I spend a lot of time looking at B2B firm websites, and many of those companies appear to have given up on content marketing.
The telltale sign of a company’s (active or passive) decision to abandon content marketing is that production of all information in the “news,” “thought leadership” or blog section of its website either abruptly or gradually stops. Their most recent blog post, white paper, case study, press release, or media coverage, may be months or even years old. Their website has become a content graveyard.
Companies that allow old, outdated content to decay in full view of clients, prospects, and referral sources are SCREAMING to the online world:
“We don’t care enough about our brand equity to keep information current.”
Most B2B companies give up on content marketing because they’ve seen no direct connection between that investment and tangible business activity, such as lead generation or client growth.
And here are the reasons for that disconnect:
🏴 They don’t view marketing as a necessary management discipline.
Too many companies view marketing as a part-time function that’s required only when revenue dips. Marketing is not assigned the same level of importance, consistent focus, or funding as other corporate functions, such as operations, IT, legal, or finance. So they remain victims of the "Sales / Service Volatility Curve."
🏴 They don’t work from a meaningful plan.
Too often, marketing consists of a hodge-podge of tactics, and content marketing involves throwing editorial garbage on the wall and hoping some of it sticks. There is no editorial calendar, or agreement on the core messaging the company must communicate through its content…to articulate its value proposition, distinguish the firm from competitors, or support its sales strategy.
🏴 They produce the wrong kind of content.
Their editorial efforts are self-serving, impossible to read, or of little interest to target audiences. Some firms push out a steady stream of “curated” (other people’s) content; reinforcing the notion that they have no intellectual capital of their own.
🏴 They don’t merchandise their content.
Some companies produce great content, but don’t gain market visibility and engagement by putting it to work through direct and indirect channels. Hanging content on a website, or posting it on social media, are tactics of limited value; particularly if nothing’s being done to generate website traffic or to raise online visibility.
Effective B2B content marketing programs are visible everywhere online. There are no secret formulas.
If your B2B firm has given up on content marketing, or is ready to throw in the towel, take a close look at what those successful firms are doing, and be willing to start over and make a commitment to follow those best practices.