What if I told you that content, in its purest form, can actually cost you money? Whether a result of misaligned messaging or lack of customer centricity, when content isn’t pulling its weight, it can easily drive up costs rather than increase ROI.
The fix? Creating targeted, cohesive, and customer-aligned content that directly speaks to both your business goals and audience needs. (It’s possible, I promise.) Let’s get into a few common content pitfalls that may be hurting your bottom line, and how to turn each into a growth-driving opportunity:
1. You’re Not Aligned on the Objective
It’s an easy step to miss, especially when content is developed as a tactical step and not in support of a greater strategy, but the first hallmark of successful content is to clearly define the objective. Are you trying to drive traffic, generate leads, nurture existing customers, or build brand awareness? If you don’t know the answer, neither will your audience.
How it Hurts
Content without a defined objective leads to wasted resources and increases the risk of delivering mixed messages that can confuse your audience and fail to drive action.
Fix It
Before you start working on any content, answer this question: What are we trying to achieve? Once you’ve nailed down your primary goal, align your content format, tone, and distribution channels accordingly. For example, if your objective is lead generation, gated whitepapers or webinars might be more effective than blog posts alone.
Pro Tip: KPIs for every campaign must. be. actionable. Think something like tracking lead conversions or organic traffic growth.
2. You Don’t Meet Customers Where They’re At
Nearly 3 out of 4 B2B buyers are Millennial or Gen-Z. Does that mean you need to brush up on the latest trendy words for your content? Not quite. It means:
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- Your audience doesn’t experience your content as a one-size-fits-all. Depending on where they are in their buyer’s journey, their needs, questions, and priorities differ. Because today’s buying process isn’t linear, it’s even more critical to have the right content for every touchpoint.
- They don’t just consume content to learn; they also use it to validate. In order to build muscle memory, your content has to have a clear, consistent message throughout the buying cycle.
How This Hurts
Without tailoring your content to different stages of the funnel, you’re leaving revenue on the table. Offering in-depth case studies to someone still in the awareness stage feels like jumping ahead and jeopardizes the chance to become a trusted advisor before they’re ready to buy, while sending introductory “what we do” posts to someone ready to make a purchase undervalues their time.
Fix It
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- Map Content to the Buyer’s Journey: Create awareness content like blog posts and social media to inform, consideration content like comparisons or guides for decision-making, and decision-stage content like free trials or demos.
- Optimize Content Formats: Consider quick, engaging formats (like our #Sixin60 short videos) at the top of the funnel, and save long-form, in-depth pieces for later stages.
- Be consistent. This means your message, from the pain points your customers face to what good should look like and how your product or service addresses those challenges, must be cohesive no matter who (or how) the message is relayed.
Pro Tip: Audit your existing content for gaps (including your sales + customer success messaging!) and ensure you’re covering all stages of the customer decision process.
3. You’re Not Speaking Their Language
The shift towards Millennials and Gen Z as a dominant buyer group has brought significant changes in communication preferences. These generations value simplicity, authenticity, and content that feels human. Save the corporate jargon or inconsistent use of AI-generated text risks alienating them.
How This Hurts
If your audience doesn’t see themselves in your messaging, it’s an immediate disconnect. They might scroll past or disengage entirely, leaving your content unnoticed.
Fix It
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- Simplify Your Language: Short sentences and simple words improve readability and relatability. Save the unnecessary buzzwords or formality.
- Keep AI in Check: If you’re leveraging AI for content creation, make sure it aligns seamlessly with your brand voice. Look at AI as your content brainstorming partner, not your final product. The most engaging content sounds human and consistent.
- Be Authentic: Focus on delivering genuine value rather than relying on polished perfection. Your customer knows that no product or service is perfect.
Pro Tip: Explore tools like audience feedback surveys or polls for a pulse check on whether you’re in tune with your customers’ preferences.
4. You’re Stuck at “Hello, {FirstName}”
We’ve all seen emails or content that greets us by name but otherwise feels…basic. Personalization doesn’t stop at inserting someone’s first name into a headline or subject line; it goes much deeper.
How This Hurts
With all of the information thrown at your customers today, superficial personalization just doesn’t cut it. It feels more like a tactic than strategic engagement, which only makes it that much harder to connect with them.
Fix It
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- Use More Data to Personalize: Tap into behavioral data or purchase history to deliver content that feels tailored. For example, recommend blog posts related to their past interests or send offers based on previous purchases.
- Leverage More Than Just Your CRM: Intent signals are everywhere; use them! Data from social engagement, previous transactions, and website analytics are just a few sources that can provide a comprehensive, personalized experience.
Pro Tip: Don’t overcomplicate it. A simple nod toward your customer’s challenges or trends can make your content stand out.
5. Your Content Isn’t Cohesive
Your audience interacts with your brand across multiple platforms and formats. With dozens of touchpoints now part of the buying process, fragmented messaging becomes harder for customers to connect the dots on who you are and the problems you solve.
How This Hurts
Disjointed messaging creates confusion and undermines trust. (Remember, your content isn’t just to educate; it’s to validate!) When one campaign’s tone differs wildly from another, or when your social media doesn’t align with email campaigns, your audience begins to question your credibility.
Fix It
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- Build Muscle Memory: Repetition and consistency are your friends. Reinforce your brand values and messaging across every channel and format.
- Centralize Content: Keep messaging cohesive by using a shared editorial calendar and brand guidelines.
Pro Tip: Build continuity with branded visuals and recurring calls-to-action that remind your audience of the value you provide.
6. You’re Forgetting Your Biggest Competitor: The Status Quo
No matter how brilliant your content is, your biggest competitor often isn’t always another brand; sometimes, it’s inaction. Potential customers often feel comfortable sticking to their current solutions rather than risking change.
How This Hurts
If your messaging doesn’t address the risks of inaction, potential buyers may decide to do nothing at all, even if your solution is clearly superior.
Fix It
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- Highlight the Risks of Doing Nothing: Speak directly to the challenges your solution alleviates and tie in the potential costs of maintaining the status quo.
- Focus on Tangible Benefits: Instead of jumping to your menu of features, emphasize immediate, measurable outcomes. Show how you can help save time, money, or effort.
Pro Tip: Include case studies or testimonials to reinforce how switching benefited businesses similar to your potential customers.
Shifting Your Content from Liability to Asset
The right content strategy support your business goals and drives them forward. By aligning your content with objectives, your customer’s journey, and authentic, value-driven messaging, you ensure your strategy is always a tool for growth instead of a drain on resources.
Ready to transform your content into a bottom-line booster? Start by conducting a quick audit of your existing efforts. You’ll find opportunities to align, simplify, and personalize messaging across touchpoints. Remember: Customer centricity is key.