Most b2b content looks sweet but tastes like air
With all the AI-ness going on, most B2B content knows how to look the part. Smooth glaze, nicely presented, plenty of sprinkles. There’s no shortage of it either. Somewhere along the way, substance got replaced with output.
Inconsistent messaging
B2B buying cycles are long and involve multiple stakeholders. Often 2 to 6 people influence the decision, each with different priorities, concerns, and levels of involvement in interpreting messaging.
One thing’s for sure: nobody likes a strawberry lettuce-onion donut with sprinkles.
Inconsistent messaging reduces perceived credibility and trust. When you combine things that shouldn’t be mixed, you’re undermining two of the most important B2B conversion drivers before the icing even sets.
Conversion over value
Ever walk into a store 70% sure you’re getting that SPECIFIC item? That instinct shows up in B2B too. 70% of B2B buyers have already made up their mind about a solution before engaging a sales representative.
Not every piece of content needs a CTA in disguise. If you push conversion too early, you’re often interrupting evaluation rather than accelerating it. No bueno.
Key baking tip: “Donut” cut into a decision that’s still baking.
GLUTTONY.
Daily posting, high-volume blog production, generic newsletters… It’s tiring for everyone involved. Buyers are exposed to more content than ever, yet only a fraction of it gets meaningful engagement.
LinkedIn benchmarks consistently show company page engagement in the low single digits, meaning most content never meaningfully travels beyond initial exposure.
So when quantity becomes the strategy, you become “another voice” instead of a reference point.
Awareness. Baked-in.
CMOs are expected to boost new customer acquisition, drive demand generation, and improve retention.
Gartner shows that the ultimate response to this is prioritizing brand awareness for 2026. By driving greater awareness, B2B brands can strengthen positioning in what has become an AI-mediated environment.
Tell this writer your deepest content desire
The impact of clearer messaging in your content efforts is undeniable. Turns out, having a plan actually works. Wild.
“B2B companies with a content strategy see website conversion rates of almost twice their counterparts who lack a strategy and email click-through rates that are up to 30% higher.“
Send me a message to:
- Get help with your B2B content strategy
- See how I can help improve demand and lead generation
- Learn more about brand messaging guidelines (yes, they’re a very real, very important thing)