What are the most common content gaps in B2B marketing, and how can you address them?

Content gaps represent missed opportunities in engaging potential customers, educating them about your solutions, and guiding them towards making a purchasing decision. In the B2B sector, where sales cycles are longer and decisions are highly informed, missing content can mean losing a prospect to competitors. Filling these gaps ensures that prospects have all the information they need at the right time, improving lead nurturing and conversion rates.

?? Either make content marketing high-quality or don't do it at all. The risk of damaging your reputation is significant, not to mention potential client loss. How to avoid this? ?? Have experts in the subject review the content; a copywriter alone cannot produce quality material. ?? All content should be part of a comprehensive marketing plan and serve a single purpose. ?? Each piece should have its Unique Selling Proposition (USP), pain points, key messages, and calls to action. ?? SEO support is mandatory; working with it is an excellent mechanism for understanding audience queries.

The most common content gap in B2B is lack of a content marketing strategy. Less than half of B2B businesses have one. Without a content strategy, your content will always underperform, because no coherent customer journey using content is created.

The essence of effective targeting—precisely identifying and communicating with the key decision-maker—is a vital component many firms overlook, yet it is paramount for successful partnerships. In B2B content marketing, a crucial but frequently neglected principle is that, ultimately, a single decision-maker is responsible for choosing to collaborate with your company. As such, businesses must focus on engaging this individual and their team directly rather than casting a wide net.

- Lack of Thought Leadership: Address by publishing insightful articles, whitepapers, and reports that position your brand as an industry leader. - Neglecting the Middle of the Funnel: Create content that nurtures leads, such as case studies, webinars, and detailed guides, to guide prospects through the buying journey. - Underutilizing Customer Testimonials: Incorporate testimonials and success stories to build credibility and trust. - Ignoring SEO: Develop SEO-optimized content that targets specific keywords relevant to your audience to improve visibility. - Not Tailoring Content to Buyer Personas: Craft content that addresses the specific needs, challenges, and interests of your different buyer personas.

The goal of B2B Content is to build trust. Pure and simple. It must also create awareness, but trust is the destination you're working towards. That's built in 3 ways; - Demonstrating clarity of the value you deliver - Showing your organisation is aligned to deliver - Proving you've done it again and again and again When you're approaching content gaps, use this reference point to figure out where you need more focus.

Para encontrar lacunas de conteúdo, use o Google Analytics para entender as buscas de seu público em seu site. Verificar termos relacionados via Google Trends ou planejador de palavras do Google Ads também pode revelar oportunidades. Por exemplo, uma empresa de logística 100% dedicada para e-commerces pode descobrir interesse de outros setores no seu servi?o. é importante também pesquisar junto à sua base de clientes, especialmente aqueles que deram churn, para identificar raz?es de descontentamento que uma estratégia de conteúdo eficaz poderia resolver a sanar.

?? What is your content production process? Is there a specific Ideal Customer Profile (ICP) for each material? Are client pain points defined? Are the answers the client should receive specified? What are the intended actions? If these aren't in place, there's likely something amiss. ?? Low conversion, poor engagement, lack of interaction with content, and short viewing times indicate potential issues. ?? Do sales and product/service teams review your material? If not, there's a 60% chance of problems.

To identify content gaps, you need to follow a strategy with several steps. Initially, keyword research is conducted to uncover what the target audience is searching for but not finding satisfactorily online. This analysis can be augmented with SEO tools, which help identify trending searches and unanswered queries. Evaluating competitors' content is also crucial, allowing you to spot what they might be overlooking. Moreover, direct audience feedback, through comments on posts or surveys, provides valuable insights into their unmet needs. Finally, regularly reviewing these analyses and adjusting your content strategy as needed ensures that gaps are effectively and relevantly filled.

To identify content gaps: -Conduct a content audit. -Perform a gap analysis. -Use tools like Google Analytics and keyword research. By analyzing your content and audience needs, you can pinpoint areas for improvement and fill in the gaps effectively.

To identify relevant content gaps, you must have a content strategy in place (i.e., a planned buyer's journey using content). Otherwise, any gaps that you see will largely be a matter of personal bias.

Para melhorar sua estratégia de conteúdo, foque nas lacunas ao longo da jornada do cliente. Mapeie uma matriz de conteúdo alinhada com a jornada de vida do cliente e priorize sua produ??o com base nisso até conseguir abranger todos os estágios. Se deseja aumentar as vendas inicialmente, identifique os pontos críticos que impactam a convers?o do novo cliente e foque neles. Incluir casos reais pode ser vital para impulsionar as taxas de convers?o nesse momento de decis?o e compreens?o do seu produto ou servi?o.

?? Establish a proper process with a clearly defined client profile for whom you create content. ?? Understand the goals we are pursuing and what we can offer. ?? Have a clear understanding and experience regarding the content topic. ?? Allow internal professionals to review materials. ?? Please avoid using AI; it can be a topic of debate, but for now, it's advisable to refrain from it.

You can use this step by step: 1. Keyword Research: Use SEO tools to find what your audience is searching for. 2. Analyze Competitors: Identify what they're missing in their content. 3. Engage Audience: Get direct feedback through surveys or social media. 4. Create Content: Develop comprehensive and engaging content to fill gaps. 5. Optimize & Promote: Apply SEO best practices and promote your content widely. 6. Monitor & Update: Keep track of content performance and update as needed.

To fill content gaps: Prioritize impactful gaps. Create new content or optimize existing content. Use a content matrix to map out needs across the buyer's journey stages. Align content types (e.g., blog posts, case studies) with each stage's requirements.

Use das mesmas ferramentas que utilizou para mapear as lacunas, agora para acompanhar se a sua estratégia está funcionando. Se você mapeou uma lacuna com base nas buscas por aquele conteúdo dentro do seu site, veja como está o acesso dessa página e se a busca por esse conteúdo está diminuindo. Se o conteúdo adicionado for com objetivo de aumentar as vendas, acompanhe se, de fato, está tendo ganho de convers?o no seu funil - mesmo que ele n?o seja 100% online. Você pode fazer isso, caso tenha, pelo menos, um formulário para demonstra??o de interesse. Se mais clientes est?o se interessando e aumentando a convers?o desse lead na sua página, pode ser um ótimo indicador de que a sua estratégia de preencher lacuna no conteúdo funcionou.

Le manque de compréhension de l’audience et l’absence d’optimisation sur les moteurs de recherche sont entre autres des lacunes de contenus les plus courantes dans le marketing b2b. Créer du contenu personnalisé qui répond aux défis et aux intérêts spécifiques des décideurs b2b serait un premier pas. L’optimisation des contenus pour les moteurs de recherche en utilisant des mots clés pertinents et des techniques SEO B2B permet de maximiser la visibilité du site et le rend plus pertinent aux yeux des décideurs b2b.

To measure content gap success: -Track key metrics like traffic, engagement, conversion, retention, and revenue. -Utilize tools such as Google Search Console, Google Analytics, and CRM software. -Monitor audience behavior and feedback. -Assess content's impact on prospect actions and outcomes. -Evaluate contribution to marketing and business goals.

Revise de maneira recorrente o conteúdo da sua página e a sua estratégia de conteúdo como um todo, principalmente a cada atualiza??o do seu portfólio. S?o nestes momentos que, geralmente, novas dúvidas surgem e que podem gerar confus?o em algum momento da jornada de vida da sua base. é sempre importante também ter mapeado junto a seu time de atendimento ou pós-venda, por quais dúvidas a sua empresa está sendo acionada, ter um acompanhamento frequente disto, pode ser fundamental para a constru??o constante de conteúdos funcionais para a sua base de clientes.

?? Work with the right process: Always describe a clear profile for whom you are writing: Country Company size Problem Budget Position in the company ?? Never allow copywriters to write content plans; it usually ends poorly. ?? Let sales or product specialists review articles; it helps understand the perspective of those directly working with clients.

In my experience, common gaps are: - Insufficient Thought Leadership Content: To solve this gap, businesses should create content that demonstrates their thought leadership, such as whitepapers, case studies, and industry reports. - Inconsistent Content Across Channels: To solve this gap, businesses should develop a content strategy that outlines the key messages and themes they want to communicate, and ensure that all content is aligned with this strategy. - Lack of Content Personalization: B2B businesses rely on generic, one-size-fits-all messaging. To solve this gap, businesses should use data and analytics to understand their audience and create content that is personalized and relevant to their needs.

Beyond just filling content gaps, consider the overall quality and differentiation of your content. In a crowded B2B market, it's not enough to just answer questions—your content must also stand out. This can be achieved by offering unique insights, leveraging thought leadership, and continuously improving the content experience across all touchpoints.