Authenticity Over Algorithms: Winning B2B Content in the Age of Skepticism
Business decision-makers no longer believe what they read, hear and see by default. Global social platforms, media outlets and even some of our world...
Sometimes truly great content flops.
It's a nasty reality check and often one that you just don't see coming. You know it's good, so why isn’t it being visited and downloaded?
In our experience there's usually a pretty good explanation for why that particular piece of content failed to ignite. Understanding some of the top reasons why great content fails can save you a lot of heartache and wasted effort.
The key point is that it’s not enough to simply create great content. Content marketing is the key; it must be marketed and promoted correctly.
When it comes to successful content, the topic/idea is everything. One of the core reasons great content fails is because the topic does not resonate with the readers, viewers or listeners. What is “right” and “wrong” is dependent and variable. There is no “one size fits all.”
The topic of your content, the ideas you present, and the way in which you present them may all be ground breaking thought leadership, but if the simple details like spelling and grammar are wrong your credibility is severely and instantly damaged. Don't underestimate the importance of paying attention to these types of details when pulling together a final draft of your content.
Always have a colleague proofread and edit your work.
One of the best ways to generate organic visibility for your content is to make sure it's optimized for search. Your prospects are looking for and finding content via search. If your content isn't optimized well enough to show up in their search results, it's not going to get found there. Without proper SEO (search engine optimization), your content is at great risk of failure. Remember though that "off page SEO" (i.e. links coming to your site) is much more important than "on page SEO" (like keywords and h1 headings). Think about building strategic relationships with partners or industry associations where you can guest blog (for example) to expose additional sets of eyeballs to your stunning content.
What would you add to this list? What secrets are you prepared to share on how you get your content viewed?
Subscribe to our latest news and updates on HubSpot.
Business decision-makers no longer believe what they read, hear and see by default. Global social platforms, media outlets and even some of our world...
Switching to a new CRM is a bit like switching your morning coffee order. You know the new one is supposed to be better – smoother, stronger, maybe...
In 2025, CEOs need software solutions that streamline the customer journey, enhance revenue, and boost customer spend. This blog dives into the key...