Problems with B2B Tech’s content marketing approach — Joe Zappa // Sharp Pen Media

Joe Zappa, CEO and Founder of Sharp Pen Media, explores B2B tech content marketing challenges and martech commoditization. In B2B product marketing, there's a strong emphasis on practicality, showcasing features, case studies, and ROI. While these are essential, they often overshadow the need for creating memorable and emotionally resonant content, which is the essence of great marketing. Today, Joe discusses the problems with B2B tech's content marketing approach.

About the speaker

Joe Zappa

Sharp Pen Media

Joe is CEO and Founder of Sharp Pen Media

Part 1 Problems with B2B Tech’s content marketing approach — Joe Zappa // Sharp Pen Media
Part 2Can MarTech avoid commoditization? — Joe Zappa // Sharp Pen Media

Show Notes

02:59

Common challenges in B2B tech content marketing

The two major challenges in B2B tech content marketing include product centricity and lack of differentiation. To address these issues, companies must create content that addresses broader industry themes and find ways to make a product memorable beyond feature differences.
07:08

Creating effective B2B content for different funnel stages

Content like case studies and ROI examples are crucial for bottom-of-funnel conversions, but they dont engage the broader audience. To capture the attention of those not yet ready to buy, top-of-funnel content explaining a company's purpose and values is essential.
08:03

The consequences of misalignment between B2B solutions and audience pain points

Before investing in content and PR, a company needs to have product-market fit and a well-defined marketing strategy. Without a strategic understanding of the messages that resonate with customers and what differentiates a company, content falls flat.
10:39

Consistency in content marketing

Consistency is crucial in content marketing, as it helps reinforce key messages over time. Even if you, as a marketer, feel repetitive, your audience needs repeated exposure to truly grasp and remember your messaging.
12:37

The role of virality in content marketing

Virality in content marketing can expand your reach, but it's not the primary driver of meaningful business outcomes. Providing consistent value to your target audience and establishing authority in your space through informative content are more effective long-term strategies.
15:36

Relying on big launches vs. consistent and valuable content delivery

A common misconception in B2B marketing is the overreliance on big launches for major announcements. In reality, sustained efforts in consistently delivering value to the press and the industry over time are more likely to generate meaningful attention and interest.

Quotes

"Make your story and content valuable to the audience beyond the scope of your product. Come up with ways to make your product memorable beyond just, someone has these seven features, and our features are a little different." - Joe Zappa
"If you don't have a strategic understanding of which messages resonate with your customers and how they differentiate you from your competitors, the content you produce is going to fall flat." - Joe Zappa
"It takes message discipline and consistency to really become known for whatever crusade it is that your marketing is trying to promote." - Joe Zappa
"Dont expect to go from 20 Twitter followers to 10,000 in 6 months. It builds up over time. And if you provide that value, and you see it's resonating with people, you will see returns from it ultimately." - Joe Zappa
"The press is way more likely to cover you if you've been providing value to them by helping them understand your industry and tell better stories over the months and years." - Joe Zappa