content Effectiveness

Marketers should seek to use content to drive impact and understand how to measure that impact online and offline. Simply looking at how many times viewers read a blog post won’t really measure the full impact of the content piece. Instead, marketers should analyze the content and ask:

  • Did this piece produce any leads? If so, how many? Is this more or less than the average number of leads produced per content piece?
  • Was the sales team able to nurture those leads down the sales funnel or did they all drop off?
  • Did this piece produce any offline opportunities, such as speaking engagements?
  • Did readers view more company content after reading this piece? Did they click the CTA?

According to Hubspot, 74% of companies that weren’t exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities. Without effective measurements in place, B2B marketers will not be able to replicate high-performing content or measure ROI on specific efforts. B2B marketers can use basic Google Analytics or tools like HubSpot to take a deep dive into performance analytics and understand which pieces of content are the best performing.

How to Produce Content Consistently

B2B marketers are usually involved in the sales process, so they may find themselves pulled in different directions and unable to produce regular content. Buyers, however, expect updated, fresh content from companies, so B2B marketers may at times feel they fall short. There are, however, ways to produce more internal content to meet buyer demands.

B2B marketers should remember that they have individual experts all throughout the company. Though these experts may not be strong writers, they most likely have interesting, engaging commentary to make about the industry. Furthermore, 96% of B2B buyers want content with more input from industry thought leaders (Demand Gen Report).

B2B marketers should encourage these thought leaders to draft content (or bullet points that can be edited into more form content) to use as marketing fodder. While this may take constant reminding, the end result will be expert commentary from a leader in the field. If marketers cannot pull content from internal sources, there are always digital agencies that can help pick up the slack.

By using these techniques to solve the B2B marketing challenges, marketers can produce more impactful, results-driven campaigns.

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Ironpaper is a B2B marketing agency and lead generation agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.