Why nailing a good content strategy can be such a challenge

Let’s face it: creating a B2B content strategy that drives real results is a challenge.

The latest HubSpot State of Marketing Report identifies creating content that generates leads as one of the top five challenges faced by marketers. Along with content ideation and engagement, many marketers are struggling to develop content that not only attracts attention but also converts prospects into qualified leads. 

The good news? With the right approach and Arcane’s powerful engine behind-the-scenes, your startup can build a content engine that delivers consistent, measurable outcomes.

Why most B2B startup content strategies “fail”

The truth is that many B2B startups approach content with high expectations but lack the foundational strategy. Data shows that 71% of B2B content initiatives fail due to three common issues:

1. Lack of Strategic Planning – Without clear goals, your content efforts are adrift. Effective planning includes deep knowledge of your Ideal Customer Profile (ICP), their pain points, and objections.

2. Focus on Vanity Metrics – Metrics like views or shares can distract from the core purpose: generating qualified leads.

3. Insufficient Technology Adoption – The right tools help you streamline, analyse, and adapt content efforts for better results. Tools like Arcane, will help you get started with all types of content cutting your production time and maximising your output. 

Strategic Planning Essentials

Planning a B2B content strategy involves understanding your ICP, defining their core challenges, and positioning your unique value proposition (USP). This may require input from leadership, but starting with basics allows a gradual build-up of a well-rounded strategy.

By addressing ICP challenges thoroughly, you create content that’s genuinely valuable, boosting both engagement and trust. 

When you on-board with your work email, Arcane gathers essential information about your company, including an Ideal Customer Profile (ICP) breakdown and summaries of your mission and vision. This Knowledge Base ensures that every piece of content produced reflects your brand’s core values, strategic goals, and target audience insights—all in one centralised resource.

Organising Your Content: A Practical Tip to creating your content according to the funnel stage in Arcane

Okay, you have your strategic basics covered. Now time to map out a buyer’s journey. 

According to Gartner, the average B2B buying group involves 6-10 decision-makers, and these individuals may consume at least 4-5 pieces of content each before making a decision. 

Creating content that aligns with each stage of the buyer's journey is critical to building trust and converting leads. Here’s how to strategically develop content for each funnel stage: TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel) with Arcane.

1. TOFU (Top of Funnel): Awareness Stage

Objective: Capture attention and educate potential customers about the challenges they face, setting the stage for your brand as a helpful resource.

Content Prompt in Arcane:

• Blog Posts: Articles highlighting latest trends, news and thought leadership 

  • Example 1: The Top 5 Challenges B2B Startups face in content marketing

  • Example 2: 5 AI & Marketing trends predictions for 2025. 

    • Read the final blog created here 

• LinkedIn: Posts with insights, quick tips that address industry trends

  • Example 1: A LinkedIn post breaking down recent B2B content marketing stats.

  • Example 2: A LinkedIn post, with the top marketing tools used by successful startups 

TOFU Content Goals:

• Drive traffic to your website or social channels.

• Begin building awareness of your brand’s expertise.

• Capture initial leads with opt-ins or gated content such as whitepapers or infographics.

2. MOFU (Middle of Funnel): Consideration Stage

Objective: Nurture leads by providing deeper insights and building trust. At this stage, prospects are considering solutions to their problems and need more specific information about how you can help.

Content Types:

• Case Studies: Real-world examples of how your company helped similar clients overcome specific challenges. This prompt is really helpful to create the right structure of the blog and flow for Marketers to fill it out with relevant data and quotes from customers

  • Example Prompt: “How [Startup Name] Increased Lead Generation by 50% Using Arcane’s Content Strategy”

• Common misconceptions: Using industry examples and dispelling common myths is a powerful way for marketers to position their own brand as an authority. By sharing real-life insights and addressing misconceptions, they can showcase their expertise and make their platform a go-to resource on the topic.

  • Example Prompt: “Debunking myths about using AI for Content”

MOFU Content Goals:

• Establish your company as a trusted advisor.

• Educate leads on specific methods and solutions.

• Drive leads toward further engagement, such as signing up for a demo or subscribing to a newsletter.

3. BOFU (Bottom of Funnel): Decision Stage

Objective: Convert qualified leads into customers by demonstrating your solution’s value and suitability. 

This content type requires significant input from marketers, as it depends heavily on the company's specific context and product details, which Arcane may not fully capture. We recommend using Arcane to draft the initial version and then refining it with additional details and insights to provide a more comprehensive, tailored blog post.

Content Types:

• Pricing Guides: Transparent breakdowns of pricing options to make the decision-making process easier.

  • Example: “How Arcane’s pricing works for startups of all sizes”

• Competitor Comparisons: A clear and concise comparison blog that highlights the key advantages of your product, while effectively handling objections

  • Example: “Specialised marketing tool vs generalist platform- Arcane vs ChatGPT”

• Customer Testimonials & Reviews: Real feedback from current clients to build credibility.

  • Example: “Hear from B2B startups who’ve succeeded with Arcane”

Read the full article here

BOFU Content Goals:

• Reinforce your value proposition to encourage conversions.

• Resolve any final objections prospects may have.

• Make it easy for leads to make a purchase decision with clear calls-to-action (CTAs).

By splitting your content across TOFU, MOFU, and BOFU, you’ll create a seamless journey for prospects from initial interest to final conversion, maximising the value of each interaction with your brand. 

Sign up to Arcane and accelerate your content production now!