A recent study of the Demand Gen Report, in partnership with Demandbase, shows that B2B consumers consider the quality of content two their potential partners as a relevant factor for their purchase.

However, the generation of useful and valuable content for the user can be a challenge for companies in the B2B sector. Check out the insights from the Content Marketing Institute’s latest report on the challenges of content management:

About or study

The content is an important part of the work of B2B marketing professionals, mainly when we think about brand recognition creation, lead generation and sales momentum.

However, the creation of quality content is not simple and the content marketing professionals face a series of challenges to generate results with their strategies, second or last Annual B2B Content Marketing Report of the Content Marketing Institute, produced in partnership com or MarketingProfs.

The study was carried out last month, based on research conducted in July this year with more than 800 B2B marketing professionals.

Atingir the Public Certo é o Maior Desafio da Criação de Conteúdo B2B

As shared in this study, the main challenges of content creation are not directly related to the quantity of content produced, but rather to ensuring that it is accurate.

We know that, within the client’s day, the consumer goes through different stages before making an acquisition and, in each of these stages, there is a different content strategy to be addressed – or what we call a content funil.

According to 57% of the interviewees, creating certain content for your public is one of the two main challenges that your content teams face.

This reinforces another recent investigation by the Winterberry Group, in which B2B marketing professionals affirm that the development of content adapted to the specific needs and preferences of the general public is a fundamental priority for them.

54% two professionals face problems in the consistency of content creation

In addition to the difficulties in reaching and conversing with the ideal audience, the professionals interviewed by the Content Marketing Institute list that the biggest challenges in creating B2B content are:

• raise content with consistency (54%);
• diversify your content (54%);
• optimize or content for SEO (45%);
• raise quality content (44%);
• raise enough cash to meet internal demand (34%);
• raise content that requires technical knowledge (30%);
• raise enough money to cover external demand (30%).

As I said before, the quality of the content is one of the two main factors for the decision-making of B2B buyers and, in a certain way, a large part of the problems and challenges cited by the professionals interviewed are related to the quality or visibility of their contents.

This can be a large-scale problem for companies, since without the production of quality content, other challenges arise, such as:

1. Lack of Personalization of the Produced Contents

Another recent study by Forrester Consulting shows that most B2B customers expect to receive personalized content at all stages of the purchasing journey, or that it has been a challenge for 48% of two professionals interviewed by the Content Marketing Institute.

Basically, the difficulty in creating content with consistency and quality directly impacts personalization, or makes it difficult to align content with the purchasing journey.

2. Lack of resources for content creation

Another situational challenge mentioned among professionals is the lack of resources for content creation. In addition to the lack of technical knowledge for content creation and difficulties with SEO, 58% of professionals claim that they do not have other resources such as martechs and investment, for example, to boost content creation.

3. Sizing content creation

Finally, in this study, the main challenges mentioned for B2B marketing professionals are the lack of content production (48%) and the lack of communication between areas (40%).

Using more resources can also help B2B marketing professionals overcome these challenges and expand into large-scale content creation.

Meanwhile, according to the target (45%) two interviewees said that their content marketing strategy will increase next year, either by 1-9% (32% participation) or by more than 9%.

How to create quality content in the B2B sector and overcome challenges?

As we saw, creating quality content is a powerful tool to engage the audience and influence the purchase decision of decision makers in the B2B market.

However, unlike B2C content marketing, where content can often provoke an emotional response from the consumer, B2B strategy seeks to be more informative and educational to help or lead to making business decisions.

Therefore, the quality of the content is not just about attractive writing and the use of triggers, but also about providing relevant insights and solutions for readers. Therefore, here are some techniques to overcome the challenges faced by professionals in the sector and scale your B2B content management:

1. Understand your public and use elements that generate engagement

As we saw, one of the two main challenges of B2B content professionals is creating content that meets the needs of consumers in different stages of the purchasing journey.

This happens, mainly, because a person and his journey are not clear in detail to the content creator. Conducting market research and understanding the needs and points of your public are crucial for the generation of value content, which helps you make decisions and solve problems.

For this:

• perform keyword research and understand the terms your audience uses;
• create buyer personas to represent your audience in different sectors;
• Use relevant information to create content that accurately answers the questions users ask.

2. Focus on educational and informative content optimized for SEO

There are different types of search intentions in research carried out on the internet, with information being the main one, the second being the “State of Research 2023” study by SEMrush:

It seems that a large part of the research carried out on the Internet is only with the objective of finding information that answers a question. Therefore, producing articles, whitepapers and case studies that offer deep insights and detailed analyzes for your critical audience.

For this:

• avoid excessive promotional language; prioritize providing value through useful information;
• keep up-to-date with industry trends to ensure that your content is relevant and up-to-date;
• optimize your content with SEO techniques;
• Incorporate some relevant key words, naturally in your titles, subtitles and throughout the content.

3. Incorporate AI as an ally in your content generation

It deceives and worries that AI can “substitute” content marketing professionals; On the contrary, it will boost your child’s development and speed up your processes, so you will know how to use it.

Some practical tips to incorporate AI tools not every day, such as ChatGPT for example, but:

• Use it to research topics and generate content ideas;
• test AI software for drafting initial scraps, which can be mastered with a human touch;
• Leverage AI for data analysis and content personalization, ensuring that it is more relevant to specific segments of your audience.

Artificial intelligence has great potential to enhance content creation and, unlike what professionals credit, content generated by AI is not penalized by Google – as long as it is quality content.

Do you want to discover how to apply artificial intelligence every day to improve the quality of content creation in your business? Learn how to master ChatGPT and learn how to use AI as your content creation assistant with our CEO, Fabio Ricotta.

4. Get support from a digital marketing agency

Not B2B marketing, trust and authority are fundamental for the audience. Ultimately, contracts and purchases require a longer cycle, due to the complexity of the sales.

Therefore, in addition to following these guidelines, it is crucial to maintain a high standard of quality and accuracy in all shared information.

For this reason, you can count on Agência Mestre’s support! For more than 15 years, we have helped hundreds of businesses gain more authority in the digital world and, for this reason, we have an exclusive content delivery methodology.

Get our Content Marketing services and discover how we can place your company in the spotlight in the digital world and elevate your quality and authority in the digital world.