Why your content turns off B2B buyers - Showtime Digital

Why your content turns off B2B buyers

19 June 2019 Read 1680 times

A recent study of B2B buyers asked 204 marketing people what turns them off about the content they see. These are the six major reasons why B2B buyers are turned off by what they see when they view your content.

The reason this subject is so very important is because 50% of B2B buyers don’t do anything.  

1 - Your B2B content is too fluffy and full of jargon – 51%

Have you ever read an article and knew it wasn’t written by someone from the company?

This is where an individual has been engaged to ‘CREATE MORE CONTENT’ by writing articles on a per word basis. While you may want to get to the point your copywriter wants to waffle on.

‘Don’t rabbit on Darl’. – Sal Kerrigan (The Castle)

In most cases long form copy works well if it has substance and is of value to the viewer. It will also boost your conversions and increase your Search ranking as well. In these situations it’s best to engage someone who is educated on your market to write the article.

Then there are articles written by a machine. If you’ve ever tried to find a news update on a stock, these searches are full of fake news articles written by machines.

In either situation, if you had a potential client standing directly in front of you, would you say, ’I’m sure your query is important, so let me hand you off to one of my staff who I pay to promote our company by the word’. No…I thought not.

The overuse of acronym’s also adds to the jargon in your content and increases the BS factor. And while the formerly mentioned BS is technically an acronym, it’s neither a technical term nor is it shortened for simplicity but for politeness. I think you get the picture.

2 - It’s not relevant to my pain points and challenges – 48%

This issue arises because companies do not have a content strategy. It’s so simple to get a few people in the boardroom and ask them what the common questions they receive from clients through the day. Yes, it’s really that simple.

So many of your competitors sell a product/service without realising the issues they solve have a currency.

They look at the issue from the perspective of how much can I charge but they rarely view it from the perspective of the needs, pains and gains of the consumer, prior to the engagement. 

3 - It’s not relevant to my company – 41%

This response invariably happens when you create content which is too broad. There is no benefit in specialising in everything. If you’re targeting a type of buyer or an industry, speak about the specific challenges of that sector. By not doing this the response can be, ‘SO WHAT’ and you alienate an entire industry because they believe you don’t service them.

In your content strategy identify the key industries you are well versed in as well as those which you’d like to have a deeper understanding of.

4 - It’s not personalised to where I’m at in the buying process – 35%

This follows on from the previous point on the lack of relevance to the company. Here we’re neglecting the actual buyer which is far worse than having no relevance to the company. Why? Company’s don’t buy from you, people do.

Your content strategy should identify the various buyers within each category and each industry may be slightly different. One industry may bring together many people in the consideration phase of purchase while another may only involve the business owner.

When you create content like this, not only will you look like an expert, you’ll also look like you care as well.

5 - It doesn’t make sense – 29%

Wow. If your committing this crime your way out of step with your buyers. It’s probably more relevant a comment if you’re approaching smaller businesses who don’t understand the terminology.

In saying this it’s probably best we don’t get carried away with the BS we all tend to spin. The use of acronyms being a good example, and while the formerly mentioned BS is technically an acronym it’s neither a technical term nor is it shortened for simplicity but for politeness. I think you get the picture.

6 - You want me to fill in a form for it???? – 28%

We’ve all been guilty of this, and fair enough, we want to know where the boundary is.

At the heart of this is the belief it’s all about what we want. The reality is it’s got nothing to do with you, and if no one ever downloads your content, it never will be.

This being the case simply ask for an email address and a name on your gated content. At least someone’s viewing it.

Does it matter if the email address is a Gmail and not the company’s URL? No, that’s what they’re comfortable with.

There is no need for a user journey if people won’t take the first step

If you force people to fill in their full name, their email and phone number you’ll more likely get fh5, fvdfwe, This email address is being protected from spambots. You need JavaScript enabled to view it. and 049874309776. The only real piece of data you have is the email.

If you reduce a 5-6 field contact form back to 1 or 2 fields, (email and first name) you’re more likely to receive more accurate data from more people more often.

If you want to start quality conversations with B2B buyers the information in this article is a good start.



Steve Palmer

Steve Palmer is the Joint Founder and CEO of Showtime Digital. Steve has been in B2B sales since 1997 but influencing people and behavioural science has been a long-term passion.

The magic he brings to his clients is in knowing how to engage their audience. His goal is to help businesses understand the deeper reasons of why consumers convert online with them.