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What's holding CFOs back from digital finance initiatives


Posted by Matt Osborn - 16 December, 2019

5 B2B Content Marketing Disasters for Lead Generation

B2B content writing has attained ample prominence in today's digital age. It is on of the most effective marketing channels in terms of ROI.

Many businesses have spiked their online presence through this medium of marketing.

In this endeavor, most companies have tweaked their content to achieve more leads and traffic to their sites, with competition so high, it is imperative to be on top of your content game.

This article will consider some top five devastating mistakes that you should avoid in B2B content writing.


1. Lack of Clarity Especially in What You Do

Picture this: You have the coolest website design, captivating visuals, a powerful headline, the perfect hook,
a great storyline and an impressive chronology in your writing. A visitor to the site gets amazed at all these and even comes back a couple of times to view the site.

But in all these, the reader or visitor still asks him/herself:

What is this guy selling? What is he offering?

Confused B2B content Marketing

Well, this is in the kindest of terms is an epic failure.

Surprisingly, it is the reality of most websites and web content. Website owners tend to concentrate more on the aesthetics of their site rather than the substantial material.

They do this with the utmost enthusiasm and zeal that they forget the central mentality as to why they are writing the content. Any content is supposed to be beneficial to your business. Once you slack in this, then your content writing efforts are clearly futile.

For some major brands, you might excuse them since everyone knows what they offer. But if your brand is still budding, then being vague in your content is only a recipe for disaster.

If you want to check your work for clarity, then try to copy and paste the content that you’ve created into another firm's website. If it seems that it fits, then your content is quite vague.

You are not clear on what you are suggesting. You are in essence just like any other firm that’s out there. There is no differentiation between you and what others are offering. This leaves you at a low vantage point, and it renders you inadequate in a competitive sense.

To remedy this, ensure that you are clear in what you do and what you’re proposing to your customers. Be candid and direct in your approach.

Leave all the aesthetics and mumbo-jumbo for later after the customers have understood what you’re offering to them.


2. Focusing Too Much on Yourself

As much as marketing is about telling people of yourself, at times doing so without considering the plight of the other party could be detrimental.

Lead Generation Content Marketing

Focusing your energies on yourself may end up in making your listeners uncomfortable. They may not see how relevant they are to your brand. In other words, this may be considered as too much individualization.

In the decision-making process, various parties are involved. Once the focus is placed on one party, the other party may feel ignored, and this may cost you some good business eventually.

To avoid this, your content writing should embody the following:

  • Identify a common ground between you and the stakeholders. Settle on content that you are sure will appeal to the greater majority.
  • Focus on the possible rewards that the other business should get by doing business with you. Also, as you write, decrease the perceived risks for the other party. These are typically like good topics for a compare and contrast essay.
  • Use tools that will communicate the value proposition of your brand, product, or service.


3. Targeting the Wrong Audience

 Miss target market contentIn the online space, there are a plethora of potential prospects. However, as a B2B marketer or a content writer, you are not targeting just any type of audience. 

Your key mandate is to attract other business to your brand. Thus, your content should appeal to other companies. It should be targeted in a way so that it is relevant to a specific type of public.

As a rule of thumb, before you create any content, you should first understand your target audience. You should be able to create an audience persona that is representative of the type and nature of businesses that are part of your clientele.

To do so the following aspects of your audience should be considered:

  • Who are they?
  • What do they like?
  • What are their dispositions?
  • What are their preferences?
  • What are their inclinations?
  • What value do they need?
  • Where can I find them?

If you come up with accurate answers to these questions, you will create a fitting audience persona. This will help you build individualized and targeted content that resonates well with your viewers.


4. Avoid Blanket Statements and All-Round Approaches


Most content writers tend to write blanket statements in their content. At times, they target all types of people with no due consideration as to whether they actually need their product or service.

73% of consumers often get frustrated with such type of content.

lead generation with blanket statements

They try to cover much ground literally when it comes to content. Well, an objective view would be that it is an exercise in futility. There will be wastage of time, energy, and resources.

Taking such an approach would render you unable to measure the impact of your marketing campaign. You won't be able to determine the return on your investment accurately.

Therefore, as a B2B marketer, don't endeavor to appeal to the masses who won't bring you any business. Take a targeted and customized approach to your content writing, and you will be sure to attract the right leads that would eventually convert into loyal customers.


5. Leaving out the Call-to-Action

You might have created the best content for your audience. But still, the leads that you are getting are not converting. 

This is most likely because you haven't told the audience what to do after they've read your content. This is the call-to-action, and it has an instrumental role in content writing.

Most content writers tend to leave it out in their write-ups oblivious of the utility it has. A compelling call-to-action is one telling the audience what to do to enjoy your product or service.

Call to action in content marketing

For example, you may ask them to opt for an offer or email list. You may also tell them to sign up on your web page, etc. Call-to-actions are actually motivators of actions. If you want more conversions from your click in or read through rates, always add a call-to-action.



As they say, content is the KING. If your content is sloppy, then your marketing campaign would be ineffective.

As you write content for your B2B audience, avoid the five highlighted B2B content writing mistakes. And if you have already made these mistakes, strive not to repeat them. They can be detrimental to your whole campaign.

B2B eCommerce Marketing

About the Author: Jake Lester is an essay writer that is fond of writing about various spheres of life. The most recurring themes he covers are education, writing and marketing. He has his own writing style and this is why he is appreciated by readers. You may look through Facebook, Twitter & Google+.

Topics: Sales & Marketing

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