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The biggest mistakes in B2B content marketing and how to fix them?

7 minutes of reading
The biggest mistakes in B2B content marketing and how to fix them?
Category Marketing

As a business, it’s important to stay on top of your content marketing strategies. However, it can be easy to make mistakes along the way. In this blog post, we’ll take a look at the five biggest mistakes businesses make when it comes to B2B content marketing, and how to fix them.

From not having a well-defined strategy to creating content that isn’t interesting or relevant, these mistakes can have a big impact on your content marketing efforts. By understanding what these mistakes are and how to address them, you can ensure that your content marketing strategy is as successful as possible.


Business to Business – what is it all about?

B2B is an economic model that involves the exchange of goods and services between two or more businesses. Generally, it focuses on selling products or services to other companies who can use them as part of their own operations.

In Business to Business transactions, both parties involved have the same goal: to maximize their profits and create value for their organization. The transaction between the two parties occurs when one company provides a product or service that meets the needs of another company. This type of transaction usually requires a lot of research and negotiation to ensure that both parties receive an equitable benefit from the deal.

Those transactions can occur in various forms including direct sales, wholesale distribution, franchising, manufacturing, and licensing agreements. The whole process therefore takes much longer and requires other methods of communication.

The importance of positioning in B2B strategy planning

When it comes to Business to Business marketing, positioning is essential to success. Positioning involves creating a unique place in the market that your company can stand out from the competition. It helps create an identity for your business and can help you attract and retain customers.

It’s not enough to just have the best product – you need to make sure you’re communicating why your product or service is the best one on the market. In addition, positioning allows you to stay ahead of the competition in the network and beyond – and as you know, it is still growing.

Positioning starts with an analysis of your target customer and their needs. From there, you can create messaging around how your product or service will meet those needs and why it’s better than the alternatives. This should be backed up with data, such as research into industry trends or case studies of successful clients.

Differences between B2B and B2C

B2B and B2C strategies have different goals, different methods of interaction with customers, and different strategies for marketing. Companies should consider which type of strategy is best suited to their particular product or service when devising a marketing plan.

Here’s a brief balance sheet:

Selling goods and services to companies Sale of goods and services to individual customers
Long-term relationships Short-term relationships (with an emphasis on building relationships with customers)
Focus on product characteristics and specifications Focus on customer needs and benefits
Much higher order value Lower order value
The terms of sale are agreed with the individual customer The terms of sale are fixed in advance and are the same for each customer

The foundation of the Internet – content

When we talk about websites, this term includes the article text as well as meta tags, graphic files, and other interactive materials. In his 1996 essay, Bill Gates made it abundantly clear that content is king. And to this day, more than twenty years later, this has remained the reigning strategy that generates the most profits. For example, in some cultures the focus is on the recipient rather than the giver.

Content marketing can be used to create an audience, engage with them and build relationships. It is also a great way to establish trust, drive sales and help build a strong brand. However, many Business to Business companies make mistakes when it comes to content marketing. Without understanding the basics of content marketing, B2B companies can quickly find themselves struggling to build an effective online presence. Let’s see what mistakes are made most often.

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Five sins of business owners

Not defined target group

Without an identified target group, your efforts will be scattered and ineffective. Focusing on the wrong audience can result in a lot of wasted time and resources. That’s why it’s so important to identify and create content for your ideal customer before launching your B2B content marketing campaigns.

Start by developing buyer personas – semi-fictional representations of your target customers. To create them, you need to collect data from various sources such as surveys, customer interviews, focus groups and more. Once you have identified who your ideal customer is, you can then create content tailored specifically to that target audience. This way, you’ll be able to deliver content that resonates with your audience and drives them to take action.

Lack of keyword research

Keywords are the words and phrases that people enter into search engines to find your content. Unfortunately, many companies don’t take the time to research and identify the best keywords for their business. As a result, their content won’t show up in search engine results when potential customers are looking for it.

Using tools such as Google Trends or Ubersuggest can help you identify the most popular keywords used in search queries related to your industry. Additionally, you can also use these tools to compare the popularity of different keywords and track their performance over time. This data can then be used to inform your B2B content marketing strategy, ensuring you’re reaching the right audience with the right keywords.

Unupdated content

One of the biggest mistakes is neglecting to keep their content updated. With the fast-paced nature of digital media, it’s essential for businesses to stay up-to-date on industry trends and news in order to be successful. When content isn’t regularly updated, it quickly becomes outdated and irrelevant, making it difficult to capture the attention of potential customers.

To ensure that your content is up-to-date, create a content calendar with regular updates on relevant topics and news. This will also help you to measure how effective your content is at engaging customers and generating leads. Additionally, consider setting up an automated system to remind you when content needs updating, so you don’t miss any important updates.

No promotional strategy developed

Without a promotional strategy, it’s hard to get any attention or engagement from potential customers. Your strategy should also include tactics such as running ads, promoting posts on social media, e-mail campaigns, guest blogging, search engine optimization (SEO) and influencer marketing. Each tactic should be tailored to your target audience and carefully planned out to maximize its effectiveness.

Lack of analyzing and measuring work effects

The importance of tracking, analyzing, and measuring the results of your B2B content marketing strategy cannot be overstated. With so many different strategies and tactics available, it can be difficult to determine which are working and which are not. Without this kind of analysis, you risk wasting time, money, and energy on ineffective strategies that don’t bring results.

To make this easier, consider investing in a content analytics platform or software that can help you track data and gain insights. These tools can provide invaluable insights into which tactics are working, allowing you to make informed decisions about where to focus your efforts.


When it comes to B2B content marketing, success is often determined by a few simple factors. By being aware of these common mistakes and learning how to fix them, you can maximize the effectiveness of your content marketing strategy. By taking steps such as defining a target group, doing research, and measuring results, companies can ensure that their efforts are producing the desired results. As with any type of marketing, it takes time and effort to create an effective content marketing strategy. However, with the right approach and knowledge, businesses can make the most out of their strategies.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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