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

Are you pouring time and effort into content that routinely underperforms? You’re not alone. Many B2B marketers spend countless hours crafting content, only to watch it fall flat. 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, deliver value and connect with the right people, it won’t get the attention it deserves. Here are five common content mistakes that kill effectiveness and examples of real-world remedies.

1. It doesn’t clearly state the value

The problem

Audiences need to know what’s in it for them beyond gaining knowledge. How will this content improve their job performance, emotional state or professional status? Without clear value, your audience will tune out.

The remedy

State the benefits explicitly. Go beyond explaining what your content covers to articulate why it matters. Connect the dots between your insights and the audience’s goals.

Example

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

Takeaway

Use the “So what?” test. After drafting your content, ask yourself, “So what? Why does this matter to the audience?” If the answer isn’t obvious, refine your messaging.

2. It’s not easy to consume

The problem

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

The remedy

Make your content skimmable and reader-friendly. Use headings, bullet points and concise sentences to break up the text. Aim for clarity, not complexity.

Example

• Instead of this:
  • “Today’s marketing landscape necessitates a multi-pronged approach that incorporates both digital and traditional methodologies.”
• Try this:
  • “Modern marketing requires a mix of digital and traditional strategies.”

Takeaway

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

Dig deeper: Beyond the funnel: A new approach to content marketing

3. It’s not clear who it’s for

The problem

Generic content doesn’t resonate because it doesn’t speak to anyone specifically. If your audience can’t identify themselves in your message, they’ll assume it’s not for them.

The remedy

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 streamline operations”
• Try this:
  • “How operations managers in mid-sized manufacturing companies can cut costs by 15%.”

Takeaway

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

4. You’re setting the wrong expectations

The 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 yet ready to buy.

The remedy

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

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

Example

• A webinar about “Cybersecurity Trends of 2025” should aim to educate, not sell. 
• Include a CTA like: “Schedule a free security assessment to see how these trends affect your business” rather than “Buy our cybersecurity solution now.”

Takeaway

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: Driving success through strategic content creation

5. The content isn’t worth it

The problem

Audiences are inundated with content, so they’re selective about where they spend their time. If your content doesn’t deliver enough value for the time or information you’re requesting, they won’t engage.

The remedy

Think about what your audience truly values. Create content they’re asking 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 solves a specific problem quickly, such as “ROI calculator for digital ad campaigns.”

Takeaway

Always ask, “Is this worth someone’s time? What will they walk away with?”

Stop killing your content’s potential

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

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