If people lack confidence in established institutions, imagine how they must feel about B2B marketers. Buyers are wary of hidden marketing agendas, exaggerated claims, camouflaged ads and vague promises. Campaigns that are little more than sales pitches add to credibility issues. In turn, that makes it even harder for marketers to counter skepticism.
In addition, low-quality content only worsens the problem. It makes B2B marketing seem empty and insincere. For example, imagine a marketer at an industrial supplier looking for tips on crafting messages for a specific audience. She clicks on an article called “How to Create Compelling Content for Niche B2B Audiences.” But rather than offering clear advice or useful examples, the article says things like “know your audience” and “create relevant messaging” without explaining how to do it.
Even worse is gating zero-calorie or promotional content. When buyers must provide their personal information to access a white paper, an e-book or other collateral, they anticipate the content will be worth it. When it’s not, buyers feel frustrated and misled. This situation can damage trust and jeopardize relationships between brands and buyers. Whenever content doesn’t deliver value, buyers will move on.
