Why 80% Of Your B2B Content Marketing Efforts Are Going To Waste

B2B Content marketing, while costing 62% less than any other form of marketing, is capable of generating three times more leads for B2B sector. This is the reason why a majority of B2B marketers across the world are placing high bets on content marketing to snatch lucrative outputs with this inexpensive yet effective marketing form.

According to the CMI 2016 reports, 88% of B2B content marketers used content marketing and allocated more than 28% of their total marketing budget on it to take advantage of this thriving internet B2B marketing practice. However, the harsh reality is that out of this 88% only 30% B2B marketers agreed to have effectively used content marketing to their advantage while the efforts of the remaining 70% have gone in vain!

Yet another research by Gleanster and Kapost, surveying 3,408 marketers, says that a total of $958 million is wasted annually on ineffective and inefficient content marketing making ineffective content marketing a very expensive problem. Both these unanimously point to the high wastage of content marketing efforts done by the B2B marketers. Owing to this high wastage of resources on inefficient content, it has become indispensable for the B2B content marketers to know why their efforts are going in vain. Here are the top 5 reasons.

You Do Not Have A Documented Content Marketing Strategy

According to the latest research by Content Marketing Institute, only 37% of the B2B content marketers have a written content marketing plan. Not having a documented content marketing plan leaves you with content that is not goal-focused. As a B2B marketer, it is important that you have a well-documented content marketing plan that defines your content KPI, maps your buyer’s journey, and lists you when to edit content and much more. B2B marketers with no documented content marketing plan have a 50% more ineffective strategy which is one of the reasons why 80% of your B2B content marketing efforts are going to waste.

You Are Quantifying All Your Efforts

Salecycle incorporated the strategy of ‘more is better’ in their content marketing. They quantified all their efforts and decided to post more content for a year. While the graph for content output increased, the graph for the clicks and shares dropped steeply. Thus, quantifying all the content marketing efforts can definitely render all your content marketing efforts ineffective as the B2B traffic filters out the content based on its importance and relevance to the industry. Churning out more content without understanding the relevance of the posts is one of the reasons why 80% of your B2B content marketing efforts are going to waste.

You Are Not Prioritizing Subjects As Per The Audiences’ Interest

Prioritizing subjects as per the B2B audiences’ interest is a must to keep your content marketing game strong. According to a recent study by econsultancy, a majority of businesses are more interested in reading content that has factual data, statistics and gives practical advice related to B2B marketing. The B2B traffic is seen to be less interested in knowing the client stories and even less in reading about culture and career stuff. Not understanding the audiences’ interest to post content as per the knowledge gained is one of the reasons why 80% of your B2B content marketing efforts are going to waste.

You Are Only Creating Content For Content’s Sake

Creating content only for the sake of creating does not work in B2B content marketing. Just employing resources in content marketing is never enough, you need to learn how to do it right. The content created should be valuable to the business traffic who is reading it to gain some information. Many B2B marketers create content that is not related to the business, is poorly designed, does not have substance and does not even cater to the audiences’ needs. Mere content creation, without creating a buyer persona is one of the reasons why 80% of your B2B content marketing efforts are going to waste.

You Are Not Including Effective CTAs

Most of the B2B marketers shy away from including effective Call-To-Actions in the content they share fearing it may hamper the user engagement. However, not including CTAs at the end of content posted would encourage the passivity of the business reader. The reader would not take any action if you do not redirect them for doing so. The CTA could be anything from asking email-id for subscription, encouraging conversation in the comment section, social media share, in-line CTA to informative content and much more. Leaving the content as it is without including effective CTAs for the B2B readers to take action is one of the reasons why 80% of your B2B content marketing efforts are going to waste.

With 70% of B2B marketers planning to create more content and increase their investment in content marketing, it has become important that they know what things can render their efforts ineffective. Keep in mind the reasons discussed above to safeguard yourself from wasting 80% of your content marketing efforts and create great B2B content marketing success story.


Author Bio:

Owing to the passion for his profession, Ankit Gupta is always on the lookout for gaining more insights on effective content marketing. His write-ups reflect the knowledge and experience gained through the years. You can read more of his informative posts by following him on his Google+, LinkedIn and Twitter Handles.

Share small business news, blogs and social media tips with Project Eve’s community of small business owners and entrepreneurs today. Our contributors come from a wide range of backgrounds; so whether you are a small business owner, social media strategist, financial adviser, serial entrepreneur, or write an amateur blog we urge you to contribute a blog to our 500,000+ community today. For more information, please refer to our Content Submissions Guidelines.


  1. Hmmm, yup no uncertainty Google is best in favor of blogging but today word press is also pleasant as a blogging because its Search engine optimization is nice defined already.

  2. What i do not realize is in truth how you are no longer actually much more smartly-preferred than you may be now. You are so intelligent. You already know thus considerably with regards to this matter, made me in my opinion imagine it from a lot of varied angles. Its like men and women aren’t involved except it’s one thing to accomplish with Lady gaga! Your personal stuffs great. All the time care for it up!

  3. Does your blog have a contact page? I’m having a tough time locating it but, I’d like to send you an e-mail. I’ve got some creative ideas for your blog you might be interested in hearing. Either way, great site and I look forward to seeing it improve over time.

  4. I have learned some points through your site post. One other subject I would like to mention is that there are plenty of games in the marketplace designed specially for toddler age kids. They consist of pattern acknowledgement, colors, wildlife, and designs. These often focus on familiarization rather than memorization. This will keep little children engaged without having a sensation like they are studying. Thanks

  5. Do you mind if I quote a few of your posts as long as I provide credit and sources back to your blog? My blog is in the very same area of interest as yours and my visitors would certainly benefit from a lot of the information you present here. Please let me know if this okay with you. Thank you!

  6. Hello, i read your blog from time to time and i own a similar one and i was just curious if you get a lot of spam responses? If so how do you protect against it, any plugin or anything you can recommend? I get so much lately it’s driving me mad so any support is very much appreciated.

  7. I think other site owners should take this site as an model – very clean and excellent style and design, not to mention the content. You are an expert in this area!

  8. Thanks for enabling me to acquire new suggestions about computer systems. I also have the belief that one of the best ways to help keep your mobile computer in primary condition is by using a hard plastic-type case, or shell, which fits over the top of your computer. A majority of these protective gear tend to be model distinct since they are made to fit perfectly within the natural covering. You can buy them directly from the seller, or through third party sources if they are available for your laptop, however don’t assume all laptop could have a shell on the market. Once more, thanks for your recommendations.


Please enter your comment!
Please enter your name here