Many B2B content strategies focus predominantly on product promotion rather than customer-specific challenges, overlooking the potential to build trust and relevance early in the decision-making process.
Brands often prioritize content related to their products or industries, assuming this information alone will lead customers to them. This approach misses key opportunities to connect with prospects before they actively seek solutions.
According to a study by Gartner, 77% of B2B buyers found their latest purchase journey to be complex or difficult. Focusing on product-centric content instead of pain points means brands risk disengaging potential customers and failing to establish relevance.
Your customer’s path isn’t as straightforward as you think
Traditional funnel models suggest a straightforward customer journey from awareness to consideration to purchase. In reality, B2B buyers often take a winding path, marked by frequent shifts in priority and sporadic engagements with content.
Recent research argues that customers often create mental lists of potential solutions well before they actively look for a product, meaning brands must position themselves long before the active buying phase begins.
Research by SiriusDecisions supports this, revealing that 67% of the B2B buyer’s journey is now conducted digitally, often well before any interaction with sales teams. Brands that focus solely on lower-funnel content miss a substantial part of the journey, where buyers are still forming their initial perceptions and gathering insights.
Make your brand unforgettable when customers face problems
The change from funnel-based conversion tactics to “mental availability” aims to keep a brand top-of-mind when a customer encounters a problem that the brand can solve. Achieving mental availability requires identifying “category entry points” that match specific customer pain points, creating content that aligns with the situations customers encounter.
Nielsen’s research on brand recall explains that consumers are up to 50% more likely to consider a brand when it effectively taps into common problem cues. For B2B brands, this means developing an understanding of these pain points and cues, and ensuring that content speaks directly to them. In doing so, brands respond to demand and create lasting impressions in buyers’ minds.
Know the cues that get customers thinking about your brand
Category entry points, situations or triggers that remind buyers of a particular need or challenge, are key for framing content that positions a brand as a trusted solution. For instance, a cloud HR software provider might address “management challenges for hybrid and distributed workforces” or “improving the onboarding experience for remote employees.”
Aligning with triggers means brands can directly address buyer pain points and position themselves as solutions experts.
Research from LinkedIn reveals that 95% of B2B buyers are not ready to buy immediately, underscoring the importance of category entry points that keep a brand relevant and memorable over time.
Create content that connects with customer pain points
Mapping content to category entry points requires a shift from solution-focused to problem-centric content. Instead of promoting specific product features, brands should craft narratives around the core challenges their products address.
Recent research explains that brands often “fall in love with their own solutions,” which results in self-focused messaging. When emphasizing the challenges customers face, brands can create a more engaging and relevant content experience. This helps build an authentic connection with buyers, positioning the brand as empathetic and customer-centered rather than solely product-driven.
Build content that puts the problem first, not the product
In order to make an impact, content should focus more on the problems customers face than on promoting a specific product. Recent research stresses that brands often overemphasize their technology and solutions, which can alienate buyers who are primarily interested in solving their own challenges.
A survey by Demand Gen Report indicates that 72% of B2B buyers engage with brands that provide a more personalized experience tailored to their unique pain points. Creating content centered on common challenges means brands can increase engagement, retain attention, and create trust among potential buyers.
Rethink B2B content marketing and become the brand customers remember
In order to truly connect with customers, B2B brands need to step outside the traditional funnel and shift focus toward building early-stage, problem-centric content. Speaking to specific customer pain points and creating meaningful engagement long before the purchasing phase helps brands position themselves as trusted resources and essential solutions.
With problem-focused content, brands build trust and make sure that when customers are ready, they are top of mind, ultimately transforming the way customers perceive and engage with the brand.
