B2B Content: What Obstacles Do Companies Face… and How to Overcome Them?

Near-unanimity on the value of brand content creation — yet most B2B companies still face recurring obstacles when it comes to executing their content strategy consistently.

Obstacle 1: Lack of internal resources

Solution: outsource production to a specialist B2B content agency, or build a lightweight editorial process that relies on subject-matter experts across the company.

Obstacle 2: Difficulty measuring ROI

Solution: define content KPIs aligned with business objectives — not just traffic and views, but leads generated, conversion rates and revenue influenced.

Obstacle 3: Inconsistent publishing

Solution: build a realistic editorial calendar and stick to it. Quality beats frequency, but consistency beats both.

Obstacle 4: Sales and marketing misalignment

Solution: involve sales in content creation. They know the objections, questions and concerns that content should address.