Our 7-Upp series looks to provide B2B marketers with clear, simple and practical ways to get better results from their B2B marketing. This week, we're taking a look at how businesses can make their B2B marketing content work harder for them.
With B2B businesses ramping up their digital presence for lead generation, your website and social channels need to stand out for all the right reasons. And that means making content that resonates with your target market.
91% of B2B buyers admit that online content has a moderate to major effect on purchasing decisions (CMO Council, 2024). In today’s market, content is still king when it comes to building visibility, strengthening authority and influencing trust.
If you're struggling to get results it could be down to strategy, the content itself, or (usually) a combination of both. Here are some top reasons why your content may be missing the mark and and how to improve it.
With B2B businesses ramping up their digital presence for lead generation, your website and social channels need to stand out for all the right reasons. And that means making content that resonates with your target market.
91% of B2B buyers admit that online content has a moderate to major effect on purchasing decisions (CMO Council, 2024). In today’s market, content is still king when it comes to building visibility, strengthening authority and influencing trust.
If you're struggling to get results it could be down to strategy, the content itself, or (usually) a combination of both. Here are some top reasons why your content may be missing the mark and and how to improve it.
Reason 1: Do you really understand your audience?
Too many brands churn out content without any real insight into who their audience is, what they care about and when. An effective B2B Marketing Agency uses market research and well-formed buyer personas as foundation of your strategy. Use both quantitative data (CRM systems, Google Analytics, email engagement) and qualitative insight (surveys, interviews, social listening) to map customer journeys, shape messaging, and personalise your campaigns.
Don’t forget, buyers and their needs are changing. 85% of CEOs and VPs now use social media to make purchasing decisions (Source IDC, 2024). And Millennials and Gen Z are increasingly at the decision-making table, expecting more streamlined and personalised experiences. If you’re not tuned in to this, you’re already falling behind.
Reason 2: Is your content adding real value?
It's one thing to know your audience, it’s another to serve up what they want to actually want to read. If your content isn’t giving your audience valuable insight, answers, or a new perspective, then it isn’t going to stick.
What do we mean by value? Well, it can take many forms; it could be exclusive research, a unique viewpoint, or practical solutions to industry challenges. So repurpose what’s working, optimise your top performers, and cut down long-form into snackable formats. In a crowded digital space, prospects don’t need more content, they just need better content.
Reason 3: Are you promoting yourself too much?
Nobody wants to read a never-ending sales pitch. Over-promoting your brand creates a one-sided conversation and erodes trust. Instead, focus on showing, not telling. Share thought leadership on LinkedIn, engage in industry conversations, celebrate team wins, and bring out the personality in your brand. Authenticity drives connection, and connection in turn drives conversion.
Too many brands churn out content without any real insight into who their audience is, what they care about and when. An effective B2B Marketing Agency uses market research and well-formed buyer personas as foundation of your strategy. Use both quantitative data (CRM systems, Google Analytics, email engagement) and qualitative insight (surveys, interviews, social listening) to map customer journeys, shape messaging, and personalise your campaigns.
Don’t forget, buyers and their needs are changing. 85% of CEOs and VPs now use social media to make purchasing decisions (Source IDC, 2024). And Millennials and Gen Z are increasingly at the decision-making table, expecting more streamlined and personalised experiences. If you’re not tuned in to this, you’re already falling behind.
Reason 2: Is your content adding real value?
It's one thing to know your audience, it’s another to serve up what they want to actually want to read. If your content isn’t giving your audience valuable insight, answers, or a new perspective, then it isn’t going to stick.
What do we mean by value? Well, it can take many forms; it could be exclusive research, a unique viewpoint, or practical solutions to industry challenges. So repurpose what’s working, optimise your top performers, and cut down long-form into snackable formats. In a crowded digital space, prospects don’t need more content, they just need better content.
Reason 3: Are you promoting yourself too much?
Nobody wants to read a never-ending sales pitch. Over-promoting your brand creates a one-sided conversation and erodes trust. Instead, focus on showing, not telling. Share thought leadership on LinkedIn, engage in industry conversations, celebrate team wins, and bring out the personality in your brand. Authenticity drives connection, and connection in turn drives conversion.
Reason 4: Are you ignoring audience preferences?
Like it or not, we’re served content 24/7 on our televisions, laptops, and mobiles. No matter how well written and produced your content is, it needs to be delivered in the right format at the right time.
Today’s B2B buyers expect more than PDFs and whitepapers, they want webinars, podcasts, and video content, stuff that’s easy to digest and share. Great B2B marketing agencies use segmentation, personalisation, and experimentation with formats to get the right content to the right people. But don’t neglect the basics either, poor SEO or low-quality assets will let you down, even if your content’s on point.
Reason 5: Have you forgotten the art of storytelling? Facts and figures rationalise decisions, but it’s stories that stick. As a creative B2B marketing agency we believe in crating compelling narratives that help your brand stay front of mind and build the emotional connection buyers need to trust you. Position the customer as the hero, frame your brand as the enabler, and always connect back to your “why”. Storytelling creates trust, nurtures leads, and, according to The Annuitas Group - nurtured leads make 47% larger purchases on average.
Reason 6: Is your content consistent enough? One-off bursts of activity aren’t going to work out for you long term. Buyers need multiple touchpoints to move from awareness to decision-making, and that requires consistency over time. We know that publishing content on a regular basis takes resources, but uploading a new article every three months isn’t going to build visibility or authority. You need an always-on approach that’s steady and pushes relevant content to keep your brand in the conversation and build familiarity and trust. You can always ask a B2B marketing agency like us to support with this if it feels overwhelming.
Reason 7: Are you measuring the data that really matters? Finally, if you’re only tracking vanity metrics such as likes, impressions, or clicks, you’re missing the bigger picture. Effective content measurement digs deeper into engagement quality, lead quality, and conversion outcomes. Without the right KPIs in place, you won’t know what’s working (and what’s wasting your budget). Align your content metrics with business objectives and keep optimising, based on results.
Reason 5: Have you forgotten the art of storytelling? Facts and figures rationalise decisions, but it’s stories that stick. As a creative B2B marketing agency we believe in crating compelling narratives that help your brand stay front of mind and build the emotional connection buyers need to trust you. Position the customer as the hero, frame your brand as the enabler, and always connect back to your “why”. Storytelling creates trust, nurtures leads, and, according to The Annuitas Group - nurtured leads make 47% larger purchases on average.
Reason 6: Is your content consistent enough? One-off bursts of activity aren’t going to work out for you long term. Buyers need multiple touchpoints to move from awareness to decision-making, and that requires consistency over time. We know that publishing content on a regular basis takes resources, but uploading a new article every three months isn’t going to build visibility or authority. You need an always-on approach that’s steady and pushes relevant content to keep your brand in the conversation and build familiarity and trust. You can always ask a B2B marketing agency like us to support with this if it feels overwhelming.
Reason 7: Are you measuring the data that really matters? Finally, if you’re only tracking vanity metrics such as likes, impressions, or clicks, you’re missing the bigger picture. Effective content measurement digs deeper into engagement quality, lead quality, and conversion outcomes. Without the right KPIs in place, you won’t know what’s working (and what’s wasting your budget). Align your content metrics with business objectives and keep optimising, based on results.
Chris Banner
Creative Director
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It's time to Upp your content game
Recognising and responding to these issues can have a massive impact. If you'd like help from a B2B marketing agency with over 20 years' experience understanding B2B audiences, delivering value, telling stories and consistently measuring impact. we can help turn your content from just background noise into a real driver for growth. Get in touch at hello@uppb2b.co.uk
