New CMO Council data shows where most B2B content marketing efforts miss the mark, with insights on how to capture and convert buyers.

B2B brands might not be capturing their target audiences’ attention and convincing them to convert, even if they have developed basic internet marketing strategies.

A recent study from the Chief Marketing Officer Council reveals companies are missing the mark by failing to develop comprehensive content marketing strategies that deliver easily accessible solutions to customers’ biggest pain points.

Accessible, informative online content wins conversions

More than one-quarter of surveyed B2B buyers say online content plays a major role in their purchasing decisions, while 60 percent report it has at least a moderate impact on their choices.

But buyers aren’t going to be convinced by just any branded content, the study explains. Prospects cite burdensome download requirements as the No. 1 turnoff in web marketing, and they also dislike when brands publish materials that are uninformed, non-substantive, blatantly promotional or overly technical.

On the other hand, 58 percent of B2B buyers say web content is most likely to influence their purchases when it helps identify fresh approaches and solutions to their problems. Thirty-eight percent think articles and papers that present new thought leadership on enterprise challenges are the most impactful, while just under one-third report advice on best practices is beneficial.

Content must also be fresh, engaging

More than one-quarter of surveyed B2B buyers say online content plays a major role in their purchasing decisions, while 60 percent report it has at least a moderate impact on their choices.

“BtoB buyers are looking for content that’s original, consultative and highly pertinent to where they are in their decision-making process,” says Donovan Neale-May, Executive Director of the CMO Council. “Too many vendors are failing these buyers with overly promotional and overly technical content that doesn’t adequately address market challenges and customer needs.”

Technical information must be presented in a way that’s both informing and engaging. Online content that fails to balance those obligations will lose readers before marketers even present calls to action. To hold readers’ attention, it’s important for content writers to understand buyers’ wants and needs, so they can craft articles and blogs that meet readers’ expectations. (This subject is explored further by one of Brafton’s writers in a recent blog post on the perils of boring B2B content.)

The CMO report highlights that content marketing is a strategic and comprehensive practices that targets specific consumers – not just a means of circulating promotional materials. Because buyers are tuning into more channels, and have varying expectations for each, it’s crucial that marketers understand how to leverage their content on each channel.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.