Two new studies highlight B2B content shortcomings
Bored by all of the generic “how-to” guides out there? You’re not alone.
For some time now, most B2B content has been struggling to cut through the huge amount of noise out there. Too many brands are putting out content that isn’t interesting enough to capture the attention of business audiences, who are time-poor and only want to consume the most useful information.
Two new studies have come out that confirm, unsurprisingly, that B2B content is still failing to meet the mark. And while research like this might make for tough reading for B2B marketers, it also presents an opportunity for brands willing to invest in upping their game.
What do these surveys say?
First, the Informa Tech Trust in Marketing Index revealed that 71% of senior business technology decision-makers are disappointed some or most of the time with the B2B gated content they come across.
Even though the demand for content is high - 41% of senior B2B tech buyers exchange data for gated B2B insights once a month or more - this appetite for high-quality information is not currently being satisfied.
A second survey from WorkWeek pointed to a lack of trust in B2B content. According to the study, B2B buyers rank SaaS companies at the very bottom in terms of trusted sources of information. These SaaS companies even ranked below ChatGPT, which - as you’re no doubt aware - can produce factual errors or “hallucinations”.
To top it off, 55% of respondents agreed that much of the B2B content they see tends to have the same look and feel. This is undoubtedly the result of the widely-followed advice that content needs to largely mirror what’s already out there in order to rank in search engines. While doing this may drive traffic to your website, I think we’ve now reached the point where all of this generic, copycat content is turning people off and making it hard to convert website visitors into leads.
Previous research (for example, this Forrester study) has also shown that a large amount of B2B content isn’t connecting with its intended audience. So these new studies really just confirm, then, that little has changed.
The good news? There’s an opportunity to stand out
Although these findings might draw a groan of frustration from content teams who have invested time and resources into unsuccessful strategies, there's also an opportunity here. Namely, those willing to listen to these dissatisfied readers and prospects - and create fresh, high-quality content that they’ll love reading - will face relatively little competition.
With so much content out there that's perceived as monotonous or untrustworthy, brands that invest in high-quality writing can set themselves apart. Here are some key methods to achieve this:
Original research
By conducting and publishing original research, your brand can position itself as a leading voice in its industry. By providing valuable insights to your audience, you build trust and credibility.
Expert insights
Collaborate with experts in your field. This can take the form of interviews, guest posts, or expert roundups. When you offer insights from respected figures, it adds a layer of authenticity and authority to your content.
Fresh perspectives
One of the main criticisms of B2B content is its dry nature. Combat this by bringing new perspectives and angles to popular subjects, or exploring different topics that aren’t discussed often enough.
Ultimately, more B2B brands need to think like media companies and give readers the kind of engaging content they want - content where they'll learn something new or interesting.
So while the current state of the B2B content landscape might be lackluster, it also provides forward-thinking brands with the chance to cut through the noise by investing in content that’s thoughtful and engaging.