5 content killers that ruin results — and how to fix them

Are you investing time and effort into content that routinely underperforms? You are not alone. Many B2B marketers spend countless hours creating content, only to watch it fail. Why? Because even well-intentioned content can miss the mark if it doesn’t resonate with your audience.

The truth is that your audience is bombarded with content every day. If yours doesn’t stand out, provide value, and connect with the right people, it won’t get the attention it deserves. Here are five common performance-killing content mistakes and real-world examples of solutions.

1. The value is not clearly stated

Problem

The audience must know what’s in it for them beyond the acquisition of knowledge. How will this content improve their work performance, emotional state or professional status? Without clear value, your audience will tune out.

Drug

State the benefits specifically. Go beyond explaining what Your content includes articulate why is it important. Connect your insights and audience goals.

Example

• Weak statement: “Learn the basics of SEO strategy.”
• A strong statement: “Discover how to rank better in search engines and attract more qualified leads in just 30 days.”

To take away

Use “So what?” test. Once you’ve created your content, ask yourself, “So what? Why is that important to the audience?” If the answer isn’t obvious, refine your message.

2. It is not easy to consume

Problem

Long paragraphs, dense jargon and lack of structure make the content overwhelming. If your audience can’t grasp the key points quickly, they will stop reading.

Drug

Make your content easy to view and read. Use headings, bullet points, and bulleted sentences to break up the text. Aim for clarity, not complexity.

Example

• Instead of this:
  • “Today’s marketing landscape requires a multifaceted approach that includes both digital and traditional methodologies.”
• Try this:
  • “Modern marketing requires a combination of digital and traditional strategies.”

To take away

Shape your content like a map: clear paths, signposts (headings) and rest stops (breaks in the text) to guide readers.

Dig deeper: Beyond the Funnel: A New Approach to Content Marketing

3. It is not clear who it is for

Problem

Generic content has no resonance because it is not addressed to anyone in particular. If your audience can’t identify with your message, they’ll assume it’s not for them.

Drug

Tailor your content for a specific audience segment. Start by asking:

• What job roles or functions does this content address?
• What challenges or characteristics define these people?

Example

• Instead of:
  • “How to simplify business”
• Try this:
  • “How Operations Managers in Mid-Size Manufacturing Companies Can Cut Costs by 15%.”

To take away

Add a persona-specific lead sentence or example to anchor your audience. “This is a guide for IT managers struggling with outdated cybersecurity protocols.”

4. You set the wrong expectations

Problem

Many B2B marketers mistakenly expect content to directly drive sales. Educational content builds trust, but if your audience is still learning, they’re not ready to buy yet.

Drug

Set realistic goals for your content. Position educational pieces as stepping stones for future conversations, not immediate conversions.

• Top of the funnel (TOFU): Build awareness.
• Middle Funnel (MOFU): Cultivate trust and credibility.
• Bottom of the funnel (BOFU): Close the deal.

Example

• Webinar on “Cybersecurity Trends 2025.” it should aim to educate, not sell.
• Include a CTA like: “Schedule a free security assessment to see how these trends are affecting your business“rather than”Buy our cyber security solution now.”

To take away

Be clear about what your audience will get (education, tools or strategies) and save the hard sell for when they’re ready.

Dig deeper: B2B Content Marketing: Achieving Success Through Strategic Content Creation

5. The content is not worth it

Problem

Audiences are overwhelmed with content, so they choose where to spend their time. If your content doesn’t provide enough value for the time or information you’re looking for, they won’t engage.

Drug

Think about what your audience truly values. Create the content they’re looking for, not just what’s easiest for you to produce.

Example

Instead of a 30-minute webinar covering “5 tips to improve your digital ads,” offer a focused, actionable topic:

• Specific webinar: “5 Copywriting Hacks to Double Your Conversion Rates.”
• Lead magnet: A checklist or calculator that quickly solves a specific problem, such as “ROI Calculator for Digital Ad Campaigns.”

To take away

Always ask yourself, “Is this worth anyone’s time? What will he leave with?”

Stop killing the potential of your content

Avoiding these five content killers can greatly improve your content marketing results. When your content clearly conveys value, is easy to consume, and resonates with a specific audience, you’ll build trust and drive meaningful engagement.

Content marketing it’s about building relationships, not just broadcasting information. Treat your audience’s time and attention as valuable resources, and they will reward you with trust — and ultimately, their business.