B2B Content creation offers great branding and business-building opportunities to businesses. This role is not an easy one and is quite challenging especially to maintain expertise.
According to B2B Content Marketing 2021 Report, about 49% of B2B marketers outsource content marketing activities, while 69% said their biggest challenge is finding content creators with adequate expertise. This statistic highlights the level of challenge faced in B2B content creation.
3 CHALLENGES FACED IN B2B CONTENT CREATION
1) CONTENT IDEATION: One of the strengths of content marketing is consistency. This fact poses a challenge to B2B content marketers. The demand for a consistent flow of ideas stands as a difficult task for most B2B content marketers.
To meet up with the everyday responsibility, they must answer these questions:
What should I write?
How do I write it?
When should I write it?
Where should I write it?
Who do I write it to?
Why should I write it?
2) CONTENT ENGAGEMENT: Every B2B content is faced with the challenge of engagement and getting adequate feedback.
How effective is your content with regards to its set goal?
How much engagement is does the content make?
How do I get traffic?
How do I get leads?
How do I get my leads to make purchases?
3) MEASURING CONTENT EFFECTIVENESS AND ROI
How to demonstrate the value of your content and ascertain the inflow of ROI, is a particular challenge to every content marketer.
5 WAYS TO OVERCOME B2B CONTENT CREATION CHALLENGES
1. CREATE A BANK OF ARTICLE IDEAS:
Create a system of securing ideas that flow in unconsciously. Sometimes, B2B content ideas, are gotten at odd times and spontaneously. Always make a notepad and pen handy, to document these ideas when they flow in.
Create engaging interactive content. Don’t create content that does not appear to the emotions and needs of your audience. Make use of passive and compelling words to engage empathy.
The importance of the call to action can never be undermined. It prompts for feedback.
3. CREATE A SYSTEM OF MEASURING YOUR CONTENT EFFECTIVENESS:
Adequate content monitoring is key to understanding how impactful your content is. Set KPIs alongside your content journey.
You should invest in tools that analyze and monitor data like backlinks and traffic to and from your content. Analytical tools like Google Analytics and Google Console can help you visualize how hard your content is working.
Pardot and Hubspot, are also tools that track visitors’ movement in your website from beginning to end and show you if they click a CTA or download a whitepaper.
4. CREATE A FEEDBACK MECHANISM:
This paves way for improvement and ascertaining clients’ opinions. Always make any opening for open-ended feedback. It helps you understand your audience better.
Ensure your contents create a deeper relationship with your target audience. Prioritize the needs of your audience in your content and seek to provide solutions. Use more of the second person pronoun to talk directly to your audience