In his recently-published book, What’s Your Problem: Become a Better B2B Marketer by Enhancing Your Problem-Solving Skills, Steve Goldhaber argues that the discipline of content marketing boils down to a simple consistent objective: solving problems.
It’s a reasonable framing. Almost every piece of marketing content is essentially aimed at solving a problem. This really gets to the fundamental intent of B2B content marketing as a practice: by helping our audience solve day-to-day problems and overcome business challenges, we hope that they’ll eventually consider using our product or service to solve a bigger problem.
But content marketers can’t focus solely on solving problems for customers. We also need to look inward and address key challenges that threaten the value and impact of our problem-solving content. The old saying about “getting your own house in order” comes to mind.
Here’s a look at four prevalent conundrums faced by B2B content marketers today, and how I recommend confronting and conquering them.
How to Overcome 4 Vexing B2B Marketing Conundrums
Content marketers need to reckon with these stumbling blocks before they can race to big success with their strategies.
Conundrum #1 ? More brands and platforms than ever are competing for the diminishing currency of attention.
On the surface, it seems like a clear positive: Fueled by social distancing and a lack of in-person experiences, audiences flocked online more than ever in 2020. Usage of…