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  • Chris Ribaudo

7 Thieves that steal relevance and conversion power in B2B content marketing

In B2B marketing, (B2C as well), anemic or irrelevant copy content costs you brand awareness, customers, and sales. If your brand awareness, customer engagement, sales opportunities, or closes are lower than you want or expect, low-relevance copy and content could be the culprit.


Low-relevance copy content is a common problem because creating optimally relevant copy takes time, money, effort, and commitment. Here are seven thieves that steal relevance and conversion power from your copy content and, therefore, your marketing and sales efforts.


Lack of understanding of the target audience

Creating copy content that resonates with them becomes easier with a clear understanding of the audience's needs, preferences, and pain points. Conducting thorough audience research and developing buyer personas can help overcome this problem.


Insufficient or outdated data

Copy content relevance relies on accurate and up-to-date information. If the data used to inform content creation is outdated or incomplete, the content may not align with the current needs and interests of the target audience.


Failure to address specific pain points

Effective copywriting content should address the challenges and pain point the target audience faces. If the content fails to address these issues directly or provide valuable solutions, it may not be perceived as relevant.


Lack of personalization

Personalization plays a crucial role in creating relevant content. Generic content that does not speak directly to the audience's specific needs and interests may fail to engage them. Tailoring content to individual preferences and providing customized solutions can improve relevance.


Inconsistent messaging and branding

Copy content that needs to be more consistent in messaging and branding may need to be clarified for the audience and diminish its relevance. Therefore, establishing clear brand guidelines and maintaining consistency across various content channels is essential to ensure a cohesive and relevant content experience.


Limited creativity and differentiation

Creating copy content that stands out and provides a unique perspective can be challenging in competitive markets. However, a lack of imagination and differentiation can lead to generic content that fails to capture the audience's attention or address their needs effectively.


Ignoring feedback and analytics

Feedback from the audience and insights from analytics are valuable resources for assessing content relevance. Failing to listen to audience feedback or analyze performance metrics may disconnect content and audience expectations.


If you suspect low-relevance copy content is stealing from your marketing growth or ROI rates, my Optimally Relevant Copywriting can help you turn things around and get your marketing results going in the right direction.

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