10 Outdated B2B Content Habits to Break Up With (And a Few You Should Ghost Forever)
Let’s face it — B2B content marketing is full of good intentions and bad habits. Somewhere between the keyword research spreadsheets and the weekly LinkedIn posts, it’s easy to fall into the trap of doing things just because that’s how it’s always been done.
But if you’re trying to drive better results or simply do more with less, it's time to Marie Kondo your content strategy and let go of the stuff that definitely doesn't spark ROI.
Here are 10 tired B2B content practices that need to retire, go on a long vacation, or quietly vanish into the Google graveyard.
1. Blogging Just to Satisfy the Keyword Gods
Yes, SEO matters. No, stuffing your blog with a lifeless, keyword-stuffed post titled “Best CRM Software for Small Businesses 2025” doesn’t.
Search engines are smarter now — and your audience even more so. Create content people actually want to read, not something that sounds like it was written by a sentient Excel sheet.
2. Treating Your Corporate Social Account Like a Digital Bulletin Board
Posting once a week on LinkedIn with the tone of a polite voicemail (“Just checking in!”) is not a strategy. It’s a slow-motion fade into irrelevance.
Social should be a conversation, not a one-way announcement system.
3. Copy-Paste Content Strategy (a.k.a. “Competitor Envy”)
If your idea of a content brainstorm is “let’s just do what they’re doing, but slightly worse,” it’s time for an intervention.
Differentiate or die. You can’t lead your industry if you're tailgating everyone else.
4. Churning Out Top-of-Funnel Content Like You’re Running a Blog Factory
Top-of-funnel has its place — but if every post is a vague explainer aimed at people who might care one day, you’re nurturing a whole lot of nothing.
Shift some focus down the funnel. You know, where your actual buyers hang out.
5. Gating Everything Longer Than a Tweet
We get it. You made an eBook and want those sweet, sweet leads. But slapping a form in front of everything is like putting a toll booth at the entrance of your driveway.
Sometimes, giving away value for free builds more trust than a 14-field form ever will.
6. Case Studies That Read Like Dry Technical Specs
“We delivered X in Y time using Z methodology” — snooze. Where’s the story? Where’s the win? Where’s the part where your customer goes, “OMG you saved our quarter!”?
Case studies should feel like victory laps, not project recaps.
7. The “Here Are Our Latest 5 Blog Posts” Newsletter
There’s a reason nobody opens your newsletter: it reads like a bad RSS feed.
Give your audience a reason to click. Add commentary, personality, or (gasp) a point of view. Think “curated insight,” not “robot librarian.”
8. Trying to Be Everywhere (and Failing Everywhere)
You don’t need to be on every social platform. Unless your buyers are scrolling Pinterest for enterprise software advice (spoiler: they’re not), it’s okay to focus.
Pick 1–2 channels and actually show up well.
9. Connecting With Anyone Who Has a Pulse and a Job Title
Randomly adding 300 people a week on LinkedIn with the vague hope they might convert is just digital cold-calling with extra steps.
Be strategic. Know your ICP. Treat people like humans, not leads with legs.
10. Creating New Content Without Looking at What You Already Have
Before you write your 15th blog post about “AI trends,” ask yourself: can I update or repurpose something that already exists?
Chances are, you’ve got a goldmine of content gathering dust. Recycle like your KPIs depend on it — because they probably do.
Bonus Round: Other Content Clunkers That Deserve Retirement
Webinars where the first 20 minutes are just intros
Whitepapers no one reads past page two
Videos with more stock footage than actual value
Infographics that are... just images of spreadsheets
TL;DR: Your Content Strategy Needs a Spring Cleaning
If your content calendar is more about checking boxes than driving value, it’s time to stop, rethink, and strip away the fluff. Focus on what works, ditch what doesn’t, and remember: doing less but better is the real growth hack.
Now go forth, and unpublish something.