B2B businesses have long struggled with the challenge of personalizing their content.
In a world where consumers are used to getting content tailored to their specific needs and interests, B2B businesses are often stuck with a one-size-fits-all approach.
It has led to a content bottleneck, where businesses need help to keep up with the demand for new, personalized content.
Before we dive deep onto this topic, what does content bottleneck, and why should you care about it?
This article will explore content bottlenecks, why it happens, and all the exciting things in between.
What is a Content Bottleneck?
A Content Bottleneck is a situation where there is a lack of content or where the existing content is insufficient to meet the market’s needs.
To make this easier to understand, you are a handyman offering various services to local companies.
While you have a website and a social media page to advertise your business, you still need help finding leads because most visitors need to learn more about your services.
So, you create blogs, long explainers, and other marketing materials. In this scenario, the content bottleneck may come in the form of the following:
- Wanting more superior quality content
- Producing more highly-relevant content
- Ensuring that majority of the content is capable of being repurposed
It can be a problem for B2B marketers because they may need more content to produce the results they need or because the quality of their content may need to be higher to engage their target audience. Content bottlenecks can occur for several reasons.
For example, a company may need more resources to produce quality content regularly. Or, a company may need to clearly understand what type of content is most effective for its target audience.
Their content may not spark interest in their target market because it’s too generic and lacks personalized messaging tactics to keep them in the loop with your brand.
Content bottlenecks can significantly impact a company’s ability to generate leads, and they may bring down the overall strategy of your marketing and sales teams.
Why do Marketers Struggle with Content Bottleneck?
In a society where customers expect the best for companies they love, B2B marketers are always on the edge of their seats in formulating brand-new content every day without fail.
This lofty expectation adds to the pressure to keep on producing more high-quality content, which is challenging considering the limited resources a company has on its hands.
Here are some of the reasons why its content struggles to beat content bottleneck:
Absence of an Established Planning Process
One reason that adds more problems in crafting high-quality content lies in need for a clear content strategy. With a well-defined process, it can be easier to determine what content to create and how to distribute it.
The absence of an established planning process is one of the main contributing factors to the content bottleneck faced by most b2b marketers.
Without a clear plan, it can be difficult to generate new ideas and consistently produce high-quality content.
It can lead to a build-up of unnecessary or low-quality content, further complicating the content bottleneck issue.
To overcome this, b2b marketers need to establish a clear and concise planning process that includes regular brainstorming sessions and an editorial calendar to track progress and ensure quality control.
Lack of Skilled Workforce
B2B marketing teams may need more workforce or resources to create and distribute content regularly. It can lead to a build-up of content that needs to be produced, which can then cause a bottleneck.
Here are a few reasons why the lack of a competent workforce can contribute to the content bottleneck faced by b2b marketers.
First, generating new and innovative content can be crucial if there is a need for more competent workers. Considering it can be demanding to find workers who are both creative and have the necessary skills to produce high-quality content.
Second, the lack of competent workers can also lead to a lack of content diversity. It is because if only a few workers can produce content, it will likely be very similar.
Lastly, the lack of competent workers can also lead to a lack of content distribution. For that, it is not easy to find workers who can encapsulate the needs and wants of their target audience in a single content.
Underutilized Resources
B2B marketing teams may need help with content bottleneck because they need to use technology to its full potential.
Several content management and distribution tools are available to help teams be more efficient and effective in their content creation and distribution.
The underutilization of modern technology is a major contributing factor to the content bottleneck faced by most b2b marketers.
In today’s digital age, many tools and resources are available to help marketers create and distribute content more effectively.
However, many marketers are not taking advantage of these tools and instead relying on traditional methods that are no longer as effective.
This underutilization of modern technology adds to the content bottleneck, leading to a need for more compelling content.
When marketers are not using the best tools and resources available, they cannot create genuinely impactful content.
As a result, the content bottleneck becomes even more severe, making it difficult for marketers to reach their target audiences.
Personalization and Content Bottleneck
There is a clear relationship between Personalization and the content bottleneck. Personalization can be defined as tailoring content to the specific needs and interests of an individual user.
The content bottleneck occurs when the amount of content available exceeds the amount of time a user consumes.
It results in a situation where users need help finding the content they are interested in or are unfit to consume all the content they come across.
The relationship between Personalization and the content bottleneck is clear.
Personalization can alleviate the content bottleneck by making it easier for users to find the content they are interested in and by making it easier for them to consume.
Personalization and Account-based Marketing
There are many reasons why personalization is considered a best practice in account-based marketing.
First, when you personalize your marketing messages, you are more likely to capture the attention of your target audience.
By tailoring your message to fit your target account’s specific needs and interests, you will be more likely to engage them meaningfully.
Second, personalization can also help you build relationships with key decision-makers within your target accounts.
You can position yourself as a trusted advisor invested in their success by learning about their specific needs and pain points.
Finally, personalization can help you to stand out from your competitors.
In a world where businesses are increasingly aggressive toward acquiring new potential customers, it pays off to address them with your personal touch.
It can be challenging to personalize b2b content, especially when there is so much content to choose from. The key is to focus on quality over quantity.
Creating a content bottleneck ensures that only the best content makes it through to your target audience.
It will help to increase the overall quality of your b2b content and make it more likely to convert leads into customers.
