Many companies in the B2B industry have faced a problem with their content because what they are creating isn’t resonating with audiences, and instead of tuning out consumers.
The reason for this is that the content that many companies have been distributing to their audiences has been boring.
According to recent studies, over 70% of consumers have stated that less than half of the content they’ve consumed has provided valuable insights.
In fact, about 15% of consumers have said that any of the content they’ve consumed in the last year has been very good.
That means that consumers aren’t tuning out content simply because they don’t care about it or because their attention spans have been decreasing. Instead, consumers have been tuning out content marketing efforts from brands because the brands aren’t providing anything valuable through their content.
The audience is looking for content marketing that provides real value and guidance on how to best navigate different situations.
However, most companies have actually been providing consumers with very valuable advice, which means that the reason why consumers have been turning away from content is the way that brands are showcasing that advice.
It doesn’t matter if a company has the best advice in the history of their respective industries. If a business talks about that advice in the same way everyone else talks about it, the consumers will find it boring.
Consumer-Centric
When creating content, companies should be thinking about the reason that piece of content will be worth the time of the readers, what the consumers want to see out of the piece of content, and how that piece can help them better understand, solve, or do different things.
That means companies have to figure out how their content is going to affect the target audience, and what they should do with the information they’ve just received.
The consumers are going to be thinking about the content they see in terms of how that content matters to them personally.
The best way to solve this problem is by making the content all about the consumers and their issues.
Opinions
Journalism and thought leadership are very different industries.
Companies should be providing their opinions on the various topics that they’re covering in their content marketing efforts.
A piece of content doesn’t have to be impartial all the time, especially since most consumers want to know that the content they see is being created by human beings and not computers.
Whether the consumers agree or disagree with what the content concludes doesn’t matter at the end of the day, because expressing an opinion is going to make the content a lot more memorable for consumers.
Audiences don’t want to read college term papers, they want to see real opinions on the things they care about.
